Exploring the Use of Augmented Reality in Pharma

The AR industry is growing at a remarkable rate and is influencing a number of industries. The pharma industry has been quick to adopt this exciting technology in the following notable ways.

Augmented reality has been adopted by a myriad of industries, including education, gaming and, of course, healthcare. It is due to this pervasiveness that the AR and VR markets are expected to reach $768 billion by 2025.

At Random42, we create scientific Augmented Reality (AR) apps that use visual recognition technology. Using our apps, users simply point their smart device at a tracker, activating an interactive experience involving animations, holograms, 3D models and even gaming aspects. More recently, AR ‘markerless’ experiences have been developed, which use surface recognition technology to anchor the interactive content to any flat surface like a table or the floor.

Using AR, we are able to bring marketing materials to life, demonstrate pharmaceutical MOAs (Mechanisms of Action) and create tools for routing R&D facilities. The use of AR is growing by the day and we’re excited to see how we’ll utilize it in the future.

Below, we explore three major ways augmented reality is being used in the pharmaceutical industry.

  1. AUGMENTED REALITY IS BEING USED TO EMPOWER SALES WITH PRODUCT DEMOS

Pharmaceutical sales reps often need to compete for a physician’s time and attention. In such a competitive landscape, every second counts and the rep needs to create an impact. In this way, augmented reality is having a notable effect on pharmaceutical marketing. In fact, it has become a cornerstone of successful pharmaceutical sales, allowing sales reps to quickly and effectively demonstrate the benefits of a new product while making it stand out in meaningful ways. AR is a great way of engaging the customer, helping them close more deals than ever before — particularly given the increased expectation for digital engagement.

Pharmaceutical sales reps, for example, are now able to use AR to help a doctor visualize a 3D organ — interactive augmented reality can demonstrate what effects their product will have and illustrate how (and why) it differs from other treatments available on the market.

  1. AUGMENTED REALITY IMPROVES PATIENT OUTCOMES

The value of augmented reality in medicine reaches far beyond pharmaceutical marketing. In fact, AR is now being used to help reduce patient pain and anxiety levels in patients without the need for additional medication. AR is also being used to help surgeons visualise the area on which they are to operate, projecting 3D representations of the patient’s anatomy into the doctor’s field of view, thereby improving both accuracy and improving patient outcomes.

  1. AUGMENTED REALITY AND PHARMA MANUFACTURING

AR is improving both efficiency and safety in relation to machine optimisation. The consequences of a mistake when it comes to pharmaceutical manufacturing and engineering could not only be costly — it could also mean the difference between life and death. The stakes are high in this industry, so manufacturers need to be confident that their medical devices are built uniformly and precisely — the exact same way, every time. Using augmented reality decreases human error and allows us to maintain a high level of consistency — for example, overlaying an operating “canvas” onto a given surface, along with using visual and audio prompts, ensures product excellence while cutting down on assembly time.

Of course, there are many other uses of AR in the pharmaceutical industry and medical field, and Random42 explores new possibilities every day. If you want to work with an experienced and dedicated team to create a dynamic augmented reality experience, begin by getting in touch with our expert team. We’re always happy to help.

RANDOM42 IS THE INDUSTRY LEADER IN SCIENTIFIC COMMUNICATION.

Explore our Augmented Reality showreel and get in touch to see how we can help your next scientific animation project come to life.