Med Ad News spoke with digital guru Fabio Gratton about the present and future of augmented and virtual reality technologies in pharma and healthcare.
In seeking innovative players that could change pharma and healthcare, Med Ad News found the developer of an app that helps people determine what illnesses are in their neighborhoods; the creator of a wearable injector that allows patients on biologics to receive these drugs outside the clinic; and a designer of a deep learning network aimed at giving pharma and healthcare companies a handle on their data.
Marketers continue to leverage the power of mobile devices, but have learned it’s not all about the apps.
AR/VR Special Feature 2019 – Game changer: The role of immersive technologies in the healthcare and pharmaceutical industries
The next decade promises to be an exciting time for science and innovation. Technological advancements are being made on a daily basis and many of these have the potential to directly impact our everyday lives. In fact, technology is changing at such a rate that it can often seem difficult to keep up.
As augmented reality (AR) technology continues to mature, more life science companies are expanding its use, enabling a new class of innovative content for field teams to bring treatments to light. Whether demonstrating a new therapy, showing how a new medical device works or providing details about a complex disease state, AR can improve customer engagement, education and brand differentiation.
Pharma companies may not like their products being the subject of ICER reports, but they can provide a jumping-off point for manufacturers to expand the conversation of the value of new medicines in the rare disease area.
HHS announced its new price transparency rules for direct-to-consumer TV ads. Now the industry has to sort out what to do about them.
The marketplace is changing. It has become cliché to say it. In fact, for years the healthcare market access space has been under pressure to evolve, grow, and reinvent itself – all while digging in its heels and clinging to a vanishing status quo.
Access to treatments for rare diseases depends on a delicate balance of a price that allows for the development of innovative therapies while also being considered “affordable.” A low price for a manufacturer’s therapy would discourage potential developers from focusing their future efforts on new therapies because of a limited return on investments. At the opposite end of the spectrum are barriers to access based on a price that is considered cost prohibitive; utilization is limited in an effort to control costs. The balance between these 2 opposing access decision-making contingencies will determine the degree to which patients with rare diseases will receive the treatments they need.
In healthcare, we are fortunate to have access to code that analyzes data and provides us with customer insights. As marketers, we can now understand these individual customers better than ever before. We know what we need and want to do when it comes to reaching them. But what does all that power and possibility do for them?
The healthcare industry is ever evolving and today’s patients are far more engaged than the previous era of “doctor knows best.” Increasingly, not only are patients involved in managing their day-to-day health, they and their fellow patients, caregivers, and advocates are driving the progress of drug treatments from discovery to delivery as well.
Consumer/Patient Experience Special Feature: Protecting the Patient Experience in the Age of Mega-Mergers
Consolidation has dominated healthcare news over the past few years. Mergers between hospitals, payers, clinics, and other healthcare organizations are turning an ecosystem of individual stakeholders into one dominated by a few giants.