Attempts to be ‘patient centric’ still elude many practitioners across Healthcare.
Ironically, it’s the new breed of health tech bellwethers that have grasped patient-centricity (PX) from the outset, and kept it core to every aspect of their mission.
One such exemplar is Happify Health, one of 6 companies I highlighted in my 2022 Trends report “The Year of Purpose-Led Convergence | Vendor Watch List”. From a range of backgrounds, these have been selected for their marked capability to lead and converge with purpose, beyond their core. They have not only recognised the cracks in the current system, but are moving to bridge these through novel approaches. Also recognising that rigid adherence to the status quo impacts on bottom line, relevance, and relationships, they are comfortable working across frontiers.
Here’s what I wrote:
“Happify Health: An evidence based DTx (digital therapeutics) specialist, which has gone from strength to strength within the mental health sector. Heavy investment over the years has enabled it to truly understand buying personas and channels, and to design a portfolio to meet these respective needs. Its platform now supports +50 medical devices and multiple apps.
But here’s the thing: not content with designing a broad portfolio to accommodate varied demand cases, it is now prepping to support acute chronic care instances which trigger mental health problems. There is a significant chasm to cross here, and what it’s proposing excites me.
Happify is also fluent in ‘Ecosystem 2.0’ thinking.” – as defined by Experiential HealthTech.
And so, I’m not surprised about the next chapter, marked by its transition to @Twill.
Simply Experiential™ | Twill in Motion
The birth of Twill consolidates its progress over the last 5 years – expanding from D2C to B2B, and the launch of its prescription DTx range – while signalling its ambitious next 5-year plan: to map deeper into an individual’s treatment cycle to offer as bespoke a range of interventions as possible.
Why is this important? Happify has, with scientific evidence, successfully brought together more service components than many of its peers. PX is its DNA: near real-time PROMS data moves with the patient to inform decisions – it has successfully proved that much of the time (but not all), it is possible to circumnavigate the EHR and still exploit new rich data. Individual service users gain directly through deeper engagement and informed choice.
Equally importantly, Twill’s leadership is demonstrating the balanced equation of outcomes-based adherence and lower cost to health systems, Pharma, and payers alike – KPIs with which all Healthcare stakeholders continue to grapple.
There are four new inter-related components which will uphold its future direction.
The launch of Sequences™ | One Step Closer to Personalised Care
The trust placed in Twill by the Healthcare, Life Sciences, and payor communities has resulted in Sequences™, its “end-to-end digital framework”. This translates as a range of modular service options, to reflect the many support contexts typically out of scope among these Healthcare stakeholders, since they’re not operationally geared to configure at this level: evidence-based DTx, well-being products, peer communities, a multi-disciplinary clinical team, and coaching; quick reference, initial diagnosis, short-term and/or longer-term support.
An additional attraction to the partners that have signed up to this is the strong collaborative and co-design foundations on which Sequences is built – providing them with a gateway to new receptive patients and citizens, which have already independently formed trusted relationships with Twill.
But Twill’s biggest differentiator is that it’s one of the few working at the intersection of mental health and acute comorbidity. This is so important, and it’s more than frustrating that more organisations aren’t acknowledging this as ‘the problem we need to solve, together”.
A Look At Twill’s Guiding Composable Principles
Delivery of this model isn’t easy. In my view, Twill has incrementally moved into this position of strength by operating as a composable organisation in all but name. These principals truly embody patient centricity and move way beyond lip service to PX, to deliver a radically improved experience for those living with a chronic condition which is also impacting their mental health.
There are 6 overarching components of composability, which define an organisation’s relationship with its clients and partners, and which form the foundations of the incremental steps they take towards Ecosystem 2.0.
The leadership culture driving composability is the realisation that we achieve more together. Twill is clear that it will not strive to design every solution inhouse, but will happily bring in third party expertise, either directly, or to accommodate third parties already deployed within its B2B client base.
But this will be no loose amalgamation of products. Twill’s portfolio is already of a high enough calibre today to attract complementary third parties, recognising not only the valuable network effect of its open (API-driven) platform, but also the potential of a more rewarding future: migrating away from point solutions to offer a model that not only resonates with service demand gaps, but also chimes with the new forms of clinical workflow and patient flow that we’re crying out for.
That is why Experiential HealthTech classes Twill as an Ecosystem 2.0 orchestrator.
Ecosystem 2.0 with Twill in Outline
The model outlined below reflects where Twill is today (Layers 1 &2), and how potentially it could start to orchestrate its ecosystem (Layer 3). What’s exciting is that new ecosystem members will also steer, contribute to, and govern this future cross-sector state.
Localised members will also respond to local need, and help to accelerate the rate at which Twill can scale, globally, as is clearly its intention.
Federations of secure data exchange
With the permission of its service users, Twill has already built up an enviable rich data set. As its ecosystem grows, the potential to incrementally enhance its clinical AI base is immense – evidence garnered from clinical trials alone, to steer prescription therapeutics, is exciting.
But this is a two-way street. All ecosystem members must commit to Twill’s federated data underpin. Outcomes data from referrals to third parties must be shared back with Twill – to monitor response rates to this intervention, but also to enable Twill to suggest alternative treatment if low outcomes are registered. All of this data creates a SVoT (single record) per service user, and bolsters Twill’s longitudinal system of insight. Population cohort support is also planned.
Below is a snapshot of some of the technology investment Twill has committed to. And of course this carries the potential to augment its reach. You can see how this lends itself to Ecosystem 2.0.
This is the future. Not for all of us. But for very many. Experiential HealthTech looks forward to seeing what emerges next from Twill.