As Industry 4.0 digital revolution gains momentum, many industries, including pharma, incorporate technologies like Augmented Reality (AR) as a strategic enterprise solution.
As per the Indian Economic Survey 2021, the Indian Pharma market is expected to grow 3x in the next decade. India’s pharmaceutical market is likely to reach US$ 65 billion by 2024 and further expand to reach around US$ 120-130 billion by 2030. India ranks 3rd world wide in terms of pharmaceutical production by volume. The domestic pharmaceutical industry has a network of 3,000 drug companies and over 10,500 manufacturing units.
By 2025, the AR and VR markets are projected to touch $768 billion, and the market size of the Global AR in Healthcare segment is projected to reach $4,237.60 Million by 2026.
As technology keeps expanding, business investments in AR-specific software and devices will also increase. AR Medical applications are helpful and problem-solving in the pharmaceuticals sector. AR is consolidating its position in the pharmaceutical industry and being used in its various verticals like manufacturing, research, and training. AR is immensely useful in helping pharmaceutical products develop new and innovative ways to deliver cutting-edge AR Medical solutions.
Case Uses of AR Medical Pharmaceutical Applications
Pharma companies use AR across the spectrum from R&D laboratories (Saas Companies in India) to clinical trials and biologics manufacturing to fill-finish and even packaging.
- Bayer reported that deploying AR at its booth at medical meetings saw its average per booth attendance rise from under two minutes to almost 10 minutes.
- Ogilvy Health used AR atopic dermatitis flare-ups on HCPs to visualize the effect, increase empathy, and find deep root treatments.
- Cognizant Life Sciences used AR to access an 80-foot artery that health care practitioners could “walk” through and study various spots. The experience enhanced the understanding of anatomy and had a higher retention rate.
- Ogilvy Health used VR to walk into data of a study to analyze the phase-by-phase implications.
- Novartis uses VR tools in the drug design process. The Novartis team has used VR headsets to immerse themselves in understanding a protein’s structure and taking molecular walks inside with customized software.
- Dr. Reddy Laboratories launched an AR-based Mobile Application to demonstrate the unique features of “Bro-ZeDex Cough Syrup” and offers a comparative analysis with competitor’s products.
- Sanofi, used AR to engage with its audience while launching Allegra, an allergy relief drug. The technology helped educates users by 3D visualizations of allergy symptoms and allowed them to relate and understand the science behind the drug leading to increased sales.
“Tell me, and I forget, teach me, and I remember, involve me, and I learn.”
AR Pharma-specific application removes the physical restrictions of the factory and laboratory, drives understanding and retention by allowing the practitioners to experience concepts in a complex setup.
Challenges to Adoption
Experts opine that one of the biggest challenges is a lack of understanding of the technology’s potential. No earmarked budget by firms on innovative technologies may be another barrier. Also, a two-way understanding by both pharma and developer companies is a crucial requirement as developing content in 3D is complex, and ensuring confirmation to applicable regulations can add another dimension to the complexity. It would also mean an overhaul of the current training methodology.
However, none are challenges that cannot be surmounted. Companies need to create strategies to incorporate the technology as an enterprise solution.
As Yuvraj Krishan Sharma, co-founder of EDIIIE, says, “VR and AR offer the experience to visualize facts in unimaginable ways that enable practitioners to understand the pharmacological implications from newer perspectives and create an overall more effective health ecosystem.
EDIIIE – Experts in designing Innovative, Interactive, and Immersive experiences is one of the largest AR, VR, and MR companies. EDIIIE’s expertise lies in creating customized solutions for business needs.
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