Key Takeaways and Learnings from HLTH 2024 

Moving from Multichannel to Omnichannel 

During the conference, leaders emphasized the importance of companies becoming more omnichannel-focused to address the need for more personalized and targeted marketing. Pharma digital marketing is rapidly adopting more intelligent uses of data to improve personalization and targeting, but this transformation is not yet widespread.  

A highlight for Trinity Life Sciences was introducing our Customer Engagement (CE) score. Attendees were invited to take a brief survey to find out their CE score, on a scale ranging from Explorer, Optimizer, Accomplisher to Transformer. The score provided insights on where life sciences companies should focus efforts to move from “multichannel” to “multichannel-plus” to true “omnichannel.” Trinity’s CE score diagnostic revealed that the vast majority of companies are in the multichannel-plus phase and not yet fully omnichannel, and many companies are currently overestimating their level of maturity. Companies also recognized the importance of culture as it relates to the planning and execution of CE programs at a brand-level vs. being led from a central CE Center of Excellence (COE). 

Digital Tools, Data and the Role of AI 

A key focus of the conference was the application of digital tools to address care delivery gaps in mental health and other areas. Digital tools are being paired with human interaction to support holistic lifestyle choices (e.g., diet and exercise), help navigate the payer and access ecosystem and improve treatment education and compliance. There is an emphasis from payers and advocacy groups on patient and consumer awareness and education. The conference highlighted the need for a more balanced approach to digital health tools, with a focus on holistic engagement to maintain adherence. 

Leaders discussed the role of data and technology in transforming healthcare, from telemedicine to AI-driven diagnostics. While there was some skepticism about the use of AI to deliver care, several speakers shared examples of how AI can ease the burden of documentation on physicians. Another example involved developing digital AI agents for health systems that are a virtual representation of a human and can connect directly with patients. In general, there is a need for organizations to have greater clarity on the business challenges and opportunities to achieve AI’s full business potential. 

Health Disparities 

Several sessions focused on how healthcare can be made more equitable, including discussions on access to care, social determinants of health and the impact of healthcare policy. The speakers emphasized the role of technology in helping to address health disparities and bias in healthcare delivery. 

Patient-Centered Care 

The conference emphasized the importance of patient-centered care, with a focus on the patient, caregiver, family and healthcare providers (HCPs). The speakers discussed reducing the friction between payers and HCPs and addressing HCP administrative burden.  

Women’s Health

There was significant interest in women’s health and the need for greater focus, including research and grant dollars. Several speakers discussed the importance of addressing women’s health issues and the need for more research and funding in this area.