Pharmaceutical Care in Digital Revolution

Ardalan (Ardi) Mirzaei, BPharm, MPhil, GradCertEdStud (Higher Ed), PhD is a registered pharmacist and data scientist. He completed his PhD in the School of Pharmacy, developing a dynamic model of patients' health information-seeking behaviour. Ardi has worked in community pharmacy for over 15 years, having worked in a clinical setting as well as managing multimillion-dollar stores. In addition, he has a background in education, working as a training coordinator for pharmacy internships and teaching at the University of Sydney on subjects in business, pharmacy, and machine learning. This is supplemented with over eight years of experience in data science, developing business solutions for the healthcare, education, retail, academic and government sectors. His passions include health, teaching and technology. Ardi enjoys exploring the use of AI, machine learning and deep learning models and their application to everyday tasks and in healthcare. His interests have led to his involvement in the International Pharmaceutical Federation (FIP) Technology Advisory Group. Claudia has an educational background as a pharmacist and obtained a PhD in Pharmacoepidemiology and a Master of Health Administration (eMBA). After managing community pharmacy roles, she moved into clinical drug development in roles with increasing responsibility at Organon and Novartis. Next, she acted within Novartis in international leadership roles in patient access, key account management, and public affairs. Here, Claudia developed a growing passion to educate an facilitate the adequate use of digital health technology to further enhance the value of pharmaceutical care. She invested in learning about business development and health technology at Erasmus University Rotterdam and MIT Sloan and moved into a European digital innovation role within Novartis. In 2019, Claudia founded the company Pharmi BV which is located at the Philips High Tech Campus in Eindhoven, the Netherlands. Pharmi develops interactive digital medication care modules that facilitate blended care support to patients. It offers pharmacists the possibility to provide care digitally where possible, freeing up more time to provide the ultimate important human care where needed. Pharmi’s platform MedsWise acts as an interactive digital coach for patients, warranting 24/7 patient access to reliable information, interaction and support at respective patient literacy levels and preferences. Claudia is since 2019 also lecturer in digital pharmaceutical care for MSc Pharmacy students at the University of Utrecht, Netherlands. She regularly lectures on national and international events on digital pharmaceutical care and the transformation of care models. Claudia is an active member of the FIP Technology Advisory Group.