Immersive VR showcase: 30% sales increase and higher physician confidence

Innowise has created a compelling 3D showcase scenario demonstrating the medical product’s features and functionalities.

Customer

Industry

Healthcare, Pharmaceutical

Region

Germany

Client since

2023

Our client is a pharmaceutical company dedicated to the research, development, and commercialization of cutting-edge medical pharmaceuticals. They actively collaborate with top-tier medical institutions to ensure their products are effectively integrated into healthcare settings, directly addressing critical patient needs and improving treatment outcomes.

Detailed information about the client cannot be disclosed under the provisions of the NDA.

Challenge

Traditional sales presentations fall short in conveying complex medical products.

Our client faced challenges in effectively demonstrating the complex functionality of their pharmaceutical products to overwhelmed physicians. Traditional sales representative visits, while informative, often consumed valuable time and disrupted physician workflows. Additionally, static presentations often fail to fully convey the intricate details and benefits of the medicines.

To overcome these obstacles and enhance physician engagement, our client sought to leverage VR capabilities. They pictured a solution that would enable physicians to virtually explore and interact with their pharmaceutical products more dynamically and efficiently. This approach aimed to provide a deeper understanding of the medicines’ mechanisms of action and potential benefits, ultimately leading to faster adoption.

To achieve this, the client entrusted the Innowise team with creating a VR solution that effectively demonstrates the product’s functionality based on the data they’ve provided.

Solution

VR showcase and 3D medical animations for demonstrating a medical product's functionalities

In close collaboration with the client, Innowise specialists created a compelling VR showcase that allows medical professionals to interact virtually with the medication and observe its therapeutic effects in a simulated environment. This, in turn, not only enhances understanding of the product but also drives increased sales and expands market opportunities for the client.

Key VR experience

The core element of this VR solution is the detailed visualization of viral pathogenesis and mechanisms of action of antiviral medicines.

Attachment and penetration: The virus attaches to the cell surface, and penetrates the cell.

Intracellular transport: The virus moves to the membrane vesicle’s endoplasmic reticulum (ER).

RNA replication: Viral RNA is released into ER, transcribed, and translated to synthesize viral proteins.

Assembly and release: Viral proteins self-assemble into new particles, released from the cell.

Direct RNA replication inhibition: Some drugs block viral RNA transcription or translation.

Indirect particle assembly interference: Others disrupt viral particle assembly by targeting viral proteins.

Design and scripting

Our team of designers and concept artists, together with the customer, worked out the script for the 3D render. After carefully studying and discussing all materials, it was decided to create a 3-minute video of several scenes. To visualize the flow and key moments, we made a storyboard refined in collaboration with the client. Our team established the overall look and feel of the virtual environment and objects through visual references.

3D production

Using the approved storyboard as a guide, our concept artists meticulously brought the VR experience to life. Here’s a breakdown of the process:

Concept art: Our concept artists created visual references, establishing the overall look and feel of the virtual environment and objects.
Modeling: We built detailed 3D models, ensuring accurate proportions and incorporating fine details to achieve a realistic and immersive environment.
Texturing: The models were brought to life with rich textures and materials, enhancing the visual experience.

Animation

Our team of 3D designers created essential visual components like viruses, cells, and proteins from scratch. We collaborated closely with the client’s medical experts to ensure accuracy and a lifelike representation.

Rendering and post-production

After the animation phase, our team seamlessly transitioned into the rendering process. Here, we transformed the animated data into visually compelling imagery. This included calculating how light interacts with the virtual environment’s scenes, textures, and objects. Leveraging state-of-the-art rendering software, we achieved stunning results while maintaining top-notch quality.

At the post-production stage, our team remained dedicated to incorporating client feedback and vision, meticulously refining the VR experience through iterative adjustments such as adding sound effects and performing color correction.

Technologies

Digital art and animation

MAYA, Zbrush, Adobe After Effects, Adobe Photoshop, Substance Painter

Rendering and visualization

Redshift

Process

To ensure a seamless client experience, the Innowise team started with in-depth discussions to understand the client’s ideas and requirements. We then worked closely with the client to develop the concept and storyboard. Our designers provided regular interim deliverables for discussion and approval.

Utilizing a Scrum approach with weekly sprints, we facilitated ongoing communication through Slack and Jira for task management and project discussions. During our weekly meetings, we tackled specific creative direction, technical challenges, and project updates. Additionally, the project manager contacted the client via Skype regularly to provide a comprehensive progress report.

Team

Project Manager

Business Analyst

Account manager in the healthcare domain

3D designers

Results

3D medical animation cut decision time and boosted sales by 20%

We developed a high-quality VR video presentation showcasing a medical product’s features and benefits. This immersive experience builds trust in the product, empowers responsible persons to make informed decisions, and drives demand. This ultimately led to a 20% increase in sales volume and a 31% reduction in purchase decision time. As a result, the client’s company strengthens its position in the market and becomes more competitive, offering a better customer experience.

Project duration

December 2023 - March 2024

20%

increase in sales volume

31%

reduction in purchase decision time

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