Preparation and development of virtual sessions for client events, with the goal of showcasing the pharmaceutical product to groups of healthcare professionals.
AstraZeneca is a global and innovative pharmaceutical company headquartered in Cambridge, UK. It operates in over 100 countries and focuses on the discovery, development, and commercialization of prescription medicines. The company is committed to transforming the treatment of diseases through science, creativity, and collaboration.
This project uses Extended Reality (XR) to create an immersive experience that allows healthcare professionals to interactively understand the mechanism of action and clinical benefits of one of AstraZeneca’s medicines. The project involved the real-time presentation and the resolution of a clinical case, demonstrating the full cycle of how the medicine affects disease progression.
A key milestone in this project was the fully remote delivery of the sessions. Groups of 20 professionals received Extended Reality devices to participate in the informative sessions from home.
Upon accessing the experience, participants enter a virtual room where they receive a presentation on the drug’s indications, studies, uses and benefits. This interactive space incorporates the following elements:
Slides with detailed information about the medicine.
Product videos demonstrating some of the effects of disease progression and the impact of the treatment, as well as the mechanism of action.
3D visualisation of the body’s response to the medication, allowing a more detailed understanding of its action.
Afterward, participants, divided into two groups by color, analyse two clinical cases in a multi-user virtual environment. The cases are designed to compare the patient’s initial condition with their recovery after pharmacological intervention, highlighting the benefits of the treatment in an immersive and practical way.
One of the most innovative aspects of the project is the incorporation of 3D anatomical models, which also allow detailed exploration of the medication’s effect on the patient’s body.
Dynamic displays of lung function.
Interactive graphs of clinical data facilitate straightforward comparison of results before and after treatment.
By using XR technology for pharmaceutical demonstration, this immersive solution can transform the way doctors and specialists understand the action of a treatment. The combination of interactive clinical cases, advanced visualisation, and gamification creates a greater impact on the audience and strengthens AstraZeneca’s communication.
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