The Health sector has been the clear epicenter of the Covid-19 crisis, possibly the one most impacted by the pandemic and, therefore, the one that presents the most opportunities to level of digital transformation.
The first measures of the Covid are similar to how we treated pandemics in the Middle Ages: distance and a handkerchief in the mouth. However, in less than 12 months we have changed our model of relationship with health: 100% virtual visits, new telemedicine and self-diagnosis applications, and even attempts to detect covid-19 by coughing into the mike of our phones.
This digital disruption has come late, partly because of its complexity, partly because of the strong regulation that sometimes seems to limit the possibilities of innovation, partly because things were already working well as they were, ... but it is already a reality and has come to stay. The direction is clear: adapt or die.
The good news? Other sectors have traveled this path before and the learnings and failures of others will allow us to move faster.
As has happened in other sectors, a change of vision towards the Customer-centric perspective is necessary. With the added complexity that the 'Customer', in health, encompasses two great worlds:
- That of professionals: doctors, health personnel, pharmacists, distributors, ...
- And that of the patient: buyers, caregivers and family
- Digitization of relationship with professionals: Both pharmaceutical companies, who have seen their traditional model of scientific and commercial relationship totally stopped; like that of patients, who see health centers as a “potentially dangerous place for their health” and where many of the visits do not see a better experience for doing it in person.
- Design of products and services: Conquering the territory of health leveraging data and technology and make it profitable journeys generating conversion products and / or payment services in a highly regulated industry, where many of the industry practices needbe reinvented
- The definition of the model of relationship with patients. The transfer of knowledge to the patient empowers him in decision-making and this redefines the relationship needs, from the role of the doctor, contact needs, prevention possibilities, marketing channels, customer journeys...