New AR app for biopharma sales promises improved detailing

An augmented reality (AR) app that enables biopharma sales representatives to have an immersive detailing experience with physicians on treatments has been released.

The new AR Detailing app from consultancy Oz, based in Florida, will educate physicians on health conditions and diagnostics, while a second walled-off AR app will provide patients with an informative, interactive environment on conditions and treatments.

Biopharma sales reps will be able to leave AR glasses loaded with the AR Detailing app with physicians to provide ongoing interaction.

Ric Cavieres, executive vice president of markets and consulting at Oz, explained that innovation in detailing, where a sales rep communicates a product’s features and benefits to physicians, has been slow over the past two decades.

The early forms of tablet eDetailing were first adopted in the late 1990s―enabling two-dimensional digital content and closed loop marketing (CLM)―followed by the increment of iPads in the early 2010s.

“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.”

Ric Cavieres, executive vice president of markets and consulting at Oz

AR Detailing marks a significant next step, according to Oz. 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.”

Murray Izenwasser, vice president and healthcare and life sciences leader at Oz, added: “Our AR Detailing application has full CLM and analytics, and artificial intelligence 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.”

Image credit: Oz