Qualitative Insights Into Artificial Intelligence (AI) and Virtual Reality (VR) Training for Value Communication: Comparing Innovative Technologies With Traditional Methods in Pharma
Author(s)
Stefan Walzer, MA, PhD1, Rodrigo Silva, M.Sc.2, Dunia Krueger, Other, Physiotherapist1, Lutz Michael Vollmer, M.Sc.3.
1MArS Market Access & Pricing Strategy GmbH, Weil am Rhein, Germany, 2MArS - Market Access & Pricing Strategy GmbH, Weil am Rhein, Germany, 3MArS Market Access & Pricing Strategy GmbH, Tuebingen, Germany.
1MArS Market Access & Pricing Strategy GmbH, Weil am Rhein, Germany, 2MArS - Market Access & Pricing Strategy GmbH, Weil am Rhein, Germany, 3MArS Market Access & Pricing Strategy GmbH, Tuebingen, Germany.
OBJECTIVES: To enhance communication between key account managers (KAMs) and healthcare professionals (HCPs), pharmaceutical companies are forced to optimize their value communication training approach. The goal is equipping KAMs with new interactive learning technologies based on AI and VR, enabling them to improve real-life dialogues.
METHODS: As part of an ongoing customer survey, KAM groups from major pharmaceutical companies participated in training on a novel product using three methods: face-to-face (F2F) role-playing, AI-based, and AI and VR-combined-based applications. A stepwise evaluation has been introduced (qualitative and quantitative). The initial qualitative approach gathered impressions to answer: What are the perceived advantages and disadvantages of each method? The participants rotated through all methods, engaged in immersive simulations, text or audio dialogues, received scores on their answers, and reviewed their performances records, and also participated in F2F role play. Afterwards, they completed a qualitative evaluation of their experiences.
RESULTS: As advantages, participants described the AI-based training as “more effective than training with real physicians,” “useful for practicing objection handling,” and “great for learning product facts and knowledge.” The VR-based training was viewed as “highly innovative” and as something that “made it easy to receive feedback via the app,” while traditional methods were assessed as “useful”. Conversely, participants noted that they “needed more time to fully understand and get used to the technologies,” and described the platforms as “perfect as an add-on to F2F role play.”
CONCLUSIONS: KAMs responded positively to AI and AI-VR-combined training with apps, particularly valuing autonomy, adaptability, and consistent delivery of product knowledge. Addressing users’ technical or physical limitations through clearer instructions or alternative training formats can improve further training experience. Compared to traditional methods, these technologies offer scalable, personalized, and engaging alternatives, helping value-communication teams build stronger foundational knowledge for effective and nuanced communication with HCPs.
METHODS: As part of an ongoing customer survey, KAM groups from major pharmaceutical companies participated in training on a novel product using three methods: face-to-face (F2F) role-playing, AI-based, and AI and VR-combined-based applications. A stepwise evaluation has been introduced (qualitative and quantitative). The initial qualitative approach gathered impressions to answer: What are the perceived advantages and disadvantages of each method? The participants rotated through all methods, engaged in immersive simulations, text or audio dialogues, received scores on their answers, and reviewed their performances records, and also participated in F2F role play. Afterwards, they completed a qualitative evaluation of their experiences.
RESULTS: As advantages, participants described the AI-based training as “more effective than training with real physicians,” “useful for practicing objection handling,” and “great for learning product facts and knowledge.” The VR-based training was viewed as “highly innovative” and as something that “made it easy to receive feedback via the app,” while traditional methods were assessed as “useful”. Conversely, participants noted that they “needed more time to fully understand and get used to the technologies,” and described the platforms as “perfect as an add-on to F2F role play.”
CONCLUSIONS: KAMs responded positively to AI and AI-VR-combined training with apps, particularly valuing autonomy, adaptability, and consistent delivery of product knowledge. Addressing users’ technical or physical limitations through clearer instructions or alternative training formats can improve further training experience. Compared to traditional methods, these technologies offer scalable, personalized, and engaging alternatives, helping value-communication teams build stronger foundational knowledge for effective and nuanced communication with HCPs.
Conference/Value in Health Info
2025-11, ISPOR Europe 2025, Glasgow, Scotland
Value in Health, Volume 28, Issue S2
Code
OP20
Topic
Organizational Practices
Topic Subcategory
Academic & Educational
Disease
No Additional Disease & Conditions/Specialized Treatment Areas