Mi Clinical Trial (My immersive Clinical Trial): Addressing treatment hesitancy through empathy interventions using immersive technology in clinical trials marketing.

Lack of diverse people in clinical trials (CT) leads of poor-quality data that can negatively affect how well a treatment works, is taken up/adopted or adhered to by patients. Additionally, hesitancy to engage with medical interventions means that there is a growing problem for community health (Clinical Research in the UK: An opportunity for growth, ABPI, 2021)

Mi Clinical Trial provides empathy interventions using immersive technology. Immersive technology has been shown to increase empathy and engagement by providing a realistic and meaningful experience. This innovation will enable the patient to imagine themselves within the clinical setting to humanise the environment and people with intention to increase patient confidence that the process will be sensitive, the environment and clinicians will be welcoming and the overall experience valuable.

Mi Clinical Trial virtual environment is an omnichannel product meaning it is accessed across numerous devices (phone/tablet/VR headset) allowing the trial environment to be accessed within community settings. Mi Clinical Trial will be marketed to pharma and bio-tech companies as part of their patient recruitment and community engagement offer to increase public awareness of trials and patient referrals.