Blending the digital and physical worlds
Mixed reality combines digital and physical realms and the best of virtual reality (VR) and augmented reality (AR) to create an immersive and intuitive way of engaging with digital content. While MR technology like the Meta Quest Pro and Apple Vision Pro are still in their early stages of release, both have the potential to revolutionize the healthcare industry in a way AR and VR couldn’t. In fact, MR headsets may one day be used to diagnose and treat mental health conditions. An array of cameras and sensors can examine a person’s facial expressions to detect depression, anxiety, stress, or post-traumatic stress disorder. With MR technology, some surgeons see the benefit of gathering data in real time within the operating room to improve surgical procedures. MR headsets will also be the next conference education experience, enabling HCPs to not only see virtual content such as mechanism of action visualizations and product use details, but also engage with a booth experience alongside their peers without the isolation of traditional VR goggles.
Meta’s tentpole product is in its third generation and amassing deep industry partnerships with major tech players like Microsoft. See how it is helping train ophthalmologists to perform cataract surgeries.
Mixed reality experiences aren’t limited to headsets. New innovations in out-of-home placements mean we can alter the world around us with our phones. Pharmaceutical brands can leverage this technology to multiply their booth spaces and tell new stories.