New Augmented Reality (AR) App to Help Pharma Reps Bring More Value

Posted on April 12, 2019 by Medtech[y] Staff

Detail pieces put together by pharma and medical device companies seem tired. If you ask any sales rep who has left a marketing brochure with a physician, I would bet a high percentage of them would say those brochures ended up in the garbage. No matter how well the rep detailed the brochure, they all just feel the same. And now that most physicians get their information from the web, having heavy card stock sitting on their desk is probably something they are trying to avoid.

Are marketing departments trying anything different? Well, one company is trying to make this easier as OZ, a global consulting company, recently launched an application that brings an augmented reality (AR) environment to physician detailing.

With OZ's new platform, biopharma sales reps will be able to provide a much more immersive detailing experience with physicians on treatments, while also educating them on health conditions and diagnostics.

“We are excited about the application of AR for Detailing,” said Ric Cavieres, EVP of markets and consulting at OZ. “Innovation in Detailing has been slow over the last 20 years since the early forms of tablet e-Detailing were first adopted in the late nineties - enabling 2D digital content and Closed Loop Marketing (CLM) - with just the increment of iPads in the early 2010s.”

While detailing with a tablet is better than a brochure, the number of physicians that are not receptive to e-Detailing (56% as of 2018) and the average length of e-Detail (90 seconds) has decreased rapidly. This is where AR Detailing can come in.

Cavieres continued: “Our AR Detailing application transforms the physician experience, providing a compelling interactive experience, that drives both awareness and education of conditions and treatments that will drive far longer and impactful details.”

One of the cooler features are the AR glasses, which come loaded with the AR Detailing app and can be left with physicians to provide this ongoing interaction. A separate patient app is also provided so patients can have a vastly improved understanding of their diagnosed condition and treatment path right in their doctor’s office, radically improving the patient experience.

Murray Izenwasser, VP and health care and life sciences leader at OZ, added: "Our AR Detailing application has full CLM and analytics, and AI capabilities so users can understand, for example, how long a doctor is immersed in viewing a VR heart, the progression of heart disease and the indicated treatment. New approved content can be intelligently selected and remotely sent to the AR-app based on the physician's learning style and previous interactions."

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