Domestic Sales and Marketing Utilization of Digital Technology and Promotion of DX in Sales and Marketing in Japan
In domestic sales activities, we are accelerating data-driven DX while introducing digital technologies such as AI and virtual reality (VR) into traditional information provision by medical representatives (MRs).
We aim to establish a new sales style as we take advantage of a variety of digital technologies. Actual examples are building a product demand prediction model using AI, conducting advanced analysis and simulation of data gained from sales and marketing activities, and developing desk work automation tools for MRs by using the latest programming technology.
Sumitomo Pharma Online MR
Information Provision Activities by Online Dedicated MRs
Using an online conference system, "Sumitomo Pharma Online MR," a full-time online MR, interacts directly with doctors and provides information. By making an appointment through the chatbot on our website for healthcare professionals, healthcare professionals have access to consultations regardless of time and place. On the day of the consultation, experienced personnel who are qualified MRs and have received specialized training in their respective areas are available.
As changes in the environment occur, such as the COVID-19 pandemic, we respond flexibly to the needs of healthcare professionals through the combined use of traditional visits and MR activities using digital technology.
vMR
Virtual MR
On our website for healthcare professionals, three "vMR®" original characters explain about our products and related disease information. vMRs, which allow for detailed settings for age, personality, hobbies, etc., provide information in an easy-to-understand manner, with facial expressions and movements that give the impression that an actual MR with human warmth is speaking. Voice recording and motion capture of vMR characters are also done at the "Media Studio" at the Tokyo head office for the in-house production of content.
Utilization of XR (Extended Reality: a General Term for Virtual Space Technologies Including VR and Augmented Reality (AR))
To further facilitate communication between MRs and healthcare professionals and deal with restrictions on visits at medical institutions due to COVID-19, we have launched initiatives with KDDI CORPORATION to develop a communication platform using XR. Under these initiatives, we aim to produce XR 3D video content of pharmaceutical information that can be accessed with smart glasses, and create virtual communication spaces.
Further, in March 2021, "medical XR -- Medical Care Made Possible by the Latest Technology --" was released on our website for healthcare professionals. Going forward, we will continue to introduce the latest cases and papers on XR used in the medical field, as well as the features of each technology, to contribute to making medicine and XR more valuable to both patients and healthcare professionals.
New Information Provision Activities using Virtual Reality (VR)
In addition to treatments with pharmaceuticals, we are working on new ways to support patients, caregivers, and healthcare professionals, including web content to support rehabilitation, mobile apps, and VR content. We are currently deploying activities by MRs using VR for the provision of information of Parkinson's disease and dementia with Lewy bodies.
We have also started to provide information using VR content to help patients and caregivers understand their medical conditions and communicate smoothly with healthcare professionals based on a common understanding.
