There was a positive energy in the room at the 5th Wound Care Today (WCT) conference as industry and clinicians came together in Milton Keynes. COVID-19 infection rates remain high in the UK but this is not being reflected in hospitalizations or deaths, leading to a national determination to move forward without restrictions. The pandemic has, however, shaped the priorities of those present and in a range of discussions. SmartTRAK encountered a commercial eagerness to make up for lost time and a looming burden of chronic wounds.
The SmartTRAK team will be attending the upcoming European Wound Management Association (EWMA) event May 23-25 in Paris. We would love to schedule some time to meet and hear your perspectives and views and discuss how SmartTRAK can help you make more informed strategic business decisions.
Pressure Creates Pressure
A number of clinicians, particularly tissue viability nurses (TVNs), expressed that they are seeing an increase in pressure ulcers. This was reinforced by a presentation from Samantha Haigh, Lead TVN, York and Scarborough Teaching Hospital NHS Foundation Trust, who showed data highlighting the increased pressure ulcer numbers seen since the start of the pandemic. The reasons behind the rises appear varied with a hesitancy to attend health care facilities, time spent in transit or on trolleys and medical device-related pressure damage, all being cited as contributing factors.
In addition to an increase in pressure ulcer prevalence, there is a concern that more chronic wounds will present for treatment as healthcare services return to pre-pandemic levels and as clinicians clear the backlog of elective procedures. A recent Guest paper highlighted that the burden of wounds is increasing at an alarming rate and questions whether the current NHS structure is capable of managing the increased demand for wound care. Wound clinics and telehealth providers such as Pioneer Telehealth were present at the meeting and confidently positioned themselves as a support mechanism to assist NHS clinicians in improving healing rates.
Many senior nursing staff has taken the opportunity to retire or reduce their working hours, leading to a new generation of TVNs taking responsibility for service delivery. Significant challenges lay ahead and the industry should see itself as a key ally in overcoming them.
Figure 1. The Exhibition Hall at Wound Care Today
Software Focus Shows a Glimpse of the Future
There was a reduced product focus in the exhibition hall with many companies choosing to lead with software or educational platforms. Established players such as Lohmann & Rauscher* (LeaRning educational platform), Mölnlycke* (Digital Station wound apps) and Essity* (PATH educational platform), led their messaging with their value-added services. With nursing resources stretched thin, the benefits associated with these services resonated strongly with those in attendance. Healthy.io exhibited for the first time promoting their Minuteful for Wound digital platform. The Company has already established numerous active accounts and is confident about usage continuing to grow. As any software provision has the added benefit of generating data, this may prove to be a key area of competition in future years.
The Geko device (Firstkind Ltd) for venous leg ulcers generated a lot of interest. The device is not currently available on prescription, however, a randomized controlled trial is due to be published later this year and reimbursement through the Drug Tariff is due to follow. Most companies that had a specific product focus led with new or evolved dressing offerings. There was not a large negative pressure wound therapy (NPWT) focus although 3M* (SNAP), ConvaTec* (Avelle) and Regen Medical*(NEXA) all featured their systems.
Industry Demonstrates Resilience
After talking with exhibitors, SmartTRAK believes there is a general sense of cautious optimism amongst industry figures. Face-to-face customer access is becoming easier for sales teams, although wound care formulary decision-makers are hesitant to review product usage yet, primarily driven by staffing challenges and a widespread level of fatigue created by the pandemic. Commercial leaders spoken to are now confident that they have the right structures in place to thrive this year, although a lack of candidates for sales roles means that many regions sit vacant.
Rising inflation was mentioned frequently as the current primary concern, particularly regarding shipping costs. Opportunities to implement pricing increases are limited within UK contracts and frameworks, meaning that heightened costs will likely need to be absorbed by companies, further squeezing tight margins.
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