McKinsey & Company's senior partner Vikas Bhadoria, in this first instalment of a wide-ranging two-part interview with Scrip, outlines a number of use cases to define where pharma currently is and the potential value that can be unlocked as industry adopts new technologies such as generative AI, digital twins and the metaverse.
Q. What’s your view on the metaverse and its potential in pharma, including around facilitating cross-border collaboration in medical research by creating easy-to-access virtual environments or generating a virtual patient based on clinical data to predict a specific outcome? Is it much hype for now given issues around the limited inoperability among virtual worlds and governance?
A. Potentially, pharma companies can use the metaverse to deliver enriched, immersive experiences to healthcare providers and patients through multiple use cases. The metaverse has introduced the ability to not only be present within a virtual world but to also engage with that world alongside other users.
However, metaverse applications are still in an early stage of development and use cases will depend on how easily stakeholders are able to adapt these. Before it is used for medical research collaboration or generating virtual patients, proper pathways and regulations need to be put in place. This is expected to evolve as we start seeing gains from successful use case deployment using metaverse.
Areas such as commercial are expected to see faster adoption, given lesser regulatory requirements compared to cutting edge medical research. For example, a medical science liaison could use a 3D model to explain to an oncologist the mechanism of action of a given drug. This could be a significantly higher level of interaction, increasing a pharma company’s involvement and engagement with physicians.
Also see "GSK CTO, Boehringer Exec On The Metaverse And Pharma’s Foot In The Door" (See Article)