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Ideas

World of Prodices

World of Prodices

Susan Josi

Susan Josi

September 3, 2019

Healthcare companies must build new models of innovation that are anchored in consumer-centric disease solutions rather than traditional R&D department approaches.

"It is becoming clear the consumer of today is no longer just a sufferer of a disease, but a super-consumer whose demands and choices are growing more sophisticated."

I think the biggest innovations of the twenty-first century will be the intersection of biology and technology. A new era is beginning…”

         Steve Jobs, Steve Jobs by author Walter Isaacson

Casting our minds back a few years, would any of us have thought the who’s who in healthcare—besides the Big Pharma companies—would be tech titans such as Google, Apple, Amazon, and Microsoft? With the way they are going today, it will not be long before they rule the healthcare business. 

So what exactly is causing this tectonic shift in our industry?

It is becoming clear the consumer of today is no longer just a sufferer of a disease, but a super-consumer whose demands and choices are growing more sophisticated. In other words, they are the reason why healthcare companies must build new models of innovation that are anchored in consumer-centric solutions. 

Welcome to “Prodices” 

Prodices, a term coined by pharmacist and author Jordi Bernal Fiego, is used to describe hybrids of products and services, which seamlessly integrate the original advantages and features of each and offer a solid value proposition for the consumer. 

I was completely sold on this concept when I heard it for the first time a couple of years ago, and although it is far more evolved in the context of healthcare, we can think of it in a more simplistic fashion while implementing it. We always link service agreements and contracts with the various consumer durables we buy at home. The reason? We are conscious of the high cost and the long-term investment we make in these products. In many cases, our choice of buying a good brand of television or refrigerator is linked to the service provided, not just the features and benefits. 

The premise of developing a Prodice model for a healthcare brand is no different, as you see every consumer of your brand as a return on investment for the long term. 

The future of medicine lies in this integration of technology and the human body 

A more futuristic prospect is available: to create a Prodice model for brands to straddle the continuum of care, from diagnosis to treatment adherence and monitoring to disease management, to ensure that health outcomes are positive. The key to developing this model is to map the patient’s journey more intimately in a bid to understand the various interventions needed to help them get a more positive outcome while managing their condition. These interventions can be varied and, in many cases, cannot be addressed by one company alone. Therefore, co-creation through collaborations or acquisitions will be the order of the day. 

Many companies are starting to venture into this space, especially for neurological conditions, leading to a marriage of sorts between traditional pharma/medical device companies and media and entertainment companies specializing in music and games.

 

"I believe gamified solutions will spread like epidemics in healthcare as well."

The science of music memory

Scientists have uncovered that musical memory can be maintained throughout a patient’s Alzheimer’s disease progression. According to the Alzheimer’s Foundation of America, this continued retention occurs because the part of the brain that informs musical activities, such as beating out a rhythm or singing a song, doesn’t require cognitive functioning.

Music therapy for Parkinson’s disease 

Our very own Parkinsounds (a unique collaboration between Havas Life São Paulo, Universal Music Group, and Spotify) is an excellent Prodice example. This app helps Parkinson’s patients improve their gait.

Healthcare gamification is hotter than ever

According to market reports, the global healthcare gamification market is expected to grow at a compound annual rate of 55%, reaching $3.8 billion by 2022. The report examines how businesses such as Microsoft are developing technologies that help people and organizations manage healthcare through achievement-based activities.

One of the most intriguing examples of companies embracing healthcare gamification is Apple, which rewards Apple Watch and iPhone users with badges for accomplishing fitness tasks, such as hiking or cycling. There are also other examples targeted at children. Muppets Band-Aids incorporated a quick response code on the Band-Aids, so a parent can scan the code with their smartphone to show an entertaining video to a toddler who just scraped his knee. When Kermit the Frog starts singing about feeling blue, will the child forget about his scraped knee?

I believe gamified solutions will spread like epidemics in healthcare as well, and, again, this is a great example of a potential Prodice model to manage existing diseases.

Time to own the ailment 

It is evident that the most enterprising healthcare companies today are preparing to embrace a distinctly different future in this domain. These early movers are attempting to secure their innovation and organizational efforts around the concept of “owning the ailment”—as opposed to merely “treating” it—with products, services, and solutions across the entire continuum of care.

"It is becoming clear the consumer of today is no longer just a sufferer of a disease, but a super-consumer whose demands and choices are growing more sophisticated."

I think the biggest innovations of the twenty-first century will be the intersection of biology and technology. A new era is beginning…”

         Steve Jobs, Steve Jobs by author Walter Isaacson

Casting our minds back a few years, would any of us have thought the who’s who in healthcare—besides the Big Pharma companies—would be tech titans such as Google, Apple, Amazon, and Microsoft? With the way they are going today, it will not be long before they rule the healthcare business. 

So what exactly is causing this tectonic shift in our industry?

It is becoming clear the consumer of today is no longer just a sufferer of a disease, but a super-consumer whose demands and choices are growing more sophisticated. In other words, they are the reason why healthcare companies must build new models of innovation that are anchored in consumer-centric solutions. 

Welcome to “Prodices” 

Prodices, a term coined by pharmacist and author Jordi Bernal Fiego, is used to describe hybrids of products and services, which seamlessly integrate the original advantages and features of each and offer a solid value proposition for the consumer. 

I was completely sold on this concept when I heard it for the first time a couple of years ago, and although it is far more evolved in the context of healthcare, we can think of it in a more simplistic fashion while implementing it. We always link service agreements and contracts with the various consumer durables we buy at home. The reason? We are conscious of the high cost and the long-term investment we make in these products. In many cases, our choice of buying a good brand of television or refrigerator is linked to the service provided, not just the features and benefits. 

The premise of developing a Prodice model for a healthcare brand is no different, as you see every consumer of your brand as a return on investment for the long term. 

The future of medicine lies in this integration of technology and the human body 

A more futuristic prospect is available: to create a Prodice model for brands to straddle the continuum of care, from diagnosis to treatment adherence and monitoring to disease management, to ensure that health outcomes are positive. The key to developing this model is to map the patient’s journey more intimately in a bid to understand the various interventions needed to help them get a more positive outcome while managing their condition. These interventions can be varied and, in many cases, cannot be addressed by one company alone. Therefore, co-creation through collaborations or acquisitions will be the order of the day. 

Many companies are starting to venture into this space, especially for neurological conditions, leading to a marriage of sorts between traditional pharma/medical device companies and media and entertainment companies specializing in music and games.

 

"I believe gamified solutions will spread like epidemics in healthcare as well."

The science of music memory

Scientists have uncovered that musical memory can be maintained throughout a patient’s Alzheimer’s disease progression. According to the Alzheimer’s Foundation of America, this continued retention occurs because the part of the brain that informs musical activities, such as beating out a rhythm or singing a song, doesn’t require cognitive functioning.

Music therapy for Parkinson’s disease 

Our very own Parkinsounds (a unique collaboration between Havas Life São Paulo, Universal Music Group, and Spotify) is an excellent Prodice example. This app helps Parkinson’s patients improve their gait.

Healthcare gamification is hotter than ever

According to market reports, the global healthcare gamification market is expected to grow at a compound annual rate of 55%, reaching $3.8 billion by 2022. The report examines how businesses such as Microsoft are developing technologies that help people and organizations manage healthcare through achievement-based activities.

One of the most intriguing examples of companies embracing healthcare gamification is Apple, which rewards Apple Watch and iPhone users with badges for accomplishing fitness tasks, such as hiking or cycling. There are also other examples targeted at children. Muppets Band-Aids incorporated a quick response code on the Band-Aids, so a parent can scan the code with their smartphone to show an entertaining video to a toddler who just scraped his knee. When Kermit the Frog starts singing about feeling blue, will the child forget about his scraped knee?

I believe gamified solutions will spread like epidemics in healthcare as well, and, again, this is a great example of a potential Prodice model to manage existing diseases.

Time to own the ailment 

It is evident that the most enterprising healthcare companies today are preparing to embrace a distinctly different future in this domain. These early movers are attempting to secure their innovation and organizational efforts around the concept of “owning the ailment”—as opposed to merely “treating” it—with products, services, and solutions across the entire continuum of care.

Susan, with a double postgraduate in Pharmacy (UDCT) and Management, has more than 35 years of experience in the health & wellness domain.

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