Top trends likely to have an impact
on the industry
December 2015 | @OgilvyLFH

• As an agency specialising in healthcare communications, Ogilvy Healthworld
sits at the intersection between the healthcare ecosystem, the
pharmaceutical industry and the education sector – all of which are in the
midst of unprecedented change
• In an environment in constant flux, we wanted to establish a clear line of
sight, equip ourselves to manage unforeseen challenges, while at the same
time remaining future-focused and proactively seeking out new
opportunities in medical education

• As curiosity and courage encompass our core values, we jumped in
feet first and convened a panel of experts from the healthcare
environment, the pharmaceutical industry and the education sector
to imagine the future of medical education, and explore how the
learning needs of medical professionals could change over the next
decade
1. To share expertise relating to specialisms in medical education,
behavioural sciences, clinical education, learning technology and
organisational learning
1. To build a clear picture of the current healthcare environment
and work together to predict how this might change in the next
10 years

Charles Jennings
Director,
T he Internet Time Alliance
Maria Toro-Troconis
eLearning Strategy and
Development Manager,
Imperial College London
David Davenport-Firth
EVP, Health Behaviour Strategy &
Intervention,
Ogilvy CommonHealth Worldwide
Dominic King
Clinical Lecturer in Surgery,
Imperial College London
Guy Dickinson
Global Head, Learning and Technology
Innovation,
Novartis
Tracey Wood
Managing Director,
Ogilvy Healthworld
Steve Wheeler
Associate Professor of
Learning Technologies,
Plymouth University

1. Accountability
2. T he digitally enabled patient
1. Pedagogy X.0

Increased availability of big data will mean pharmaceutical companies
may be held fully accountable for the efficacy of their products
• Greater accountability = improved patient outcomes
• T he first step towards accountability is closer tracking of
adherence supported by technology - partnerships between
pharmaceutical companies and tech start-ups will become more
common
• Product innovation may be affected with a logical shift away from
randomised controlled trials towards real-world evidence

T he ability for wearable technology and personal devices to capture
data will mean doctors and patients will have access to large amounts
of very specific medical information, removing the need for a ‘wait
and see’ approach
• It will become easier and easier for patients to access disease
information online, learn more about their own conditions,
self-monitor and test
• Better informed patients will spend less time with their doctor
and more time consulting with virtual practitioners
• T he digitally enabled patient could function as a catalyst for
change, including facilitating the use of big data to drive research
and innovation

A key area of interest was the impact that the hyper-connected
learner (whether a medical professional or patient) would have on how
medical content is designed, developed and delivered
Two areas of opportunity were identified:
1. Personalisation: Learners will be able to learn at their own pace, in
their own space, in their own time and according to their own
preferences
2. Increased connectivity: Learners will be able to build networks
faster, opening them up to more information and richer social
experiences than they currently experience today

Looking at the world of medical education through the lens of the
pharmaceutical industry, the healthcare environment and the
education sector has opened our minds to a future full of promise
and opportunity. In the words of Albert Einstein…
“Life is like riding a bicycle, in order to keep
your balance you must keep moving”

For the full report please contact Leigh van Wyk at
leigh.vanwyk@ogilvy.com or the LFH team OgilvyLFH@ogilvy.com
@OgilvyLFH
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