Virtual Reality & POC @ Mobile & Digital Platforms Summit

1. Virtual Reality…
A Futuristic Point of Care
Neil Keene
Multi-Channel Pharma Innovator

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: www.neilkeene.com

3. Agenda
• Introduction
• Current Trends and the Future of AR/VR
• Early Adopters in Business
• AR/VR in Healthcare and Mobile
• Q&A

4. 5 billion mobile users by 20205 Billion Mobile Technology Users by 2020

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. What is the
Future of
VR?

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. 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. “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. What Exactly is Augmented Reality?
Augmented Reality (AR)
Experience that
supplements the view of a
live, physical environment
with digital assets

11. ©BDMI, Nov 2015
The VR Landscape is a Large and Quickly Changing Landscape

12. AR/VR Market Leaders
Sony
PlayStation VR
HTC
Vive/Stream VR
Oculus
Rift
Google
Daydream View &
Cardboard
Samsung
Gear VR
https://www.pcmag.com/article/342537/the-best-virtual-reality-vr-headsets

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
https://techcrunch.com/2016/07/13/pokemon-go-tops-twitters-daily-users-sees-more-engagement-than-facebook/
http://www.businessinsider.com/how-facebooks-oculus-go-santa-cruz-headsets-plan-to-make-vr-mainstream-2017-10
https://www.webpagefx.com/data/why-virtual-reality-matters-to-marketing

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. 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. 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
www.webpagefx.com/data “why-virtual-reality-matters-to-marketing”
• A $35 BILLION market by 2025
• Healthcare: $5.1 billion by 2025
• In 77 million households by 2021
www.mediapost.com/publications/article/306938, “virtual-reality-users-want-more-better-content”

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
https://www.webpagefx.com/data/why-virtual-reality-matters-to-marketing/
What is your success rate in your current digital channels for pull through?

18. Patient
Education,
POC and the
next wave

19. • Visual and Auditory patient education
Patient Education: How Do We Improve @POC?
65%5%
30%
Types of Learning
Visual Kinesthetic Auditory
http://www.uab.edu/uasomume/fd2/visuals/page1.htm
Can this be
improved and
brought together?

20. Virtual Reality Impacting Healthcare and PoC
www.medicalfuturist.com “5-ways-medical-vr-is-changing-healthcare”
www.neurosciencenews.com “virtual-reality-phantom-pain-7835”
www.emergingedtech.com/2017/06 “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. How is the Brain Affected With VR

22. Is Distraction Enough?

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. Practical Application and Building your Experience
Q&A