PM360 2020 Trailblazer Awards HCP Education Winner Boehringer Ingelheim, Confideo Labs, Natrel, and Area 23

Cardiovascular AR Integration, featuring volumetric video (Boehringer Ingelheim, Confideo Labs, Natrel, Area 23)

The cardiovascular franchise at Boehringer Ingelheim previously pioneered unique uses for virtual reality with great success, so they sought to invest further in immersive multimedia tactics and strategies to bring a variety of patient stories, key clinical data, and vital visuals to life in an entirely new way. The result involved the first use of augmented reality (AR) by the organization and the inclusion of volumetric video capture, leveraged for the first time in the industry.

Volumetric video is a specialized process featuring over 100 cameras arranged to capture performances from every angle. This enables the creation of true 3D holographic deployments of patients and physicians, which when integrated into an AR program creates the illusion that the holograms have a sense of physical presence and speak directly to the customer.

The campaign launched with a series of patient profiles, brought to life with AR, and built for use by field representatives. Following its successful launch, the franchise immediately pursued the production and integration of subsequent AR experiences, many of which included 3D holographic representations of both patients and physicians, that appeared to stand and walk across a customer’s actual desk. The holograms were also merged with interactive digital content such as charts, graphs, and animated environments to further enhance the vibrancy of the AR engagement.

The campaign has received such positive feedback that the franchise has already activated more reps in more countries with more AR patient stories and KOL case overviews.

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