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Digital transformation is sweeping across the healthcare landscape. Fuelled by ambitious government policy, exciting innovation and huge injections of funding, it's hard for anyone in the sector not to catch a dose of digitisation fever. But digitisation is not a universal tonic, and it certainly isn't always a 'good thing'. In fact, there's a real danger to digitising healthcare. Such a fundamental change to the very nature of care delivery is an inevitably high-risk process: sometimes things or people get forgotten, vital processes stall, or new systems fail to replicate the strengths of those they replace. Take, for instance, the digitisation of pharmacies. Over recent years, the public's use of online-only pharmacies have boomed: in March it was reported that the number of items dispensed from distance-selling pharmacies in England, UK quadrupled between 2016 and 2021. These online providers offer an attractively convenient way for patients to receive their medicines; replacing a trip to a high street pharmacy with a package delivered straight to their door. On the surface, this digital solution seems perfect not only for young patients with busy schedules, but also for older patients or for those with restricted mobility who may struggle with in-person collection.

The Department of Health and Social Care (DHSC) announced on Monday (November 22) that it would integrate NHS Digital, NHSX and Health Education England into NHS England and Improvement (NHSE&I) as part of major workforce planning and technology reforms. The merger is part of the government's long-term strategy for the recruitment, training and retention of healthcare staff coupled with a digital transformation of working practices. The overhaul is based on recommendations made by NHS Digital chair Laura Wade-Gery who led a government-commissioned review to improve patient care, centralise the NHS workforce and accelerate digital delivery. Commenting on her recommendations, Wade-Gery, said: "In the rest of our lives, digital has really changed how we live and we must now make this true in healthcare. The goal of my review is to equip the national centre with the right capability to support Integrated Care Systems to deliver better citizen health. We need to have the culture, operating model, skills, capabilities and processes to put data, digital and technology at the heart of how we transform health services."

In a groundbreaking move towards modernising healthcare, England's National Health Service (NHS) has successfully implemented digital prescriptions, as reported by the World Health Organization (WHO) in its latest regional digital health report. Since January 2024, patients across England have had access to their prescription information through the NHS App, marking a significant leap in healthcare accessibility and efficiency. With over 33 million registered users, representing 75 per cent of the adult population, the NHS App has become a vital tool in managing healthcare online. The introduction of digital prescriptions allows users to order repeat prescriptions online without the need for a GP visit. This innovation has witnessed a surge in digital requests, with over 3.1 million repeat prescriptions processed monthly.

To lead the way in modernizing the UK's healthcare, the National Health Service (NHS) digitized the prescriptions. WHO mentioned this in their current digital regional report. Since January 2024, the NHS App in England has offered patients the opportunity to see statistics about their prescriptions. This represents a gigantic step in the area of healthcare which can be categorized as another stage in healthcare accessibility and efficiency. Over 33 million residents have taken the NHS app enabling the users to be 75% of the adult population. The app helps in online management of their health. The use of digital prescriptions enables patients to order repeated prescriptions online, in which they would past getting an appointment a GP.

In a rapidly evolving and competitive landscape, the pharmaceutical industry faces unique challenges when it comes to marketing its products and services. With stringent regulations, complex target audiences, and a need for trust and credibility, pharma companies need to employ effective marketing strategies to stand out in the crowd. In this blog article, we will explore some key marketing strategies for the pharma industry that can help boost their visibility, engage their target audience, and drive business growth. UNDERSTANDING THE UNIQUE LANDSCAPE The pharma industry operates in a highly regulated environment, where compliance and ethical considerations play a crucial role. Before diving into marketing strategies, it is essential to have a deep understanding of the industry's dynamics and the target audience. Researching the market, identifying patient needs, and studying the competitive landscape are vital steps in developing an effective marketing plan. EMBRACING DIGITAL TRANSFORMATION Digital transformation has revolutionized marketing across industries, and the pharma sector is no exception. Embracing digital channels and technologies can significantly enhance the reach and impact of marketing efforts. Pharma companies can leverage social media platforms, create engaging content, and build online communities to connect with patients, healthcare professionals, and other stakeholders. Implementing robust digital marketing strategies allows for personalized messaging, real-time communication, and targeted campaigns that resonate with the target audience.

The new 'How to Involve and Engage Patients on Digital Health Tech Innovation' learning module has been created specifically to support the development and delivery of patient-centric technologies, at a time of critical digital transformation in the NHS. The foundation level module will be freely available at www.orcha-digitalhealthacademy.com and on the Health Education England NHS Learning Hub (learninghub.nhs.uk). No training previously exists on conducting effective patient and public involvement and engagement (PPIE), leading to wasted resource on unsuitable technologies at a time when the healthcare system simply cannot afford it. The module aims to educate innovators who are creating new technology, and the clinicians who are prescribing these solutions. Crucially, the module also provides valuable support to the 500 NHS clinicians who are on the Clinical Entrepreneur Programme. The module is an introduction to the first evidence-based framework for PPIE, launched by the University of Plymouth, the AHSN Network (the national voice of the 15 academic health science networks in England) and Boehringer Ingelheim UK & Ireland. It helps to fast-track learning for the EnACT principles described in the framework, outlining how to involve patients in product innovation and critical issues such as data privacy, intellectual property, inclusivity, reimbursement, useability, and recruitment of patients.

Wales launched the new electronic prescribing service (EPS) last week, with the country's first electronic prescription sent and dispensed on 17 November. The new service allows prescriptions to be sent digitally to a patient's nominated pharmacy, thus eliminating the need for paper forms. It is part of a wider plan to introduce digital medicines and e-prescribing in all hospitals and primary care in the country. Wellington Road Pharmacy and Lakeside Medical Centre in Rhyl became the first community pharmacy and GP practice to use the EPS, which is expected to be rolled out across Wales in January 2024.

In a remarkable turn of events, the NHS App has emerged as a financial saviour for the National Health Service, slashing costs by over £1 million in the last year alone. The revelation comes as a testament to the app's growing significance in streamlining patient communication and service delivery. Throughout the fiscal year 2023/24, a staggering 22.5 million messages traversed the NHS App, a feat previously reliant on traditional methods like text messages or letters. This monumental shift not only signifies a boon for efficiency but also heralds substantial savings, with each text message costing an average of 5p. Drastically reducing these expenses has amounted to a commendable £1.1 million in savings, marking a pivotal milestone in NHS expenditure management.