The digital revolution is re-shaping every industry, and those of us working in healthcare have the opportunity to lead this transformation. We are now in a position where prescription and non-prescription digital therapeutics (DTx) solutions are frequently part of the healthcare professional (HCP) toolbox, but the full potential of these advancements remains untapped. For HCPs and patients to trust and adopt DTx, they need to be equipped with credible data and knowledge. But are the usual methods of HCP and patient education fit for purpose?
DTx is not just a passing trend. Evidence from industry dialogues at events such as DTx East show that sentiment around DTx is at an all-time high among HCPs, signifying their readiness to embrace this new generation of solutions. This shift is important as it means that HCPs believe in the value of integrating DTx into their current treatment methods. However, they face challenges in identifying trustworthy DTx solutions and reliable information sources. The pace and magnitude of DTx advancements can be overwhelming, and the conventional sources of medical education are struggling to keep up with DTx’s rapid evolution. This is leaving HCPs with a knowledge gap, which is leading to a subsequent gap in patient care.
We, the medical communicators, must step up to align with the accelerated pace of DTx progress. We must pinpoint and target HCP audiences to drive DTx adoption and devise innovative, agile communication strategies. These might include leveraging digital platforms like social media, online best practice sharing communities, or even blogs. It will also be critical to engage with trustworthy key opinion leaders within DTx and also help to establish new clinical leaders for enhanced peer-to-peer education.
The journey of advocating DTx through education demands differentiated strategies for prescription and non-prescription DTx. For prescription therapeutics, HCP belief in the data will help to support reimbursement, making this an essential step. Whereas for non-prescription DTx (ie those directly available to patients, without the need for a prescription), recommendations by HCPs to patients is a strong motivator for those already engaged in shared treatment decision-making, but this is often overlooked by tech-based innovators.
For patients, selection of non-prescription DTx can be daunting. While pills and traditional treatments are familiar, DTx are not. The responsibility rests with patients themselves to make decisions to use, and adhere to, these DTx tools to see their true impact. For this reason, they must be well informed and empowered to make their own educated treatment decisions. There has never been a stronger rationale for informative, patient-led, plain-language educational content.
While we envisage the exciting possibilities that DTx unfolds, we must not neglect those who might be marginalised due to a lack of digital literacy and skills. We are obligated to break down the barriers and open the doors to the digitally disengaged, showing them the way towards the benefits of DTx.
The urgency for a fresh approach to medical communications within DTx is clear. By equipping both HCPs and patients with the necessary knowledge and information, we can unlock the transformative potential of DTx and reshape the medical landscape. Only then will we truly maximise the transformative potential of DTx in revolutionising patient care.
Together, we must dismantle the roadblocks and bridge the divide, because in the world of DTx, effective medical communication isn’t just key, it’s the very foundation for success.
