When we look at the Dutch healthcare system and the extent to which companies are
implementing digital innovation,I think the answer is they’re not doing so enough. Because all too often, innovation is technology-driven.
When what we really should be doing is mapping out how the friction patients and healthcare professionals encounter every day can be resolved
through digital innovation. You want to create an ‘experience value’, where, thanks to online support,
you get more context and greater control. People don’t want to receive twenty or thirty messages on their phones. These days there are people who won’t leave the house
unless they can use a car-parking app because it’s such a nuisance having to feed coins into a meter. So that’s an ‘experience value’ that matters.
The more things can be done on line, and the more channels you can use to access these services, the more ‘experience value’ you are creating. Pharmaceutical companies could definitely stand to improve a great deal
in terms of digital innovation. For several decades, they were absolutely ground-breaking in the field
of developing molecular innovations. But now it’s obvious that the system, the field, is increasingly focusing
on people-oriented innovation so as to keep healthcare manageable and affordable. And the pharmaceutical industry could pick up on this
by going ‘beyond the medicine’ and developing digital innovation solutions that represent value to the end users, which is to say, to the patients and the healthcare professionals. And last but not least, the ‘gift of time’. Basically, what they’re saying,
and this, too, is a ‘stake in the ground’, is that if a particular technology doesn’t allow healthcare providers
to spend more time talking to their patients and if all it does is create more administrative work for them,
we shouldn’t touch it. So the ‘gift of time’ is really in-cre-di-bly important. However, at the moment, digital innovation unfortunately tends to result in an
additional administrative burden. So that’s the first thing that needs fixing. Every innovation in the field of
online services should help healthcare professionals save time, time they can then use to give their patients more personal attention,
rather than actually create more work.