VR/XR/AR in Action
Specific Industry: Pharmaceutical
Use Case: Training
AR Technologies Provides Tradeshow Booth Learning in an Immersive, Innovative Environment
Before the advent of AR and VR for biotech/pharmaceutical purposes, exhibit booths were resSavetricted by regulatory standards and passive, low-interaction medical content that hampered their ability to engage health care providers in the booth for educational and scientific exchange. Currently, Bayer has partnered with Pixacore, a sales and marketing firm, to invigorate the company’s scientific content through implementing AR and VR for biotech/pharmaceutical digital strategies for the purpose of educating on oncology pipeline pathways in an immersive, innovative environment.
Bayer uses Magic Leap, a head-mounted virtual retinal display that superimposes 3D computer-generated imagery over real-world objects to bring information to life. Bayer staffer, Dr. Malhotra states “We knew we were on to something; for physicians to spend eight or 10 minutes going through multiple pathways at a booth is unheard of”. “Who spends eight minutes in a medical congress booth, especially when they’re not getting anything else but education — no tchotchkes, not even a cup of coffee?”
The first time Bayer used AR at a medical meeting, Bayer saw its engagement per booth attendance soar from under two minutes to up to 10 minutes on average. This certainly solidifies the theory that cutting-edge AR and VR technology increases consumer buy-in and drives the educational value of the scientific content.
For more ways to discover how VR and AR can beneficially impact your organization, please go to the ISM VR/XR/AR Definitive Resource Center for Business & Enterprise