Abstract

In this paper, we describe the evaluation of a real-world awareness (RWA) prototype designed to help managers perform environmental scanning in the pharmaceutical industry. RWA in the pharmaceutical industry consists of not only the tracking and tracing of drugs but also of pattern recognition for relevant events – both internal and external to the company - which can affect a company’s drug research and development plans, marketing effectiveness, and ultimately its profitability. Based on interview insights from a German pharmaceutical company, we identify several objects of perception relevant to real-time identification and advanced anticipation of events. Our study provides a first glimpse into the potential of RWA for companies in the pharmaceutical industry, and generates insights for design of future RWA systems.

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