Computer Gaming: The Future of Decision-Making for Life Sciences?

How can life science brands identify winning strategic decisions when there are so many variables to consider? One route is via 'road-testing' decisions ahead of sign-off under computer game simulated conditions, which offer a risk-free environment in which all the variables have been mapped and considered.

'Gaming', in the form of scenario planning and role play exercises, has long been used by life science brands to better understand their market and design strategies and tactics to outplay their competitors. Computer gaming tools are a development of this concept, integrating a brand's existing market intelligence data in all its forms to re-create a virtual world that is fully customised to a client's individual market environment, enabling highly specific market issues to be addressed.

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