Campaign UK - - PROMOTION -

As pa­tients in­creas­ingly turn to digital tech for self-di­ag­no­sis, the panel saw op­por­tu­ni­ties to sup­port the doc­tor/pa­tient con­ver­sa­tion, but keep it sim­ple. “The vol­ume of data gen­er­ated by pa­tients can be over­whelm­ing,” said Gait. Sim­plic­ity was key when GSK de­vel­oped the Myasthma app, al­low­ing pa­tients to gather data on their con­di­tion to as­sist con­ver­sa­tions with doc­tors and phar­ma­cists. “We could have built it to in­te­grate to lots of dif­fer­ent sys­tems, but doc­tors asked for a sim­ple PDF, which can be emailed or printed out.”

Colin Cooper, edi­to­rial di­rec­tor at Hay­mar­ket Med­i­cal, raised the im­per­a­tive to lever­age data to help doc­tors make bet­ter de­ci­sions and use time more ef­fec­tively. But the chal­lenge, he ad­mit­ted, is ‘get­ting buy-in to new tech­nol­ogy from the med­i­cal pro­fes­sion­als.’”

Hi­lary Gentile, chief strat­egy officer at Mccann Health North Amer­ica, re­lated her fa­ther’s re­cent ex­pe­ri­ence vis­it­ing a doc­tor. “There is a huge op­por­tu­nity to fuse data with the hu­man in­stinct,” she said. “They were able to have a re­as­sur­ing con­ver­sa­tion based on ag­gre­gate data. The doc­tor was able to show my fa­ther there was a low like­li­hood that he had suf­fered a mini-stroke.”

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