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How Electronic Data Capture Will Change Healthcare and Pharmaceutical Marketing
Decision Resources, Inc, Dec 2005, Pages: 12
Today, many businesses routinely capture documents and data for both regulatory and business intelligence purposes. Health care in the clinical setting has resisted this industry-transforming technology for nearly 20 years, citing the lack of user-friendly interfaces for busy health care providers, the lack of workflow understanding on the part of vendors, the expense and complexity of implementation and maintenance solutions, and, simply, the lack of a transparent return on investment for providers. The tide is turning, however, and both health care providers and biopharmaceutical companies will likely be swept up in the coming change. In a world where health information can be captured, measured, shared, and compared, patient health outcomes information will become a paramount form of business intelligence. Capture and analysis of heretofore unavailable data will provide outcomes data that will allow constant postmarketing surveillance, not just by the pharmaceuticals but also by insurers, caregivers, and the public. Data capture will identify changing patient treatment populations, bringing new opportunities in R&D and in targeted marketing. Finally, health data capture will feed into the growing consumer-directed health care movement, resulting in greater patient advocacy and awareness. Drugmakers will need to adapt their behavior and strategies to this rapidly developing landscape.
Business Implications
- The ability to electronically capture patient health data and information wil be widely supported by insurers to support pay-for-performance policies advocated by Medicare.
- Through the formation of a national health information network, treatment and outcomes will be measurable on a local, regional, and national level.
- Reimbursement policy and drug, device, and procedure pricing will be determined by the U.S. Centers for Medicare & Medicaid Services and payers based on health economics driven by measurable outcomes.
- The emerging emphasis on treatment outcomes will result in drug pricing and formulary pressures.
- Pharmaceutical companies and device makers will need to establish new types of marketing practices based on patient compliance and physician training to obtain optimized outcomes.
- Pharmaceutical companies and device makers will need to establish novel relationships with health-data-gathering organizations to obtain postmarketing health data necessary for effective market strategy.
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