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Bayer Pharmaceuticals

Augmented Reality Technology Provides Tradeshow Booth Learning in an Immersive, Innovative Environment

Before the advent of Augmented Reality Technology and Virtual Reality Technology for biotech/pharmaceutical purposes, exhibit booths were restricted 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 Augmented Reality Technology and Virtual Reality Technology 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 Augmented Reality Technology 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 Augmented Reality Technology and Virtual Reality Technology increases consumer buy-in and drives the educational value of the scientific content.

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