RxPrism's REPBOTS: Transforming Pharmaceutical Communication Through Artificial Intelligence

Abstract

RxPrism is a small healthcare focused, technology innovation company based out of India which works with pharmaceutical companies to digitize their customer engagement. Their core value proposition is the ability of the founder Dr. Maruthi Viswanathan to come up with innovative technology-enabled solutions for challenges faced in the healthcare domain. RxLab which is the R&D division of RxPrism works out the roadmap to operationalize the solution. REPBOTS is one such solution which seeks to handle communication with healthcare professionals (HCPs) reducing the amount of face time and attention they give to medical representatives. The solution seems to be welcomed by the HCP community but rapid enterprise-wide systemic adoption is held back by challenges in the advancing technologies, by resistance and fears within the pharmaceutical companies and by the regulatory atmosphere of the healthcare domain. In this case, members of the RxLab need to figure out a plan to move the solution from pilot and test to commitment within an enterprise. The case gives a snapshot of the dilemmas faced by pharmaceutical companies on one hand and a small hi-tech innovation company on the other. This is against the back drop of evolving technologies which seem to indicate potential but where adoption is held back due to challenges in technology, fears of technology misuse, and regulatory challenges.