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mar-25-2015

7 Steps To A Digital Engagement Strategy for Physicians

As physicians increasingly turn to digital for information gathering disease and treatment,  brand websites are inevitably necessary and important ingredients i...

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feb-11-2015

A Review of Corporate Websites in the Pharmaceutical industry

Tone of voice, design choices and user experience are fragmented and often inspired by best practices from the period between 2009 and 2011. There is a big oppo...

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jan-20-2015

From "Sickcare" to Real Healthcare- The Next Business Model in the Pharmaceutical Industry

The economic rationale behind preventative maintenance is established across most industries (servicing of our private cars, railway infrastructures, escalators...

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sep-5-2014

Analysis or Insights?

“Do you conduct primary market research?” This is one of the inevitable questions I am asked by brand managers in pharmaceutical companies while advising them o...

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feb-19-2014

Are you pre-disease or healthy?

The business case for keeping "the healthy" healthy is undeniable. Technology and Big Data makes it possible to monitor the state of your health and make preven...

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mar-25-2013

LinkedIn - the undisputed Social Media Market Leader in the pharmaceutical industry?

87% trust LinkedIn as a source of information affecting decision making. And the medical audience is substantial as reflected in the following numbers.

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mar-12-2013

How digital is reinventing everything in the healthcare industry

The healthcare industry is facing the intersection of a previously unseen rate of technological adoption andfundamental changes to its business model.

jan 20 2015
From "Sickcare" to Real Healthcare- The Next Business Model in the Pharmaceutical Industry
The economic rationale behind preventative maintenance is established across most industries (servicing of our private cars, railway infrastructures, escalators and elevators). However, this is not the case in healthcare.
From "Sickcare" to Real Healthcare- The Next Business Model in the Pharmaceutical Industry
by Mads Krogh Petersen

An era of Sickcare

In Healthcare, the majority of resources are invested in treating the sick and less focus is on keeping “the healthy” healthy. One reason is the shortage of economic initiatives for delivering preventative “Wellcare”, and an entrenched “Sickcare” business model based on the provision of medicine and medical devices in hospital and clinic settings. However, looking ahead with 85+ as the fastest growing age group, it is clear that Sickcare is unsustainable.

New trends are all around. Select insurance companies are looking closely at the correlation between health risk factors and payouts and have provided corresponding incentives to manage risk. Also, in the corporate world, many companies appreciate the performance benefits of keeping its employees in an optimal health condition through proper exercise, relaxation, nutrition and rest. Yet Corporate Health Programs have often suffered from non-adherence, they have been too generic; health elite focused and lacked scalability.

From Sickcare to “real” Healthcare

Nevertheless, the marginal focus on the keeping the healthy healthy, is even more confounding considering the increasing access to personal health behavior through wearable tracking devices such as the Fitbit Force and Nike Fuelband or apps such as Moves and 24/7 and especially the rumored Apple iWatch and Healthbook app. Whereas the accuracy of the data is not scientific-grade, the stream of data is continuous and can establish a baseline and trends across health signals and modifiable risk factors. The latest surge of wearable technology allows us to be track and guide healthy decisions at any point in time. In our opinion, this is the tipping point for a paradigm shift in Health from Sickcare to Wellcare. We are not alone in seeing this tipping point, the medical industry, the doctors, the hospitals, and the drug and device industries all see this coming and are making adjustments for the wave of Health transformation coming.

Tucker Medical and Vertic have partnered to prototype a next generation personal health program. The program integrates regular checks of biomarkers, vitality, and mindfulness with tracking through state-of-the-art wearable tech, consistent and adaptive motivation via a digital dialogue program, a gamification platform, and predictive analytics of health-state transitions all in one health program

What the future brings

In 5 years or less, people will no longer identify themselves as either simply sick or healthy. Payers, employers and ourselves will define our health and continually assess if we are en route to becoming ill through a clear view of personal health signals and modifiable risk factors. The emergence of a Quantified Self as a bonafide movement will extend beyond Healthcare into our own Personal Health Data Cloud. This form of Big Data is all about how we can use personal and collective data to improve our lives and help our families. Time will quickly tell the ramifications of the Quantified Self and Big Data on Healthcare, yet most indicators are pointing to monumental changes just around the corner.