Digital

Transformation
in Pharma:
Revolutionizing
Patient Care
Life Sciences & Healthcare Digital & Software Solutions October 29, 2024

Digital Transformation Is
Reshaping Pharma
The growing importance of digital innovation in pharma has
significantly transformed how the industry operates. Increasingly
larger numbers of patients are actively seeking health and medical
information digitally, first and foremost.
Greater health knowledge access through technology has changed
how patients research medications and personal health topics, how
they interact with their physicians, and how they have taken
personal goals into their own hands. Patients now have more
access to healthcare information and pharma companies than ever
before.

What is digital transformation?

Before we can talk about how digital solutions in pharma have
impacted the industry, it’s important to quickly define digital
transformation in the first place. Digital transformation is a
strategic approach to leveraging technology to transform from a
traditionally analog business model to a digital omnichannel model.
Digital transformation is, in essence, the process of incorporating
digital technology throughout a company or organization in an
effort to better serve customers. This evolution may come in the
form of updating existing processes to become quicker and more
efficient when performed digitally.
Alternatively, digital transformation can also involve creating whole
new services or business processes that take advantage of the
latest technology.

Pharma digital
transformation trends
impacting patient care
As the pharmaceutical and healthcare industries have undergone
this sort of digital transformation, the world of healthcare looks
markedly different than it did even ten years ago. And we predict
that shift will continue.
Recently, the healthcare and life sciences industries have
experienced several trends that have reshaped the way we think
about the medical world. In general, it seems that patients are more
in control of their health than ever before, and in a way, this control
makes the industry less intimidating.

Patients are more engaged…

Gone are the days when patients were passive recipients of
healthcare. The contemporary patient is informed, involved, and
inquisitive, taking an active role in their health management. This is
a significant paradigm shift from the traditional model, where
healthcare decisions were largely physician-driven.
Since there is so much more information readily available about
various conditions and treatment options, patients are more able to
learn about their symptoms, determine what may be wrong, and
become actively engaged in discussions around treatments and
medications.
(Download our digital healthcare features radar report for more
information on the features that matter most to patients!)

…And they have more

information about product
performance and side effects
On that same note, patients used to have to rely on their doctors to
tell them about what medications to take and how that specific
medication may impact them.
The digital age has unlocked access to a wealth of information
about medical conditions, treatment efficacy, and medication side
effects. With a simple internet search, patients can gain insight into
the experiences of others, scrutinize clinical studies, and weigh the
pros and cons of various pharmaceutical products. This level of
transparency has not only demystified the once-opaque world of
medication but also allowed patients to approach their treatment
with confidence and knowledge.
In this way, patients can feel better equipped to discuss treatment
options with their doctor and will often have a better grasp of what
to expect when starting a certain medication. But at the same time,
healthcare professionals need to take care that their patients are
not misinformed.

Greater transparency is driving

more competition
Sometimes, a patient may feel that they need to get a second
opinion about their diagnosis or their symptoms. With telemedicine
providing fast and easily accessible virtual consultations, primary
healthcare is opening up to more competition for some specialties,
and patients have more options than ever before.
Additionally, it’s easier to research doctors in the area to try to find a
good fit. This development also serves to encourage innovation and
contain costs in the healthcare industry in general.
All of these benefits can also be translated to the pharma industry;
patients have more choices of which medication to turn to, and
there is more cause for innovation to set companies apart from one
another.

Technology gives patients the

quick answers they want
In our fast-paced world, waiting for healthcare solutions is
increasingly unacceptable. Digital advancements have significantly
streamlined the patient journey, from initial consultation to
receiving test results.
Telemedicine, wearable tech, and electronic health records have
coalesced to create a seamless, efficient healthcare experience,
drastically reducing the time it takes for patients to receive care
and make informed decisions about their treatment.

Opportunities for digital

transformation in pharma
So far, we’ve talked about trends in the healthcare industry in
general and how it has been impacted by the growing digital world.
But what about the pharmaceutical industry specifically?
While some members of the industry may be hesitant to adopt the
digital changes that have emerged over the last decade or so,
trends in digital health solutions make it more possible for
pharmaceutical companies to positively impact patient well-being
and drive brand awareness more directly than ever before.
Expanding the role of AI in
the pharmaceutical
industry
AI (artificial intelligence) can have some truly impressive uses in life
sciences. Firstly, it can be a great way to handle any complaints or
basic questions about a certain drug, all while helping a patient to
feel at ease.
Conversational AI could also market new equipment or medications,
offer more accurate medical advice than what may be found
elsewhere on the internet, and even alert users to symptoms that
warrant immediate medical attention. In addition, AI-driven
chatbots and virtual health assistants can provide 24/7 support,
answer patient queries, and offer guidance.
Beyond conversational AI, the application of artificial intelligence in
healthcare is multi-faceted, offering not just improved customer
service but also groundbreaking advancements in drug discovery
and disease diagnosis. AI algorithms can analyze complex
biomedical information far more quickly than humans, identifying
potential drug candidates within large datasets that might
otherwise go unnoticed.
AI can also be instrumental in improving diagnostic accuracy.
Algorithms trained on vast datasets can detect nuances in imaging
scans that might elude even the most experienced radiologists.
This technology is proving invaluable in the early detection of
conditions such as cancer, where every moment counts.
Revolutionizing clinical trials
with e-clinical platforms
Clinical trials are the cornerstone of medical advancement, but
inefficiencies and a lack of patient-centric approaches often bog
them down. E-clinical platforms are a digital solution transforming
the landscape of clinical research. These platforms streamline trial
management, making the process more efficient and patient
friendly.
E-clinical platforms offer an array of tools that handle various
aspects of clinical trials, from electronic data capture (EDC) to
patient recruitment and retention strategies. Clinical trial data that
once took weeks to collect and process can now be gathered in
real-time, enhancing the accuracy and reliability of trial results.
Another critical advantage of e-clinical platforms is their role in data
standardization. With consistent data formats, comparing results
across different trials becomes easier, which is essential for
regulatory submissions and advancing scientific understanding.
Furthermore, these platforms facilitate remote monitoring, which
has become particularly crucial. Patients can participate in trials
from the comfort of their homes, improving their experience and
reducing drop-out rates.

Keeping a pulse on patient

health with wearable tech in
healthcare
The advent of wearable technology like the Apple Watch marks a
significant stride in the digital transformation journey of the
pharmaceutical industry. These devices are becoming an integral
part of healthcare by providing continuous health monitoring and
generating vast amounts of health data.
By capturing biometric data around the clock, wearables enable a
dynamic understanding of patient health outside clinical settings.
This constant stream of information empowers pharmaceutical
companies to observe drug efficacy and patient adherence in real-
time, informing safer and more effective care. Plus, the data from
wearables can reduce the reliance on self-reported patient
outcomes, enhancing the accuracy of clinical trials and speeding up
the time to market for new drugs.
For pharma companies, wearables offer a new dimension of real-
world data that can be leveraged for clinical studies, drug
development, and personalized medicine approaches. But for
patients, they offer a huge leap in convenience by passively
collecting health data and reducing the need for manual tracking
and frequent hospital visits.

Putting a face with a name

through digital technology
These days, gaining awareness of a product or service is more
complex than ever. Consumers are bombarded with messaging,
advertising, and content, making it hard to stand out and get their
attention.
It’s becoming increasingly important to show that there are real
people and real values behind a company name—that life sciences
companies care about improving the lives of the patients they
serve. Demonstrating this can include patient case studies, video
testimonials, doctor interviews, scientist highlights or interviews,
and more.
Being more than big business
Pharmaceutical companies can leverage highly targeted and
personalized digital advertising in order to not seem like just a big
business. Marketing collateral that identifies specific patient
problems, including video advertisements, case studies,
personalized retargeting ads, and other content, can increase
engagement.
Personalized content helps large pharma brands develop a positive
reputation by connecting one-on-one with their audience. Digital
tools such as AI and machine learning have opened the door to
more conversations and increased audience engagement, allowing
pharmaceutical companies to seem more human. Securing a brand
voice that is more relatable and caring could be a huge step in the
right direction to attracting more patients.

Conclusion: the pharma

industry is on the verge
of a digital renaissance
The boundaries between the physical and virtual world are more
blurred than ever before, and the future of the internet and
technology in pharma makes it likely that these lines will continue
to blur. Turning to digital processes can have a wide range of
benefits, including quicker and more simplified processes, easier
communication with clients, and more unified projects between
various employees.
Digital transformation in the pharmaceutical industry isn’t a “one-
and-done” shift; it is a cultural change that requires organizations
to embrace continuous trial and error as well as adaptation to the
changing landscape. As the movement of experiences from
physical place to digital space accelerates, many pharmaceutical
companies have already taken steps toward digital transformation.
Traffic to pharmaceutical websites is increasing in record numbers,
and patients are demanding more from these companies each and
every day. Using digital transformation to your advantage allows
your company to offer easily accessible information, provide more
personalized services, and demonstrate your unique value
compared to your competitors.
The future is increasingly digital. The leading brands of the
pharmaceutical industry will be the ones that transform
accordingly.
Ready to lead the future of pharma? Let’s get started today!

About the Author

Varun Sethuraman
Senior Domain
Consultant

Varun is a Senior Domain Consultant with

Hexaware's Life Sciences & Healthcare Solutions
team, bringing extensive expertise in R&D,
consulting, and strategic management within the
life sciences and healthcare sectors. At Hexaware,…
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