Marketing Farmacéutico
Existe, pero…¿por qué no se invierte para traerlo a la comunidad de pacientes?
06 junio 2019
Alumni, Creatividad + innovación, Tendencias del mercado
[ssba] 
Hace ya más de una década; investigadores de la Universidad de Washington y Seattle descubrieron una tecnología capaz de reducir el dolor físico
Muchos son los procedimientos y experimentos que se han cursado con el único fin de reducir el dolor del paciente. Muchos de ellos son tratamientos farmacéuticos, pero que pensaríais si os dijeran que con algo tan simple como la realidad virtual.
Uno de los primeros pacientes en probar la realidad virtual fue el teniente Sam Brown, que sufrió graves quemaduras durante su servicio en Afganistán. Según Brown, ponerse las gafas y ver un paisaje de dibujos animados e invernal, donde podía arrojar bolas de nieve a los pingüinos, ayudó a distraerlo del dolor insoportable de los cambios diarios de apósito.
Esta tecnología permite controlar todos los estímulos visuales en un entorno tridimensional y ayuda a los pacientes a imaginar que están en otro lugar. Además, la interactividad básica absorbe su atención y lleva a cabo acciones que en el mundo real no podrían realizar. Por ese motivo, las empresas tecnológicas están explorando aplicaciones más amplias para la realidad virtual: confrontar las fobias, la terapia física y cognitiva, y repetir los escenarios de combate para ayudar a los militares a manejar el trastorno de estrés postraumático.
Sin embargo, la realidad virtual no es exclusivamente para los pacientes. En hospitales y universidades también se usa para mejorar la capacitación de los médicos, permitiéndoles virtualmente “recorrer” procedimientos quirúrgicos complicados, como, por ejemplo, separar a los gemelos unidos.
Según Miki Levy, cofundador de la empresa israelí VRHealth, una empresa que tiene cinco aplicaciones de VR (siglas de ‘realidad virtual’ en inglés) y otros productos en desarrollo, esta tecnología podría ahorrar dinero a los servicios de salud ayudando a una recuperación más rápida. La realidad virtual podría mantener a los pacientes ancianos más móviles y ayudaría a reducir la dependencia de los opioides.
Máster en Marketing Farmacéutico de la BSM UPF
Tags: blog marketing farmacéutico, innovación, Nuevas Tecnologías, nuevas tendencias, tecnología
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