Med Ad News asked the creators of these three campaigns why “Fly on the wall” experiences have become so common in pharma marketing. Here’s what they said.

The importance of patient satisfaction is no more important today than it was yesterday. The difference is we now have the technology and tools available to bring it to life. We are continually learning about the needs of healthcare providers and patients, and will not stop seeking new and innovative way to share those insights in order to improve patient care.

From a technology standpoint, I would expect the trend for VR to continue to grow as it provides an experience to the user unlike any other. After we finished filming the VR experience and editing the footage, it was a rewarding feeling watching users put the headset on and experiencing the “wow” factor that they felt as if they were physically there interacting with the patient. The VR experience allowed us to create the perfect, engaging platform to get our message across for users to understand a patient’s day in the life with Lonhala Magnair.

– Michael Sanzen, Concentric Health Experience

 

Without a doubt, “Virtual room” ideas put the disease or condition into context. In this case, being confronted with the isolation a PAH patient experiences creates an immediate and sensory connection to all of us as human beings. If done correctly, it creates an immediate recall to the brand, but most importantly, it communicates the benefit in a more tangible way. There is a cultural shift in society for brands and their messages, pharmaceutical or not, to be experienced and not just delivered. But as this trend grows, it is important that these experiences are relevant and offer something meaningful in exchange. At P&P, our perspective is that an experience has to have purpose – and in this case, the experience ensured the audience walked away with a change in perspective.

– Dina Peck, Patients & Purpose

 

It’s all about creating experiences. Making it memorable and shareable. Being a part of it. We ground everything we do in experiential learning, and we know that kinesthetic learning, combined with visual and auditory learning, yields the greatest levels of retention. Combine that with working and competing alongside your peers, you’ll have shared worthwhile experiences. We do expect the trend to continue. Gone are the days of didactic education. It’s about making nonpersonal promotion more personal. Enhancing self-guided experiences with choiceful decision-making, feedback, and evolution from gleaned insights.

– Brian Raineri, TRIO