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July 14, 2016

How to use AR/VR to Educate and Grow the Business of Healthcare

The Explosion of AR/VR Business Potential

It’s been widely established that augmented and virtual reality will be the “next big thing” from a technology standpoint to gain widespread adoption and change how we interact with our world. In fact Goldman Sachs projects that the revenue forecast for AR/VR to hit $80 billion by 2025[1].

This dramatic growth is not dependent on the consumer gaming industry. By 2025, the enterprise and public sector will account for 46% of the $35.5 billion. Healthcare is among leading drivers of the Enterprise sector and is expected to contribute $5.1B in revenue by 2025[2].

Potential AR VR Applications

Use AR/VR to Meet your Healthcare Business Objectives

So how can you make AR/VR work for your healthcare go-to-market plans?  Let’s start by understanding what AR/VR does well and how those technologies match to your business goals.

Let’s focus on three AR/VR strengths and business objectives:

AR/VR Strengths Business Objectives
Engaging Generate/Increase Awareness
Make the complicated simple Differentiate your offering
Simulate environments or processes Educate your customer while reducing costs

Respiratory Compromise - Virtual Reality Learning Experience

1.  AR/VR Technologies are Engaging

Let’s face it, the technologies are still new and fun. People want to try them and see what all the hype is about. Well… the hype is about the ability of these technologies to transform a passive observational experience into a proactive, interactive experience.

This means that these tools can be particularly effective at getting attention. They can be used to engage customers at trade shows, sales calls, and education programs.

Suddenly, people are not only willing to listen to your story, but they engage in the conversation. This means that you have generated not only awareness, but interest.

2.  AR/VR Can “Show” Complicated or Sophisticated Stories

The immersive and interactive nature of AR/VR gives users a unique view. These technologies enable users to “virtually” take things a part and put them back together. AR and VR can put a user in the inside of a machine, device, molecule, etc., for a view that otherwise couldn’t be seen.

As a business you no longer have to rely on a customer’s ability to grasp an obscure or technical concept. You can put them in the middle of the “idea” in ways that make the concept come to life in a meaningful way for user.

This ability gives marketers the tools needed to tell a complicated story in a way that helps customers understand a true competitive difference and why it matters.

3.  AR/VR Can Simulate Environments and Processes

Educating customers on how to use medical products to their fullest potential in order to understand the value of the offering can often be some of the most expensive activities in the marketing budget.

Sending staff in to train and retrain customers to make sure that products continue to be used is a drain on both the capital and human resources of the business. There is also the added expense and ethical issue of using cadaver and animal labs to educate healthcare providers.

AR and VR technologies now make it possible for users to interact with products in such a way that they can practice procedures multiple times before going to the next step in the education process. AR/VR also allow users to get a unique (first-hand) perspective in a virtual environment that cannot be simulated in a book or seen over the shoulder of a mentor. Using these technologies to provide clinical education may reduce the learning curve, will provide value to your customers, and may reduce the costs associated with traditional education efforts.

Are you looking to engage customers?  Do you have a complex story to tell?  Do you need to enhance your clinical education offering while reducing costs?  It’s time to take advantage of AR/VR technology to drive the business of healthcare to the next level.

 

[1] Goldman Sachs Global Investment Research
[2] Goldman Sachs Global Investment Research

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