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Neil Keene: mobile and digital platforms summit 2017


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Virtual Reality & POC @ Mobile & Digital Platforms Summit

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Neil Keene: mobile and digital platforms summit 2017

  1. 1. Virtual Reality… A Futuristic Point of Care Neil Keene Multi-Channel Pharma Innovator
  2. 2. ABOUT ME Neil Keene Pharmaceutical marketing innovator and Digital/MCM expert • Strategic role with global firms Wunderman (Y&R), FCB and DraftWorldwide. • Marketing leadership at GSK, Teva Pharmaceuticals, Forest Laboratories and BI. • Management team that received FDA approval of Viibryd and executed the successful sale of Trovis Pharmaceuticals to Forest Labs (FRX) for $1.3B in 2011. • Multiple Roles in developing CoEs for Digital and Customer Engagement Management Twitter Handle: @neilkeene Blogsite:
  3. 3. Agenda • Introduction • Current Trends and the Future of AR/VR • Early Adopters in Business • AR/VR in Healthcare and Mobile • Q&A
  4. 4. 5 billion mobile users by 20205 Billion Mobile Technology Users by 2020
  5. 5. What is Your Mobile Strategy? • Do you have one? • Is AR/VR part of your ‘Digital’ Strategy? • What do you consider Mobile technology? 5
  6. 6. What is the Future of VR?
  7. 7. Number of Mobile VR Users Worldwide from 2015 to 2020 (in millions) 0 20 40 60 80 200 2017 20182015 2016 110 The statistic shows the number of mobile virtual reality (VR) users worldwide from 2015 to 2020. In 2015, there were 2 million mobile VR users. Mobile VR Use 81 53 18 2 135 7 2019 2020 Did you consider VR in that mobile Strategy?
  8. 8. What Exactly is Virtual Reality? • An artificial, computer-generated simulation or recreation of a real life environment or situation. It immerses the user primarily by stimulating their vision and hearing • It feels physically real using electronics like headsets, glasses and phones.
  9. 9. “How Oculus’s New Chief Plans To Deliver Zuckerberg A Billion VR Users” • Hugo Barra has built platforms from zero to nine-figure user numbers before but he’s a newcomer to VR. Bring it on, he says. Technology companies and futurists have long argued that virtual reality, or VR, will give rise to the next generation of personal computing, forever changing our lives...the time is approaching fast! Zuck, at the latest Facebook Oculus Connect developers conference - threw down a very lofty goal: “We want to get a billion people in” virtual reality. VR to reach 1 Billion!
  10. 10. What Exactly is Augmented Reality? Augmented Reality (AR) Experience that supplements the view of a live, physical environment with digital assets
  11. 11. ©BDMI, Nov 2015 The VR Landscape is a Large and Quickly Changing Landscape
  12. 12. AR/VR Market Leaders Sony PlayStation VR HTC Vive/Stream VR Oculus Rift Google Daydream View & Cardboard Samsung Gear VR
  13. 13. Early Adopters Pokemon Go Sparked the push for AR/VR-Based Marketing topping active users for any game or app across the board Facebook Adopting the Oculus Rift and looking to get 1 BILLION people using VR Thomas Cook Travel Agency Using VR-Content Marketing “Fly Before You Buy” increased ROI by 40% and saw 190% increase in bookings in New York
  14. 14. AR/VR Early Technology Applications StubHub Lowe’s IKEA Click to add text Click to add text Where would you place your company in the Adoption scheme? Early Slow Late
  15. 15. Immersive virtual reality (immersive VR) is the presentation of an artificial environment that replaces users' real- world surroundings convincingly enough that they are able to suspend disbelief and fully engage with the created environment. Immersiveness is an important element of virtual reality applications, such as VR gaming and VR therapy.
  16. 16. Healthcare to be the #2 AR/VR Industry $11.6 $5.1 $4.7 $4.1 $3.2 $2.6 $1.6 $1.4$0.7 GOLDMAN SACHS PREDICTION OF VR WORTH IN 2025 (NUMBERS REPORTED IN $ BILLIONS) Gaming Healthcare Engineering Live Events Video Real Estate Retail Military Education “why-virtual-reality-matters-to-marketing” • A $35 BILLION market by 2025 • Healthcare: $5.1 billion by 2025 • In 77 million households by 2021, “virtual-reality-users-want-more-better-content”
  17. 17. Evaluating Effectiveness 12.50% 0.50% 0.20% 29.80% 1% 0.40% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% Virtual Reality Mobile Device Desktop VR vs Mobile vs Desktop Ads Install Rates From Ads Ad Success Rate What is your success rate in your current digital channels for pull through?
  18. 18. Patient Education, POC and the next wave
  19. 19. • Visual and Auditory patient education Patient Education: How Do We Improve @POC? 65%5% 30% Types of Learning Visual Kinesthetic Auditory Can this be improved and brought together?
  20. 20. Virtual Reality Impacting Healthcare and PoC “5-ways-medical-vr-is-changing-healthcare” “virtual-reality-phantom-pain-7835” “real-uses-of-virtual-reality-in-education-how-schools-are-using-vr” Medical Education Patient Outcomes Elevates teaching and learning experiences Speeds up the recovery of stroke victims UCLA is now training neurosurgeons using their “Surgical Theatre” Reduces phantom limb syndrome of amputees and paraplegics Allows physicians to immerse themselves in a condition/therapy Provides superior patient education, leading to increased adherence and compliance
  21. 21. How is the Brain Affected With VR
  22. 22. Is Distraction Enough?
  23. 23. Virtual Reality for Pain Management Tracking Information First Submitted Date ICMJE August 30, 2016 First Posted Date ICMJE September 2, 2016 Last Update Posted Date August 2, 2017 Start Date ICMJE November 21, 2016 Estimated Primary Completion Date September 21, 2017 (Final data collection date for primary outcome measure) Current Primary Outcome Measures ICMJE (submitted: Nove mber 7, 2016) •Pain Intensity Ratings (NRS) [ Time Frame: Regularly during hospital stay (up to 20 days) ]Patients will provide continuous pain ratings. Investigators will compare the pre-intervention time period to the intervention period. •Morphine Milligram Equivalents (MME) [ Time Frame: Regularly during hospital stay (up to 20 days) ]Investigators will record the amount of pain medication requested, comparing pre-intervention to intervention period. •Time between Medication Requests [ Time Frame: Regularly during hospital stay (up to 20 days) ]Investigators will record time between MME doses
  24. 24. Practical Application and Building your Experience Q&A