Prevention- Chronic care accounts for up to 80 per cent of European healthcare costs, but medical experts believe much of the disease burden can be prevented through a healthier lifestyle, early diagnosis and early intervention. Preventive strategies go beyond traditional health provision: companies as diverse as Marks & Spencer, a retailer, and BMW, a carmaker, have launched health screening programmes which provide their employees with information on diet and exercise.
Patients at the centre- As they shore up healthcare systems, policymakers and healthcare providers are putting patients at the centre of service delivery; asking citizens to take better care of their own health. But, assisted by an explosion in social media, citizens are also taking back control for themselves. Websites such as Patients Like Me and Patient Opinion allow patients to share their experience, which provides policymakers, drugmakers and other groups with valuable insights into patient behaviour and an opportunity to improve services.
Games and health- Pharmaceutical companies and health campaigners are increasingly learning from games manufacturers to design products that help patients to stay healthy. They are harnessing basic human instincts, such as playing and learning, to help patients better understand their illness and cope with their treatment, by practising useful thought patterns and behaviours. The Didget blood glucose monitor, manufactured by a German drugmaker, Bayer, can be plugged into a Nintendo DS console and rewards players for regular updates by adding points and features.
Data management- The growing importance of outcomes management in healthcare has led to an explosion of data. This creates a challenge for the healthcare sector, which needs to modernise its IT infrastructure and create opportunities for data sharing. Electronic health records (EHRs) are seen as a way to optimise operational efficiency, reduce healthcare costs and improve patient care, by making clinical processes safer—as well as potentially giving citizens more control.
The US$1,000 genome- In 1990, the project to first decode the human genome cost around US$3bn. Shortly afterwards, the quest began to sequence the entire genome for just US$1,000. The industry expects that milestone to be reached in the coming year, opening new doors for personalised medicine in which the availability of an individual’s genomic data could help guide diagnosis, treatment and prevention.
Better design for living- As the world’s population ages, designers and marketers are developing products and services that allow older people to remain engaged in their own health and active in society. Products from pharmaceuticals to potato peelers are being modified to better suit older users. A growing number of monitoring and tracking devices allow users to manage their own conditions at home. Whole cities could get a makeover: the WHO has launched a programme, the Global Network of Age-Friendly Cities, to explore ways in which outdoor spaces, buildings, transport and housing could be made safer and more welcoming for older citizens.
Technology and care- Touted for years, developments in technology now appear certain to deliver a revolution in care. Telemedicine technology can connect doctors with patients in remote areas through videoconferencing, while self-tracking devices are used to monitor patients with chronic conditions. Expensive equipment may not be required—the camera on a new smartphone offers better resolution than those found in many medical labs.
Privacy and transparency- With the development of EHRs and as patient data is being made more accessible, individuals will want to know their privacy is respected and control what information they wish to disclose. The other key focus for healthcare providers is transparency on their own performance. David Cameron, theUKprime minister, has pledged to make data freely available, allowing people to analyse the performance of public services.
Cross-border healthcare- In February 2011, European MPs adopted a healthcare law which seeks to eliminate obstacles to patients receiving treatment in another member state. Rules for receiving cross-border healthcare, and reimbursement of these costs, remain less than crystal clear, but will improve. Meanwhile, the EU’s eHealth initiative aims to make it possible for patients to access their medical records wherever they are in the EU.
Innovation from South to North- Under pressure to reduce costs and improve outcomes, European and US policymakers are looking to the developed world for ideas about how to offer cheaper, effective health solutions. Aravind, an Indian eye-hospital chain, uses a tiered pricing structure that charges wealthier patients more, which means the firm can subsidise free care for the poorest.
Read more about trends and issues facing the healthcare industry in Healthcare Vision, a Canon magazine written in co-operation with the Economist Intelligence Unit.
The views and opinions expressed in this article are those of the authors and do not necessarily reflect the views of The Economist Intelligence Unit Limited (EIU) or any other member of The Economist Group. The Economist Group (including the EIU) cannot accept any responsibility or liability for reliance by any person on this article or any of the information, opinions or conclusions set out in the article.
