Connecting digital pharma and e-healthcare value networks through product-service design: a conceptual model

Abstract

With the move towards more 'outcome' and 'value'-based treatment regimensincreasingly tailored for the individual patientthere is growing pressure on healthcare systems and the pharmaceutical sector to collaborate and co-develop innovative models of care and medication. This paper focuses on the impact disruptive digital technologies may have on the UK Pharma/National Health Service (NHS) ecosystem, and is set within the boundaries of treating chronic diseases. A comprehensive generic model for designing more 'connected' value networks is developed, and validated by an expert panel in the specific case of type 2 diabetes. An underlying 'disconnection' between e-healthcare and pharma value networks, operating as independent entities, is demonstrated. Moreover, the extant literature details only simple product-fee relationships, without considering the value potential of more digitally connected partnerships. Hence, we explore the potential for emerging product-service system (PSS) concepts involving, for example, health information exchange mechanisms, interoperability and data analytics, wearable technologies, and patient Apps. Scenarios involving more distributed 'make-to-order' service models are also represented by the model-demonstrating the potential for technologies, such as 3D printing, to enable localised and personalised medication manufacture Underpinned by the literature on digital/IoT-based business models and PSSs, the conceptual model reduces complexity and provides practical guidance on future operating principles and protocols to be used in the design and implementation of improved e-healthcare solutions. In turn, this enables stakeholders to better understand potential relationships, serviceable aspects, data flows and revenue streams. Through use of the model, various disparities in key stakeholder perspectives are also captured in this paper. Findings include concerns on the collection and use of patient data, except if partnering mechanisms with the NHS were in place, and when devices/services could be provided for free. Stakeholder viewpoints expressing a preference to be at the centre of data collection, disagreement over data ownership and financial models, and the difficulty in establishing partnerships from a wearables technology provider perspective are highlighted.