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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

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.

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Well Pharmacy, the UK's leading independent pharmacy chain, has launched its new Online Doctor service in partnership with Expert Health Ltd. The service provides quick, convenient, and confidential access to prescription treatments for a wide range of conditions, without the need for in-person consultations. Patients can choose how they receive their prescriptions, with options for home delivery, collection at a local Well Pharmacy, or pickup from John Bell & Croydon. Andrew Caplan, Chief Retail Officer at Well Pharmacy, said: "Our Online Doctor service is a step forward in making healthcare more accessible and tailored to modern lifestyles. "It provides an efficient, secure, and discreet way for patients to access the treatments they need, all backed by the expertise and trustworthiness of Well Pharmacy." The launch of this service reinforces Well Pharmacy's ongoing commitment to improving access to healthcare and meeting the evolving needs of patients. By removing traditional barriers to obtaining prescriptions, Well aims to empower patients to take control of their health safely and efficiently. Andy Sloman, CEO of Expert Health Ltd, commented: "Digital healthcare becomes so much more powerful when combined with the expertise and human touch of healthcare professionals."

"We're thrilled that MedicinesComplete will now be available to all clinicians in Wales through the NHS Wales e-Library," said Karen Baxter, Managing Director of Pharmaceutical Press, announcing a contract with NHS Wales. The collaboration between Pharmaceutical Press, the Royal Pharmaceutical Society's knowledge business, and NHS Wales is set to grant healthcare professionals across Wales unlimited access to MedicinesComplete. MedicineComeplete is a vital resource for accurate and trusted medicines information, includes key resources such as the British National Formulary, Stockley's Drug Interactions, and Martindale: The Complete Drug Reference and will be accessible through the NHS Wales e-Library, managed by Digital Health and Care Wales. The collaboration effective starting September 1, 2024, aims to significantly enhance patient safety and improve healthcare outcomes by providing time-pressured clinicians with instant access to essential, evidence-based guidance. According to Baxter the new collaboration "will better enable health professionals across primary and secondary care to make confident decisions about medicines, ensuring patients get the best from their treatment." Moreover, MedicinesComplete has made it easy for health professionals globally to access trusted medicines information since 2004, provided expert guidance on the safe use and administration of drugs and medicines, in one place.

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.

NHS England will collaborate with "a number of system suppliers" to increase the number of trusts using electronic prescription service (EPS) over the next few years. Nishali Patel, clinical lead for digital medicines at NHS England, announced it during the Clinical Pharmacy Congress, held at the Excel, London, on Friday, 10 May 2024. According to Nishali, at least half of all NHS secondary care trusts could be using EPS by 2026. This digital service allows prescribers to send prescriptions electronically to a patient-nominated pharmacy. It is widely used in primary care, where over 95 per cent of prescriptions are now electronically generated. NHS recently extended the service to secondary care settings.

The government on Wednesday (March 2) announced an investment of £260 million to support research, development and manufacturing of new drugs, devices and diagnostics. Of the total funding, up to £200m has been allocated for research to better access NHS data through Trusted Research Environments and digital clinical trial services, enabling availability of crucial data with the highest levels of privacy. This will allow the NHS to deliver new life-saving treatments to patients, tackle health inequalities and improve patient care, a government release stated. The remaining £60m will support commercial-scale manufacturing investments by companies at the leading-edge of innovation, from cell and gene therapies and earlier and better diagnostic technologies, to medical devices. The funding for manufacturing investments will be distributed through the new Life Sciences Innovative Manufacturing Fund (LSIMF), following the success of the earlier Medicines and Diagnostics Manufacturing Transformation Fund.

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.

The Royal Pharmaceutical Society (RPS) in England has published a review of its 10-year Vision for Pharmacy Professional Practice that was launched in December 2022 in collaboration with The King's Fund. The 'one year on' vision report highlighted key milestones achieved in the first 12 months since its publication as well as opportunities for further progress. It identified the publication of the NHS Long Term Workforce Plan, which recognises the significant role that pharmacists play in healthcare and commits to growing and expanding the pharmacy workforce, as one of the positive policy developments made since the launch of the vision. The development of a Vision for Community Pharmacy by Community Pharmacy England, the Nuffield Trust and The King's Fund; work on digital integration to enable community pharmacists to update a clinical record; the launch of Pharmacy First scheme; and the publication of the public consultation of pharmacy supervision were other key milestones mentioned in the report.

The Royal College of GPs (RCGP) has urged the government to allocate at least £2 billion in funding to enhance the 'outdated' GP infrastructure, including IT systems and practice buildings. The College, representing over 54,000 family doctors in the UK - has warned that GP practice buildings are "falling apart" and this can have a serious impact on patients' experience and access to care and services. In a recent poll of RCGP members, a third of the GPs (30 per cent) reported that their work PC or laptop software is "not fit for purpose", while 33 per cent indicated that their practice building is inadequate for providing care for patients. Additionally, 56 per cent of GPs reported that they could not effectively exchange information with NHS trusts due to fundamental inadequacies in their digital infrastructure. RCGP stated: "If GPs are unable to easily share information with hospitals and other secondary care hubs this can lead to disjointed care and a poorer patient experience.

NHS England has launched a cloud-based platform that links recently-retired consultants, who still hold a licence to practice, with secondary care providers who need additional help with their waiting lists. It has been developed to make it easier and more flexible for retired doctors to return to the health service as part of the Long Term Workforce Plan. NHS chief executive Amanda Pritchard in June 2023 announced the NHS Emeritus pilot scheme, which is expected to help reduce long waits for elective care. Initially, the scheme will run for a year across England, and if successful, it may be expanded to cover other work areas. Health Minister Andrew Stephenson commented: "Returning consultants will bring invaluable experience and knowledge, and the new digital platform will match highly-skilled consultants with the NHS trusts that require their expertise, providing high quality care and alleviating pressures on high demand areas.