As the growth of XR (industry umbrella term for all things VR, AR and MR related) continues to gather momentum across both the consumer and enterprise sectors, it is a very exciting, and important time for vendors working across the value chain in the Healthcare sector.
Early disenchantment and doubts over the role of technology in delivering the level of value necessary for sustained investment have been replaced by solid academic evidence of human performance enhancement and an ever-increasing portfolio of case studies that demonstrate tangible value. None more so than across Pharma, Healthcare and Medicine.
Due to the unique benefits of XR and its transformative potential across almost every aspect of Healthcare, growth within the sector is predicted to reach $5.1 billion worldwide by 2025.
Benefits, such as the ability to overcome narrative and communication challenges posed by complexity, scale and distance. All three of which feature regularly across much of Pharma’s subject matter, and the products and services involved.
Or the level to which VR can improve message acquisition and recall by enhancing content with spatial context recreations, and passive content consumption by communication through active interactions.
Link to Alzheimer Research Case study
Augmented Reality, on the other-hand, can bring existing print materials to life using interactive, 3D content that has now been proved to generate x1.9 the depth of response than non-AR content.
Whilst Mixed Reality can create highly memorable and impactful experiences at trade shows, exhibitions or sales conferences, leaving lasting impressions on prospects that improve the chances of further engagement.
All these benefits are now well established, and can be easily researched online, or actively understood through work shopping. What’s not so readily available however, is how to get started. So here are four tips to help bring XR into the center of your marketing and communications
1. Build a culture of curiosity and sustained knowledge sharing.
XR is no longer something that might happen to the way you deliver marcoms – it is going to transform it significantly! Especially as enabling technologies like Artificial Intelligence and 5G unlock new levels of innovation and capability. Awarding it the same degree of ongoing curiosity and discovery as other media in your mix, is essential to making sure your marketing and communications remain competitive.
Equally, packaging and sharing that knowledge with both your wider teams, as well as your clients on a regular basis, will only serve to energize the appetite for how they can be actively used in future campaigns.
2. Make XR tangible within your department
For a relatively small investment, you can set up an XR experience area within your business, with all the main VR, AR and MR hardware and interfaces. Giving staff from all departments – and clients – the opportunity to interact with these tools, and explore content and experiences first hand, will not only demystify XR, it will almost certainly open up internal ideas and suggestions about how it can be used across the business.
3. Start small, take action, learn
Understanding and using new technologies like this can be overwhelming at first, so start small and stay focused on areas that mask the short-term opportunities. Look across the business, your clients buying journeys or their patient wellness pathways, for challenges or opportunities posed by those areas of complexity, scale or distance. Then draft and test hypotheses, build prototypes, test them with users and understand what works and what doesn’t.
4. Choose XR Partners Wisely
Depending on where you are on your XR roadmap, it’s important to choose an XR specialist partner carefully.
As the technologies become increasingly integrated with core business models, working with XR vendors that can provide planning and consulting, and ongoing product and experience management support, either side of creative and production is becoming increasingly important. Providing a genuine extension to your marketing department on all levels, helping you to overcome the medium-term time and talent resources barriers.
XR, supported by ongoing supply chain innovation, and the emerging support of AI and 5G, is going to transform marketing and communications across Pharma, Healthcare and the Life Sciences. Providing a new means of competitive advantage and growth for brands that are willing to adopt the necessary degree of commitment and focus.
To both understand how and where to they can be integrated into their marcoms strategy, and take definitive action towards building, testing and rolling out XR solutions.
VISYON and medDigital will be exhibiting at Eye for Pharma (Booth #4)
By Christian Burne
Commercial Director, VISYON UK
Meta Title: Extended reality in pharma marketing
Meta Description: Blog post on extended (virtual, augmented and mixed) reality in pharma
You are a consultant ophthalmologist. You have been invited to attend a promotional event about the clinical trial data of a pioneering treatment for macular degeneration. You picture the moment: speakers, discussion panel, hundreds of slides and an audience patiently absorbing the words.
To your surprise on the day, you find yourself walking through a 360° video representation of the retina. Graphs and stats are popping up in the space around you as you interact with points of interest and engaging animation is explaining the physiology. How does this make you feel?
In the digital age we live in, virtual and augmented reality are a reality. VR and AR, as usually called, provide immersive experiences that awaken our senses and revolutionise the way we perceive our surroundings. VR started out with a niche in the gaming market. However, with headsets easily available from companies such as Oculus, HTC and Sony, many other industries are beginning to make use of this technology.
The healthcare industry should be no exception. The most valuable asset of VR is its story telling power, that can take healthcare professionals on a journey of deep, personalised engagement with brands that conventional marketing channels simply cannot achieve. VR allows an innovative way of learning through living and interacting, creating emotions and memories that can be easily recalled. As such, the anatomy of a defective eye is no longer a static image, but a 3D hologram that you can virtually operate and examine. The burdens throughout the patient journey are no longer impersonal testimonials, but a deep moving experience unfolding around you, that you become part of. With the power of simulation technologies at hand, why would healthcare stick to worn out methods of customer engagement and education?
The limitless applications of VR in healthcare, from both an educational and customer communications perspective, will be a central theme of this year’s eyeforpharma conference in London. On the 16th and 17th of October 2018, forward thinkers from both the pharma and the technology industry will come together to discuss how to re-shape long-lasting relationships with healthcare professionals by embracing digital. medDigital, a specialist medical communications company, together with Visyon, experts in innovative VR, will be present to showcase transformative ways of evolving customer experience in pharma. The 2-day summit may prove that futurism owns a definitive place in medical education – will you miss it?
By Asimina Pantazi
Meta Title: Virtual reality in pharma
Meta Description: Blog post on virtual and augmented reality in pharma
Welcome to #medDigitalDigest bringing you scientific insights from the medDigital team.
Digital has taken the life sciences industry by storm. From the use of wearable devices to collect clinical trial data to the development of thousands of innovative healthcare apps and even organisations dedicated solely to categorising them – we are seeing it all!
In fact, there is no industry that has not been transformed by digital revolution. However, while everyone talks about digital and “going digital”, there is little solid understanding about what this really means. Common misconceptions include that digital merely refers to “the internet of things” or the emerging technological breakthroughs characteristic of the fourth industrial revolution.
To shed light on the topic, we asked Dr Felix Jackson, Founder of medDigital, our specialist medical communications agency about what digital means today and what to expect in the future.
Watch our Founder, Dr Felix Jackson’s insights below:
Video interview of Dr Felix Jackson talking about what digital means today in the life sciences industry.
Dr Felix Jackson is a Digital Health Expert, Founder of medDigital, our specialist medical communications agency and medCrowd, the instant messenger for health and care.
Meta Title: #medDigitalDigest Defining Digital Today
Meta Description: Blog post containing video interview on what does digital mean today
Innovation and experimentation is everywhere. New digital technologies are fuelling creativity in all areas of industry and companies are using novel platforms to engage and excite their customers.
Healthcare is no exception. Despite complexities including regulatory compliance, adverse-event monitoring and risk disclosures, companies are continuing to grow more confident in applying innovative technologies, whether advertising to healthcare professionals or engaging in public awareness campaigns.
The last year has provided a number of outstanding examples of creativity in the industry. Here we will have a look at some of the highlights.
What is it?
Precision medicine, also widely known as personalised medicine can be described as a medical model with customisation of care as the focus, where medical treatments and products are tailored to the individual. Precision medicine recognises that personal genetic, environmental and lifestyle factors are key drivers in both the causes and ability to overcome a disease and hence tailors the approach to care with these factors in mind.
What’s behind this trend?
It has been estimated that there are over 2.2 million applications on the Apple App Store and 2.7 million on the Google Play store 1 with the numbers increasing by the day. With so much choice, it might be surprising to find that applications (and their related digital devices) remain underutilised within certain industries. In particular, when it comes to healthcare, despite the growing number of apps, uptake and sustained use remain low 2,3,4.
We believe that with growing pressures on healthcare systems and the economy, it is crucial to support people in taking charge of their health; that means making the most of technology. This is why we are trying to uncover the barriers people face in making the most of the healthcare apps. From this we seek to distil the key set of factors which lead to the success of apps and digital devices within healthcare, with the aim of making them better for everyone.
As part of this research, we are investigating what people look for in healthcare apps. We’ve created a short questionnaire that takes approximately 5 minutes to do. Please complete the questionnaire – your responses will make an impact.
For more information, feel free to contact us at firstname.lastname@example.org