Neil Keene: mobile and digital platforms summit 2017
A Futuristic Point of Care
Multi-Channel Pharma Innovator
Pharmaceutical marketing innovator and Digital/MCM expert
• Strategic role with global firms Wunderman (Y&R), FCB and
• 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
Twitter Handle: @neilkeene
• Current Trends and the Future of AR/VR
• Early Adopters in Business
• AR/VR in Healthcare and Mobile
5 billion mobile users by 20205 Billion Mobile Technology Users by 2020
What is Your Mobile Strategy?
• Do you have one?
• Is AR/VR part of your ‘Digital’ Strategy?
• What do you consider Mobile technology?
Number of Mobile VR Users Worldwide from 2015
to 2020 (in millions)
2017 20182015 2016
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
Did you consider VR in that mobile Strategy?
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
• It feels physically real using electronics
like headsets, glasses and phones.
“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!
What Exactly is Augmented Reality?
Augmented Reality (AR)
supplements the view of a
live, physical environment
with digital assets
AR/VR Market Leaders
Daydream View &
Sparked the push for AR/VR-Based Marketing
topping active users for any game or app across
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
AR/VR Early Technology Applications
Click to add text
Click to add text
Where would you place
your company in the
Early Slow Late
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
Immersiveness is an important element
of virtual reality applications, such
as VR gaming and VR therapy.
Healthcare to be the #2 AR/VR Industry
GOLDMAN SACHS PREDICTION OF VR WORTH IN 2025 (NUMBERS REPORTED IN $
• A $35 BILLION market by 2025
• Healthcare: $5.1 billion by 2025
• In 77 million households by 2021
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?
• Visual and Auditory patient education
Patient Education: How Do We Improve @POC?
Types of Learning
Visual Kinesthetic Auditory
Can this be
Virtual Reality Impacting Healthcare and PoC
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
Allows physicians to immerse themselves in a
Provides superior patient education, leading to
increased adherence and compliance
Virtual Reality for Pain Management
August 30, 2016
September 2, 2016
August 2, 2017
Start Date ICMJE November 21, 2016
September 21, 2017 (Final data collection date for primary outcome measure)
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
Practical Application and Building your Experience