04 Nov 2022
by Neil Bacon

The Healthcare Revolution and why Digital Solutions and Technology is at the heart of the change

Neil Bacon (Adobe) explores how the Life Sciences (LS) industry has historically been conservative when it comes to adopting technologies. Companies in this space face distinct challenges given their role in drug pricing and access to medicines, and the pandemic underscored this. Shifts to more data-driven approaches, greater collaborations, digital transformation, and the advancing CEO priorities are driving recent changes.

According to the Deloitte-2022 Global Life-Sciences Outlook, key issues for the industry include transforming patient andHCP experience, transforming workforce experience, and streamlining regulatory models and processes. The unifying theme is clear: experience.

Engagement and Experience Is Vital

Today’s patients are better informed and have access to more information than ever before. As a result, they want a greater say and more involvement in the decisions impacting their healthcare. For LS companies, that will mean involving patients in every step of the development process, from discovery through to clinical trials and regulatory approval.

Sanofi recently announced it is to become a patient-informed R&D organisation that will incorporate the patient-voice into every step of the drug discovery process. That is the type of approach that will need to be adopted by more Life Sciences companies in future.

A key area of focus is investing in technology to deliver personalised and compliant customer experiences with greater ease for doctors and other healthcare providers.

Deliver smooth experiences with digital

From faster content development to flexible digital documentation and enrollment to streamlined approvals, Adobe have helped life sciences companies create efficient experiences that engage customers.

Adobe is partnering with Veeva, leader in cloud-based solutions for the LS industry, to streamline the content lifecycle, end-to-end, to accelerate customers’ digital strategies and maximise customer engagement and personalised experiences at scale.

Compliant content faster

According to Veeva Pulse, content volumes increased by 60 percent and 3.5 times more digital content was created versus print and this continues post COVID. For healthcare and LS companies, developing and publishing content can be a complicated and lengthy process filled with multiple rounds of Medical Legal Regulatory (MLR) reviews and taking up to three months to complete. By the time the content is published, it may already be outdated or irrelevant.

Pfizer is leveraging Adobe to deepen engagement, using analytics to gain customer insights across digital interactions. Adobe enables personalised digital experiences that support physicians, patients and caregivers on their treatment journey.

Walgreens Boots Alliance is focused on delivering the most personalised, omnichannel experience to its 120 million customers. With Adobe WBAyou  can tailor every piece of the digital experience for customers.

As a leading manufacturer of life sciences equipment, Thermo Fisher Scientific needed to get essential information and products during the pandemic to each of its distinct audiences, quickly. With Adobe, Thermo Fisher leveraged streamlined MLR/content Velocity and instantly launched COVID-19 webpages with essential updates on the pandemic, clinical diagnostic kits for scientists and information on the company’s research-based solutions.

When the pandemic began, Mercy quickly pivoted to offering a symptom screener that new patients could go through anonymously for virtual diagnoses built on Adobe.

During COVID, AstraZeneca was tasked with creating engaging channels for patients and healthcare professionals to disseminate knowledge to all markets as well as to track the number of jabs given.

With an oversaturation of outside influences, it’s harder than ever for individuals to make healthcare decisions that work best for themselves and their families. Moreover, healthcare professionals must compete with various streams of information consumers are receiving to provide the best solutions and care. As a result, there is a disconnect between healthcare experts and the consumers that need guidance from professionals. From faster drug discovery and extra personalised patient experience to quicker and more accurate processes of diagnosis, digital technology has a multitude of benefits when it comes to the life sciences industry.


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Neil Bacon

Neil Bacon

Principle Digital Strategy , Adobe