Antonio Carrasco
Director General of

Prevention Through Public‑Private Collaboration

Mon, 11/12/2018 - 16:54

Despite the availability of technology in Mexico, organizational weakness is hampering the country’s digitalization, particularly in healthcare, says Antonio Carrasco, Director General of PLM Latina. “The main obstacle to technological transformation is not technology but how the private and public health sectors in Mexico are organized. Technologies exist in the country; what is needed is to improve infrastructure and interoperability,” he says.
PLM Latina, a leading health sciences technology company, specializes in business intelligence and digital marketing solutions through IT. According to an article by the Regenstrief Institute and published by the American Journal of Medical Sciences, the real value of information technology lies in extracting value from the chaos of information, which is PLM’s goal. “PLM Latina’s added value is its ability to transform information into valuable knowledge for companies,” says Carrasco.
At the macro level, the first step is to change the thrust of the health sector and focus more on prevention, explains Carrasco. “In general, we must focus on the prevention of chronic degenerative diseases through the collaboration of the public and private sectors.” At the micro level, Carrasco says that it is necessary to pay more attention to the relationship between the doctor and the patient.
For that reason, he believes that digital tools and PLM solutions can help doctors better understand this relationship and spread the benefits throughout the health ecosystem. “We believe that improving communication can help the health industry understand more deeply not only the dynamics of communication between health professionals and patients, but also to provide complementary solutions that spread throughout the industry.”
Carrasco highlights a PLM client to illustrate his point. The medical devices company needed to promote a urological product to the market and to medical specialists. “This company faced difficulties in positioning its product because its device was aimed at a very small group of patients with erectile dysfunction,” says Carrasco. PLM’s experience working in the health sector in various therapeutic areas helped this company to better target medical specialists who could reach the patients who would benefit from this product. “After a patient undergoes a series of pharmaceutical processes to treat their erectile dysfunction, they become a candidate to use this medical device. PLM guided the company in better marketing its product and looked for strategies to approach men with severe cases of erectile dysfunction,” he says.
Digital tools like Big Data can also strengthen the medical care provided to patients. Carrasco believes this means that “patients not only have access to technologies but also to knowledge that improves the whole process of their care, integrally involving the entire health ecosystem.” The information generated through IT can then generate valuable information for companies. “Information can be gathered and used to understand epidemiological trends in a country, so a company can know if an epidemic is on the horizon, for example. This allows the Ministry of Health and the private sector to be ready.” He adds that real-time delivery of information is a difference-maker. “The added value of the Big Data generated by PLM is that companies receive information in real time. This makes a considerable difference for our customers compared to other service providers. PLM does not need days to generate valuable knowledge.”
PLM is a strong advocate of the patient-centric model, which is a goal in all its solutions, as well as infusing its offerings with rigorous management of quality data. Carrasco explains that PLM’s Big Data philosophy is focused on the four V’s: velocity, variety, volume and veracity. “This approach has helped PLM to handle large numbers of clinical decisions made by physicians in relation to the pharmaceutical and medical devices sectors and to understand the needs of health professionals in Mexico, with the patient as the central focus,” he says.