U.S. and Global CV Augmented Reality Strategies, Honest Abe, Dr. Rose, and Chen (Boehringer Ingelheim, Confideo Labs)
As visual learners, HCPs are especially attracted to multidimensional immersive experiences, which are proven to prolong engagement, evoke empathy and emotion, and increase retention of core content.
Boehringer Ingelheim engaged Confideo to harness the latest immersive multimedia trends and production techniques to create three unique and innovative augmented reality experiences for Pradaxa. In Honest Abe, print seamlessly transitioned to digital as President Abraham Lincoln magically comes to life on a $5 bill to humorously relay core messaging. Then with Dr. Rose, Confideo utilized volumetric video, a highly specialized video capture process executed with over 100 cameras arranged to capture performances from every angle, to create a fully 3D hologram of the KOL, who delivers clinical insights supported by animated charts and graphs that appear to float beside him throughout the presentation. In the third vignette, a patient named Chen, also deployed as a 3D hologram, offers emotional insight into his medical journey as he takes photos that appear to float around him in augmented reality.
Sales representatives were very impressed with both the technology and the 3D content, reporting that the vignettes helped physicians understand key clinical data and patient stories in new ways.
Each of these immersive multimedia tactics were also built for multichannel utilization. Confideo supplied enterprise AR applications along with HD video versions of each AR experience to support both personal and non-personal engagement. The results helped distinguish Pradaxa over competitor brands and has led to an increase in prescriptions.
