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Trending in Healthcare Marketing: Virtual Reality

Augmented reality and virtual reality have the potential to change the world of healthcare in all aspects

The following are select quotes pulled from the original piece.

In PharmaVOICE magazine’s November/December 2016 issue, the Cramer team unpacks the future of virtual reality and augmented reality.

Here are my key quotes from the piece:

The accelerating adoption of AR and VR will continue to capture the attention of our industry. But Brent Turner, senior VP, solutions, at Cramer sees AR and VR slated for different trajectories in 2017.

“In 2017, VR will take the lead and garner the most focus from healthcare businesses,” he says. “This is because VR is on the cusp of mass consumer adoption. From ubiquitous smartphones to low-cost headsets, for example Google’s new Daydream and Playstation’s new VR headset, the technology for VR is now widely available. Plus, with massive companies such as Facebook, YouTube, and NBC pushing VR-based initiatives to their audiences, the content is becoming highly desirable. Together, in 2017, this will push VR into the daily lives of the mass population.

“Yet, it is AR that will have the bigger impact on our businesses,” he continues. “By its very nature — opening you to an augmented view of your own reality vs. closing you into an isolated virtual reality — AR will transform how we interact with the world around us.

However, the technology in this space is still exclusive, for example Microsoft’s HoloLens or Meta and Magic Leap, which are coming soon.”

In 2017, these paths to adoption now guide how healthcare businesses should invest in AR and VR.

For patient-oriented businesses, 2017 VR investments could focus on treatment-oriented experiences, like managing pain relief, mental conditions, anxiety, and phobias. While long-term AR investments could include the emerging field of “holoportation.”

“For physicians, 2017 VR investments could revolve around live experiences, such as live streaming surgeries and educational events,” Mr. Turner says. “While long-term AR investments could include tools to review holographic, 3D renderings of patients’ organs. For institution-centric businesses, 2017 VR investments could focus on marketing materials, product demos, and sales enablement. While long-term AR investments could include services such as AR maintenance.”

See the rest of the issue to dig into PharmaVOICE’s in-depth look into other key trends, such as the Cancer Moonshot, Gene Editing, Health Bots, Smart Technology, the Talent War, and more.

by PharmaVOICE

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Brent is a member of the executive team for Opus, an experience agency that delivers flagship programs for 13 of the top 20 global brands.

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