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Work on digitization in the pharmaceutical and medical industries has been going on for several years. The path for modern technologies is mainly paved by the private sector, but companies operating in the pharmaceutical and medical industries still face certain challenges.
Marketing Automation in the medical and pharmaceutical industries
One of the most important elements of digitization is the automation of many processes, especially repetitive ones, for which modern technological solutions work great. Currently, automation tools are used primarily to:
- contact patients - virtual consultants, chatbots;
- registration of appointments - websites allowing for online appointment booking;
- appointment confirmation - the possibility of confirming an appointment using an application without having to contact reception;
- payment service - the possibility of card payments, mobile payments or subscriptions;
- implementation of e-appointments - mobile applications that allow you to contact a doctor without leaving your home;
- patient data management – software enabling electronic documentation management.
Although each of the above services brings a number of benefits, one of the most important improvements introduced in recent years is digital document management. Electronic record keeping allows, above all, to automate many repetitive processes, such as receiving and signing documents or sending them to other branches. Thanks to this, many activities can be carried out faster, and since the documents are in a digital form, several people can access them at the same time.
However, in order to meet the expectations of modern patients, the medical and pharmaceutical companies should become interested in methods and tools that have been successfully used in the e-commerce industry as part of Marketing Automation for years. Marketing automation means conducting marketing activities using software and tools to improve sales processes. In the medical and pharmaceutical industries, these may include activities such as:
- use of tools supporting targeting (specifying recipient groups),
- adapting the website to the target group (patients, partners),
- providing applications and platforms enabling the purchase of medicines, medical accessories or diagnostic tests,
- conducting multi-channel communication,
- using tools to measure patient satisfaction.
However, when introducing new applications etc., the potential risks associated with digitization should be taken into account. In this context, the biggest challenge is to provide patients and partners with cybersecurity to protect them from theft of sensitive data. As a result of a cyberattack, database failures or paralysis of medical devices operating in the network may also occur.
One of the applications in the field of Marketing Automation in the B2B and B2C are Magic SMS - a tool that automates contact between medical consultants and traders in the pharmaceutical industry, but also successfully used in such industries as the catering and restaurant industry (information about promotions, contact with customers), the service sector (confirmation / appointment reminder / evaluation of the service performed / presentation of a new offer) or in the fitness industry (e.g. sending trainings in the form of video).
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The tool allows you to use your contact database, effectively interact with recipients (a multitude of elements used in the conversation - video, survey, graphics) and gives access to statistics from sent messages.
The use of artificial intelligence in the medical industry
Artificial intelligence (AI) plays an important role in digitization in the medical industry. Along with other automation tools used to manage databases, organize information, streamline activities previously performed manually, integrate data or build a centralized IT infrastructure, it can streamline the work of specialists and improve its quality. Technologies based on artificial intelligence facilitate data analysis, accelerate research and allow for more effective expansion of knowledge.
Analytical tools in the healthcare industry enable you to turn data into valuable insights and conclusions. This, in turn, helps physicians provide better care and make informed decisions. Big Data is also increasingly used in medicine - complex data sets, characterized by a large variety, the analysis of which is difficult, but it can allow you to gain new knowledge. Big Data in the medical industry can be used not only to increase effectiveness, productivity, and thus profits, but also to predict the development of epidemics, treat diseases, reduce the number of deaths or for clinical trials.
The technology that is increasingly used in medicine is blockchain - a chain of blocks that are used to store and send information about online transactions. In the medical and pharmaceutical industries, blockchain is used, among others, to verify the origin of products. Using this technology, every product introduced into the supply chain is tracked from the very beginning. In the event of an attempt to market a counterfeit series of a drug, the blockchain-based system records such action and prevents it.
Optimization and automation of the supply chain in the pharmaceutical industry
The COVID-19 pandemic has significantly accelerated the digital transformation in the pharmaceutical industry. Unfortunately, this does not mean that all problems related to this sector have disappeared - they result mainly from inadequate adaptation to the pace of technological development and constantly growing consumer needs. First of all, digitization is a costly and time-consuming process, which may cause some companies to delay its implementation. At the same time, the pharmaceutical industry is not free from the threats of counterfeit products entering the market.
In addition, processes taking place in the supply chain stage turned out to be suboptimal, too slow and insufficient in the face of increased demand. Blockchain technology may be the answer to these difficulties. Supply chain management systems based on blockchain provide access to the necessary data at any place and time, and this data is constantly updated. The supply chain is a complex, meticulous and fragmented process, relying heavily on mutual trust, but also requiring effective monitoring and verification of data. Blockchain reduces the risk of errors, and its features additionally secure the process.
In the pharmaceutical industry, blockchain projects have been taken up by Amgen, Sanofi and Pfizer. These companies have started cooperation to build a transparent control system for clinical trials of new drugs. In addition, Pfizer, together with companies from AbbVie, McKesson and Roche, worked on a tool to adapt regulatory requirements and prevent the penetration of counterfeit drugs into the supply chain and, consequently, to the market.
Medical services for patients in the era of digitization of the medical industry
Access to the Internet is universal and it is no longer used only for entertainment purposes. We are increasingly using the Internet for health-related purposes. According to the results of research conducted by the Polish Center for Public Opinion Research (CBOS), Poles use the internet for the following:
- look for information about doctors and medical services (69%),
- check opinions on doctors (62%),
- look for information on the effects of drugs (57%),
- download the results of diagnostic tests (36%),
- buy over-the-counter drugs and supplements (20%),
- order medical accessories and rehabilitation equipment (12%),
- fill prescriptions (2%).
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To reach these patients, you need to reach the places where they are. In practice, this involves the need to define ‘Patient Journeys’, identify their problems, indicate the points of contact between recipients and the medical facility, and create a strategy focused on patients' experiences.
However, one of the major challenges that many facilities have to deal with in this process is the insufficient availability of medical staff. This is confirmed by CBOS research, according to which as many as 82% of Poles believe that it is difficult to make an appointment with a specialist, and 71% have a negative opinion regarding the availability of staff in hospitals. This situation is not helped by numerous administrative activities, such as filling in medical documentation, which, according to the report of the Polish Supreme Audit Office (NIK), consumes 33% of the time during a face-to-face consultation and as much as 43% during a teleconsultation.
In order to increase the availability of medical personnel, the time of already - employed specialists should be managed more effectively. It is worth considering for this purpose:
- digital first approach – the first medical interview is conducted remotely and the need for an in-person appointment is assessed based on this;
- integration of IT systems - for example, tools used to support laboratory and imaging diagnostics;
- automation of information flow between facilities;
- digitization of administrative processes and electronic management of medical records;
- implementation of systems that automate the registration of appointments.
Smart contracts in the pharmaceutical industry
A smart contract is a computer program or protocol designed for signing documents in a digital version and their automatic verification. Smart contracts operate on a blockchain, hence they are one of the inseparable stages of the development of blockchain technology. The potential of blockchain is so great that it is often referred to as a revolutionary technology - also in the context of the medical and pharmaceutical industries.
Smart contracts can help automate many aspects of the supply chain. Thanks to the use of blockchain, smart contracts are to have the greatest impact on reducing the illegal trade in medical goods, enabling monitoring of the product's route from the production plant to the pharmacy - when the patient collects the medicine, the sale will be registered and its distribution will end.
At this stage, however, the still insufficient legal regulation of smart contracts may be a hindrance. Although civil law provides for the freedom of expression of will, there are few provisions in the legislation of both Polish and other countries that regulate this type of contract. On the other hand, smart contracts have numerous advantages, such as irremovability, which is ensured by the specificity of the blockchain, as well as security, speed, efficiency and precision.
Although work on digitization in the medical and pharmaceutical industries has accelerated significantly in recent years, companies operating in these areas still face numerous challenges. The answer to many problems is the use of modern technologies, including those using artificial intelligence, and a change in the approach to the provision of medical services.
