The purpose of this project was to research the evolving medical information landscape and report on the key trends that will inform and shape Medical Information in the next 3-5 years.
Method
A literature review and desk research, qualitative research (90-minute facilitated group discussions) with 17 healthcare professionals in June 2022, and subject matter expert discussions to identify relevant medical information signals were used to create and inform the identified trends.
Results
HCP qualitative research resulted in three drug information-related findings: 1) HCPs are operating at warp speed, 2) they use an array of trusted resources to find information, and 3) they readily use trusted peers for complex questions.
When combining the literature review and Subject Matter Expert (SME) research with the HCP qualitative research, four key trends emerged that are shaping the future of drug-related medical information:
1) Lost in a sea of information - While detailed information about medication was once hard to come by, it’s now overwhelmingly available to anyone with an internet connection. As HCPs weave through a variety of trusted sources, it can be difficult to find their way to the evidence that makes the difference for their patient.
2) Navigating the evidence ocean - The volume and variety of clinical data are growing exponentially. As this happens, artificial intelligence (AI) and new ways of working will enable pharmaceutical manufacturers to empower HCPs with evidence that more closely reflects their patients.
3) Care team to the rescue - The lone prescriber is giving way to fast-moving teams that collaboratively navigate questions of efficacy, safety, and cost to get patients on the right dosage of the right medications as quickly as possible. The future lies in targeting the real-time information needs of each care team member to keep them and their patient aligned and moving.
4) Connecting in unchartered waters - As the complexity of decision-making grows, so has the ability and fluidity with which HCPs and patients consult each other. High-quality, nuanced decision-making will increasingly require ready access to specialized drug information. The future lies in seamlessly embedding this information in these interactions – between patients and physicians, among care teams, and between colleagues, Key Opinion Leaders (KOLs), and Medical Science Liaisons (MSLs).
Conclusion
Medical Information departments must continue to evolve to meet these key emerging trends of overwhelming amounts of information, the exponential growth of clinical data, a growing care team, and the complexity of decision-making with specialized medical information by acting on the following opportunities.
Because answers to questions are found in many trusted resources, manufacturers may consider advocating for modernized regulations to share evidence more openly and readily to help in their own recognition as a valuable source of trusted information. As the demand for transparency grows, so should the ability to access information in real-time, in a user-friendly way with an easy-to-navigate search.
The volume, type, and granularity of evidence about safety, efficacy, and outcomes are growing; therefore, manufacturers need to be prepared to answer increasingly narrow questions with finer cuts of evidence. AI should be leveraged to make it easier for HCPs to access the content they are looking for, to automate content generation, and to improve the efficiency of company contact centers.
As the patient care team expands to include many types of HCPs, the use of modular content will be important in expanding the medical information library with answers personalized to different members of the care team. Additionally, patient-friendly versions of key information should be made available and accessible to both patients and members of their care team.
And finally, drug-related information needs to be designed to be easily shareable between colleagues as the complexity of decision-making grows and the ability and fluidity with which HCPs and patients consult each other expand.
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