From DX to XD: The "Treatment Experience Enhancement Ecosystem" that returns to fundamentals to transform the healthcare and life sciences industry (Part 1)

The COVID-19 pandemic has spurred rapid digital transformation (DX) in the healthcare and life sciences industries. This shift is further supported by the Ministry of Economy, Trade and Industry's promotion of "health management" and "health investment," with the market projected to reach a scale of 33 trillion yen by 2025. This primarily includes services outside the scope of public health insurance. Meanwhile, the Ministry of Health, Labour and Welfare forecasts national healthcare costs will swell to approximately 52.3 trillion yen by fiscal year 2025. This figure primarily covers services covered by public health insurance. While these projections capture different aspects, overall growth is anticipated for the healthcare and life sciences industry. Within this context, the industry is said to be demanding a return to fundamentals, specifically a "patient-centric approach."

This time, we interviewed Mr. Seiji Mizuta from dentsu health Japan Inc., a core organization within the Dentsu Group specializing in healthcare and life sciences; Mr. Norihiko Tosaka and Ms. Aisa Hirayama from Dentsu Digital Inc., who oversee the medical integrated solution " DDMEX (Dentsu Digital Medical Experience Transformation) ". They discussed industry challenges and future prospects. We present this interview in two parts.

The Shift from DX (Digital Transformation) to XD (Experience Design) Marks the Dawn of a New Era of Treatment Experiences

Q.You all specialize in healthcare and life sciences withindentsu Japan (the domestic Dentsu Group). What are your respective roles and responsibilities?

Mizuta: The Dentsu Group launched "dentsu health," a global cross-organizational unit specializing in the life sciences field, in 2021. At its core is dentsu health Japan Inc., an agency with expertise in healthcare and life sciences. I have served as its representative since January 2025.

Tosaka: At Dentsu Digital Inc., I work as a Business Producer driving DDMEX (Dentsu Digital Medical Experience Transformation), a CX integration solution tailored for the life sciences industry. DDMEX leverages digital technology to support communication from both the healthcare professional and patient perspectives within clinical settings. Based on treatment-related and patient data, we visualize the needs and insights of both healthcare professionals and patients. Through a suite of solutions encompassing both data platforms and communication, we enable "better treatment experiences" from the perspectives of healthcare professionals, patients, and Medical Representatives (MRs) responsible for sales. Furthermore, we provide talent development and organizational development support programs led by CX experts to facilitate the in-house implementation of projects.

Hirayama: I'm also responsible for promoting DDMEX at Dentsu Digital Inc. My primary focus is on sales CX, strategy implementation, and accompanying support in the medical field.

Q. dentsu health Japan Inc. changed its name from "Dentsu Inc. Medical Communications" in January 2024. Could you explain the reason for this organizational restructuring at this time?

Mizuta: I believe the starting point for the restructuring into "dentsu health Japan Inc." was that "dentsu health," as a global cross-organizational entity, became the specialized one-stop point of contact for the Dentsu Group's healthcare and life sciences domain. By enabling the utilization of the know-how and networks of group companies both domestically and internationally, and by advancing knowledge sharing within the company and collaboration between teams, we were able to build a broader integrated solution delivery framework and respond to the diverse challenges of our client companies.

Tosaka: I also believe this coincided with a shift in what the healthcare and life sciences sector demands. Dentsu Digital Inc. had already initiated various new initiatives in response to recent industry trends. Similar movements were occurring across other Dentsu Group companies, leading to a growing momentum where we started saying, "Let's work together," aiming to strengthen collaboration across the entire group.

Particularly now, the Dentsu Group emphasizes advancing DX centered on CX, discerning which areas can be digitized and which are better left undigitized. While DX is often discussed solely in terms of efficiency and productivity gains, these are actually means, not ends. We believe the essence of DX lies in designing experiences (XD) and enhancing the treatment experience for both healthcare professionals and patients.

Challenges Highlighted by the Accelerated DX During the Pandemic

Q. I feel DX has advanced significantly due to the pandemic. Could you share the current state of DX in healthcare and the challenges that have emerged?

Mizuta: The pandemic forced the healthcare industry to seriously advance DX, such as introducing online consultations and electronic medical records. As a result, making medical information more accessible to the public represents a major transformation. On the other hand, it has also highlighted challenges like the increased difficulty in discerning accurate information and even differing opinions among physicians. Furthermore, while online consultations and data collection have advanced, challenges remain piled high—such as how to effectively utilize these tools and how to sustainably manage the accumulated data.

Tosaka: The disparity in digital literacy within the healthcare industry is also a challenge, with many medical institutions still managing records on paper. Furthermore, the monetization mechanisms and the significance of digitalization in an aging society are being questioned. I feel it's essential not to pursue DX as an end in itself, but rather to explore systems that are user-friendly for both medical professionals and patients, and to build regional healthcare ecosystems.

Q. To bridge the digital literacy gap in the healthcare industry, is corporate involvement also crucial?

Tosaka: I believe so. Companies contribute as stakeholders to improving healthcare quality, and the involvement of companies providing pharmaceuticals, medical devices, and materials is particularly indispensable.

Hirayama: While DX is advancing in the healthcare and life sciences industry, the major challenge lies in how to effectively utilize and permeate these technologies. Much depends on the skills of Medical Representatives (MRs). If the solutions don't align with the values of healthcare professionals or the company's own organization, they won't permeate the field and won't lead to improved healthcare quality.

What is the one-stop support provided by dentsu Japan?

Q. Given these various challenges, what kind of framework does dentsu Japan use to deliver its services? Could you elaborate on the specifics of your approach?

Tosaka: Our approach fundamentally starts with strategy formulation centered on CX. Particularly in healthcare and life sciences, many challenges cannot be solved without a patient-centric perspective, so we prioritize designs that closely align with the experiences of healthcare professionals and patients.

Hirayama: We particularly emphasize the role of MRs. To improve healthcare quality and deliver valuable medical services to patients, it is essential to cultivate personnel who can provide excellent CX to the healthcare professionals who serve as intermediaries. At DDMEX, we also work to foster a CX mindset through workshops. We will explain the workshop content in detail in the second part.

Q. Would you say that dentsu Japan's strength lies in its ability to provide one-stop support starting from CX, which also enhances its competitiveness?

Mizuta: That's correct. While there are other companies, such as design firms, capable of CX design, few organizations can provide one-stop support for communication between healthcare professionals, patients, and pharmaceutical companies. This aspect is highly valued by our clients.

Hirayama: In today's healthcare and life sciences industry, competition focused solely on products leads to exhaustion, and for some diseases, commoditization is occurring. Against this backdrop, one client stated that going forward, the source of competitiveness will shift from the superiority of product information to creating experiential value. Considering the advancement of DX, where consumers themselves can easily access information on safety and efficacy, the importance of CX design is only expected to grow.

In the healthcare and life sciences industry, while DX advances, challenges remain regarding digital literacy gaps and information handling. The Dentsu Group is undertaking various initiatives to realize "better treatment experiences" from the perspectives of healthcare professionals, companies, and patients. In the second part, we will delve into the specific services and solutions provided by the Dentsu Group.