1       The #1 challenges and opportunities

Have you ever found yourself sitting in a doctor’s waiting room, scrolling through your phone and wondering how much longer you’ll be stuck there? I know I have! But what if I told you that digital health systems could help make those wait times a thing of the past?

Picture this: you arrive at the doctor’s office and check in using a digital tablet. The tablet prompts you to answer a few questions about your symptoms and medical history, and then sends that information directly to the doctor’s electronic health record system. You’re then ushered into an exam room, where a nurse takes your vitals and enters them into the same system.

When the doctor arrives, they’ve already reviewed your information and are ready to discuss your symptoms and treatment options. No more waiting around in the waiting room, wondering when your name will be called!

Of course, digital health systems can do so much more than just streamline the check-in process. From telemedicine appointments to remote patient monitoring, these systems are transforming the way we access and receive healthcare. So the next time you find yourself twiddling your thumbs in a doctor’s waiting room, think about how digital health systems might be able to make your experience a little bit easier (and faster!).

2       Medical Value Chain

Have you ever stopped to think about how many people are involved in getting a prescription drug from the lab to your local pharmacy? It’s like a giant game of telephone, but with more lab coats and fewer whispers. That’s the medical value chain, my friends, and it’s a wild ride.

First, there are the researchers in the lab, trying to come up with the next big cure. Then there are the clinical trial participants, who are either the bravest people in the world or just really good at earning extra cash. Next up are the regulatory agencies, who get to play the role of judge, jury, and executioner for new drugs. And let’s not forget about the pharmaceutical companies, who are basically the puppet masters of the whole thing.

But wait, there’s more! Once a drug is approved, it has to be manufactured, packaged, shipped, and distributed to pharmacies all over the country. And finally, after all that, you get to take a tiny pill that hopefully makes you feel better.

So the next time you’re popping a prescription drug, remember that you’re part of the medical value chain. And if you’re lucky, you might get a cameo in the sequel!

The medical value chain refers to the series of steps involved in the delivery of healthcare, from the development of new treatments to the provision of care to patients. The value chain includes research and development, manufacturing, distribution, and patient care. As an expert in digital health, I can discuss the challenges and opportunities associated with the medical value chain, as well as the outlook for the future.

2.1       Challenges for Practitioners:

Practitioners in the medical value chain face numerous challenges, including:

Cost Control: Healthcare costs continue to rise, and practitioners need to find ways to control costs while maintaining the quality of care.

Quality Control: Quality control is critical in the medical value chain, as errors can have serious consequences for patients. Practitioners need to develop effective systems and processes to ensure quality and safety.

Data Management: Healthcare generates vast amounts of data, and practitioners need to find ways to manage and analyze this data effectively to improve patient outcomes.

Regulatory Compliance: Healthcare is highly regulated, and practitioners need to ensure that they comply with relevant regulations and standards.

Supply Chain Management: The healthcare supply chain is complex, with multiple stakeholders involved in the production, distribution, and delivery of products and services.

Outlook for the Future: The future of the medical value chain is increasingly digital, with the adoption of digital technologies such as telemedicine, electronic health records, and mobile health applications. 

2.2       Opportunities of digitalization in the medical value chain

Digital technologies offer numerous opportunities for practitioners, including:

Improved Patient Outcomes: Digital technologies can help practitioners improve patient outcomes by providing personalized, data-driven care.

Increased Efficiency: Digital technologies can help practitioners streamline workflows, reduce waste, and improve productivity.

Enhanced Collaboration: Digital technologies can enable practitioners to collaborate more effectively with other stakeholders in the medical value chain, including patients, healthcare professionals, and regulatory bodies.

Real-Time Monitoring: Digital technologies can provide real-time monitoring of patient data, enabling practitioners to intervene quickly and effectively to prevent adverse events.

Data Analytics: Digital technologies can enable practitioners to analyze large amounts of data to identify patterns and trends, which can inform treatment decisions and improve patient outcomes.

2.3       Which issues have been resolved by digitalization of healthcare?

Modern digital healthcare systems can help overcome several issues in the medical value chain, including:

Patient Engagement: Digital healthcare systems can help engage patients in their care, improving adherence to treatment and reducing healthcare costs.

Remote Care: Digital healthcare systems can enable remote care, expanding access to healthcare services and reducing the burden on healthcare facilities.

Interoperability: Digital healthcare systems can improve interoperability between different healthcare systems, enabling seamless data exchange and improving care coordination. Here, we are looking at, for example the excellent work performed by IHE (Integrating the Healthcare Enterprise, https://ihe.net with which we have been working since 2017)

Personalized Medicine: Digital healthcare systems can enable personalized medicine, tailoring treatment plans to individual patients based on their unique characteristics and needs.

Data Security: Digital healthcare systems can improve data security, protecting patient data from breaches and cyber threats.

Overall, as the medical value chain becomes increasingly digital, practitioners in digital health face numerous challenges and opportunities. By embracing digital technologies and developing effective systems and processes, practitioners can improve patient outcomes, increase efficiency, and overcome the challenges of the medical value chain.

3       A quick evaluation of Digital Healthcare Systems

Have you ever felt like you need a second mortgage just to pay for a doctor’s visit? And then you have to spend hours in a waiting room, surrounded by coughing strangers, flipping through outdated magazines. It’s enough to make you feel sicker than when you arrived! But fear not, my friends, because digital healthcare is here to save the day (and your wallet).

With digital healthcare, you can skip the waiting room and the germs and get straight to the point. Need a prescription refill? Just tap a few buttons on your phone and it’ll be ready for pickup at your local pharmacy. Want to schedule a virtual visit with your doctor? No problem! You can have a video chat from the comfort of your own home (or office, or gym, or wherever else you happen to be).

So not only does digital healthcare save you time and money, it also saves you from the dreaded waiting room germs. It’s a win-win-win situation!

Digital healthcare systems have become increasingly popular in recent years as technology has advanced and the healthcare industry has moved towards a more patient-centered approach. These systems can offer many benefits to patients and healthcare providers, including increased access to healthcare services, improved patient outcomes, and reduced healthcare costs. 

3.1       5 Main Criteria for Ranking Digital Healthcare Systems:

In this paragraph, we will be ranking digital healthcare systems based on the criteria a professional applies.

Usability and User Experience: Digital healthcare systems should be easy to use and offer a good user experience for patients and healthcare providers. A system that is difficult to use or has a poor user experience is less likely to be adopted and used effectively.

Security and Privacy: Digital healthcare systems should be secure and protect patient data and privacy. Any system that does not meet the highest standards of security and privacy is likely to be rejected by healthcare providers and patients.

Interoperability: Digital healthcare systems should be interoperable with other systems, including electronic health records and other healthcare technologies. This ensures that patient data can be easily shared between systems and healthcare providers, improving patient outcomes.

Analytics and Reporting: Digital healthcare systems should offer robust analytics and reporting capabilities. This allows healthcare providers to track patient outcomes and identify areas for improvement, leading to better healthcare outcomes.

Integration with Clinical Workflows: Digital healthcare systems should integrate seamlessly with clinical workflows, allowing healthcare providers to easily incorporate them into their existing processes. This ensures that the system is used effectively and efficiently.

3.2       Ranking Digital Healthcare Systems:

1. Veeva: Veeva is a cloud-based software company that provides solutions for the life sciences and pharmaceutical industry. Veeva’s software helps organizations with customer relationship management, content management, and data analytics. Veeva has a strong market position in the life sciences industry due to its reputation for innovative products and strong customer support. Veeva’s pricing model is based on a subscription-based model with varying levels of pricing depending on the product and number of users. In terms of profitability, Veeva is one of the most profitable companies in the digital healthcare industry, with a net margin of over 22%. Veeva is known for its strong brand image and messaging, emphasizing its commitment to the life sciences industry.
2. Oracle Health Sciences: Oracle Health Sciences provides cloud-based solutions for clinical trials, safety, and pharmacovigilance. Oracle Health Sciences focuses on providing technology solutions to pharmaceutical, biotech, and medical device companies. The company’s pricing model is based on a subscription-based model, with pricing varying depending on the product and number of users. In terms of profitability, Oracle Health Sciences is a profitable company, with a net margin of around 9%. Oracle Health Sciences has a strong brand image, emphasizing its commitment to the life sciences industry and its reputation for providing innovative solutions.
3. IQVIA: IQVIA is a global provider of information, innovative technology solutions, and contract research services to the life sciences industry. IQVIA’s solutions are designed to help clients manage clinical trials, sales, marketing, and market research. IQVIA’s pricing model is based on a subscription-based model, with pricing varying depending on the product and number of users. In terms of profitability, IQVIA is a profitable company, with a net margin of around 3%. IQVIA has a strong brand image, emphasizing its global reach and innovative solutions.
4. Salesforce Health Cloud: Salesforce Health Cloud is a cloud-based platform that provides solutions for healthcare providers and patients. The platform includes features such as patient management, care coordination, and patient engagement. Salesforce Health Cloud’s pricing model is based on a subscription-based model, with pricing varying depending on the product and number of users. In terms of profitability, Salesforce is a highly profitable company, with a net margin of over 9%. Salesforce Health Cloud has a strong brand image, emphasizing its commitment to healthcare and its reputation for providing innovative solutions.
5. Cerner: Cerner is a global provider of healthcare information technology solutions. Cerner’s solutions are designed to help healthcare providers manage clinical, financial, and operational workflows. Cerner’s pricing model is based on a subscription-based model, with pricing varying depending on the product and number of users. In terms of profitability, Cerner is a profitable company, with a net margin of around 5%. Cerner has a strong brand image, emphasizing its commitment to healthcare and its reputation for providing innovative solutions.
6. Epic Systems: Epic Systems is a software company that provides electronic health record systems and clinical decision support solutions. Epic Systems’ solutions are designed to help healthcare providers manage clinical workflows and improve patient outcomes. Epic Systems’ pricing model is based on a licensing model, with pricing varying depending on the product and number of users. In terms of profitability, Epic Systems is a profitable company, with a net margin of around 3%. Epic Systems has a strong brand image, emphasizing its reputation for providing innovative solutions.
7. Allscripts: Allscripts is a provider of electronic health record (EHR) and practice management (PM) solutions for healthcare providers. The company’s solutions are designed to help healthcare providers improve patient care, streamline clinical workflows, and reduce costs. Allscripts also offers patient engagement solutions that allow patients to manage their health and communicate with their healthcare providers through online portals and mobile apps.
8. Allscripts is committed to providing innovative solutions to healthcare providers. The company’s solutions are built on open platforms that allow third-party developers to create applications and tools that integrate with Allscripts’ EHR and PM solutions. Allscripts also offers a range of services to help healthcare providers with implementation, training, and support.
9. Athenahealth: Athenahealth is a provider of cloud-based EHR, PM, and patient engagement solutions for healthcare providers. The company’s solutions are designed to help healthcare providers improve patient care, increase efficiency, and reduce costs. Athenahealth’s cloud-based platform enables healthcare providers to access patient information from anywhere, at any time, on any device.
10. Athenahealth is committed to providing healthcare providers with easy-to-use solutions that are designed to meet the unique needs of their practices. The company’s solutions are highly customizable, allowing healthcare providers to tailor their workflows to meet the specific needs of their practices. Athenahealth also offers a range of services to help healthcare providers with implementation, training, and support.
11. eClinicalWorks: eClinicalWorks is a provider of EHR, PM, and population health management solutions for healthcare providers. The company’s solutions are designed to help healthcare providers improve patient care, increase efficiency, and reduce costs. eClinicalWorks also offers patient engagement solutions that allow patients to manage their health and communicate with their healthcare providers through online portals and mobile apps. 
12. eClinicalWorks is committed to providing innovative solutions to healthcare providers. The company’s solutions are built on open platforms that allow third-party developers to create applications and tools that integrate with eClinicalWorks’ EHR and PM solutions. eClinicalWorks also offers a range of services to help healthcare providers with implementation, training, and support.

In terms of pricing, market positioning, and branding, Allscripts, Athenahealth, and eClinicalWorks are all positioned as leading providers of digital healthcare solutions. All three companies offer similar solutions and compete for market share in the healthcare industry. However, there are some differences between the three companies that may impact their market positioning and competitive advantage.

Allscripts is a larger company than Athenahealth and eClinicalWorks in terms of revenue and number of employees. Allscripts also has a wider range of solutions than Athenahealth and eClinicalWorks, including solutions for hospitals and health systems. Athenahealth, on the other hand, is known for its cloud-based solutions and ease of use. eClinicalWorks is known for its focus on interoperability and open platforms.

To improve their competitive advantage, each of these companies may need to focus on different areas. For example, Allscripts could continue to expand its range of solutions and focus on enterprise-level customers, while Athenahealth could focus on improving its patient engagement solutions and expanding its market reach. eClinicalWorks could focus on enhancing its interoperability capabilities and building partnerships with other healthcare technology providers.

Conclusion:

To compare the digital healthcare systems providers Veeva, Oracle Health Sciences, IQVIA, Salesforce Health Cloud, Cerner, Epic Systems, Allscripts, Athenahealth, and eClinicalWorks, we can also look at the following market-metrics:

1. Market share: The percentage of healthcare providers or organizations that use the system
2. Customer satisfaction: The percentage of customers who are satisfied with the system
3. Ease of use: The system’s ease of use for both healthcare providers and patients
4. Integration: The system’s ability to integrate with other healthcare systems and devices
5. Security: The system’s level of security for protecting patient data

Based on these metrics, the following conclusions could be drawn:

1. Market share: Epic Systems and Cerner are the leading digital healthcare system providers in terms of market share, followed by Allscripts, Athenahealth, and eClinicalWorks. Veeva, Oracle Health Sciences, IQVIA, and Salesforce Health Cloud are relatively new entrants to the digital healthcare space and have a smaller market share.
2. Customer satisfaction: Epic Systems and Athenahealth have consistently scored high in customer satisfaction surveys, while Veeva and Salesforce Health Cloud have received mixed reviews.
3. Ease of use: Athenahealth and eClinicalWorks are known for their user-friendly interfaces, while Cerner and Epic Systems can be more complex and require extensive training.
4. Integration: Epic Systems and Cerner are known for their strong integration capabilities, while Veeva and Oracle Health Sciences are still developing their integration capabilities.
5. Security: All the digital healthcare systems providers have strong security measures in place, but Epic Systems and Cerner have been subject to some data breaches in the past.

Overall, Epic Systems and Cerner are the dominant players in the digital healthcare systems market, with strong customer satisfaction and integration capabilities, but they may require more extensive training to use. Athenahealth and eClinicalWorks are known for their ease of use, while Veeva, Oracle Health Sciences, IQVIA, and Salesforce Health Cloud are still developing their market share and capabilities.

Looking at the four challengers, IQVIA appears to be the leader in terms of revenue, profitability, and number of employees, but Veeva has been gaining traction with new contracts. Salesforce Health Cloud and Oracle Health Sciences are also strong competitors in the market.

1. Market Positioning: Salesforce Health Cloud and IQVIA are leaders in the digital healthcare market, followed by Oracle Health Sciences and Veeva.
2. Revenue: IQVIA has the highest revenue of the four, followed by Oracle Health Sciences, Veeva, and Salesforce Health Cloud.
3. Profitability: All four providers have high profitability ratios, with IQVIA leading the group.
4. Number of Employees: IQVIA has the most employees, followed by Oracle Health Sciences, Veeva, and Salesforce Health Cloud.
5. New Contracts: Veeva leads the group in terms of new contracts in the past year, followed by Salesforce Health Cloud, IQVIA, and Oracle Health Sciences.

Digital healthcare systems offer many benefits to patients and healthcare providers, including increased access to healthcare services, improved patient outcomes, and reduced healthcare costs. When ranking these systems, it is important to consider factors such as usability, security, interoperability, analytics and reporting, and integration with clinical workflows. Each company offers innovative solutions to healthcare providers and patients, and competes for market share in a highly competitive industry.

4       Improving Medical Insights is maybe the top-impacting result of digital health

Medical insights and data optimization have significant impacts on digital healthcare systems. In this section, we will define these terms and analyze their impacts on digital healthcare systems.

So what is the definition of Medical Insights and Data Optimization?

Imagine the general practitioner or doctor themselves – digital healthcare systems are making their lives easier. Instead of drowning in a sea of paperwork, they can now access the entire medical history with just a few clicks. It’s like having a personal assistant, but without the annoying coffee runs.

Medical insights refer to the knowledge and information obtained from healthcare data. This data can come from various sources, including electronic health records, medical imaging, wearable devices, and other healthcare technologies. Medical insights can be used to improve patient outcomes, reduce healthcare costs, and advance medical research.

Data optimization the janitor-work of of cleaning, organizing, and analyzing healthcare data to extract useful insights. However, to generate meaningful bits and pieces of information, this process involves using advanced analytical tools and techniques to identify patterns and trends in healthcare data. Data optimization can help healthcare providers make informed decisions about patient care, improve healthcare outcomes, and reduce costs.

4.1       Impacts of Medical Insights and Data Optimization on Digital Healthcare Systems

Looking at the business-value of digitalizing the data-acquisition, optimization and presentation, there are lots of benefits to doing it. 

Take, for example personalized medicine: Medical insights and data optimization can help healthcare providers personalize medical treatments based on a patient’s individual characteristics, such as genetics, medical history, and lifestyle. This can lead to more effective treatments and better patient outcomes.

Or improved patient outcomes: Medical insights and data optimization can help healthcare providers identify patients who are at risk for certain diseases or conditions, allowing for early intervention and treatment. This can lead to improved patient outcomes and reduced healthcare costs.

Let’s not forget predictive analytics: Medical insights and data optimization can be used to develop predictive models that can identify patients who are at risk for specific diseases or conditions. This can help healthcare providers intervene early to prevent the onset of these conditions.

Upstream the research and development gets a boost as well: Medical insights and data optimization can be used to advance medical research and development. Healthcare data can be analyzed to identify new treatments, drugs, and therapies that can improve patient outcomes.

Finally, lets delve quickly into the topic of population health management (in our latest exercise, we have been supporting a West-African Country to digitize their healthcare systems): 

Medical insights and data optimization can be used to manage the health of entire populations. By analyzing healthcare data, healthcare providers can identify trends and patterns in health outcomes, and develop strategies to improve the health of entire populations.

These are the take-outs of walking the walk in digitalization of healthcare: Medical insights and data optimization have significant impacts on digital healthcare systems. These technologies can help healthcare providers personalize medical treatments, improve patient outcomes, develop predictive models, advance medical research, and manage population health. As the use of digital healthcare systems continues to grow, medical insights and data optimization will become increasingly important in providing high-quality healthcare to patients.

5       Issues when reviewing the reality of how the medical world operates

Let’s spend a moment of thought on medical operating models. There are several typical shortcomings that can occur when looking at medical operating model design in real-life operations. Some of these shortcomings include:

We often find a lack of standardization. Healthcare organizations may lack standardization in their operating model design, leading to inconsistent practices across different departments or regions. This can result in inefficiencies, errors, and reduced quality of care.

Another pitfall is a siloed approach: Healthcare organizations may take a siloed approach to operating model design, focusing on individual departments or functions rather than taking a holistic view of the organization. This can lead to suboptimal outcomes and missed opportunities for improvement.

Then we often see (with good reasons, such as privacy concerns of course) limited data accessibility: Healthcare organizations may have limited access to relevant data needed to optimize their operating model. This can make it difficult to identify areas for improvement and make data-driven decisions.

Then every organization has the character of a tanker wwhen changing course on high seas – there is resistance to change: Healthcare organizations may be resistant to change, particularly if it involves significant investments or disrupts established workflows. This can make it challenging to implement new operating models and processes.

When stakeholder management fails, we often see lack of alignment with strategic objectives: The chosen operating model design may not be aligned with the strategic objectives of the organization, leading to suboptimal outcomes and missed opportunities for improvement.

And we all know what insufficient investment means these days: Optimizing the operating model may require significant investments in technology, infrastructure, and staff training. Healthcare organizations may not have the resources available to make these investments, which can limit their ability to optimize their operating model.

So optimizing the medical operating model is crucial to providing high-quality, efficient, and cost-effective care to patients. However, there are several typical shortcomings that can occur when looking at medical operating model design in real-life operations. These include lack of standardization, a siloed approach, limited data accessibility, resistance to change, lack of alignment with strategic objectives, and insufficient investment. Addressing these challenges requires a commitment to continuous improvement, collaboration across departments and functions, and investment in resources.

5.1       Which are the typical shortcomings in real life operations when it comes to optimise medical operating model design?

There are several typical shortcomings that can occur when attempting to optimize medical operating model design in real-life operations. Some of these shortcomings include:

As mentioned above, resistance to change needs to be overcome. Healthcare organizations may be resistant to changing their existing operating model, even if it may lead to improved patient outcomes and cost savings. This resistance can stem from a lack of understanding about the benefits of the new model, fear of disruption to existing workflows, and concerns about the cost of implementing the changes.

Limited resources need to be stacked up, following stakeholder buy-in. Healthcare organizations may have limited resources, such as time, money, and staff, to invest in optimizing their medical operating model. This can make it difficult to implement changes or to adequately train staff on new processes and workflows.

Mending and connecting fragmented systems: Healthcare organizations may have fragmented systems that are not integrated with one another. This can make it difficult to gather and analyze data from different sources, leading to a lack of visibility into patient care and outcomes.

This is our pain-point always – lack of data standardization! Healthcare organizations may lack consistent data standards, making it difficult to integrate data from different sources. This can lead to incomplete or inaccurate data, which can compromise the quality of patient care.

Then the regulatory compliance may turn out to be an issue. Healthcare organizations must comply with various regulations and standards, which can make it difficult to implement changes to the medical operating model. Compliance requirements may vary by region or country, adding complexity to the design and implementation of the operating model.

The human resources are an important factor in digitalization, so staff training needs to enable better outcomes. Healthcare organizations must invest in staff training to ensure that employees can effectively use new processes and workflows. This requires time and resources, and can be difficult in a fast-paced and high-pressure environment.

Optimizing the medical operating model is essential to providing high-quality, cost-effective care through digital healthcare systems. However, there are several typical shortcomings that can occur when attempting to optimize the operating model in real-life operations. These include resistance to change, limited resources, fragmented systems, lack of data standards, regulatory compliance, and staff training. Addressing these challenges requires careful planning, investment in resources, and a commitment to continuous improvement.

6       Changes in the Touchpoints: Digital Field Force Transformation

Have you ever seen a pharmaceutical sales rep in action? They’re like a cross between a superhero and a used car salesman. Armed with their shiny brochures and free samples, they swoop into doctors’ offices and charm their way into getting prescriptions written. But what if I told you that digital field force transformation is taking over the pharma world?

Now, instead of relying on the charm of sales reps, pharmaceutical companies are using digital tools to get their products in front of doctors. Imagine a virtual reality tour of the human body that shows how a particular drug works, or an interactive app that helps doctors track patient outcomes. It’s like a high-tech version of those brochures, but with way more pizzazz.

And the best part? No more awkward small talk with sales reps! Now, doctors can get the information they need without feeling like they’re being sold to. It’s a brave new world for pharmaceutical sales, and it’s all thanks to digital field force transformation.

Digital field force transformation in healthcare refers to the use of digital technologies to improve the efficiency and effectiveness of sales and marketing activities, as well as other field force operations. In the context of digital healthcare, this transformation can be particularly impactful, as it can help healthcare organizations to better engage with patients and healthcare professionals, and to improve the delivery of care.

There are several key areas that are impacted by digital field force transformation in healthcare:

Sales and Marketing: Digital technologies can be used to better target and engage with potential customers, using tools such as customer relationship management (CRM) systems, marketing automation, and social media. This can improve the effectiveness of sales and marketing efforts, leading to increased revenue and market share.

Medical Affairs: Digital technologies can be used to improve the delivery of medical information and education to healthcare professionals. This can include the use of e-learning platforms, webinars, and virtual events. Digital technologies can also be used to provide real-time access to scientific data and insights, improving the quality and relevance of medical information provided to healthcare professionals.

Field Force Operations: Digital technologies can be used to streamline field force operations, including territory management, resource allocation, and performance tracking. This can improve the efficiency of field force operations, enabling field teams to spend more time engaging with customers and delivering value.

Patient Engagement: Digital technologies can be used to better engage with patients, improving the delivery of care and patient outcomes. This can include the use of patient portals, mobile apps, and remote monitoring technologies. By enabling patients to access health information and interact with healthcare providers remotely, digital technologies can improve the convenience and accessibility of healthcare services.

However, there are also several challenges that must be addressed when implementing digital field force transformation in healthcare. These include:

Data Security and Privacy (Europe is much more stringent in this respect than the US, not only is there the GDPR, but structurally the value chain looks different in many European countries than in the US): As with any use of digital technologies in healthcare, data security and privacy are critical concerns. Healthcare organizations must ensure that sensitive patient and business data is protected from unauthorized access, and that appropriate measures are in place to comply with data privacy regulations.

Integration with Existing Systems: Digital field force transformation requires the integration of new technologies with existing systems and processes. This can be a complex undertaking, requiring careful planning and execution.

Then again we also see a generous amount of resistance to change in the field, as digitalization is seen as a direct threat to the job descriptions of the past: As with any major transformation initiative, there may be resistance to change among employees and stakeholders. Healthcare organizations must be prepared to address these concerns and to communicate the benefits of digital field force transformation.

Regulatory compliance: Healthcare organizations must comply with various regulations and standards, which can make it difficult to implement digital technologies in some cases. Compliance requirements may vary by region or country, adding complexity to the design and implementation of digital field force transformation initiatives.

Drawing a line, digital field force transformation can have a significant impact on healthcare organizations, improving sales and marketing effectiveness, medical affairs operations, field force operations, and patient engagement. However, there are also challenges that must be addressed, including data security and privacy, integration with existing systems, resistance to change, and regulatory compliance. Healthcare organizations must carefully plan and execute digital field force transformation initiatives to maximize their potential benefits while mitigating these challenges. This may easily be the toughest part in the process, while technologically less challenging.

7       The information work in healthcare – Medical Affairs

7.1       Definition Medical Affairs

What do we mean, when referring to Medical affairs? It sounds like a fancy way of saying ‘doctor’s office,’ doesn’t it? But in reality, it’s so much more. Think of medical affairs as the bridge between the medical world and the business world. It’s like a group of highly trained negotiators, but instead of peace treaties, they’re negotiating the best possible outcomes for patients.

Medical affairs teams are responsible for ensuring that healthcare providers have all the information they need about new drugs, medical devices, and treatments. They also work closely with regulatory agencies to make sure that these new products are safe and effective.

But that’s not all – medical affairs teams also collaborate with pharmaceutical companies to design clinical trials, analyze data, and share insights with doctors and patients. It’s like they’re the glue that holds the entire healthcare ecosystem together.

So, the next time you hear someone talking about medical affairs, don’t just assume it’s a fancy way of saying ‘doctor’s office.’ It’s a complex, highly specialized field that plays a crucial role in improving patient outcomes and advancing medical knowledge. Plus, they probably have some seriously cool lab coats.

So, medical affairs are a critical component of the healthcare industry, serving as a bridge between healthcare organizations and healthcare professionals. Medical affairs teams are responsible for providing scientific and medical information and education to healthcare professionals, as well as for ensuring that products and services meet the highest standards of quality and safety.

Medical affairs teams typically consist of medical doctors, pharmacists, and other healthcare professionals with expertise in the specific therapeutic areas and products of the organization. These teams work closely with sales and marketing teams to provide scientific and medical information that supports sales and marketing efforts, while also ensuring that healthcare professionals have access to the most up-to-date and accurate information on products and treatments.

7.2       Medical affairs activities

Medical Information and Education: Medical affairs teams provide healthcare professionals with up-to-date scientific and medical information, including clinical data, safety information, and product information. They may also provide education and training on specific therapeutic areas and products.

Clinical Research: Medical affairs teams may conduct or support clinical research studies to generate additional scientific data on the safety and efficacy of products. This can include Phase IV studies, observational studies, and real-world evidence studies.

Publication and Presentation of Scientific Data: Medical affairs teams may be responsible for preparing scientific publications and presentations on products and therapeutic areas. This can include abstracts, posters, manuscripts, and oral presentations at scientific conferences.

Regulatory Affairs: Medical affairs teams may work closely with regulatory affairs teams to ensure that products are developed and marketed in compliance with relevant regulations and standards.

Medical Communications: Medical affairs teams may be responsible for developing medical communications materials, including slide decks, brochures, and other educational materials that provide scientific and medical information on products and therapeutic areas.

Overall, medical affairs teams play a critical role in ensuring that healthcare professionals have access to the most up-to-date and accurate scientific and medical information, and that products and services are developed and marketed in compliance with relevant regulations and standards. They are an essential part of the healthcare ecosystem, and their contributions are critical to improving patient outcomes and advancing medical knowledge.

7.3       Pitfalls in digitalization of medical affairs

Practitioners in medical affairs can face several challenges that require them to stay up-to-date with the latest scientific and medical advancements. Some of the common challenges include:

Managing Complex Information: Medical affairs practitioners are required to manage complex scientific and medical information on a daily basis. This information includes clinical data, safety information, and product information, which can be difficult to interpret and analyze.

Staying Up-to-Date with Emerging Research: Medical affairs practitioners need to stay up-to-date with the latest scientific and medical advancements in their respective therapeutic areas. This can be challenging as the research landscape is constantly evolving, and practitioners need to stay abreast of the latest developments in order to provide accurate information to healthcare professionals.

Balancing Scientific and Commercial Interests: Medical affairs practitioners need to balance the scientific and commercial interests of their organizations. While they are responsible for providing healthcare professionals with accurate scientific and medical information, they also need to support the commercial goals of their organizations.

Communicating Complex Information: Medical affairs practitioners need to communicate complex scientific and medical information in a clear and concise manner to healthcare professionals. This can be challenging as the information can be technical and difficult to understand for non-scientific audiences.

Regulatory Compliance: Medical affairs practitioners need to ensure that their organizations comply with relevant regulations and standards. This requires a thorough understanding of the regulatory landscape, which can be complex and constantly evolving.

Overall, practitioners in medical affairs face numerous challenges, but by staying up-to-date with the latest scientific and medical advancements, communicating complex information effectively, and balancing scientific and commercial interests, they can effectively meet the needs of healthcare professionals and advance the goals of their organizations.

1. 1       The #1 challenges and opportunities
2. 2       Medical Value Chain
   1. 2.1       Challenges for Practitioners:
   2. 2.2       Opportunities of digitalization in the medical value chain
   3. 2.3       Which issues have been resolved by digitalization of healthcare?
3. 3       A quick evaluation of Digital Healthcare Systems
   1. 3.1       5 Main Criteria for Ranking Digital Healthcare Systems:
   2. 3.2       Ranking Digital Healthcare Systems:
4. 4       Improving Medical Insights is maybe the top-impacting result of digital health
   1. 4.1       Impacts of Medical Insights and Data Optimization on Digital Healthcare Systems
5. 5       Issues when reviewing the reality of how the medical world operates
   1. 5.1       Which are the typical shortcomings in real life operations when it comes to optimise medical operating model design?
6. 6       Changes in the Touchpoints: Digital Field Force Transformation
7. 7       The information work in healthcare – Medical Affairs
   1. 7.1       Definition Medical Affairs
   2. 7.2       Medical affairs activities
   3. 7.3       Pitfalls in digitalization of medical affairs