Digitising a health industry with a stronger emotional connection

The healthcare industry is undergoing a pivotal stage in its evolution, marked by significant changes stemming from numerous sources: social, technological, economic, scientific, and more, as BHH Provider Liferay states. However, many experts highlight an aspect that is not always as frequently mentioned: the emotional connection. The healthcare system has been striving for years to adopt a more patient-centred approach, one that focuses more on prevention and the overall well-being of individuals. Ultimately, all these efforts have a singular objective to enhance the patient experience.

To build a more empathetic, accessible, and emotionally connected healthcare system, it's essential, first and foremost, to provide an optimal experience from start to finish for all those involved. This entails an experience that seamlessly integrates the physical and digital worlds, where personalisation, proximity, agility, and fluid communication prevail, both for the patient and in the interactions among all the actors within the system: including doctors, hospitals, laboratories, pharmacists, nurses, and administrative staff.

A PWC report reveals that 75% of senior healthcare executives believe that in just over 10 years, the healthcare system will be more personalised, digitised, and preventive. Furthermore, they foresee that healthcare solutions will be fully aligned and integrated with patients' lifestyles in critical areas such as oncology, neurology, and cardiology. This study also reveals that these same executives believe that by 2030, nearly 20% of the public and private health market will be oriented towards patient care, a figure significantly higher than the 11% recorded in 2021.

It is evident that the healthcare industry is at a crucial juncture; even at the highest levels, the importance of placing the patient at the centre of the strategy is recognized, and investments in long-term transformation enabled by digital technology are increasing. Studies such as the Index SEIS by the Spanish Society of Health Informatics show an increase in ICT investment in the Health System of almost 31% in 2023, reaching €1.336 billion.

Also the European program EU4Health 2021-2027 cannot be ignored. It was adopted in response to the pandemic, aiming to address long-term health challenges by building stronger, more resilient, and more accessible health systems, with a total budget of €5.3 billion. This large European program is an important example, since, among its main objectives, is precisely the reinforcement of health data, digital tools, and services, facilitating the digital transformation of healthcare.

Clearly, this evolution implies a transition of the business model led by four values: patient-centred care (personalised), proactive intervention (preventive), objective data (results), and care outside of facilities (telemedicine).

In conclusion, to achieve a more emotionally connected, accessible, and patient-centred healthcare system—something that society demands at this time—attention must be focused on a digital transformation that prioritises optimising patient experiences. This will be achieved by placing the patient at the centre of the strategy, a process in which all actors involved must actively participate, including public and private health providers, pharmaceutical companies, insurers, and others. Success will also depend on fostering open and collaborative ecosystems.

It is also important not to forget that enhancing security in patient data and records (HIPAA and other compliances), building an omnichannel experience, personalising patient care, and integrating/unifying systems to facilitate communication and follow-up will be essential tools in supporting this patient-centred strategy. Without these measures, it will be impossible to achieve the goals of care, well-being, and prevention.

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