Oz aims to bring AR environment to biopharma with new initiative

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Consulting company Oz has launched what it has described as a first-of-its-kind application aiming to bring an augmented reality (AR) environment to physician detailing.

AR-Detailing will allow biopharma sales representatives to have a lot more immersive detailing experience with physicians on treatments. It will also educate them on health conditions and diagnostics. This becomes essential for specialised treatments where physicians may not have the latest background on the condition, indication and treatment, the company added. It also created a second, walled-off patient AR application that provides an informative, interactive environment on conditions and treatments.

e-Detailing offers personalisation, insights and integration with CRM platforms, thus rapidly decreasing the number of physicians that are not receptive to e-Detailing (56% as of 2018) and the average length of e-Detail (90 seconds).

The AR glasses, loaded with the AR Detailing app, can be left with physicians to provide this ongoing interaction. In order to get a vastly improved understanding of their diagnosed condition and treatment path right in their doctor’s office, a separate patient app is also provided to the patients, radically improving the patient experience.

Earlier this month Health Education England, in partnership with Oxford Medical Simulation, had piloted a virtual reality (VR) system across various NHS sites, to help doctors train for medical emergencies among people with type-1 diabetes. The VR system would help in the reduction of diabetes-related complications when people with the condition are hospitalised. The system comes with a headset, that allows the user to see virtual reality scenarios, and also allows them to recognise potentially life-threatening diabetes-related complications.

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