“The challenge for pharma has been how can you meaningfully engage physicians when you don’t have access to them,” said Dr. Harry Greenspun, chief medical officer at Guidehouse, a Washington, D.C.-based consulting firm with a life sciences practice. Interactive video games are a relatively new tool that is likely to resonate with younger doctors. Success hinges, in part, on the draw of the key opinion leaders that are part of the package, Greenspun said in a phone interview.

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