Shaping the Future of Digital Patient Engagement – Lessons from the Past

There is no question that digital therapeutics and telemedicine are revolutionising the way people interact with their health. And, in recent years, the patient experience has noticeably begun to move even further away from conventional in-person settings towards more convenient and accessible options; thanks in part to new technology such as AI-based diagnostics and remote monitoring apps, but also the lingering presence of post-COVID fatigue within healthcare systems.  

There’s no doubt that pharma as an industry is readily and actively adopting these new technologies, and a brief look at any company’s investor report will confirm it. 

But are we also considering how communication strategies and approaches to patient engagement need to adapt to meet this new paradigm? 

To understand what I mean, let’s rewind the clock for a minute to 1908 and look at the true birth of the automative industry.

A classic example of the iconic Ford Model T. Interestingly, many people don’t realise that much of the credit for its design and engineering belongs not just to Henry Ford, but to Child Harold Wills, along with Hungarian immigrants Joseph Galamb and Eugene Farkas—the true masterminds behind the Model T’s development.

While the impact of the Ford Model T and its iconic assembly-line production model is often recognised, its true significance goes beyond this. Initially designed as a one-size-fits-all solution, it later evolved into a more customisable approach, revolutionising manufacturing in ways that are still felt today.

At the time early cars were solely the domain of the rich and affluent, being scarce, expensive and unreliable. The Model T marked a seismic shift in the public perception of cars; affordable, versatile, and highly adaptable. It not only gave owners the freedom to personalise their vehicles to suit their unique needs but also laid the foundation for the car modification industry, spawning a vast market for aftermarket kits that catered to diverse requirements. A quick glance at any modern car showroom today showcases the final evolution of this shift, with a variety of models that cater to a wide range of personalities and needs, with customisation options to meet even the most individual preferences. 

In a similar vein to the Model T, digital therapeutics empower patients with ownership of their treatment journey, offering tools that can be tailored to their specific condition, preferences, and level of engagement.

Pharmaceutical communications must, therefore, adapt to this changing paradigm. Traditional, one-size-fits-all approaches to patient engagement – from education to support – will no longer be sufficient in a world where personalisation and choice is an expectation. Instead, patient information must enable patients to engage on their terms, providing ‘build-your-own’ approaches, with short-form modular content in formats that fit the patient needs and behaviours. Consequently, pharmaceutical companies need to place a greater emphasis on developing patient segmentation and engagement with patient advisory groups to create and offer tailored content, if they hope to generate and maintain meaningful engagement with their patients in a digital world. 

And there’s more. The true impact of digital therapeutics doesn’t start and end with patient communications, it’s likely to reshape the entirety of pharmaceutical marketing. Just as the Model T’s accessibility not only transformed car ownership but influenced the entire shape of automotive infrastructure in the US, giving birth to the considerable interstate highway system and reshaping cities to accommodate the needs of drivers. Pharma shouldn’t just be thinking about how demand for digital engagement influences patient communications, but also how treatments are accessed, delivered, and even monitored. Innovations, which in turn fuel further expectations among both HCPs and patients around digital interactions and engagement.

Ultimately, while this evolving digital landscape presents challenges, it also presents considerable opportunity. To stay relevant, pharma must not only embrace the demand for personalized digital therapeutics but also actively shape and anticipate the future of a digital-first ecosystem of healthcare.

(n.d.). The Model T. Ford. Retrieved March 18, 2025, from https://corporate.ford.com/articles/history/the-model-t.html