Empowered patients: shaking the foundations of healthcare

Blue Latitude Health|16th August 2019

Image created by jcomp - www.freepik.com

Precision medicine represents a new paradigm in healthcare. It embodies the shift from treating many patients with the same therapy, to having the tools to identify the best treatment for every patient.

This new approach to treating and preventing disease views the patient holistically, analysing their genes, environment and lifestyle, and using this information to make a more accurate treatment decision. As a result, healthcare professionals are shifting to using tests to inform rather than to confirm treatment decisions.

In clinical practice, this means doctors are using genetic tests and employing novel diagnostics to pinpoint the most precise treatments.

Crucially, this new era of precision medicine will not only treat patients on a molecular level, the insights from the genetic data can then inform future treatment decisions to improve population outcomes.

We will be able to harness the data of every patient to better understand disease, ensuring our genetic databases are continuously updated.

However, we still have some way to go before this can be fully realised. While science and technology are progressing rapidly, some stakeholders are still reeling from the seismic shift in the way patients are treated.

The barriers preventing innovation

Within this new era of precise treatment sits a complex network of stakeholders who are beginning to navigate the novel landscape. It will take collaboration across this ecosystem for precision medicine to become embedded in healthcare systems.

The patient sits at the centre of this web. As precision medicine is reliant on collecting large data sets from patients, their needs, worries and fears are central to the progress of treatment. These range from concerns about the hereditary impact of genetic tests to fears about privacy.

Conversely, empowered patients and carers are propelling precision medicine forward. Those with the ability to research, or those with a support system who can research for them, are pushing doctors to treat them with the latest innovations – nowhere is this more evident than in the oncology space. However, this is putting pressure on doctors to better understand the genetic foundations of disease.

These healthcare professionals often rely on genetic counsellors, which are a scarce resource. Those practicing in a community care setting often lack knowledge of precise treatments, as shown in our interview with breast cancer survivor Laura Holmes-Haddad (on p.10). As a result, the ‘zip code lottery’ and patients’ financial constraints are fundamental to cancer care, with those unable to travel to a centre of excellence often failing to get the best treatment.

Here, industry has a role to play in communicating the benefits of the precision medicine approach in a way that both educates healthcare professionals and elicits behaviour change. Crucially, this means working with oncologists to develop tools, services and processes to simplify the search for information.

Often this will include employing a multichannel approach to connect with doctors, who may not attend the larger congresses where data is revealed, outside of centres of excellence.

In the precision medicine era, the line between products and services is blurred

Amit Sheinholtz and Ilektra Safari|27th August 2020

Precision and personalised medicines are more than products, they are services in their own right. So, how should pharma approach this uncharted territory to ensure targeted therapies work for patients?

read more

Understanding COVID-19 and varying responses across the globe

Lauren Fernandes|28th July 2020

At the beginning of the COVID-19 Pandemic, Senior Account Executive Lauren Fernandes took a course at the London School of Hygiene and Tropical Medicine to better understand how the global response to the virus and to ensure we were best positioned to serve our clients during this challenging time. She shares the key learnings and why understanding the epidemiology of the disease is integral for fighting it.

read more

Delivering impactful customer engagements in COVID-19

Blue Latitude Health|14th July 2020

Blue Latitude Health, and our parent company Fishawack Health, have developed exclusive intellectual property, processes and tools to ensure you’re engaging customers in the right way. View our service one-pagers below to find out how we can help solve your challenges whether you’re in a medical, brand, portfolio or an above brand role.

read more