28/05/2020 | BlogPost

Digital health and pharma – adapting to the post-coronavirus paradigm


The coronavirus pandemic has brought about a digital-first transformation as society adapts to life during COVID-19. For life science companies the evolving paradigm offers many digital health opportunities.

A recent pharmaphorum webinar examined the ways that health technology can be used to develop public utility projects and enhance healthcare communications, and how the current health emergency has made the pharmaceutical industry’s ongoing need for digital transformation even more pressing.

The 10 years in 10 days: the new global digital health paradigm in life sciences webinar, held in association with Healthware Group, also proposed a response model for COVID-19 and addressed the deep transformation of marketing, customer engagement and adaptation of business processes.

Opening the webinar, Healthware’s CEO Roberto Ascione noted:

Digital transformation in the COVID-19 age is a disruptor for our industry. Of course, this has been first and foremost a human crisis, but the word ‘crisis’ comes from the ancient Greek meaning ‘change’, and there are also opportunities that we can catch.

Preparing for, and adapting to, the new normal

The coronavirus has already had a huge impact on how all companies from all sectors are operating and engaging with their stakeholders, in the process accelerating uptake of a variety of digital technologies – and the healthcare industry is no exception.

“We’ve seen digital health leapfrogging ahead before our very eyes,” said Ascione. “There’s already been a big uptake in certain kinds of technologies – they were already ramping up, but not at the pace that we are now observing.”

One consequence of this is that “customer value, especially to physicians, is profoundly changing”, particularly with respect to education for healthcare professionals (HCPs). This remains an ongoing need as medical knowledge develops and evolves.

"Healthcare professionals will still need to learn, will still need to access medical education and scientific content, but events have been drastically reduced,” he said.

Since early March 2020 some of medicine’s best-known scientific congresses and annual meetings have been cancelled, postponed or, increasingly, moved to an all-digital format.

Healthcare services too face huge disruption, with reduced access to care a common issue in countries that have been put into lockdown to slow the spread of COVID-19. This access will continue to be a problem even when countries leave lockdown as healthcare services work to catch-up with delayed operations, examinations and appointments.

Ascione said:

Telemedicine, digital health, homecare, will all become regular to healthcare professionals, but there is a massive gap in understanding of these tools and how to relate to patients under this new situation. “During this very important time frame, we believe customer value will be found in providing services that are useful in the context of COVID-19 and the aftermath of the disease’s peak.

Read the full article at www.pharmaphorum.com


  • Communication
  • Digital health
  • Digital health revolution
  • Digital Health Transformation
  • Healthcare
  • Technology