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Throughout the past decade, digital transformation has been at the forefront of the agenda for the NHS which has been accelerated by the abundance of digitally enabled ways of working during the pandemic. While the last year has unquestionably heralded the spring shoots of transformation, there is so much to be done to build upon this and accelerate further. For example, do both pharmacists and patients comprehend the value of digital to drive change at a fundamental level? The issue is not simply ensuring that the temporary fixes inspired by the pandemic successfully transition to standard practice, but also rapidly building on that foundation to enable the greatest value from digitisation within pharmacy. Covid-19 has increased the need for digitally enabled and empowered ways of operating. From the backlog in outpatient appointments to postponed screening programmes and, crucially, the potential exodus of overworked and stressed pharmacists, the efficient, effective and intelligent care enabled by the right digital technologies is now critical.

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.

Digital technology has radically transformed our world - smart phones, tablets, and web-enabled devices have changed our daily lives and the way we interact. Digital technology is also transforming healthcare because healthcare is an information-rich industry. Information is present in the form of past medical history, vital signs, progress notes, medications, allergies, lab data and imaging reports as well as other relevant information, such as insurance information and even data imported from personal wellness devices. Electronic records make information instantly available to authorized providers across practices and health institutions, helping in clinical decisions and coordinate care. It is not difficult to determine the direction that EHRs in the US will take over the next several years. A prominent and far more seamless flow of processed data within a digital healthcare infrastructure which is created by electronic medical records incorporates and leverages digital progress and can transform the way care is delivered and compensated. As EHR becomes more mobile-friendly, it will make the information easily accessible, and this trend will blast the healthcare industry forward.

Wes Streeting's speech at the Labour Party Conference 2024 outlines several key health and social care reforms, which hold significant implications for community pharmacy in England. His focus on reforming and rebuilding the NHS to ensure fair, universal access to care, with prevention and early intervention at its core, presents both opportunities and challenges for community pharmacy. Here are the potential implications: 1. Prevention Focus Streeting's vision of a shift from a reactive, hospital-based model to a preventive healthcare system presents a promising future for community pharmacies. These changes could significantly reduce pressures on GPs and hospitals, integrating pharmacies more closely into primary care networks and enhancing their role in preventive care. 2. Digital Transformation The move from an "analogue to digital" NHS could see community pharmacies adopting more digital tools and systems for service delivery. This would likely involve greater use of digital prescribing, telehealth consultations, and AI-driven services. Pharmacies will need to invest in digital infrastructure and ensure that pharmacy professionals are trained to operate within a more tech-centric environment. 3. Reform and Redistribution of Services Streeting's plans to extend choice and equitable access to services mean that community pharmacies could become integral to providing care in underserved or disadvantaged areas. With a focus on decentralising healthcare and bringing it closer to local communities, community pharmacies could play a more significant role in supporting healthcare delivery in areas where GP services are stretched. This may include expanding access to pharmacy services in the most deprived areas, aligning with Labour's emphasis on addressing health inequalities.

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.

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.

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.

Transitioning from analogue to digital is one of three major "shifts" the government has deemed essential for the future of the NHS. These shifts, with the other two being the moving from hospital to community care and from sickness to prevention, will also form the foundation of the 10-Year Health Plan. The question is: are the public ready to embrace this digital transformation, which would involve sharing their health data for the development of artificial intelligence (AI) systems within the NHS? Results from a UK-wide poll show that the majority of people (75 per cent) are willing to share some of their health data for AI development. The survey commissioned by the Health Foundation included more than 7,000 members of the public (aged 16 years and older). Nearly 60 per cent expressed willingness to share information about their eye health, with 58 per cent open to sharing details about the medications they are taking, and 57 per cent willing to disclose any long-term illnesses they live with.

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.

The General Pharmaceutical Council (GPhC) has promoted Louise Edwards to the position of Chief Strategy Officer and Deputy Registrar. Louise is currently the Director of Regulation and Digital Transformation at the Electoral Commission, responsible for the organisation's regulatory work and digital, data, technology and facilities infrastructure. This includes funding and spending at elections and referendums, registering political parties, enforcement work, and data and information management. Louise will take over Mark Voce, the GPhC's current Chief Strategy Officer and Deputy Registrar, who is retiring early in July 2024. Louise said: "Pharmacy services are at the heart of health care for many people. Having effective regulation and standards in place can transform and give confidence in the quality of care that people receive.

Charac, an NHS-integrated one-stop platform for independent community pharmacies, and Positive Solutions, the fastest growing pharmacy IT provider in the UK, have agreed on a collaboration to support community pharmacies through new integrated technology platform - MyHealthHub. The tech platform aims to give pharmacies a powerful and compelling tool to both help retain and attract new patients. The app will also allow the over 7,200 independent high street pharmacies which are lacking a digital footprint to compete with larger online pharmacies by providing them with an online presence. The long-term strategic partnership brings together Charac's innovative approach to patient relationship management and Positive Solutions trusted expertise in digital solutions for pharmacy. With Positive Solutions' Analyst PMR used daily by 16,000 pharmacy team members to process over 87 million scripts and 180 million items, the collaboration will help transform patient engagement and continue driving service business to pharmacies across the UK using a new innovative, integrative technology platform, MyHealthHub. MyHealthHub will not only integrate with Analyst PMR, but also forms part of an entire new technology ecosystem from Positive Solutions, the Hx platform and will be entirely interoperable.

Pharmacies and other spaces should be able to facilitate the provision of health care to bring services closer to patients and reduce demands on general practice, suggested a report by Tony Blair Institute. In a paper 'Modern and Sustainable NHS Providing Accessible and Personalised Care for All', it has propose six areas for reform where radical-but-practical policy action will begin to transform the future of the NHS and deliver better patient care. It has proposed to create new access routes for services and providers. It added: "The range and availability of health-care services must increase to reflect citizens' demands and their increasingly complex needs. "Pharmacies, gyms, supermarkets, workplaces and other spaces should all be able to provide or facilitate the provision of health care, bringing services closer to patients and reducing demands on general practice. It suggested: "We must move towards greater community-based care and the creation of a neighbourhood health service, with more routes for direct patient access, to ensure services are available when and where people need them. These should all be accessible through a single, simple digital front door to the NHS."

A new report has highlighted that while NHS trusts are well placed to drive the new Labour government's desired healthcare transformation, additional resources are essential to fully realise this vision. Published by NHS Providers, the report explored how trusts are innovating and adapting to deliver the three key shifts outlined by the government: from hospital to community-based cafe, from analogue to digital, and from treatment to prevention. Titled "Providers Deliver: shifting care upstream," the report cited some successful approaches trusts have taken to ensure patients can get the care they need in the right place at the right time. Examples include: Tackling the wider determinants of health to improve patient flow - Hampshire and Isle of Wight Healthcare NHS Foundation Trust Reducing demand for emergency care by providing support at home - East Lancashire Hospitals NHS Trust Improving mental health crisis care from the ground up - North Staffordshire Combined Healthcare NHS Trust Harnessing a culture of continuous improvement to deliver care in the right place - Walsall Healthcare NHS Trust Taking the next step from hospital at home to early intervention - Hertfordshire Community NHS Trust

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.

Since the introduction of the 2019 NHS Long-Term Plan, several policy commitments have surfaced, presenting a definitive 'blueprint' for community pharmacy in England. The Company Chemists Association has identified four crucial commitments that, when integrated, hold the potential to revolutionise patient care through community pharmacies. "Each commitment is like a crucial piece of a puzzle," CCA said. "For the transformation of patient access through community pharmacy to be successful, all these pieces must come together harmoniously. Otherwise, the picture will remain incomplete." The four major pieces of the puzzle coined by CCA include: * Building on education and training reforms to increase the size and capability of the workforce. * Expanding the number of clinical services commissioned and delivered in community pharmacy. * Introducing digital enablers which underpin service delivery. * Introducing legislative changes to increase capacity and allow the delivery of more patient-facing clinical care.

As Health Secretary Wes Streeting initiates a national conversation about the future of the NHS, the Association of the British Pharmaceutical Industry (ABPI) has stressed the importance of increasing investment in medicines to fix the 'broken' NHS. Streeting is inviting the public, NHS staff, and experts to share their experiences and contribute to shaping the government's 10 Year Health Plan to build an NHS fit for the future. The government aims to implement three big shifts to transform the NHS: hospital to community, analogue to digital, and sickness to prevention. Richard Torbett, chief executive of the ABPI, has highlighted the vital role medicines and vaccines can play in achieving these priorities. He said: "Wes Streeting is spot-on in identifying three strategic shifts necessary to fix the broken NHS. Medicines and vaccines have a vital role in all three of these priorities, but we are not currently realising their potential."

harac, an NHS-integrated one-stop platform for independent community pharmacies, and the National Pharmacy Association (NPA) have announced their long-term partnership to allow pharmacies to deliver the broad range of services needed to support the public. The NPA and Charac will collaborate with members of the NPA and beyond to accelerate the necessary digital transition of independent community pharmacies, particularly given their importance to poorer communities and less advantaged individuals at high risk due to potential pharmacy closures. The partnership is part of the NPA's efforts to improve the online presence of community pharmacies, including patient application, online booking, website design, and a delivery service. With Charac similarly dedicated to bettering digital interaction with patients, the new joint ecosystem will provide pharmacies with the necessary funding and cutting-edge technology to aid delivery of primary care.

Three more pharmacy system suppliers have received approval to roll out their software in community pharmacies to support electronic prescribing service (EPS) in Wales. The approval means all seven pharmacy system suppliers who have contracts with pharmacies in Wales can now deliver EPS. Digital Health and Care Wales (DHCW) announced on 17 January 2025 that healthcare technology firms Cegedim Rx, EMIS and PharmacyX have successfully developed and tested systems capable of handling electronic prescriptions. "Following robust monitoring, any pharmacy using the suppliers' software will be able to use EPS, providing they have completed a number of readiness activities," DHCW stated. System suppliers Invatech, Boots, Positive Solutions and Clanwilliam completed testing of their software systems last year. Apotec is currently undergoing the assurance process, according to DHCW. This development marks a significant milestone in DHCW's aim to move from a paper-based prescription process to a digital system.

The NHS has started using a new digital test to accelerate the diagnosis of attention-deficit hyperactivity disorder (ADHD) in children, following successful trials by the National Institute for Health and Care Research (NIHR). In July 2024, the National Institute for Health and Care Excellence (NICE) issued draft guidance approving the use of QbTest by psychiatrists and specialist children's doctors to aid in ADHD diagnoses. This computerised test, which complements existing diagnostic methods, is expected to both improve assessment accuracy and save the NHS money. It is estimated that ADHD affects 3-5 per cent of school-age children, who show symptoms of inattention, impulsivity and hyperactivity. Professor Richard Morriss, NIHR ARC East Midlands Mental Health and Well-being Theme Lead, expressed concern that there has been a fourfold increase in ADHD referrals since the COVID-19 pandemic.

In its response to the Health and Social Care Committee inquiry into 'Digital Transformation in the NHS', the Community Pharmacy IT Group (CP ITG) has highlighted issues concerning the NHS community pharmacy. CP ITG, of which PSNC is a member, has urged that pharmacy teams should have access to up-to-date records information, e.g. from Shared Care Records, GP Connect and Summary Care Records with Additional Information. It has also stated that the Booking and Referral Standards (BaRS) should be extended so that future referrals into and from pharmacy can be communicated seamlessly. In its written response, CP ITG said: "Ensure that BaRS is expanded and aligns with other referral IT standards such as GP Connect referrals. Ensure it is used across community pharmacy, the GP sector, other health care sectors and across the NHS, and by all health IT suppliers, so that messages and referrals can flow smoothly within and across sectors and patients can have a seamless experience and safe care." The group has asked the Health and Social Care Committee to create a framework for the development of pharmacy IT to ensure IT suppliers are better equipped to support pharmacy teams and their delivery of services.