Strategic analysis of the role of the Internet in healthcare
delivery in Europe (2003–2008): Internet's scope widens to include
commerce and patient healthcare delivery
To date, the Internet has been used principally as a tool for commerce
and as a cost-effective communication medium by the European healthcare
industry. Increasingly however, the Internet's potential is being harnessed
to transform healthcare delivery at the patient level.
In Europe, drug-buying consumers and patients seeking information have
been the chief users of the Internet. About 11.2 %of EU Internet users
bought healthcare-related products online or as a result of information
found online in 2003.
Trends now indicate that higher Internet usage for the purpose of
providing patient healthcare is imminent. From growing email use by
healthcare professionals and consumer ecommerce in the drug market, to
rising electronic procurement by hospitals and Internet diagnosis and
ehealth, the use of the Internet in active healthcare delivery is poised to
soar.
At the same time, the Internet's application in passive healthcare
delivery is also expected to climb. By 2008, over 120 million patients in
Europe are estimated to be engaged in online healthcare research, close to
150 million in diet and fitness research, with just over 30 million Internet
subscribers becoming part of online self-help groups. Appointment settings
for primary and secondary healthcare providers is also set for rapid takeoff
with numbers rising from about five million in 2003 to nearly 50 million in
2008.
Explaining the expanding role of the Internet in healthcare delivery,
Frost & Sullivan Healthcare Research Analyst Chris Cherrington says, "Cost
saving is emerging as the main driver since the Internet is a public data
network that offers low-cost data transfer. Increasing public use of the
Worldwide Web is forcing industry vendors to use websites to advertise and
spread information about their products and services."
"At the same time, email has become ubiquitous and is now accepted as a
mainstream method of business communication. Another reason for the rapid
adoption of the Internet has been that healthcare giants and pharmaceutical
companies are using eprocurement to streamline operations."
As insurance companies and governments seek to make more efficient use of
limited budgets, the Internet is anticipated to gain popularity as a
cost-saving tool. In 2004, about 95% of EU insurance companies had some form
of Internet presence, with many employing the Internet as a key channel to
conduct transactions with healthcare providers. From a consumer perspective,
the Internet is also expected to emerge as a major source of low-cost
insurance.
Tight healthcare budgets are pushing governments to explore various
Internet-based alternatives. In the United Kingdom, the National Health
Service's (NHS's) simple, self-diagnosis service is the first operational
ehealth programme in the European Union. The success of such direct, online
health initiatives is expected to be replicated by other EU countries.
The Internet is expected to trigger fundamental change in many areas
related to healthcare provision. For a start, it is likely to prompt greater
transparency and accountability in the healthcare arena. Governments, for
instance, are likely to be required to articulate policies and information
about patients' rights over the Internet. This, in turn, is anticipated to
provide a new platform from which public pressure groups can lobby policy
makers.
Among other likely outcomes of expanded Internet usage in healthcare is
that of governments tightening restrictions on the online sale of drugs and
alternative therapies. Additionally, governments are expected to use the
Internet to disburse items such as repeat prescriptions, particularly
products such as contraceptive pills used mainly by Internet-savvy young
women.
Despite its advantages, however, Internet penetration levels are likely
to suffer due to the continuing scepticism of many medical professionals and
Europe's ageing population. Also, with most consumers being satisfied with
the current healthcare system, the need to find additional medical data or
forsake traditional delivery mechanisms is not a pressing one.
Penetration levels reveal regional disparities as well. Eastern Europe
lags in implementing healthcare delivery through the Internet. However,
growing net access in the region and the increasing amounts of data expected
to become available in non-English languages is likely to be conducive for
expanded Internet use in the healthcare arena.
"A common standard for electronic patient records throughout Europe;
initiatives to introduce electronic booking systems and connect primary
healthcare providers, hospitals and healthcare payers through an integrated
'health supply chain'; as well as the rapid adoption of the Internet by
private medical treatment facilities; are all likely to boost the relevance
of the Internet in European healthcare delivery over the long term", notes
Mr Cherrington.
More information
If you are interested in an analysis overview providing an introduction
into the Strategic analysis of the role of the Internet in healthcare
delivery in Europe (2003-2008), then send an email to Katja Feick,
Corporate Communications, at
katja.feick@frost.com 
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The role of the Internet in
healthcare delivery in Europe