Virtual and Mixed Reality: technology in the pharmaceutical universe

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Virtual and Mixed Reality are technologies that aim to bring the user closer to the feeling of immersion in a virtual world to have new experiences.

Whether it's purchasing a product, playing a game, or even receiving treatment, VR and MR can be part of digital marketing strategies for healthcare and make the doctor or patient's journey much more interactive.

But do you know what these technologies are and the difference between them? Come find out!

What is Virtual and Mixed Reality?
If before the possibility of immersing oneself and interacting in different environments seemed distant, with the innovations promoted by the Metaverse , this has become part of reality.

Virtual Reality and Mixed Reality are some of the greatest the benefits of hungary phone numbers for marketing technological revolutions of the century. Despite having different characteristics, both use artificial intelligence to provide multiple experiences to users.

To better understand, Virtual Reality is defined as a technology that allows you to experience a completely virtual environment through VR glasses or another display device, such as a controller and mouse. With it, it is possible to create a personalized space, immersing the user in a digital universe, but one that simulates the real one, to interact with objects and people.

Mixed Reality is the combination of physical and digital spaces to create a hybrid and immersive experience. With it, users can interact with objects from the virtual world in the physical environment. Interactions also occur through the use of devices, such as headphones.

Simply put, Virtual Reality can take the user to the digital space, while Mixed Reality integrates objects from the virtual universe with the physical one.

How to integrate Virtual and Mixed Reality into health marketing ?
Until recently, the Metaverse seemed like an idea only for big tech companies , but we know that this is no longer true. With the right strategy, digital marketing actions can be innovative and generate great results, especially for pharmaceutical companies.

One of the great ways to innovate in the segment and integrate Virtual and Mixed Reality into health marketing is by using technology to generate new ways of conducting scientific studies, learning about treatments, providing care and support, both for the patient and the HCP.

Pharmaceutical companies like Abbott have already invested in this technology to make blood donation a more relaxed and motivating experience for young people. According to an article published by Fierce Pharma, among the people who have already donated blood using Mixed Reality , 90% said they had a positive experience.

In addition to Abbott, other pharmaceutical companies have also invested in the Metaverse to promote new experiences, such as Pfizer, with Vaccination in-game , a virtual action carried out in a game to raise awareness among the population about vaccination against Covid-19, and GE Healthcare, which intends to use headsets for X-ray- guided surgeries .

Advantages of Virtual and Mixed Reality for Pharmaceutical Companies
As you have noticed, Virtual and Mixed Reality can be used in different ways to promote better experiences. And the better the experience, the greater the brand’s recognition and authority in the market. That is why today, omnichannel communication goes hand in hand with digital marketing strategies for healthcare .

But that’s not all. VR and MR offer a number of advantages for pharmaceutical companies, such as:

Engagement: Virtual Reality and Mixed Reality allow you to create more engaging experiences than conventional marketing actions, helping to attract and maintain the public's attention, whether in disease awareness or authority campaigns;
Personalization: This technology can be used to personalize communication, offering unique and personalized actions that help establish stronger connections with doctors and patients, such as in clinical cases and product presentations;
Data analysis: Artificial Intelligence can be used to collect data on user interactions with virtual experiences, allowing the effectiveness of campaigns to be assessed and adjusted to obtain better results, depending on the audience and objective;
Creativity: VR and MR offer new creative possibilities for digital marketing actions, allowing new ways to tell stories and convey messages to be explored, which will generate exclusivity and increase the target audience's identification with the brand.
In addition to offering great advantages for the doctor or patient experience, investing in Virtual and Mixed Reality can speed up production time, strengthen the brand in the market and optimize investments, as it allows the use of resources from different products in a single product.