The digital patient: The next big step for healthcare

The "digital patient" is a model that encompasses everything from patients who use VR headsets to meet with their doctor in the metaverse to those who use smart technologies to find a possible diagnosis.

At MEDICA 2022, Alexander Janßen gave a lecture on the "digital patient" and its impact for the medical market. In this MEDICA-tradefair.com interview, he explains in more detail how the "digital patient" model affects the medical market and describes the role Flying Health plays in this setting.

Mr. Janßen, what is your definition of a "digital patient"?

Alexander Janßen: At Flying Health, we like to discuss this model from different points of view, because the term means something different for each of our partners. That said, it’s clear that especially patients request an increased digitization in the healthcare system. Both the current and future generation are growing up in and are shaped by an increasingly digital world. They are very comfortable with modern technologies, have a high degree of digital competence, and would like to use these skills when it comes to their healthcare. This includes aspects that have already become somewhat commonplace such as online appointment scheduling and video consultations with a physician, but also comprises the expectation of ever-better patient care thanks to increased digitization. The latter is the result of artificial intelligence use in medical treatment or robot-assisted surgeries. Even though younger people might be more familiar with these digital tools, it’s important to understand that "digital patients" per se don’t have an age limit as even older generations embrace digital technologies. In fact, the openness to technological innovation is frequently much greater than expected.

How do "digital patients" impact the medical market?

Janßen: They have a higher degree of sovereignty and self-confidence. They are skilled in finding the latest treatment methods and current trends online and have the respective digital skills to analyze and ultimately choose the solution that is the best fit for their needs. This includes locating products, medical experts, and healthcare staff, but also therapies and treatment methods. The competition for patients is increasingly taking place in the virtual world because it is the easiest way to reach the "digital patient". Market participants without web presence do not take part in this market activity. This might be as mundane as not offering online appointment scheduling, which means reaching fewer patients, or that product and services placement may prompt patients to choose another doctor.

How do technologies affect healthcare development?

Janßen: As a technology, virtual reality is increasingly setting foot in the healthcare realm. Five emerging application areas stand out and create added value to medical staff, patients, and medical specialists as it pertains to their studies and training: think education, pain management, exposure therapy as a form of psychological treatment, prevention, rehabilitation and planning and implementation of surgeries.

Like many other digital technologies, VR solutions in healthcare effect one thing in particular: they improve patient care. Successful digital transformation can be the key to accelerated process structures, high-quality care - from prevention to aftercare services - and the sustainable closure of care gaps. Our healthcare system is only future-proof if it learns to appreciate and use digitization as a central element in the system structure. The technical capabilities for this kind of renewal process have been available for quite some time. Now we need courageous pioneers to take the reins and whip the sometimes sluggish healthcare system into shape.

What role does Flying Health play in this setting?

Janßen: Flying Health is an ecosystem that focuses on healthcare transformation and uses its network to effect this change in partnership. To assist our ecosystem participants, we not only identify current and future trends, but we also help integrate them into their business model and increase their market share. Participants can come from the pharmaceutical industry, the insurance sector, the hospital landscape, the IT sector, or the start-up scene. As an ecosystem, we support and guide these companies on their journey to create new business models, products, and networks and to take them successfully into the healthcare market. This doesn’t just apply to digitization. Sustainability and changes in healthcare demographics are likewise an increasing emphasis in our network and consulting expertise. Along with digital transformation, they form the three key challenges the healthcare industry must face today to be successful in the future. For us, this is what the design of next generation healthcare is all about.

Where do you see the greatest opportunities to digital technology development for the medical market?

Janßen: From our perspective, digital platform solutions, digital health and care applications ("DiGAs & DiPAs") and the use of health data to ensure better care are exciting ideas that will shape the future of our healthcare system over the next few years I am not mentioning the development potential that lies dormant in all areas of the telematics infrastructure (TI) and its applications, such as e-prescription, because there is a great deal of long-term untapped potential and need for expansion in these areas.

Did you enjoy MEDICA 2022?

Janßen: MEDICA 2022 was a complete success from my perspective. I am especially grateful for the conversations I had after my presentation. It is always exciting to see how this leads to new business contacts, connections, and opportunities. It’s also fascinating to discover how products, topics, and providers are constantly evolving. It was great that this year also revealed an increasing emphasis on environmental, social, and governance (ESG) and sustainability. At Flying Health, we are already looking forward to MEDICA 2023!