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RXPrism Case Analysis

RxPrism was established to digitize interactions between healthcare providers and life science firms using techniques like VR, machine learning, AI and more. They created REPBOT, a product with modules for campaign management, content creation and delivery through automated and personalized means. REPBOT was tested successfully with pharmaceutical companies in India, with HCPs finding it a unique and competent alternative to medical representatives. However, full adoption faced challenges around regulatory compliance and replacing representative jobs. A gradual adoption approach integrating REPBOT and representatives was suggested to overcome these issues.

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Avishkar Avishkar
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100 views1 page

RXPrism Case Analysis

RxPrism was established to digitize interactions between healthcare providers and life science firms using techniques like VR, machine learning, AI and more. They created REPBOT, a product with modules for campaign management, content creation and delivery through automated and personalized means. REPBOT was tested successfully with pharmaceutical companies in India, with HCPs finding it a unique and competent alternative to medical representatives. However, full adoption faced challenges around regulatory compliance and replacing representative jobs. A gradual adoption approach integrating REPBOT and representatives was suggested to overcome these issues.

Uploaded by

Avishkar Avishkar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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RXPrism is a healthcare technology firm which was incorporated by Dr. Maruthi Vishwanathan in 2013.

Pharmaceutical firms have historically been dependent on Medical Representatives for detailing their products to
the health care providers. But over the years, HCP-Representative interactions have reduced drastically since HCPs
have been considering other channels of information. Contemporary digital and analytics solutions can be leveraged
to bridge this information gap but a Mckinsey report from 2018 showed that an overwhelming majority of
pharmaceutical firms were not actively trying to embrace a culture of digitization. To obtain scalable digital solutions
to business problems, it is imperative that firms should not let digitization remain a mere prototype but should
make it part of firm’s vision and mission and should try to utilize it to solve their day-to-day problems. Apart from
providing efficient solutions, any digital strategy should also inculcate ethical considerations as well.

RxPrism had been established with the vision to digitize life science firm’s interactions with Health Care Providers
through strategy, software, and services. To achieve these goals, RxPrism utilizes a number of techniques including
VR, Machine Learning, Artificial Intelligence, Cloud Computing and IoT. RxLab, the R&D division of RxPrism tried to
design a business solution to the issue of reducing affinity and interaction of HCPs with Medical Representatives
through an innovative product called REPBOT which provided services such as campaign management & content
creation. The product was segmented into multiple modules –Authoring Modules ( it helped in the rapid creation
of digital content through an automated/semi-automated process ) & Campaign Module ( which sent out the
content received from Authoring Modules through channels as determined by machine learning algorithms ). The
REPBOT provided a very interactive chat box to the HCPs and customised and improved itself in an iterative manner
based on the interactions with the user. The predictive analytics provided was also a greatly beneficial feature.

REPBOT was tested as a prototype with 3 different pharmaceutical firms in India and the feedback provided was
very encouraging. 80% of the HCPs had stated that it was a unique approach & many of them also stated that it was
a more competent system than MRs. 3 features of the REPBOT were liked the most in particular – On Demand (HCPs
can interact at a time of their preference), Byte-Sized Content (Lesser time is spent per interaction), Personalization
( as the interaction increases, content gets customized in an iterative manner). It was predicted that a 90% reduction
in promotional costs can be achieved. Though, despite all these positives, there were certain challenges against the
full-scale adoption of REPBOT by the pharmaceutical companies. Firms were hesitant in immediate full scale as they
were not sure whether REPBOT would be able to take care of all regulatory and legal aspects of the process and
thus may require human intervention. The CHATBOT could take inputs in the form of both text and speech. The
speech recognition mechanism worked on NLP, but the technology was not potent enough to take into account the
variation in English spoken across the nation. Potential customers were also hesitant because they were worried
regarding the blowback they may receive from after automating the jobs of MRs. I agree with the idea of gradual
adoption of REPBOT by the industry and it being utilized in sync with the existing system of MRs so that we can
utilize the benefits of this innovative system without being worried about the current weaknesses and loopholes.
The associated algorithm would become more accurate over time as it gains exposure over more datasets and then
we can transition the system to a more central role. The relevance of MRs is already decreasing considerably even
without the introduction of REPBOT, so opportunities are ripe for this technology to position itself.

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