Press release

OZ Makes Augmented Reality (AR) Detailing a Reality for Biopharma

Sponsored by Businesswire

a global consulting company enhancing customer experiences through
digital innovation, recently launched a first-of-its-kind application
that brings an augmented reality (AR) environment to physician Detailing.

AR-Detailing will enable biopharma sales representatives to have a much
more immersive detailing experience with physicians on treatments, while
also educating them on health conditions and diagnostics. This is
particularly important for specialized medicine treatments where
physicians may not have the latest background on the condition,
indication and treatment. In addition, OZ created a second, walled-off
patient AR application that provides an informative, interactive
environment on conditions and treatments.

“We are excited about the application of AR for Detailing,” said Ric
Cavieres, EVP of markets and consulting at OZ. “Innovation in Detailing
has been slow over the last 20 years since the early forms of tablet
e-Detailing were first adopted in the late nineties – enabling 2D
digital content and Closed Loop Marketing (CLM) – with just the
increment of iPads in the early 2010s.”

While e-Detailing provides greater personalization, insights and
integration with CRM platforms, the number of physicians that are not
receptive to e-Detailing (56%
as of 2018
) and the average length of e-Detail (90
has decreased rapidly. This is where AR Detailing can come

Cavieres continued: “Our AR Detailing application transforms the
physician experience, providing a compelling interactive experience,
that drives both awareness and education of conditions and treatments
that will drive far longer and impactful Details.”

Murray Izenwasser, VP and health care and life sciences leader at OZ,
added: “Our AR Detailing application has full CLM and analytics, and AI
capabilities so users can understand, for example, how long a doctor is
immersed in viewing a VR heart, the progression of heart disease and the
indicated treatment. New approved content can be intelligently selected
and remotely sent to the AR-app based on the physician’s learning style
and previous interactions.”

AR glasses loaded with the AR Detailing app can be left with physicians
to provide this ongoing interaction. A separate patient app is also
provided so patients can have a vastly improved understanding of their
diagnosed condition and treatment path right in their doctor’s office,
radically improving the patient experience.

Those interested in experiencing OZ’s AR Detailing application firsthand
can visit the company at booth #134 during eyeforpharma
, April 16-17, 2019 at the Pennsylvania Convention

To learn more about OZ, please visit

About OZ
OZ is a leading global consulting company whose
services and solutions enhance customer experience through digital
innovation. Using design thinking, analytics & AI, robotic process
automation and IoT, OZ creates engaging digital experiences for the
travel & hospitality, retail, life sciences and health care, financial
services and high-tech industries. To learn more, visit