How are large pharma companies using immersive technologies?

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Screenshot from a controller-less VR training simulation showing two hands with a pipette and test tube

As immersive technology becomes more widespread, here are a few examples of large pharmaceutical companies using it for training of HCPs and patients as well as for R&D. This list doesn’t represent an exhaustive account of all use cases but gives a flavor of what’s happening in the sector.

Pfizer: Pfizer has been using VR for training purposes. They developed a VR training program to help their
manufacturing operators learn how to operate complex machinery and equipment safely.

Novartis: Novartis used AR technology to create an AR app called “HoloRx” for medical professionals. The app allows doctors to see 3D visualizations of complex medical data and disease mechanisms to aid in diagnosis and treatment decisions. They also created a VR experience for Virtual Aseptic Training, see below:

Johnson & Johnson: JNJ explored the use of VR for surgical training and education. They have developed VR simulations for surgeons to practice procedures and improve
their skills.

Merck: Merck has experimented with VR and AR for drug discovery and development. They have used these technologies to visualize complex molecular structures and
simulate the behavior of drugs within the body.

Eli Lilly: Eli Lilly has utilized VR for patient engagement and education. They created VR experiences to help patients better understand their medical conditions and
treatment options.

AstraZeneca: AstraZeneca has explored VR and AR for drug discovery and laboratory simulations. These technologies can help scientists visualize and manipulate molecular structures more effectively.

Bayer: Bayer has used AR technology to create apps for healthcare professionals and patients. For example, they developed an AR app called “DigiTrainer” to assist patients in self-administering injectable medications.

As immersive technology becomes more advanced and user friendly, we are finding that companies are becoming more creative in their ideas for incorporating it into their businesses. The ability to simulate real-life situations in AR has captured the imaginations of many healthcare executives – who like the idea
of making an impact with their target audience, but in a safe and enjoyable way.

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