Artificial intelligence is not going to replace Physicians but it will redefine their role

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PPMA Workshop on Physician & Patient Engagement Beyond the Pill
Artificial intelligence is not going to replace
Physicians but it will redefine their role

KARACHI: Workshop on Physician & Patient Engagement Beyond the Pill held on September 23rd 2019 was a part of the 4th Pakistan Pharma Summit 2019 organized by Pakistan Pharmaceutical Manufacturers Association (PPMA) from 23-24th April 2019. Facilitators for the workshop included Jill Donahue from Canada, Daniel Ghinn from UK, and Dr. Kivilcim Kayabali from Turkey besides Dr. Zakiuddin Ahmed from Pakistan.

In his introductory remakes Mr. Haroon Qasim, Managing Director of PharmEvo (Private) Ltd., and one of the moving spirit behind this academic activity pointed out that Artificial Intelligence courses are available free of cost. There are opportunities available for all of us in Data Science and artificial intelligence. There are innovations in Treatment with digital techniques. Hence it is Time to Act and Stand now. Doctor patient relationship should be improved. We need to be more humane for which we have to start from somewhere.

Dr. Zakiuddin Ahmad then speaking on Scaling the magnitude of transformation stated that the Pharma industry was gearing up for digital health. He talked about Telemedicine, Digital health and the Pharma, Physicians and the patient’s engagement beyond the Pill. Modern healthcare was most complex human activity. Quoting LEAP he said, there is interring personal relationship between many different expertise and intents. We have to figure out that how to make that work well. We have complex environment that resists accepting change. We need to create healthier society. He also referred to medical errors, antibiotic resistance, and disease burden by Non communicable diseases. Healthcare professionals, he opined, continue to work in SILOS. Cost of care is going up while technology is helping us to improve health care.

Speaking about the fundamentals of Healthcare, he referred to Patient centric care which should be safe, timely, effective, efficient and equitable. Let the patient revolution begin. Patterning with the patient is important. We now have empowered patient who wish that no decision about him be made without his input. Patients now play active role in disease management. One can predict cardiovascular risk using digital techniques for which Artificial intelligence based software are now available. There are many New APPS in healthcare. Use of artificial intelligence in healthcare is increasing but cost remains an important factor.

The power of purpose

This was followed by an excellent presentation through Video link by Jill Donahue Founder and President of EngageRx Canada who talked about “The power of purpose”. She pointed out that Life sciences, Behavioural sciences are not so good and then she explained how she tries to help? Aurora Project, she stated has five steps related to behaviour change. It includes How to identify single clots. Most engaging and energized place. How to make your physician to look cheerful and happy. We all make mistakes. Try to find out what someone did wrong while engaging you. She then referred to too little follow up, too little information, too complicated information, too much telling besides did not trust their intentions. Trust in fact, is all time low. Whose interest we serve in the pharma industry, she asked? Our, Theirs or Patient. Without Trust we cannot engage other people. People are engaged most by these three i.e. Trust, Advise, Care for them.

She then explained What Pharma 3.0 is based on and discussed in detail:

  • Social Media
  • Redefining the customer
  • Forming collisions with non-traditional partner
  • Innovating and making use of new technologies
  • Focusing on prevention not on cures
  • Health outcomes and adding value by empowering the patient.

The drivers of this change which covers Pharma 1.0 are

  • Research and Development productivity
  • Patent cliff
  • Globalization
  • Demographics
  • Pricing & reimbursement

Pharma 2.0 consists of healthcare reform, Health Information Technology, Consumerism besides value mining thus it covers diversified drug portfolios. Customer for the pharma industry is Physicians and in Pharma 3.0 it has to take care of the payer and the patient, he added. Giving details of the health outcomes ecosystem in Pharma 3.0 it was stated that the issues involved include the use of Information technology, use of social media, Health records, Medical Technology, Governments, insurers, consumer electronics, retailers, Pharma companies, Academia, CROs, Physicians, Providers, Information companies. WebMD, Google Health, Health Vault. GE Healthcare, Philips have come in and are playing an important role. While Pharma 1.0 just covered drugs, Pharma 2.0 took care of diversified drug portfolios but Pharma 3.0 is giving emphasis to outcomes.


Facilitators of the Workshop Mr. Daniel Ghinn, and Dr. Zakiuddin Ahmad photographed
alongwith 
Mr. Haroon Qasim Managing Director PharmEvo, Mr. Hamid Raza and Dr.
Kaiser Waheed Sheikh 
Chairman of the 4th Pakistan Pharma Summit 2019.

The digital patient, she said, was empowered. There is growing value of digital health. Medical errors kill more people around the world. We can be more trusted, valued, chosen if we focus on patient. It is good for healthcare. Engaging the patient—Purpose driven people are twice more productive. They are more creative, more energized, stay longer. They are happy. Most successful companies focus on their purpose and they do better. She suggested that we should Create value and make a difference. Coca Cola had a slogan —to reshape the word. Their focus was to inspire movement of options. She further stated that let us think about patient centrity. Patient centered strategy improves business outcome. Industry is interested in learning more but our challenge is how to get them involved. We need to find and not build our purpose. Everyone in the organization should be working to achieve that purpose. Be different Be caring. Learning is a process in which, Why, How, What matters a lot. We can have a lot of live messages, or mobile lessons. Patients, healthcare professionals should think that we in the pharma industry are their partners. We have to use their language if we wish to change from market share to patient care. He laid emphasis on purpose driven patent centric concept.

Dr. Zakiuddin Ahmad speaking about ePatient said that these patients are digitalized empowered. Most patients now go to internet before going to the Physicians. The Patients is now getting lot of importance which is evident from the fact that the world famous Mayo Clinic in 2015 invited a patient as a Keynote speaker rather than a visiting professor. Patients are now invited to the medical conferences in the West. Patients are in active role and they welcome these decisions. The situation is changing. In future it will be the patients who will see the physicians instead of physicians seeing the patient. Now web based consultation has given birth of ePatient and ephysicians. We have seen, Smart hospitals have come up. Healthcare is moving from hospital to home care. Robots are being increasingly used in rehabilitation. Pneumonia detection by using software makes better diagnosis than radiologists. However artificial intelligence is not going to replace physicians but it will redefine their role, role of Physicians and role of radiologists will be changed. Mobile Apps will reduce the patient’s referral to specialists.

Social media options for
pharmaceutical companies

Daniel Ghinn talking about the Social Media options for pharmaceutical companies said that customer’s behaviour are changing. Social media has impact on learning—Collaboration, Learning Far Reaching Free. Now doctors learn from each other online. He also referred to Safety rating, overtime show impact of doctor’s conversation, Application of healthcare business intelligence. He disclosed that at present there are three thousand physicians in Pakistan who are using Twitter. They are being followed by 12,213 Peers Physician’s on Twitter. Majority of them use android devices. IPhone use is increasing in Pakistan, 53% of their posts are in English. Many Healthcare professionals use FACE Book as well.


He then gave details of how and why various pharmaceutical companies are already engaging doctors. Novo Nordisk is most active in diabetes on social media. Sanofi and Roche are also engaged with healthcare professionals in diabetes. There are some Tactical opportunities. Insulin can now be used by Pen rather than through injections. Boehringer Ingelhiem organizes live from the conferences contacting the physicians. Lilly did it live from rheumatology congress. It is important for the pharma industry to be where their customer’s physicians are. Engage healthcare professionals using their preferred channel. Give personalized insight about doctors to your representatives who are going to meet them. Address their concerns and the concerns of pharmacists. Help pharmacists to help patients. Publish data which the healthcare professionals can reproduce easily. Publish information visually rather than in text only. Host a treatments update online for healthcare professionals. Get them together in real life. Help healthcare professional who support patients and peers online. Run e mail campaigns on topics healthcare professionals are interested and talking about. Create a private Linked in group. Train your medical teams to use social media. Produce videos with healthcare professionals talking about their profession. Measure the impact of your messages. Brief your marketing team on healthcare professional’s behaviours. Produce patient resources that doctors would like to share. Identify healthcare professionals who will help you in your product launch. Find out most influential healthcare professionals. Correct misinformation. Curate and signpost credible information and use targeted social media advertising with healthcare professionals.

Neuormarketing
and Persuasion

Dr. Kivilcin Kayabli from Turkey was the next speaker who spoke about Neuromind Neurosciences. She explained in detail as to how data from neurosciences change our vision. We learn so many things about brain. Better communication leads to better learning and better justice. Neuro marketing, she opined, creates effective messages. Neuro sciences can increase effectiveness of messages. Neuro marketing, she explained is a science of human decisions. We use some tools in this i.e. Facial images, biometrics, eye tracking, pharmacies doing EEG studies. EEG and eye tracking. Emotions motivation.


She then talked about the part of the brain which uses oxygen? There is a Rational Brain and Prixmal brain. There is critical difference between the two brains. She then referred to what stimulates reptilian brain and advised to create personal messages. Focus on your audience, find their pain, and giving personal messages are more important. These messages should be Tangible, Simple and Easy to understand. Making message complicated is easy but achieving cognitive fluency is difficult. You need to work hard to create a simple message. She then talked about the Rules of Three. Thinner, Lighter, Faster and suggested that it is better to use contrast comparing two situations which makes decision easier for repetition brain. Use visuals—they are more powerful. About 30% neurons in the brain, she said, are visual neurons. Objects in motion attract more messages. Make the message easy to remember. Messages imprint better in the brain if they focus on pain first. Ensure the message has Hot opening, Hot close. Create trust in your communications. Diagnosing accounts for 80% selling 15-20% while Education is 0.5%. Eye contact, posture and your attitude is important. Tell stories. It is important to keep it short. Remember Stories can change our brain biochemistry. More brain areas are activated when we are listening stories as Brian loves stories. Use grabber—using the right question. Do not forget less is better. Be more visual, focus on Beginning and the End, she remarked.

In the end Dr. Zakiuddin Ahmad talked about Engaging patients through social media, trends in pharma industry. Digital health, he opined, will create new business models. Now more technology is being used in clinical trials. IT companies are now active partners with pharma industry. Meet unmet medical needs. Health outcomes are being used as case studies. Number of companies are increasing on health portals. Many pharma companies are now also investing in CME and Medical stimulation, he added.

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