Technology is changing the way patients access healthcare professional advice. Telemedicine offers a variety of options to patients providing 24/7 access to HCPs using apps, web and video services. This is broadening healthcare options to those who may not have easy access to an HCP.
In turn, pharma companies are providing tools for patients and caregivers via apps and websites. Novartis launched the ViaOpta Applications, a series of apps intended to foster independence for the visually impaired. These apps are offered in multiple languages and connects with wearable devices. Among the apps, ViaOpta Nav is designed for those with low vision, providing voice guided and turn by turn directions. You can find points of interest near you and save your favorite locations. ViaOpta Daily is also a voice-guided system, helping to facilitate recognition of items such as money, colors, objects and people. You can listen to the weather or access your phone’s contact list. These innovative technologies are providing tangible solutions for visually impaired patients.
Also within the series of apps is ViaOpta Simulator, designed to simulate symptoms from vision loss including cataract, glaucoma, wet age-related macular degeneration, dry age-related macular degeneration and other eye care diseases. This provides caregivers and HCPs an outlet to understand the patient’s field of vision and what they may be experiencing.
Excedrin, has introduced The Migraine Experience, using an augmented reality platform that will replicate common migraine symptoms using a downloadable app and a virtual reality device. Non-sufferers can visualize some of the common migraine symptoms such as sensitivity to light, thumping headaches, disorientation, floating spots and auras, providing them a deeper understand about the ailment. Personal stories on the website continue the experience, showing the true impact of a migraine and more information about Excedrin as a treatment option.
At the end of the day, we as marketers have an important job to do. We want to arm our sales force with the tools they need to effectively communicate to HCPs and we want to inform and educate consumers about our products. Maintaining a solid foundation of relationships and implementing the right technology platforms can ensure we are meeting compliance standards.
