VERTIGO - VIRTUAL REALITY APP FOR SCIENTIFIC DETAILING

TitleVERTIGO - VIRTUAL REALITY APP FOR SCIENTIFIC DETAILING
ClientABBOTT INDIA - VERTIN
Product / ServiceVIRTUAL REALITY POWERED SCIENTIFIC DETAILER
CategoryA04. VR Experience
EntrantABBOTT INDIA Mumbai, INDIA
Idea Creation ABBOTT INDIA Mumbai, INDIA

The Campaign

Frugal innovation for immersive, differentiated experience to HCPs and make them experience Vertigo and educate them on pathophysiology and mode of action of various antivertigo drugs specially Betahistine. (First in Industry Virtual Reality experience for scientific detailing to HCPs via all medical reps) for better health outcomes.

Creative Execution

18500 Drs. to be covered in of 2016 using Virtual reality technology in clinic detailing The core strategy was to empower Doctors and patients through innovative virtual reality application and impact maximum no. of Doctors by making them experience vertigo and explaining them more about its pathophysiology. We gave google cardboard to sales team and installed the unique Virtual Reality Vertigo application on their smart phones to take Doctors in the fascination world of Virtual Reality where they could not only experience Vertigo but go inside the brain and have a 3D 360 degree HD unique experience of scientific learning. With differentiated content our team was able to cover more than 15000+ Drs. in span of 6 months and drew rave reviews and feedback for this initiative.

100% field force adoption, Success KPI of reach met by 101.5% 15000+ HCPs engaged 4$ or 260 Rs. device is a perfect example of frugal innovation 8X increase in the inclinic time with HCPs specially KOLs Brand leader in Vertigo Therapy area with 31% market share. Field Force was excited to showcase this unique initiative and their morale after seeing Doctors reactions and feedback was very high. Doctors had better clarity on superiority of stimulants over suppressants. Another feedback was that scientific content can be used to even teach students and showing patients how vestibular system works. Application appreciated and received Abbott internal global appreciation. Replicated and scaled in other international markets with great success .

Insights: Doctor’s lack understanding of various causes and pathophysiology of Vertigo, Skillset to manage it correctly and was not taking it seriously. Target Audience: Generalist Doctors and Vertigo patients Approach: We decided three thing were of utmost important – a) Power in hand of each TBM to impact individual doctor b) First time in the world way to showcase MOA of Vertin and establish superiority over suppressants c) Create immersive scientific content which engages HCPs and demonstrate the scientific message. A virtual reality app powered by android smart phones was designed to showcase how Betahistine is only drug that facilitates compensation and offers faster recovery For the 1st time the HCPs could experience the process of vestibular compensation in 3D 360 degree HD environment helping better understanding and clarifying the role of vestibular stimulants.

Credits

Name Company Position
Rahul Avasthy Abbott India Ltd Head - Digital Marketing
Swaroop Powar Abbott India Ltd Digital Marketing Manager
AKSHAT AIYER Abbott India Group Product Manager
Ashok Saini Abbott India Ltd Head Marketing Neuro
Gulshan Jaisinghani Abbott India Ltd Marketing Planning Manager
Kanchan Warke Abbott India Ltd Associate Director - Neurolife
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