“Best-in-class pharma companies no longer launch products; they launch experiences.”
— McKinsey & Co.
In the past, life sciences and pharmaceutical companies were accustomed to pushing their pills, injectables or devices to a care provider, offering rebates to payers to ensure coverage and then waiting while the physician passed on this new knowledge to a patient, perhaps with the help of a brochure. Pricing was opaque, patient data was in short supply and determining treatment was reactive.
Those days of telephone-game-style knowledge transfer are over. Today, OZ is helping pharmaceutical companies modernize communication. They can share technical information about a product using augmented reality (AR) or virtual reality (VR). A pharma rep can quickly and clearly show physicians vivid depictions of a body or system affected by disease and how their products might help.
The physician can share this technology with patients, providing a quick, succinct and visual explanation of their condition and potential therapies. Later, using a medical app or prescribed wearable at home, patients can review their personal treatment plan. And patients can use voice and chatbot virtual assistants, like OZ’s Voice for Pharma, to better understand how to administer their medications at home.
Digital disruption has transformed how patients interact with pharmaceuticals — just as it has forever changed how pharmaceutical companies educate physicians. We are in a new era of life sciences where the emphasis has shifted to a patient-centric model focusing on communication, data accessibility and transparency, innovation and real-world evidence (RWE) data and insights.
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. And 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.
Disruptive trends indicate where digital technology is driving the most value in the pharmaceutical industry.
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.
- Source: Forrester
OZ is a leading global consulting company whose services and solutions enhance Customer Experience through digital innovation.