The director of innovation tests a new title with virtual reality glasses and 3D cities in pharmaceutical marketing

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PrecisionEffect’s recently promoted innovation director Simon Wilson has worked with prominent brands such as LOreal and Diageo and in a previous film career, with acclaimed director Stanley Kubrick. He set up pop-up breweries and put 25 can-can dancers on an elevated bridge for marketing efforts.

But now his favorite place is pharmaceutical and healthcare marketing.

I fell into it 15 years ago and have been here ever since. And I like it, he said. I love the challenge of it. I love that they say you can’t do this in the healthcare industry “and I say” well, we should definitely try “.

Wilson, who was promoted earlier this year from Creative Director to Head of Innovation, joined PrecisionEffect in 2010 after purchasing Big Pink, a British healthcare agency co-founded by Wilson and of which he was director creative for over 20 years.

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His specialty in health and pharmacy is to use technology creatively. For example, when he was working with a CNS client shortly before the pandemic, he attracted the attention of health workers by making them sick at least temporarily.

PrecisionEffect researchers found that the clients’ target group of doctors were generally ignoring the vision and dizziness side effects of traditional standard care treatments.

So Wilson and his team created a custom Google Cardboard viewer to send to sales reps. Doctors put on their virtual reality goggles and with the flick of a switch, experienced the side effects of double vision, dizziness, and dizziness their elderly patients felt when taking competitor medications. PrecisionEffects’ client has commercialized a more recent style patch treatment.

The goal was to show doctors that the side effects they were wiping out were serious. Is the result? More patient empathy from doctors and an increase in prescriptions.

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The whole idea of ​​innovation is to take an idea and bring it into practice, Wilson said.

He is working on a project right now to build a three-dimensional city for Alzheimer’s where people can virtually travel in a taxi using real-time animation in a browser. As the mom talks about more details, she said the effort will engage health professionals to get them involved in creating content.

Although Wilson is passionate about technology and innovation, he also believes in traditional pharmaceutical education and information marketing campaigns as complementary to more creative experiential work.

What we were trying to do was add to that. If you get an active experience, your memory is better, your understanding is better, he said.

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