Philadelphia, PA— Live from EFP ‘18: Among the countless presentations and panels at EFP Philly this year, I had a clear favorite—A. J. Triano’s Democracy Disruption in 2018: The Rise of the Empowered Patient

Full transparency: A. J. is SVP of Engagement Strategy for Syneos Health Communications, so you could call me biased or accuse me of shamelessly plugging a colleague and friend…

But the truth is, I’m really just a sucker for a compelling story… and spot-on trends… and countless cutting-edge case studies of AI in healthcare—What’s not to love?

I had the privilege of sitting down with A. J. to unpack his presentation and pick his brain. Here’s what he had to say:

We live in an age of great advances in modern medicine, where we see more, know more and can do more than ever before, but disruption is upon us as well. We’re in the midst of a super convergence of events in healthcare, and it’s shaking things from the bottom-up. Nearly a decade ago, Dr. Eric Topol wrote The Creative Destruction of Medicine, and in it he noted that advances in wireless sensors, genomics, imaging, information systems, mobile connectivity and bandwidth, the internet, social networking and the overall increase in computing power would transform healthcare as we know it. Fast forward to 2018 and we can add a few other transformation accelerators to that list: policy change, cognitive computing and rising patient empowerment.

But what does this mean for us?

This super-convergence has started a chain reaction, igniting the democratization of healthcare and, in turn, decentralizing authority. It’s made way for non-traditional players like Apple, Amazon and Alphabet to enter the healthcare market and induce sideways thinking. And they’re bringing in different perspectives, new technologies, and entirely new ways of working. It’s creating what I call sideways opportunities for our fellow healthcare marketers. We need to create greater value for our brands in the eyes of the patient by finding ways to increase our relevancy.

Anything else you’d like to share with our audience?

I’d encourage them to keep an eye out for new evidence of 3 Macro Trends we’re tracking:

  • The Changing Interface of Healthcare:
    Evolutionary cycles are creating a fundamental change in patients interact with their care
  • AI is Becoming the Interaction Engine:
    This is true not only in our digital world, it’s reaching critical mass in healthcare
  • Redefinition of Point-of-Care:
    It is no longer where the doctor is—today it’s wherever the patient goes


Interested in seeing more from A. J.'s presentation? Check out some of the slides here: Democracy Disruption in 2018: The Rise of the Empowered Patient 

Stay tuned next week for some closing thoughts on EFP ’18.

About the Author:

Drew Beck brings more than a decade of broad healthcare experience to GSW in his role as the Director of Innovation. He has enjoyed working for big healthcare names including Eli Lilly & Co. and GlaxoSmithKline in Global Marketing and Pharmaceutical Sales roles, but his start came from hands-on work in patient care in Emergency Medicine. This foundation has given him a deep understanding of both patients and healthcare professionals. In his current role, he combines all he has learned from this background with insights into current market trends to help clients drive the future of their brands.