Exploring the Use of Virtual Reality in Pharma
1. VIRTUAL REALITY IN PHARMA SALES AND HCP EDUCATION
Being able to captivate and engage is vital when it comes to pharmaceutical marketing and sales. Effective use of time is essential as sales representatives have minimal time with healthcare professionals (HCPs). Competing for a physician’s time and attention is a huge obstacle for successful pharmaceutical marketing. VR allows the sales representative to have a lasting impact with the HCP and allows the science to be communicated accurately and efficiently, with key details worked into the VR experience so that they no longer have to be reeled off in a traditional sales pitch. The infield use of VR by sales representatives and medical sales liaisons within the healthcare industry has been extremely beneficial. Compared with classic sales aids, a VR presentation increased the amount of time the sales representative had with a healthcare professional by 200%. This is an incredible breakthrough for the industry.
Using a VR application to show an animation in a three-dimensional world is an exciting concept which many pharmaceutical companies are regularly implementing. The technology allows 360 viewings of drugs, devices, and diagnostics MoAs, as well as disease investigation and understanding. HCPs can put on a headset and watch the science come to life around them. How molecules interact with exact body tissues can be intriguingly explored in precise detail. Pharma companies can be guaranteed that VR animations that show their product/device MoAs can be viewed in an engaging format, with the assurance that no important scientific specifics are “lost in translation”, guaranteeing flawless scientific communications.