Is Pharma Ready to Move from SICKcare to HEALTHcare?

The pharmaceutical industry has long been a cornerstone of the global healthcare system, primarily focused on treating diseases once they manifest. ?This reactive approach - which could easily be termed "SICKcare" - has traditionally involved diagnosing and managing illnesses, rather than preventing them. ?However, as the landscape of healthcare evolves, there’s a growing debate about whether the pharmaceutical sector is prepared to shift its focus from treating sickness to promoting overall health and wellness.

The concept of "HEALTHcare" emphasizes preventive measures, health promotion, and early intervention. ?It’s an approach that aims to maintain wellness and prevent diseases before they occur.? This shift isn’t just a philosophical change; it requires a significant transformation in strategy, business models, and mindset within the pharmaceutical industry.

The Current Landscape

Traditionally, the pharmaceutical industry has been driven by the development and sale of medications designed to treat specific diseases. ?According to reports by McKinsey & Company, the industry’s focus on treatment has led to significant advancements in medical science and improved patient outcomes. ?However, it has also resulted in a healthcare system that is heavily burdened by chronic conditions and escalating costs.

In recent years, the narrative has begun to change. ?The World Health Organization (WHO) highlights the growing importance of preventive health measures, pointing out that "prevention is better than cure". ?This shift reflects a broader recognition that addressing the root causes of health issues and focusing on wellness could lead to more sustainable and effective health outcomes.

A Call for Change

Is the pharmaceutical industry ready to embrace this paradigm shift? ?The 2021 Deloitte Insight Report - The future of the public’s health - highlights that for decades, many visionary leaders have imagined a transformed future of public health: a resilient system of health where the focus is to predict and proactively prevent illness at a community level rather than provide reactive care when an individual gets sick. ?Preventing disease before it happens can reduce both health care spending and the occurrence and severity of disease.? In simple terms we could rephrase this as - we need to focus on preventing disease, not just treating it after it occurs. ?This perspective is gaining traction as stakeholders in the healthcare sector increasingly recognize the value of preventive care and overall public health wellness.

However, transitioning from SICKcare to HEALTHcare poses several challenges. ?The pharmaceutical business model is predominantly based on the development of drugs for specific conditions, and shifting to a preventive model would require significant adjustments. ?Dr. Michael Apkon, former CEO of Tufts Medical Center, asserts that "The pharmaceutical industry needs to rethink its approach to drug development and patient engagement. ?A focus on prevention and wellness could lead to new opportunities and a more sustainable business model."

The Way Forward

Several pharmaceutical companies are already taking steps towards this new approach. ?For instance, Pfizer’s commitment to investing in digital health technologies and Novartis’s focus on innovative therapies that address the root causes of diseases reflect a growing awareness of the need for a more holistic approach to healthcare.

Collaborations between pharma companies and tech firms are paving the way for integrated solutions that focus on health management rather than just disease treatment. ?The rise of digital therapeutics and personalized medicine indicates that the industry is beginning to embrace the potential of preventive health strategies.

What next?

The question remains: is the pharmaceutical industry ready to move from SICKcare to HEALTHcare?

While there are clear signs of progress, the transition requires a fundamental shift in strategy, mindset & capabilities. ?It involves embracing preventive measures, investing in health promotion, and rethinking traditional business models.?

What role will technology advances like wearables, digital therapeutics, AI and Machine Learning play in helping us take the next step?? Are the authorities like the FDA, EMA and PMDA [to name only a few] ready to accept data generated in different ways to support health and disease management, and ‘approve’ different approaches to managing health issues??

Dare we ask… What will the Payers think?? …

Dr. Mark Bertolini, former CEO of Aetna, aptly puts it:

"To truly transform healthcare, we must shift our focus from treating illness to promoting wellness. ?This is not just about changing how we do business; it’s about fundamentally improving the health and well-being of individuals"

The journey from SICKcare to HEALTHcare will not be easy, but it’s a necessary [r-]evolution if the pharmaceutical industry aims to remain relevant, effective, and continue to change patient outcomes in the future. ?The time has come for pharma to embrace this transformation.? The benefits - both for the industry and for global health - could be substantial.

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