Virtual reality could change pharmaceutical sales and training
VR may have the capacity to bridge gaps in challenging areas such as training and sales (810 words, 4 minutes)
Staying ahead of technological advancements is critical in the pharmaceutical industry. Virtual Reality (VR) is one such technology that has gained significant attention in recent years. Its impact has been remarkable in drug discovery and clinical trials. However, VR is now being utilized for sales training, providing immersive experiences and practical applications.
VR can significantly improve healthcare training by providing immersive, true-to-life simulations for understanding complex concepts, according to Future Healthcare Journal.
VR training can help sales representatives enhance their communication and product presentation skills, according to Talespin. Such training enables sales teams to deliver information with confidence and precision. In the pharmaceutical sales industry, VR training can allow industry professionals to engage with virtual healthcare professionals and patients, practicing their pitches in different scenarios without any real-world consequences.
Immerse notes that VR enhances sales training by making it flexible and accessible anywhere. Sales representatives can spend less time in a classroom and more time in the field, making VR a consistent and cost-effective tool. It also allows employees to measure their representatives’ progress through tests, activities and other options provided by the utilized software.
Pharmaceutical sales and training must adhere to strict ethical standards. A study published in the Oman Medical Journal notes that VR can support this requirement. The publication notes that VR technology allows for standardized educational content. While the journal focuses on medical education, this can be applied to sales training. Moreover, VR offers a platform for role-playing, enabling representatives to practice ethical decision-making in various scenarios.
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THIS WEEK 10/17/23
The U.S. FDA approved Pfizer’s etrasimod (Velsipity) for treating moderately to severely active ulcerative colitis in adult patients.
Sigrid Therapeutics announced the start of the SHINE clinical trial for SiPore21, a novel medical device designed for sustained diabetes and weight control. SiPore21 is based on Mesoporous Silica particles, which physically prevent digestive enzymes from interacting with food, reducing the breakdown of carbohydrates and fats.
The European Commission approved Merck’s pembrolizumab (Keytruda) as an adjuvant Tx for non-small cell lung Ca in adult patients at high risk of recurrence after complete resection and platinum-based chemotherapy.
Foundation Medicine Inc. announced approval from the U.S. FDA for FoundationOne®CDx and FoundationOne®Liquid CDx to be used as companion diagnostics for Pfizer’s encorafenib (Braftovi) in combination with binimetinib (Mektovi) for the treatment of metastatic non-small cell lung cancer with a BRAF V600E mutation in adult patients.
LISTEN UP
In season 11 of the NPC Podcast, Bonnie Crombie, Mayor of Mississauga, Ontario, gives insights into Canada’s second-largest life sciences sector, biotech programs at the University of Toronto Mississauga, and balancing economic development with environmental sustainability. Hear her in conversation with podcast hosts Mitch Shannon, Jim Shea and Mark McElwain.
HEALTHBIZ REWIND
This feature of NPC Healthbiz Weekly looks back at some of the most insightful moments from previous NPC Podcast episodes. In Healthbiz Rewind, you’ll read bold life sci predictions made during the renowned “Prognostication Korner” segment of the NPC Podcast.
Dr. Blake Pearson
CEO
Greenly Health
Toronto
Season 05, episode 04
Listen to this episode here
What’s your prediction for the future of medical cannabis? (This episode was recorded in August of 2021.)
I predict it will possibly be the most significant medical breakthrough we’ve seen. I’m still not bullish on massive physician uptake in the next few years. There’s this lagging argument that there’s not enough evidence when there is, and we’re seeing it. It’s just a decision to start using it.
I think in dementia specifically, we’re going to see a lot of patients in long-term care on cannabinoid medicine moving away from antipsychotics because one of the risks of antipsychotics is death. A terrible side effect and a risky class of medications. That’s to manage behaviours of dementia.
There’s no research published yet, but we’re starting to see cannabinoids used in dementia prevention as well because CBD reduces inflammation in the brain, which contributes to dementia. THC can reduce excitotoxicity, which kills neurons. So, those two things alone are beneficial for dementia prevention. So that’s where I see it [the future of medical cannabis] going.
Six weeks away: It’s the 17th Annual National Pharmaceutical Congress on Wednesday, November 22, 2023
The 17th Annual National Pharmaceutical Congress will be held on November 22, 2023, at the Mississauga Convention Centre. As Canada’s most significant stage for leaders in the pharmaceutical industry, the Congress presents industry reflections, ideas, and innovations. The Congress is attended by more than 200 delegates annually and is an opportunity to learn, reflect, and network with the industry’s most prominent thought leaders and visionaries. Register now for 50% off the regular price.
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