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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.

The Pharmaceutical Services Negotiating Committee (PSNC) has appointed Robbie Turner as chief transformation officer, to work closely with LPCs as part of its newly launched Transforming Pharmacy Representation (TAPR) programme. PSNC launched the TAPR Programme in response to the contractor vote in favour of the Review Steering Group's proposals. As part of the programme - alongside actioning the recommendations for PSNC - there will be support for LPCs to implement their proposals. Williams will be responsible for leading, driving, and having oversight of the TAPR workstream to increase efficiency and outcomes across the network of LPCs in England. This will include the provision of specialist hands-on guidance and support to LPC members and officers, to promote implementation of the RSG proposals, best practice and challenging the status quo. Williams was formerly chief officer of Community Pharmacy West Yorkshire LPC and subsequently Director for England and Director of Pharmacy and Member Experience at the Royal Pharmaceutical Society.

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.

The Royal Pharmaceutical Society (RPS) has been on the lookout for innovative ideas and suggestions that could transform the future of pharmacy practice in England over the next decade. The society's new project with the King's Fund to transform the future of pharmacy practice in England is at a consultation phase, seeking views and opinions of pharmacy teams from all areas of practice including primary, secondary, social and community care to ensure that the system gets the best out of pharmacy and the public receives seamless, joined-up care. "We want to build a vision that sets out the role of and value of pharmacists and pharmacy teams working across systems, providing patient care and NHS services," said RPS in a statement. "Transforming the future of pharmacy practice recognises the urgent need to build on new ways of working established across health and care systems during the pandemic to meet the increasingly complex health needs of people and improve patient outcomes."

The new board of the National Pharmacy Association (NPA) has adopted 10 principles for transforming the contractual framework in England. The board met for the first time in April, believes that the current Community Pharmacy Contractual Framework is failing NPA members, the wider sector, the NHS, Government and patients. The association's new vice chair, Jay Badenhorst, said: "We can't wait until the current framework limps to its finish line in 2024 before giving serious thought to the new race we must all run in the future." "Before negotiations for a new contract begin in earnest, we want to make our position clear to all of those who will be involved in its development. Years more of the same would be totally unacceptable. Tinkering at the edges of the current arrangements as the basis for a new deal could not achieve the transformation that is needed." Former chair of the NPA, Andrew Lane, listed some of the principles in a speech to industry leaders in January, but this is the first time the approach has been agreed in its entirety, following months of testing with NPA members.

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."

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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 NHS Confederation and the Association of the British Pharmaceutical Industry (ABPI) has published a report that demonstrated the importance of the collaboration between industry and the NHS to improve patient outcomes across the UK. Analysis from the report has shown a significant variation in access to innovative medicines for patients across the UK and showed that uptake of new treatments in these areas continues to be below the average of similar countries in Europe. The report, 'Transforming Lives, Improving Health Outcomes', has highlighted four initiatives where effective partnerships between the NHS, patient organisations and industry have helped to tackle unwarranted variation in the uptake of innovative medicines. Transforming Lives, Improving Health Outcomes also called for a systemwide secondary prevention strategy covering all parts of the health system creating a barrier to wider and consistent uptake of innovative medicine. It also noted that newly created Integrated Care Systems have the potential to improve preventative treatment. The report data also showed a 51% variation of uptake of three types of medicines related to diabetes between NHS Trusts in England.

Senior academic pharmacist, Professor Mahendra Patel, recently received an award for his outstanding contribution and support for the Nigerian community in the UK. The Medical Association of Nigerians across GB (MANSAG) conducted its two-day annual General and Scientific Conference on October 27 and 28 in London. The theme of the conference focussed on "Transforming Health Outcomes" to celebrate the contributions Nigerian doctors make to healthcare systems in the UK and globally. Dr Patel delivered an encouraging speech on "Leading Black And Minority Ethnic Population Research by BAME Researchers".

The government has joined hands with Prostate Cancer UK to launch a massive screening trial in the country next year. Called TRANSFORM, the trial will use innovative screening methods like an MRI scan to detect prostate cancer, which is the most common cancer in men in the UK. The trail is scheduled for launch in Spring 2024, and recruitment is likely to begin in Autumn 2024. For the £42 million trial, the government will invest £16 million through the National Institute of Health Research, and £26m will be provided by Prostate Cancer UK. The Department of Health and Social Care (DHSC) believes that thousands of men's lives could be saved each year if prostate cancer is detected early with effective screening methods.

A community pharmacist, Viral Doshi was honoured with the British Citizen Award (BCA) on Thursday (26 January) at the Palace of Westminster for transforming his community centre into vaccination hub during Covid-19 pandemic. Viral was presented with his Medal of Honour by Liam Sargeant, Senior Company Communications Manager, from supporters P&G and TV presenter and Patron of the BCA, Nick Knowles, who hosted the event. At the height of the pandemic, Viral obtained approval to transform his community centre into a vaccination hub. Located in the heart of a multi-ethnic population, with social deprivation, surrounded by wards experiencing high rates of Covid-19. His determination to increase uptake and reduce vaccination hesitancy, led to 80,000 vaccinations being administered, the overall highest vaccination uptake in North West London. Viral is a passionate advocate for the role that GP practices and community pharmacies can play in supporting the health agenda. His objective, to provide better choice and access for the community have been fully met and appreciated by patients. His initiatives led to a dramatic increase in the clinical skills, knowledge and services offered by local community pharmacies around a variety of health topics. This enabled pharmacies to adopt a holistic health approach to working with their communities.

Medical robots are increasingly being adopted by hospitals and patients across the globe, particularly in the U.S. Demographic change, shortage of healthcare professionals, need to improve quality of life for the disabled and elderly, and need to improve surgical procedures coupled with the focus to develop technologically advanced robots are some of the factors expected to stimulate growth the adoption of medical robots.

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.

The Welsh chapter of the Royal Pharmaceutical Society, along with ten other royal colleges and professional bodies, have renewed calls for the urgent transformation of mental health services to address increasing demands on the NHS in Wales. Representatives of the Royal College Mental Health Expert Advisory Group joined members of the Senedd in Cardiff to outline the work of the group over the past year and to explain why a well-trained, fully supported and equipped multi-disciplinary workforce is critical for the development of care for people with mental health conditions. To make sustainable change happen, the group is calling for a greater focus by the Welsh government and NHS Wales on the following: The critical changes needed to improve the delivery and structure of mental health services across Wales in community, hospital and specialist secure settings. Parity of access to mental health services for the most vulnerable patients, ensuring they have equal access opportunities that vulnerable patients would receive for physical health conditions.

LloydsPharmacy Clinical Homecare, a leading provider of home healthcare services in the UK, on Monday announced the appointment of Paul Adams as the company's new Chief Executive Officer (CEO). Before assuming his role at LPCH at the end of last year, Adams was leading transformation efforts at DD Group, formerly known as Dental Directory. With a career spanning over two decades, Adams has held influential positions at Diageo, Smith+Nephew, and served as a CEO for various Private Equity companies. He has also co-authored "The Little Black Book of Change." Adams will lead the LPCH's mission to pioneer the delivery of specialist clinical treatment therapies to patients, thereby enhancing patient outcomes within homecare and community settings while improving accessibility.

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