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Life Sciences Technology

Treat me in the Metaverse

September 6, 2022 5-MINUTE READ

In brief

  • For a long time, pharmaceutical companies have regarded doctors not as customers, but as "business entities".
  • Ongoing digital advances has pharmaceutical companies have to rethink how they might innovate engagement experiences with healthcare providers.
  • The Metaverse gives the healthcare industry an opportunity to overtake other industries in the next wave of customer-facing innovations.

Customer experience: a new world of opportunity

The evolution of omni-channel marketing in recent years has helped pharmaceutical companies amass a considerable amount of customer data and operational insights. The Metaverse will enable companies to use this data to create more relevant and meaningful experiences. They will be able to blur the boundaries of space and time, meaning that customer experiences will be more realistic, timely, equitable and personalized than ever before.

Overcoming real-world barriers...

Pharmaceutical enterprises face three major pain points in digital customer experience management.

Lack of customer loyalty

Many doctor-oriented communities or platforms set up by pharmaceutical companies suffer from an insufficient number of active users and low retention.

Obscure content

Doctors typically do not have the expertise to fully understand the specialized product-related information received from pharmaceutical companies.

Low customer engagement

Communications and interactions with customers is relatively one-directional. Doctors are more passive in online "question and answer" sessions.

With immersive, virtual solutions

Gamification

We are seeing many enterprises starting to apply gamification features and techniques to customer-centric product and community designs.

Foldit

Promoting participation in scientific research with competitive games

Lp(a) case collection

Blending gaming into case collection toincrease product awareness

StepN

Racing toward better health with virtual sneakers

Multi-dimensional content

How to deliver product-related or disease indication-related content to doctors in an intuitive, clear or simple-to-understand manner? Metaverse can answer this question.

Three-dimensional surgical instrument training

Improve learning effectiveness and experience

Promoting cross-departmental product education

Learn by answering questions from interdisciplinary physicians in the pipeline-building task

Balenciaga online fashion show

A multi-faceted digital fashion experience

Reimagining customer experiences in the Metaverse

If enterprises hope to stand out, they should consider using decentralized technologies to make the platform more user friendly. Doing so would help them tone down the rigid image of their brand, facilitate information sharing and collaboration among users, and gain advantages in the delivery of future customer experiences.

When the Metaverse is incorporated into the industry's private domains, medical platforms will be able to collect new types of user data, including individual behaviors and social relationships. With these insights, medical platforms can be fine-tuned to create a more realistic user portrait and meet doctors' needs more precisely. At the same time, platforms can utilize blockchain technology and complex encryption algorithms to better protect doctors' privacy and assets.

The nature of the Metaverse is all about social interaction. It enables users to surf online with their customized avatars, expanding their online experiences to cover more work and life scenarios. For pharmaceutical companies, these new capabilities can be used to reinvent interactions with doctors, as well as between doctors and patients, medical institutions and other related parties. Importantly, they also create opportunities for more natural customer communications in realistic settings.

To infinity and beyond

As the medical and health industry evolves, the combination of the Metaverse and healthcare is poised to bring about a step change in customer engagement. Since the Metaverse is still a new concept, there are many unknowns about how it can be applied. However, within these unknowns lie infinite possibilities.

Meet the team

Daniel Yang

Managing Director - Life Sciences Lead, Greater China

Emma Li

Managing Director – Strategy & Consulting, Greater China

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