“Best-in-class pharma companies no longer launch products; they launch experiences.”
– McKinsey & Co.
The healthcare and life sciences landscape has changed significantly in the last few years. This has led to a fundamental shift from the era of Life Sciences into an era of Health Sciences. OZ calls this the Human Experience (HX).
The first shift was to a patient-centric model, built on value-based care and outcomes. The industry-focused on defining people as patients – ignoring a $4.2 trillion segment: wellness and prevention. Defining people as human shifts the focus from diagnosis and treatment to all three stages of a human health experience: Health and Wellness, Diagnosis, and Treatment.
Stakeholders within this community are, at their core, humans. The focus on the HX makes way for a new model centered on the 4Es – Empathy, Education, Engagement and Empowerment. The goal is to build trust and advocacy across the health landscape.
Digital transformation and unique partnerships are driving change across the three Health Sciences areas – Wellness and Prevention, Diagnosis and Prognosis, and Treatment and Care – enabling a connected HX model which will change how the industry engages with stakeholders.
Peel back the layers of the skin to virtually see the limitations of a common topical cream and better understand dermatitis treatment options. Walk through an 80-foot artery via an iPad to visualize trouble areas. Virtually touch and manipulate 3D organs as practice for an upcoming surgery.
Pharma companies are currently using AR and VR in these ways to enhance customer engagement with their products. AR is proving to be an effective educational tool, helping medical practitioners better understand complex procedures and visualizations of how a drug or treatment will affect a body.
Guided by OZ experts, pharmaceutical companies can further leverage these technologies to enable better treatment procedures and provide data visualizations in ways never before possible.
The best doctors approach their patients with equal parts empathy, education, engagement, and empowerment, realizing that at the core, all patients are human and seek that human touch. Health Sciences companies must do the same.
Murray consults with clients to create digital solutions that align with their vision, markets, customers and products. Prior to OZ, Murray co-founded Biztegra, a digital marketing, engagement and technology agency.
He also held senior positions at some of the world’s largest digital agencies, including Razorfish and Sapient, and began his career at what is now Accenture. An IASSC Certified Lean Six Sigma Yellow Belt™, Murray earned his B.S./B.A. in computer science and finance from the University of Florida.
OZ is a leading global consulting company whose services and solutions enhance Customer Experience through digital innovation.