India's healthcare system is experiencing a significant transformation as it shifts from episodic care to a more integrated approach known as 'phydigital' healthcare. This model combines physical care with digital tools to provide continuous support for patients, particularly those with chronic diseases such as diabetes and heart conditions. According to Mahesh Makhija, Founder and Chairman of QMS Medical Allied Services, traditional healthcare often fails to address the ongoing needs of patients, leading to treatment discontinuation. The rise of Patient Service Programmes (PSPs) aims to fill this gap by ensuring that patients receive consistent support even after leaving the clinic. These programmes are increasingly being adopted by pharmaceutical companies and healthcare providers to enhance treatment adherence and improve patient outcomes. Early data indicates that structured programmes that offer counselling and reminders lead to higher retention rates and better health monitoring. Additionally, the expansion of healthcare access into Tier-2 and Tier-3 cities is crucial as digital penetration and smartphone usage increase. As India moves towards preventive and outcome-driven healthcare, the role of continuous patient engagement through PSPs is expected to grow, positioning them as essential components of the healthcare ecosystem. Makhija emphasizes that the future of healthcare will focus on maintaining connections with patients throughout their journey, making patient programmes integral to the connected-care model.