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Month: February 2017

VR/AR for pharma

I participated in a very informative #cmworld tweet chat January 31st. The topic was on VR/AR (virtual reality/augmented reality). One of the chat questions that came up was “Can VR and AR work for every industry?” Hum this got me thinking, can VR/AR work for pharmaceutical companies?

Wikipedia defines virtual reality (VR) as *realistic and immersive simulation* , a person can *look around, the artificial world move about in it and interact with features or items that are depicted on a screen* .

Wikipedia defines augmented reality (AR) as *a live direct or indirect view of a physical real-world environment whose elements are augmented (or supplemented ) by computer – generated sensory*

question 1: what are some impactful ways pharmaceutical companies can use virtual reality and augmented reality in their content marketing?

For both the physician and consumer:

  • VR/AR is all about a customer experience
  • with VR consumers become active participants
  • it is a new way of experiencing published content
  • it is a new way of creating storytelling medium
  • VR/AR can stimulate more empathy for the patient and the challenges they face

question 2: What are some of the barriers to overcome in order to have VR and AR in place?

Some barriers to overcome:

  • VR and AR both not only need better, but also cheaper hardware
  • AR requires sophisticated sensors
  • broadband speeds can be an obstacle; what happens if an AR -enabled device loses its connection to the internet, the experience is lost
  • how can pharmaceutical companies see a ROI out of using VR/AR

VR/AR will find day to day applications, we are just at the beginning.

question 3: What should pharmaceutical marketers have in place before they start planning for VR and AR?

  • a must have in place are SOPs (Standard Operating Procedures) so get regulatory & medical & legal around the table and write those SOPs
  • need to understand how VR/AR will fit in with your overall product or company strategy

question 4: some examples of how VR and AR can work for pharma industry?

  • training and education:
    • VR/AR can be a learning tool enhancement to:
      • help consumers and healthcare professionals to understand treatments
      • help patients & doctors understand how a drug works
  • drug launch:
    • understanding chemical pathways or processes in a fun and interactive way, and which makes a greater impact when compared to power point or just a simple linear film
  • conference booth:
    • new avenues to attract attention
    • entice visitors to stop at your booth; once you grab their attention you can build through traditional media
  • corporate responsibility:
    • visual stories with strong emotions can be told in a completely different way
  • simulate the effects of a condition or disease:
    • allowing patients to see and experience treatment with AR
    • can help to remove uncertainty and anxiety

question 5: How can marketers justify the cost of VR/AR to stakeholders? How can brands measure the success of their VR and AR projects?

some background information first:

  • Goldman Sachs states that healthcare VR applications will top $5.1 billion in sales by 2025, with 3.4 million active users – 1.5 million of whom will be by medical professionals
  • increasing competition means prices for VR is expected to decline, while accuracy and user experience will improve
  • VR/AR are becoming more consumer friendly
  • there is a need to get over the *wow factor* and make it valuable:
    • the VR/AR engagement time is greater:
      • consumers and healthcare professionals do watch longer then a fixed frame or traditional content, which means they are completely immersed and engaged
      • you have 100% of the consumer or healthcare professionals’ attention
      • interactivity means consumer or healthcare professional is spending more time on your content or product or brand
    • the power of VR/AR combined with traditional content can create compelling content
    • VR/AR instills emotion and empathy, which is memorable
    • consumers today are expecting more innovative and creative ways of experiencing a brand, they expect new channels for increasing brand awareness
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tweet chat quoted

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2/14/2017 #CMWorld Digital asset management: a #CMWorld chat with Theresa Regli

2/14/2017 #LinkedInChat LinkedIn

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2/14/2017 #SocialROI How do you see the rise of visual content changing the social media landscape

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