There’s a moment in “The Wizard of Oz,” after Auntie Em and Uncle Henry’s house falls to the ground, where Dorothy gets up off the bed and opens the door which takes her into a Technicolor world. Medical education and healthcare marketing are experiencing just such a moment right now. In other words, we’re not in Kansas anymore.
A whole host of new technologies are propelling us away from the staid, black-and-white world of didactic presentations and into a colorful new universe filled with immersive experiences. Our first significant foray into this realm: Microsoft HoloLens. A mixed-reality device, HoloLens uses a head-mounted display to project 3D images onto a tinted visor, which appear to the viewer as if they actually occupy the space where the viewer is currently situated.
The medical education implications for this device are staggering. As I outlined in a previous blog, mixed-reality provides a novel way to learn new surgical techniques, explore drugs and disease states at the cellular and molecular levels, and travel individually through the human body’s interior in real time. Rather than tell you more about the HoloLens, let me show you how it works.
Below is a 3D simulation exploring various migraine therapies which we developed with our sister agency, Forefront Collaborative. It explores anti-CGRPs, mAbs, ditans, triptans, and gepants, and how they affect the nervous system. Three viewing options are included: brain, neurovascular, and molecular. Toggle among the views and different molecule types by clicking on the circular buttons on the bottom menu. If you hover over the icons, text will appear above the buttons indicating the view or molecule type. Additionally, navigate left, right, forward, and backward using the arrows on your keyboard. Change the angle of view by clicking, holding down, and dragging your mouse.
View the 3D simulation here. Best viewed browsers: Chrome or Safari.
This simulation demonstrates what a viewer using the HoloLens would see, however instead of using their mouse or arrow keys, the HoloLens user simply walks around and moves his or her head.
What other possibilities can you think of for applying this breathtaking technology?
About the author
Craig has 20 years of experience in the marketing and advertising industries, working with companies ranging from Microsoft and JPMorgan Chase & Co. to large pharmaceutical clients doing both disease state and branded work. His core skills include team leadership, management of cross-functional partners and vendors, executional strategy for video and digital assets, and collaboration with clients to ensure all deliverables are of the highest quality.
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