医疗健康行业变革：数字化与颠覆性（英文版）.pdf

《医疗健康行业变革：数字化与颠覆性（英文版）.pdf》由会员分享，可在线阅读，更多相关《医疗健康行业变革：数字化与颠覆性（英文版）.pdf（17页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、报告吧w w w.b a o g a o b a.x y z 收集 w w w.b a o g a o b a.x y z 独家收集 不断更新报告吧w w w.b a o g a o b a.x y z 收集 w w w.b a o g a o b a.x y z 独家收集 不断更新THINK ACTBEYOND MAINSTREAMA comprehensive guide to reinventing companiesMastering the Transformation Journey 2016September2016How can pharma companies flouris

2、h in a digitized healthcare world?Digital and disrupted:All change for healthcare报告吧w w w.b a o g a o b a.x y z 收集 w w w.b a o g a o b a.x y z 独家收集 不断更新THE BIG32 THINK ACTAll change for healthcare 200 bnUSD is the estimated value of the digital health market by 2020,compared to USD 80 bn today.Page

3、44.5 bnUSD in funding was raised by the digital health start-up environment in the US in 2015 alone.Page 133stages of the digital transformation of healthcare defined as mirror,identify and implement.Page 14 MULTIPLEOPPORTUNITIES FOR HEALTHCARE COMPANIES P.11THINK ACTAll change for healthcare 38:30

4、am in a primary school in Kitale,Kenya,and Eng-lish has just begun.The teacher Mr.Kadiri is busy writing on the blackboard,but 9-year-old schoolboy Pravin is frustrated because he just cant make out the letters.At the end of the lesson teacher Mr.Kadiri takes Pravin aside and quickly conducts a visu

5、al acui-ty test using his smartphone based portable eye ex-amination kit.Able to produce high quality images of the retina,the smartphone app can identify all manner of cataracts and other eye conditions.Fortunately for Pravin,all that he requires to correct the shortsightedness identified by the ap

6、p is a pair of spectacles.A smartphone app proves that seeing is believing.80%of blindness is avoidable,but eye care tools are far beyond the reach of communities in many poorer parts of the world.The appropriately named app PEEK(for Portable Eye Examination Kit)transforms the smart-phone into a pra

7、ctical and versatile eye examination tool.A simple story perhaps,but a game changer none-theless and an example of the digital revolution in healthcare,which is already happening today.Fast forward to one evening in the year 2030.Paula suffering from hyperthyroidism receives a message on her smartph

8、one:Hi Paula,your heartbeat is irreg-ular and you are suffering from palpitations,you are not sleeping very well and you seem to be nervous.Why not make an appointment with your physician?What happened and why?Paulas smartphone is a universal sensor,tracking her every movement,sleep-ing patterns,eat

9、ing habits and other daily routines.By doing so,her phone recognized changes in her daily schedule,which correlate to the symptoms of hyper-thyroidism.Her headphones constantly measure her body temperature when she uses them and her fitness bracelet monitors her pulse and blood pressure.Paula had th

10、e foresight to make her medical data available for remote physician consulting.Science fiction?Well,maybe,for the time being.However,judging from what digital health start-ups such as xbird,AuraLife,Fitbit,Bragi and MeeDoc are already currently capable of delivering,it is only a mat-ter of time and

11、a number of minor healthcare reforms before this piece of digital medical fiction becomes just another example of everyday medical reality,one that will deliver healthcare information,products and services right to the customer direct,thus connecting patients and healthcare professionals regardless

12、of lo-cation.And it will be a significant market:Roland Berger estimates that the value of digital healthcare products and services will exceed USD 200 bn by 2020,growing by more than 20%per year.Within the various seg-ments,mobile health applications are the growth lead-ers.A Is this the writing on

13、 the wall for how digital healthcare will play out?Cover photo:Petr Ciz/FotoliaTHINK ACTAll change for healthcare 4EMR/EHR+4%TELEHEALTH+15%MOBILE HEALTH+41%WIRELESS HEALTH+23%Source:Allied Market Research,Markets and Markets,Grand Market View,Transparency Market Research,BCC Research,Roland Berger a

14、nalysisEMR=Electronic Medical Record EHR=Electronic Health RecordAMOBILE AND WIRELESS APPLICATIONS ARE DRIVING THE HEALTH MARKETDigital health market development 2015-2020 USD bn+21%p.a.2020206110462624201917289372223201814273281922201711859211721201696481414202015793981220THINK ACTAll change for he

15、althcare 5Thus far,our interactions with healthcare systems have been clearly defined and static.Patients princi-pal interface to healthcare services has been a prima-ry care physician.Medical knowledge regarding disease and treatment has been defined and dissemi-nated solely by physicians.While mor

16、e health-orient-ed people also tend to seek the advice of pharmacists and patient groups when making decisions concern-ing their health,interaction with pharmaceutical companies remains unheard of.Clinical history re-cords continue to be off limits to anyone other than the patient and their physicia

17、n,often end up being lost and are therefore of no use whatsoever for other healthcare professionals.The internet and widely available digital informa-tion have already brought about a major shift in the patients role.Patients now have access to an extensive network of medical information,both for ed

18、ucation purposes and to communicate with other patients via the internet with regard to their health status and treat-ment options.An increasing awareness of ones own health status is supporting lifestyle changes and active-ly contributing to the prevention of disease.That said,access to the healthc

19、are system has not changed dra-matically.The point of contact for patients remains the physician,who also determines the appropriate course of treatment.Digital solutions and electronic health records are still not available in a wider sense,remain limited to overall lifestyle habits,and do not (ful

20、ly)document a patients illnesses and diseases.There has,however,been a shift in the role and the ability of the patient to take more responsibility for their own healthcare issues,and this is bringing about a fundamental change in the entire healthcare ecosys-tem.In the future,the vast majority of p

21、atients will have a much more participatory role in their own diag-nosis and treatment.Health-related data will be stored in a cloud-based health record,which can be shared with respective doctors and insurance companies.The traditional patient-physician relationship will no lon-ger have the central

22、 role it has enjoyed thus far.In-stead,we expect mobile online platforms and agencies to be the core interface between patient and medical expert.An interactive approach such as the German start-up Medlanes may well disrupt the healthcare sys-tem in the same way as other innovative concepts like Ube

23、r have changed our perception of mobility.Patients will no longer rely on a single and local physician,but will be able to access such platforms when they have a specific medical need.A network of physicians linked to the platform will be able to provide initial consulta-tion and advice,before refer

24、ring to a specialist and scheduling an appointment with the preferred doctor or hospital clinician.Remote medical advice will grad-ually dissolve national boundaries even further as pa-tients seek the best medical services and specialists.Taking responsibility:A new role for patients and the implica

25、tions for healthcare.THINK ACTAll change for healthcare 6sales as they begin to operate in a more complex,mul-tichannel environment.B In the future,medical treatment will be supported by a range of diagnostic tools and data provided by smart pills,sensors and metabolite patient profiling.Real-life d

26、ata on treatment success rates can potentially increase the treatment take-up rate,thus influencing the outcome for patients,insurers and pharmaceutical companies.Given the backdrop of greater competition with other providers in an increasingly transparent health-care world,a successful treatment re

27、gime is a valuable performance indicator for the physician in charge.Electronic health records and digital communication with medical practitioners will give further credence to e-subscriptions while also challenging the traditional business models of pharmacies,which will need to re-think their dig

28、ital approach and store concepts.In addition,patients will also be better informed about alternative treatments and will expect a more ho-listic view not only from their respective physician and insurance company,but also from pharma firms.Direct communication between patient,physician and the pharm

29、aceutical manufacturers will increase,with the latter requiring a different skill set for marketing and AREA OF DISRUPTIONHEALTHCARE SYSTEMConsumer/patientBalanced diet/fitnessGP/specialistPharmacyHealth insurancePharma/medtechHome-careGeneral/special hospitalRehabDISRUPTION OF THE HEALTHCARE SYSTEM

30、New entrants are challenging traditional healthcare systems and have the potential to disrupt current structures.BSource:Roland BergerPatientPharmacyHEALTH RELATED BEHAVIOR/PREVENTIONADIAGNOSIS BTHERAPY CProviderPayorPharma/medtechBABCCCCRebate contractsEmergencyTHINK ACTAll change for healthcare 7t

31、reatment programs via engineered stem-cells and ge-nome editing have the power to revolutionize the con-cept of treatment far beyond the scope of classic phar-maceuticals.However,its not only the products that will change in the future but also the way in which a pharmaceutical company interacts wit

32、h its environ-ment.Currently,major players are embracing the multi-channel approach aiming for holistic interaction with customers.This will reach physicians,pharmacies and other healthcare professionals,and further facilitate the integration of patients into the product lifecycle.Pharmaceutical com

33、panies will have to close the last mile to the patient,in order to actively collect and inter-pret real-life data used to assess,approve or price their products.Hence,pharmaceutical companies will be able to accelerate clinical testing,significantly reduce the development cost of new products and im

34、prove their propensity for innovation.As access to such data will still be restricted by law,direct-to-patient models will be required to collect data on a voluntary basis with data access and use being strictly regulated.MEDICAL DEVICE COMPANIES:GATEKEEPERTO PATIENT DATA?As patient data and insight

35、s are becoming increasingly important,the patient interface will be a key success fac-tor for future digital business models in the healthcare environment.While smartphones and apps will continue to be convenient tools for monitoring patient wellbeing,medical devices are critical to gaining greater

36、medical in-sights into the human body,as well as to addressing and/or treating health issues.Through digitization,better Customer-centric healthcare systems and the develop-ment of new treatment regimens can potentially disrupt the entire healthcare system.Each stakeholder will have to thoroughly re

37、think its current business model and po-sition itself within a changing environment that increas-ingly embraces the concept of P4 medicine,first de-scribed by L.Hood as a medicine that is predictive,preventive,personalized and participatory.Health will no longer be defined by the absence of a diseas

38、e,but will be seen in the more holistic context of a persons wellbeing.This approach will therefore also require the interdisci-plinary connection and collaboration of various health-care players.Roland Berger has evaluated the role of key stakeholders in the healthcare systems of the future.C PHARM

39、ACEUTICAL COMPANIES:MANAGINGBENCHSIDE TO PATIENT AND BACKPharmaceutical companies will be disrupted by the dig-ital transformation in healthcare.New entrants and dis-ruptive business models are already challenging incum-bent pharmaceutical firms.For selected indications and diseases,digital treatmen

40、t regimens will compete with traditional medication.Even today,we see the FDA and EMA approving software solutions to treat serious con-ditions such as depression1.Smart pills and sensor-sup-ported treatment programs will further encroach on the business of the established pharmaceutical players or

41、they will embrace them by information-guided therapy programs such as that on offer from Roche and Founda-tion Medicine.Furthermore,recent discoveries in bio-medical medicine enabling the direct and individual use of a patients genomic information for personalized Life-science stake-holders may well

42、 face disruption.1 E.g.Gaias deprexisTHINK ACTAll change for healthcare 8connected medical devices will allow real-time monitor-ing of clinical parameters.Drug-device combinations will assume a much more important role for all forms of med-ical treatment,embracing advanced therapies and me-dicinal p

43、roducts(ATMPs)rather than just being confined to conditions such as diabetes.We already see medical device companies acting as the patient interface,which sets them up well for the future.However,for many med-tech companies the question remains how they can shape the transition into the digital era

44、and emerge the winners.HEALTHCARE PROVIDERS:A NEW AGE SERVICE PROVIDER?Healthcare providers and medical practitioners will experience severe disruption.The traditional pa-tient-doctor relationship will cease to exist and GPs will have data analysis supporting them in their new role as treatment mana

45、gers.Online platforms offering easy-to-use tools to compare and choose a specific phy-sician or clinic will be available to patients.Doctors and hospitals will therefore have to rethink their value proposition and establish their own individual busi-ness models to set them apart from both local and

46、in-ternational competitors.This is the only option they have if they want to remain relevant players in a field where big data systems such as IBM Watson Health are able to diagnose diseases solely on the strength of dig-ital patient information.Doctors will increasingly lis-ten to patients and trea

47、tment will follow on the basis of decisions made jointly by doctors and patients with the benefit of much higher compliance and adherence rates than was previously thought possible.At the same time,globalized healthcare will create new pay-ment models with increasing weight and willingness for out-o

48、f-pocket payments.The availability of elec-tronic health records will also dismantle traditional patient-physician relationships.Access to patient med-ical records will no longer be limited to those individu-als directly involved in the generation of data.Addition-ally,remote patient monitoring will

49、 be another lever encouraging the exodus of treatment to outpatient facil-ities,thus challenging the role of hospitals,too.PAYORS:THE PROSPECT OF BEST-IN-CLASSGLOBAL HEALTHCARE SERVICESOnce a diagnosis has been made,payors today have ac-cess to the most comprehensive medical health records MAKING HE

50、ALTHCARE LESS REACTIVE AND MORE PREDICTIVEP4 medicine conceptDigital revolutionConsumer-driven healthcare and social networksSystems biology and systems medicineCThe convergence of systems biology,the digital revolution and consumer-driven healthcare is transforming medicine from its current reactiv