Recently, Eli Lilly announced that they have partnered with Amazon Pharmacy to deliver a new direct-to-consumer drug dispensing service in the US. This has been met with much interest from the healthcare community. The groundbreaking deal between the world’s largest online retailer and largest pharmaceutical company, by market value, signifies a renewed effort to streamline patient access to prescription medication within the US. While digital healthcare is not a new concept, the COVID-19 pandemic has accelerated its growth across the globe.
It has enabled patients to attend GP appointments and receive prescription medication from the comfort of their homes, which was especially important for the most vulnerable needing to isolate during the pandemic. However, the question now is how such changes will impact community pharmacies outside of the US. How can we ensure that patients continue to receive the same level of care they would get from their local pharmacists in the UK and EMEA region? Eli Lilly striking this deal with Amazon is unsurprising, as a 2021 survey revealed that nearly half of Americans have either bought or are currently buying medication online, mainly for the perceived benefit of convenience and cost. And we’re seeing similar changes in behaviour in the UK.
Since the COVID-19 pandemic, the number of people using their NHS login in England, has increased from 2.2 million in September 2020 to 28 million in October 2021 – a tenfold increase in just one year. And this change in behaviour appears to be sticking beyond the pandemic, with the number of repeat prescriptions ordered through the NHS app increasing by 48% between November 2022 and November 2023. This increased use also translates to an increase in revenue with digital healthcare expected to garner a projected revenue of £3.9 billion in 2024.
Digital healthcare offers numerous benefits, namely, increased accessibility for patients, especially those residing in rural areas or with mobility issues. It has also helped to streamline the process of prescribing and delivering medication. Gone are the days of repeatedly seeing your GP to receive the same prescription medication when you can just put in a standing repeat order with one of the many online pharmacies. Many looking to the deal struck between Eli Lilly and Amazon in the US may wonder if something similar could be brought to the UK. Although there are a number of online pharmacies available, patients may still have doubts about their ability to provide a satisfactory service and may be reluctant to learn how to navigate these new websites. Amazon is a reliable and well-known brand with a technology platform that was used by 82% of UK shoppers in 2023, indicating a great portion of the nation are familiar with the brand and its interface.
But, as with all technologies, there are also some concerns to consider. The trade-off for ease of access could be challenges in maintaining the quality of patient care. In short, we run the risk of dehumanising part of the patient care pathway. Although patients receive their prescriptions at their door, they will not have a pharmacist to explain the nuances of their medication or answer any queries they might have. This lack of human interaction in healthcare can impact the overall quality of patient care. The human element is important in ensuring that patients are not only prescribed the most suitable medication for their unique circumstances but are enabled to take it in correct way.
Looking ahead to the future, there is no doubt digital healthcare is here to stay with AI driving the next generation of advancements. And looking at the deal done by Eli Lilly and Amazon across the pond, we may wonder if it’s possible that a similar deal might appear on our shores in the near future. If so, we must ensure that good patient care remains at the centre of these deals.
Eleanor Read is the MD of Edelman UK