What do the AR/VR industry and the life sciences industry have in common? In addition to their unique benefits, both industries share one important factor: the user experience (UX) of their products affects their success immensely.
You may be aware of the benefits UX design has to offer companies in the AR/VR industry. But AR and VR are already improving user experience in the pharmaceutical industry as well by creating more immersive and interactive interactions that promote better brand loyalty, lead generation, and sales conversion.
Virtual reality (VR) and augmented reality (AR) are some of the hottest technologies available right now. So, it’s easy to see why so many industries are jumping on board and using them to their advantage. In the pharmaceutical industry, AR and VR can bring complex biological materials to life with accuracy and detail, allowing more people to easily visualize and understand them in a comprehensive way that even the most powerful microscope can’t achieve on its own.
This article explores how AR/VR technology is making the pharmaceutical industry more accessible and provides practical tips for implementing the technologies at your own company.
EXPLORING THE USE OF AUGMENTED REALITY IN THE PHARMACEUTICAL INDUSTRY
The augmented reality (AR) industry is growing at a remarkable rate and is influencing and improving various areas, such as business, education, and personal life. AR has already been adopted by a multitude of industries, including education; gaming; retail; and, of course, healthcare.
The global market size of healthcare AR was valued at nearly $610 million in 2018 and is projected to reach over $4 billion by 2026. Under that umbrella, the pharmaceutical industry has also been fast to adopt this exciting technology. Using AR, these industries can bring marketing materials to life, demonstrate pharmaceutical mechanisms of action (MoA), and create tools for virtually exploring devices or touring research and development facilities.
AR Applications Within Pharma
The use of augmented reality (AR) is growing rapidly in the pharma and biotech industries, and it has already shown many advantages, such as:
- Presenting content concisely and efficiently
- Visually representing structures/mechanisms for greater understanding
- Eliminating the need for transporting heavy equipment or physical product samples
- Proving to clients that your business evolves with technology
- Making training more interesting, efficient, and successful
- Setting your content apart from that of the competition
- and others!
1. AUGMENTED REALITY FOR HCP EDUCATION AND PHARMA SALES
Using AR for pharmaceutical sales offers an engaging and novel approach to presenting new drugs, products, and devices to healthcare professionals (HCPs) in the field. AR apps only require the use of a smartphone or tablet, making them a quick and easy on-the-go sales tool.
AR is a powerful tool to innovatively communicate novel clinical data, trial outcomes, medical procedures, or treatments to HCPs in a more memorable and exact way than other methods. In fact, a recent study found that over 50% of physicians would be interested in using AR to learn about new diseases and treatments.
Sales representatives can use AR to allow HCPs to discover the mode of action of new therapies. The ability to visualize structures and mechanisms allows HCPs to better understand how a treatment performs in the body. The digital storytelling aspect of augmented reality also provides a seamless transition, allowing the science to be clearly demonstrated in an efficient and accurate way.
2. AUGMENTED REALITY PRODUCT AND DEVICE DEMONSTRATIONS
AR offers the revolutionary advantage of showcasing products and devices without having to carry or store machinery, models, or products. Instead, various structures can be created to scale in a digital form for exploration and easy manipulation. For example, this allows them to be magnified to be viewed in greater detail or shrunk down to be seen as a whole. This is extremely beneficial for conferences and events, where such interactive product demonstrations can capture and maintain attention.
In addition to product tours, AR is commonly used for building tours, such as for laboratories and R&D facilities. Companies can use this capacity to show new infrastructure to investors and clients, even before any construction has been done or to clients who are located far away from the site.
An added benefit of AR it that it works extremely well remotely, which is especially useful when it comes to modern work culture. Digitalizing communications using AR technology has been fundamental during the COVID-19 pandemic. Lockdown restrictions, social distancing, and the inability to travel have created an even greater demand for AR and the benefits it provides. The technology allows people to communicate, come together, and share an experience from anywhere in the world, making it easier to host demonstrations with a wider and more worldly audience.
3. AUGMENTED REALITY FOR PATIENT EDUCATION
The value of AR in healthcare reaches far beyond pharmaceutical marketing. As patients become ever more curious regarding their medication and treatment options, AR can provide the answers they’re looking for.
The use of 3D visuals and graphics allows complex scientific systems to be more easily understood by patients so that they can gain a deeper understanding of their own bodies and conditions in an interesting way. The knowledge that comes from the increased engagement this experience promotes allows a patient to make a more informed decision about their treatment plan and be more at ease when it comes to procedures.
Of course, the opposite is true as well. Patients often struggle to accurately explain and describe their symptoms to their doctors. But, with AR technology, symptoms can be more easily described and understood.
4. AUGMENTED REALITY IN PHARMACEUTICAL MANUFACTURING
The stakes are high in this industry, so manufacturers need to be confident that their medical devices are built uniformly and precisely. A mistake in pharmaceutical manufacturing or engineering could be very costly or even deadly.
AR can improve both the efficiency and safety of machine optimization. Using AR decreases human error and allows a higher level of consistency to be achieved. For example, by overlaying an operating “canvas” onto a given surface and using visual and audio prompts, product excellence can be ensured and assembly time can be decreased.
5. AUGMENTED REALITY IN SURGERY AND MEDICAL TRAINING
Another revolutionary use of AR is its ability to assist in medical procedures, surgeries, and routine tasks. For example, AR can be used to help surgeons visualize the area they will operate on. Projecting 3D representations of the patient’s anatomy into the doctor’s field of view improves both accuracy and patient outcomes. AR apps can similarly help save lives by making it easier to locate tumors and perform minimally invasive procedures.
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The ability to train without risks is an additional, attractive advantage of AR in the medical world. This is particularly key for medical students, who can use AR to practice and visualize concepts and techniques during their training, making them more prepared for their industry placements.
6. AUGMENTED REALITY FOR EDUCATION
AR is increasingly being used by medical institutes, making hands-on education available to more people. The use of AR as an interactive educational resource for students of all ages promotes science as a career choice by making scientific mechanisms and concepts easier to understand using intriguing modern technologies. Whatever the topic is, AR can help bring the subject to life and make it more interesting!
Various pharmaceutical companies have already funded AR projects for use in colleges and schools. By creating educational assets, companies can increase their brand awareness while also encouraging more young people to pursue medicine.
What Can UX Design Do For Pharmaceutical Companies?
Technology is key in the life sciences, connecting workers and creating a paperless enterprise, among other benefits. Nowadays, tech plays a role at every single stage of the product lifecycle, from development to delivery:
- Research and development
- Product visualization and process monitoring
- Worker training and onboarding
- Patient and physician education
- and more!
The Future of AR in the Pharmaceutical Industry
The most valuable aspect of this revolutionary technology is the power it has to communicate complex information using interactive and engaging imagery. If used in the right way, AR can actually accelerate and improve the learning process, whether it be for HCPs, patients, students, or investors.
Of course, there are many other ways to use AR in the pharmaceutical industry and medical field. Every day, TONIC 3 LIFE explores new possibilities and helps companies to use AR technology to their advantage. If you’d like to work with an experienced and dedicated team to create a dynamic AR experience of your own, get in touch and start the process!