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White Paper
Virtual Real-World Research
The new normal for consumer health claims generation
Aug 12, 2020

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Introduction

The increasing presence of digital technologies and communications, artificial intelligence (AI) / machine learning and big data analysis in our daily lives is blurring the lines between physical, digital and biological systems. Consumers, increasingly engaged in their own health and wellness journeys, are already enjoying growing support from digital technologies. This includes giving access to health information and advice via digital devices, advanced diagnostic tools, health and fitness tracking apps and wearables paired with AI.

Because consumers live such digitized lives, they have high expectations of the digital support they will receive when participating in a clinical trial, no matter the type. It is in part for this reason that consumer health trials driven through digital technologies are so well received. Since they tend to be more consumer centric, digital trial technology and services have created a spectrum of new clinical trial models, including entirely virtual ones, which effectively remove most of the labour-intensive inefficiencies of traditional trials. Data collected in the real-world context from consumers participating in their daily life situations is revealing new insights into perceived product benefits. Such data can be used to generate new types of claims.

Why a ‘new normal’ for consumer health claims generation?

By making virtual real-world research the ‘new normal’ for consumer health claims generation, the industry can also generate added value for their businesses. Virtual trials will enable the industry to stay up to speed with the new generation of consumers, exploiting the technology available to get closer than ever before and creating claims that match their diverse and evolving needs.

Put simply, virtual trial technologies make the claim development process more consumer-centric and more in line with the expectations of modern consumers. It is time for the consumer health industry to re-think established approaches and get more creative in making use of available technologies to achieve the next level of product communication in sync with consumer needs.

Download today and explore how virtual real-world research is different from established methods and why it will become the new normal for claims generation in Consumer Health.

Featuring contributions from Bayer Consumer Health’s Dr. Andreas Ehret and the ObvioHealth team, along with informative case studies, the whitepaper covers:

  • Why now is the time for a “new normal” in consumer health claims generation
  • How to elevate claims with real-world data
  • Key benefits of virtual trials for claims development

A quicker way of generating consumer health claims

In just 4 months, Bayer Consumer Health and IQVIA Consumer Health in Thailand generated compelling claims backed by real-world evidence to form the backbone of a hit television advertisement for the nappy-care brand Bepanthen - Read more here.
 
 

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