Health 2.0 companies have brought in much needed tools to make navigating the Pharma industry easier. With complex databases allowing users greater transparency of drug costs and interactions, as well as new tools for increasing adherence, the world of Pharma is becoming increasingly more user friendly for both patients and doctors alike. Marc Southern of FleishmanHillard presented their research on authenticity and consumer expectation in Pharma followed by 5 companies doing work in Pharmaceutical media, tracking, adherence and more.
Geneix demoed Interact a provider tool which helps surgeons and physicians be more aware about how different pharmaceutical drugs and their doses will interact with other medications. This tool improves care by very quickly ensuring that the patient will respond well to the prescribed medication. Additionally, the tool gives warnings for drugs that might not be effective with the patients genotype. By capturing this genetic information from projects such as Genomic England, Interact will be able to check if the patient can react positively to the medication or not.