By Bryan Gaffin, Executive Creative Director, FCB Health New York
The pharmaceutical industry strives to build digital platforms that adhere to the Americans With Disabilities Act (ADA) and Web Content Accessibility Guidelines (WCAG). This includes ensuring compatibility with assistive technologies like screen readers, offering adjustable text sizes and providing sufficient contrast settings. It also means simplifying language to make complex medical concepts accessible to all literacy levels. While compliance is essential, it really should be the minimum that we do to help patients.
The future of digital lies in inclusion and accessibility for everyone. It's about creating experiences that are not only LEGAL but also ETHICAL. Building for total inclusion is simply the right thing to do, and we must strive to meet that challenge with every project.
Some ideas for the pharmaceutical industry include:
Crushing the Digital Divide: Prioritize remote and underserved populations. Optimize platforms for low-bandwidth and offline use. Multilingual and culturally sensitive support broadens accessibility and improves health outcomes.
During the height of the pandemic, NYC Health + Hospitals launched Virtual ExpressCare services to give urgent healthcare access to all New Yorkers. The program was available in over 200 languages, and while primarily served through a web browser, they incorporated low-tech audio telephone service as well. The program provides access to prescriptions and help enrolling in insurance programs.
Embracing technology: Use AI to predict, prevent and diagnose health issues, offering proactive solutions. Advanced content recommendations, symptom checkers, medication reminders and virtual AI agents providing tailored support are within reach. This technology should be simple, intuitive and seamless.
Currently, many pharmaceutical companies and start-ups are using AI to develop much needed medicines faster. These companies are designing medications to target specific genetic mutations that are associated with a variety of diseases and actually have prospective medicines currently in clinical trials.
Integrating mental health: Combine resources, virtual therapy and coordinated treatment with physical health services to address an underserved worldwide epidemic.
In 2023, the U.S. Department of Veterans Affairs developed the CBT-i Coach app for veterans suffering from insomnia related to PTSD. This free, publicly available mobile app utilizes cognitive behavioral therapy to help them improve their sleep. It offers guided weekly training plans, sleep tracking tools and personalized feedback to supplement their ongoing treatment with professionals.
Championing patient data ownership: Building trust requires more than just compliance with General Data Protection Regulation (GDPR) and the Health Insurance Portability and Accountability Act (HIPAA) privacy rule. Transparent communication about data usage and security is a start. The goal is to make personal health records digitally available on-demand, anonymized and decrypted locally, with user-controlled privacy settings.
Apple's Health Records feature allows people to securely store, access and share their own personal medical information from multiple providers in one place, giving them greater control over their health data.
Collaborating globally: Partner with global and local governments and non-governmental organizations (NGOs) to ensure services are disseminated and available to benefit every corner of the earth.
The Medicines Patent Pool, a UN-backed initiative, helps increase access to life-saving medicines in developing countries. They negotiate with pharmaceutical companies to allow other manufacturers to produce generic versions of patented drugs at a lower cost, making them more affordable for people in need.
Adopting these strategies enables the healthcare industry to exceed expectations in digital experiences and positive health outcomes. Now is the perfect moment for the pharmaceutical industry to embrace potentially life-saving technology to create a truly inclusive and accessible healthcare landscape, empowering all and fostering a healthier world. All we need to do is be bold and seek out the opportunities within our organizations and with our industry partners, and make this change happen.
