Building Around the Individual, Not the Disease – Part 2
This interview with Jonathan Anscombe is part of a larger series of interviews where we discuss the intersection of healthcare and technology with subject matter experts from Adhera Health’s Advisory Board.
Jonathan Anscombe is the newest addition to Adhera Health's advisory board. Jonathan spent an impressive 30-year career at Kearney, the leading global management consultancy firm. As the former head of the Europe and Middle East healthcare practice at Kearney, he guided major healthcare and global pharmaceutical companies on topics related to digital transformation, digital solutions, product launches, and service redesign.
Jonathan's expertise further extends to areas including population health management, healthcare payment and delivery, system reform, and the social determinants of health.
In this second part of the interview, we continue where we left off in Part 1 and explore the importance of digital health personalization and evidence-based solutions.
True Personalization and Differentiating Between Existing Digital Health Solutions
“One thing that I think virtually all of these [digital health] applications have struggled with is true personalization.” In the past, Jonathan had done research on compliance and whether people miss their medications. “Somebody who forgets to take their Atorvastatin on Saturday morning will also forget to take their cancer medications on Saturday morning. It's not a function of pill, it's a function of person.” Medical non-adherence for patients with chronic conditions is well-documented; studies indicate that a high rate of non-adherence (~40-60%) exists among patients with chronic conditions.
“Adhera has a particular capability around fatigue… which virtually nobody’s talking about, yet it is a function of many of these [chronic] diseases, particularly the more acute ones, cancer and some of the autoimmune diseases, and a major driver of non-adherence.”
As Jonathan says, a comprehensive approach across multiple conditions is necessary for these applications to find success. However, he feels that a lot of the current digital health applications miss the mark. “I think quite a lot of the applications are very focused on the clinician interaction, and that's great, but they miss out on the carer. And those carers can be parents when the patient is a child or young adult, they can be children when patients are older, they can be spouses, they can be colleagues or other health professionals.”
There is great importance in engaging those “nearest and dearest in the care of that individual. It becomes absolutely central that the caregivers and loved ones are engaged in that process. And I will speak about this from a very personal experience with both my parents.” Jonathan has seen firsthand that there are no current technologies that focus on caregivers, “I mean nothing…The only time I've ever felt myself starting to struggle with mental health issues is when both my parents had dementia, and sometimes the pressure on me and my family was unbearable.”
Adhera Health’s focus on supporting caregivers is a piece of the comprehensive approach that is excites Jonathan. The “ability to handle complex comorbidities as well as issues related to the patient’s specific context comes out naturally because with Adhera we are building around the individual, not the disease.” The evidence is there,” explains Jonathan, “there are numerous studies that you could refer to in terms of the importance of these relationship factors, yet there isn't any kind of solution that is able to address them head on.”
Breaking From Traditional Models
“We know that we can reverse diabetes, even those who have progressed to requiring insulin, with behavioral change, with increasing exercises supplemented with a protein-rich diet, with the right mental health support. Type two diabetes is recognized as a disease of inappropriate behavior and addressing that behavior can resolve the disease.” What is less known, explains Jonathan, is “the fact that you can have much better outcomes across a wide range of diseases, cancer for example, if people have the right mindset and mental resources.” Most leading clinicians will accept that certain diseases are behaviorally based, “what is not yet been so clearly understood is the importance of those same factors around other diseases.”
Jonathan references the microbiome research of ZOE, a UK company that analyzes an individual’s gut microbiome, blood fat, and blood sugar responses to generate a dietary plan that is ‘tailored to your biology.’ Regulating microbiomes has a huge impact on a wide range of diseases. “There are these emerging areas of science, but still much of the medical profession is quite traditional, focused on the apparent problem and not taking account of more holistic issues”.
“I'm not sure that every clinician is convinced that engaging people in their own healthcare is really important for a health outcome. You're always going to have skepticism because with limited resources there is a huge pressure to process people as quickly as possible to move on the next patient.”
This is why it’s so important to provide incontrovertible evidence that a solution is both clinically tested and cost-effective. “I did a little work some time ago for the mobile phone industry,” says Jonathan, “it was called mobile health: ‘Who Pays?’, and the basic essence of it was: look, if we can prove that better patient engagement, leads to better health outcomes, leads to lower costs, then what you need to do is talk to the person who pays the bill. That is not usually the clinician.”
“The relationship between the patient and clinician is often quite transactional. The person does not exist before they walk into their consulting room. And [they] no longer exist the moment once the intervention and follow-up is complete. Now, for diabetes, it’s different because they are going to have the patient for the next 15 years. In contrast, “for an orthopedic surgeon repairing a knee, the treatment process lasts for a few weeks, and that's the entirety of the relationship.”
“So, there's a real different mindset here, you know, and if you're going to have a successful business, it's well worthwhile not predicating that on changing the medical mindset because it's kind of going to take quite a long time.” Jonathan says, laughing. “But, what you can do is you can think about ‘what evidence do I have that this is effective, and over what timescale?’ Who ultimately has the financial interest in this being effective? So the question is: am I selling to an insurance company or to a hospital? And I'm probably selling to the insurance because they're the people with the long-term interest.”
“However, probably the most important actor in the long term is the patient. If the patients like a solution so much that they prepared to take that into account in their choice of health plan or health provider”.
“So, anybody providing solutions to address these longer-term health outcomes needs to work at multiple levels. They need to persuade the treating health professional that the solution delivers better health outcomes without unduly increasing their workload. The solution needs to make commercial sense to the person who's got a financial interest in keeping this person healthy for a long period of time, which is generally the insurer; though I said, the problem with an insurance system when you move around is they often don't have a long-term view. And finally, you need to have a solution that is valuable to the patient who will then say, look, this has been helpful to me, and I'm not particularly interested in working with somebody who doesn't continue to provide that to me.”