Game changer: The role of immersive technologies in the healthcare and pharmaceutical industries
This article, published by Med Ad News August 2019, explores how technological advances in VR/AR are offering new opportunities for conducting healthcare market research.
The next decade promises to be an exciting time for science and innovation. Technological advancements are being made on a daily basis and many of these have the potential to directly impact our everyday lives. In fact, technology is changing at such a rate that it can often seem difficult to keep up. One advancement with the potential to change how we interact with the world is Virtual and Augmented Reality (VR/AR). Since the launch of top-end devices such as the Oculus Rift headset and many simpler, more affordable designs such as the Google Cardboard, interest in VR/AR has sky-rocketed. Coupled with advancements in smartphone technology it is now possible for larger numbers of people to experience VR/AR.
Can virtual reality revolutionise the way we conduct healthcare market research?
In the final installment of a three-part series exploring immersive technologies, Harrison Gaiger looks at how technological advances in VR/AR are offering new opportunities for conducting healthcare market research.
Given the powerful impact of VR/AR technology and its expanding applications within the healthcare industry, it is easy to imagine the many ways in which VR/AR can be utilised to develop, research, and evaluate product and service innovations. Instead of simply observing how respondents behave, pharmaceutical and MedTech companies now have the ability to understand the reasons why with greater clarity. VR/AR technology presents market researchers with an opportunity to study customers’ behaviour in more depth than ever before and can provide insights that complement those gathered using traditional market research techniques, such as surveys and focus groups.
A common reality: How augmented reality is transforming the future of pharmaceutical marketing
In the second installment of a three-part series exploring virtual and augmented reality, Harrison Gaiger explores the ways in which AR is transforming the future of pharmaceutical marketing.
In a previous article I explored the growing role that Virtual Reality (VR) is playing in the healthcare industry, including its use as a marketing tool for pharmaceutical companies, and questioned what the future of VR may look like in a world where technological advancements are being made every day. It seemed clear to me that while VR is still in the early stages of medical application, it’s already making a huge impact on the healthcare industry and that, regardless of its infancy, VR technology is most likely here to stay. Because of this I concluded by saying that tech-savvy pharmaceutical marketers should consider adding it to their future strategies as an invaluable means for engaging with customers. In the second instalment of this three-part series, I look at the ways in which Augmented Reality (AR) is transforming the future of pharmaceutical marketing.