Digital Business Ecosystems: The Evolution of Patient Care in 2027

The Technological Foundation for SaMD Products

The architecture of such a system requires the early implementation of simple onboarding processes, an integrated Customer Relationship Management (CRM) system, and data-driven digital marketing with a measurable return on investment. Through holistic data-flow integration, largely automated processes can be created that generate economies of scale.

The technological foundation is a powerful ERP solution such as Odoo Enterprise. With the release of Odoo 20 expected for late 2026, AI-powered automations for back-office operations are coming into focus. For providers of Software as a Medical Device (SaMD), the platform offers specialised modules for prescription management and mapping the patient journey. The integration of KBV-certified video consultations and the provision of data-protection-compliant areas for medical professionals and therapists ensure compliance with regulatory standards at maximum operational efficiency.

Post-Market Surveillance (PMS) and Real-World Evidence (RWE)

A critical success factor for SaMD providers is the efficient fulfilment of regulatory requirements for Post-Market Surveillance (PMS) under MDR (EU) 2017/745. An integrated ecosystem enables the continuous and systematic collection of performance and safety data in real-world use. These data flow directly into the backend cockpit and serve not only regulatory compliance, but also form a valuable basis for medical and pharmaceutical research as anonymised real-world data. According to current Deloitte forecasts, the ability to use this data to discover new therapeutic relationships will be a decisive competitive differentiator by 2027.

Operational Automation: Marketing and Finance

The scalability of digital business models in healthcare requires seamless integration of digital marketing with operational sales structures. By directly integrating social media interfaces and automating the provision of expertise to healthcare professionals (HCPs), acquisition costs can be significantly reduced. In parallel, AI is transforming accounting into a “zero-touch” process. Automated recognition and posting of prescriptions and synchronisation with billing centres minimise manual errors and optimise workflows.

Paradigm Shift in User Interface: From Smartphones to AI Glasses

From 2027 onwards, a significant technology shift is emerging. The dominance of the smartphone as the primary user interface is increasingly being challenged by AI Glasses such as Meta Ray-Ban, Rokid Max or Xreal Air. This transition transforms the patient app into an “ambient interface” with applications ranging from context-sensitive medication adherence to hands-free symptom documentation and real-time therapy tips directly at the patient.

This shift requires an adaptation of the ecosystem architecture to meet the high demands on information security, latency and data processing.

Conclusion

Establishing a highly automated digital business ecosystem is the fundamental prerequisite for success in the digital health landscape of 2027. Those who master the combination of regulatory security, the use of real-world data and the adoption of new user interfaces can become the market leader of the next generation of digital health.

Source: Deloitte 2026 Global Health Care Outlook: Digital Health and AI Integration