PM360 2022 Trailblazer Awards Interactive/Immersive Marketing Program Gold Winner Boehringer Ingelheim, Confideo Labs, and AREA 23, an IPG Health Company

HOLOGRAPHIC AR PATIENT PROFILES ~ Moments That Matter ~ Meet Emma and Robert (Boehringer Ingelheim, Confideo Labs, and AREA 23, an IPG Health Company)

Generalized pustular psoriasis (GPP) is a rare, heterogeneous, and life-threatening skin disease caused by neutrophils (a type of white blood cell) accumulating in the skin, resulting in painful pustules all over the body.

Market research revealed the need for engaging content to educate healthcare provider customers. As mostly visual learners, HCPs are especially attracted to immersive multimedia such as augmented reality (AR), which has proven to prolong engagement, evoke empathy and emotion, and increase retention rates reaching as high as 90%.

The Spesolimab team from Boehringer Ingelheim tapped Confideo Labs to develop and deploy a series of patient profiles designed to give HCPs—particularly dermatologists—a clear visual understanding of GPP and the disease’s emotional impact on patients.

Confideo created two holographic AR vignettes to meet the project’s goals. They used over 100 cameras in a volumetric capture that recorded actors from every angle. The resulting 3D digital holograms introduced HCPs to two patients, Robert and Emma, who delivered compelling patient stories about their GPP journey in an engaging way.

Sales representatives delivered these compelling programs in HCPs’ offices. For customers who could not be easily reached in person, Confideo also created 2D video versions of the vignettes. Live holographic presentations engaged viewers, who were transfixed by the technology. The stories helped build understanding about what patients with GPP face each day. Collateral printed cards contained a QR code that let HCPs review and share these videos with other stakeholders as well.

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