Is Augmented Reality the future of Health Care and Pharma industry?
Augmented Reality is an integration of digital information wherein the user is introduced to a real-time environment, it is closer to the real world. The term AR refers to adding graphics, sound effects, images, text, touch feedback etc to create an enhanced user experience. For instance, L'Oreal's Makeup Genius app, allows their users to experience makeup being applied in real time with the help of facial recognition and lighting technology. Next is Timberland's AR window-shopping experience which allows passerby to visualise themselves in those clothes without entering the store and trying. AR also has great potential in impacting people's lives through pharma and healthcare. According to a report, 91% of people with chronic diseases need managing those diseases between doctor's appointment. With the advancement in technologies like AR and low-cost computing, pharma companies and healthcare providers can leverage interactive marketing methods in order to reach the patients in the hour of need. Below mentioned are three ways in which AR marketing can enhance the patient experience.
- Dynamic Interactive Learning
Patients struggle to understand the complexity of their disease in a 2D learning format or through printed materials or in fact the video links are at times futile. But with AR technology the patient can understand the depth of their disease and the process to treat it. For Instance, looking at a skin condition through smart glasses can impart knowledge about its condition to the patient as well, who is involved in the process of learning. Apart from learning patients can practice treatment options with AR. In this way, the patient can apply topical ointment in their arm in real time. This procedure reduces error and improves patient confidence.
It becomes an unnerving experience when a person goes through a catastrophic situation wherein he loses one of his body parts. Empathy and guidance are crucial during such times. We can empathize with the patients by allowing them to experience AR to overlay prosthetics and other medical implants to make them understand its impact and boost their confidence.
- Product Visualisation
Soon consumers will be able to know every minute detail about the product like its dietary restriction, drug information and side effects as well, simply by looking through their smartphone or smart glasses. By providing consumers with such an experience, pharma companies are moving towards creating a stronger bond and loyalty with their consumers.
This technology has become a must with the rising healthcare, pharmaceutical costs and increase in chronic illnesses. With the introduction of Augmented Reality in the market, we can have a deeper patient engagement while showing empathy, driving brand awareness and boosting the confidence of their patients. This development is surely moving towards the improvement in the healthcare industry.
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