Virtual reality applications in medical marketing
VIRTUAL REALITY APPLICATIONS IN MEDICAL MARKETING
SVTH: Nguyễn Quỳnh Anh, Đỗ Huyꢀn Phương
GVHD: ThS Hoàng Thị Kiꢀu Hoa
Tó m tắt - Thực tế ảo hoặc VR, chắc chắn, đã thể hiện một tác động sâ u sắc và biến đổi đối với
cách con người ngày nay tương tác với nhau. Trong trạng thá i COVID-19 gần đây, VR tiếp tục tăng
hiệu suất trong thị trường y tế và được cho là sẽ ngày càng tinh vi hơn và thống trị về cô ng nghệ trong
năm tới hoặc lâu hơn. Bài báo này, dựa trên cá c nghiên cứu khá c nhau, nhằm cung cấp thông tin cơ
bản về VR và cá c ứng dụng của nó trong ngành chăm sóc sức khỏe. Đặc biệt, phá t hiện này xem xé t
ba khí a cạnh chính liên quan đến định nghĩa của VR, việc sử dụng nó trong tiếp thị y tế và một số hạn
chế rõ ràng đối với sự đổi mới do má y tí nh tạo ra này. Một điểm chính khác được nêu trong nghiên
cứu là một số đề xuất khả thi cho việc triển khai VR trong tương lai cũng được liệt kê để xem xé t kỹ
lưỡng cá c vấn đề. Nhì n chung, dự kiến rằng bài bá o thứ hai này khô ng chỉ chỉ ra tầm quan trọng của
Thực tế ảo, đặc biệt là trong lĩnh vực y tế, mà cò n thể hiện một tài liệu tham khảo hiệu quả cho cá c
nghiên cứu trong tương lai về cùng chủ đề.
Abstract — Virtual Reality or VR, undoubtedly, has presented a profound and transformative
impact on the way humans nowadays interact with one another. In recent COVID-19 status, VR
continues to experience an increased performance in the medical marketplace and is believed to get
even more sophisticated and technology-dominated over the next year or so. This paper, based on
different studies, aims at providing fundamental information about VR and its applications in the
healthcare industry. In particular, the finding examines three main aspects as regards to VR’s
definition, its uses in medical marketing and several discernible limitations to this computer-generated
innovation. Another key point featured in the research is that some feasible suggestions for future
VR’s implementation are also listed to scrutinize the problems. Altogether, it is expected that this
secondary paper not only indicates the importance of Virtual Reality, especially in medical division, but
also represents an effective reference for future studies on the same topic.
Key words — awareness-raising, computer-generated innovation, future, medical marketing,
revolution, virtual reality, technology
I. Introduction
In today’s technologically driven world, the healthcare industry has been
conspicuously shaping up human lives with successive advances, namely AI (Artificial
Intelligence), VR/AR, Telehealth, Robotics and so on (The Medical Futurist, 2020).
Therefore, scientists and health experts are making tremendous efforts to integrate emerging
technologies into medicine so as to enhance the quality of life, especially when substantial
burden due to the ongoing pandemic COVID-19 cases has been placed on healthcare systems
(CDC, 2020). It is firmly believed that medical marketing, which includes promoting health
information and treatment options for public diseases practices, should be widely propagated.
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Specifically, Virtual reality (VR) - integrated innovation, at an astonishing pace, is recently
considered as one of the dominant forces in the medical sector with efficacious applications
that range from training medical professionals to diagnosing and treating numbers of different
illnesses (Carfagno, 2019). This paper, based on secondary research, is claimed at clarifying
VR’s definition along with the basics of how VR works and additionally, its functions in
healthcare marketing towards public and private self-awareness.
II. Discussion of findings
1.Virtual Reality
a. Definition of Virtual Reality (VR)
As digging deep into the history of Virtual Reality development, not until Ivan
Sutherland set out to give a description of VR at the mid of 1960 were its earliest ideas
formed. (Sutherland I. E., 1965). Throughout decades, there had been a variety of answers for
the question of virtual reality’s definition; for example, according to Funchs and Bishop
(1992), VR is “real-time interactive graphics with 3D models, combined with a display
technology that gives the user the immersion in the model world and direct manipulation”.
Cruz-Neira also gave another definition which depicted VR as a 3D product of computer and
technology that could create a true-to-life experience involving different physiological senses
combined with interaction for participants (1993).
Without any suspicion, we can see that Virtual Reality is the fusion of virtual and reality
which the former refers to near-real. From this point, VR would be considered as a medium
made up with computer and electronic apparatuses providing a near-real environment for
users to perceive with full of senses (Michelle, 2020). Despite some of dissimilarities in these
given definitions, there are three most outstanding characteristics in VR design: immersion,
interaction and imagination which are also known as “The three I’s” (Burdea & Coiffet,
2003).
Figure 1: The three I’s of Virtual Reality
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b. Virtual Reality (VR) working system
Figure 3: A data suit to provide
user input system architecture
Figure 2: VR system architecture
A typical Virtual Reality system is built up with a combination of various elements
consisting of hardware and software. First of all, hardware is used to trick users’ brains
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through stimulating their senses so that they can immerse themselves completely into the
virtual world. It can be sorted into three main components: input devices, computer/VR
engine and output devices. To be more specific, input devices, which include devices
activated by users and those monitoring them, are available to help people interact with
virtual environments (Craig, Sherman & Will 2009). These devices are designed to track
people’s communications with the virtual world so as to deliver data and signals to computer
engines. Some of the notable VR input appliances are joysticks, controller wands, data gloves,
trackpads, data suits and treadmills.
In VR technology, computers, coupled with graphic engines, take an important role in
generating a virtual world with realistic elements and characteristics. Besides, the computer is
also in charge of manipulating reactions to users’ behaviors received from input devices.
After that, the results of its performance will be presented to users by output devices which
are designed on the basis of stimulating human senses like: visual, aural, haptic, smell and
taste.
Figure 4: User using HMD for visual displays, controller wands
While hardware components are used to create virtual environments, software can help
to manage data as well as to maintain the system working flawlessly. For clarity, it can be
divided into two subcomponents: modeling tools and developing tools. (Bamodu & Ye,
2013). The former is responsible for constructing a virtual world while the latter are essential
for building a whole VR system. It can be seen that what has a direct impact on users is the
design of all factors composed in the virtual world and this results in the need of modelling
tools. Some widely used software for VR designing to be considered are Fuzor, Maya and
Creator.
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Figure 5: Fuzor used for designing VR environment
Since a VR system is an integration of different technological tools, development tools
are necessary for flexibility which means that the whole system should be versatile of
multiple hardware and software (Bamodu & Ye, 2013).
2. Virtual Reality Applications in Medical Marketing
a. Medical marketing
• Definition
To date, with widespread access to the Internet, there has been numerous studies and
researches that looked deeply into the definition of medical marketing as well as its
significance to public health practices. According to David M. Williams, there is no doubt
that the healthcare industry, over the past few decades, has gone through a drastic
transformation from a physician-centered system to a quality-based approach that carries its
forefront of focus around patients. Based on his claim, medical marketing is acknowledged as
one of the imperative factors to a sustainable growth (2018). In addition, medical marketing -
a multidisciplinary practice, reported by CDC (2005), mainly involves building and delivering
medical information to the public with a view to promoting the health needs of diverse
populations. Similarly, in the recent article of Caleb Smith (2020), he defined healthcare
marketing as a customer-centric tool to provide values that can raise awareness among
citizens and therefore, may benefit the community health in a comprehensive manner.
• Medical marketing’s importance
Regarding the treatment options in the past, individuals had the common tendency to
seek medical help through personal recommendations (Comboapp Team, 2020). On the other
hand, in today’s digital era with social networking as their data-gaining base, there appears to
be an overwhelming number of healthcare selections available for patients that can lead to
information chaos. To be more specific, Williams (2018) in his article indicated that patients
who have little or no medical background knowledge when absorbing too many healthcare
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options may feel trapped within the investment planning of physicians or clinics. This
propensity was proved by the alarming statistics collected from a study by Prophet (n.d)
which implied over 80% of the consumers reporting discontentment with their medical
experience. In addition to that, approximately half of millennial patients are likely to switch
practices over the next few years, as stated in a research by Solutionreach (n.d). Thus, it is
reputed that effective healthcare marketing should take the role of absolute necessity in
bridging a gap between a healthcare provider and its clients so as to achieve patient
satisfaction (Slabaugh, 2017).
As asserted above, healthcare marketing’s principal goal focuses on nurturing patient
connections to form a successful long-term patient engagement, which then brings about
booming practices among inhabitants (Williams, 2018). Along with providing them with
quality medical care, healthcare marketing delivers accurate and vital information to every
household aiming at public and private self-awareness improvement of various conditions.
Additionally, with available guidance, patients can make their own decisions on choosing
which treatment is most suitable for their situations (ThinkSecureNet, 2018). On a bigger
scale, medical marketing also contributes to the overall economy development when more
and more high-paid jobs, particularly in the USA, target directly at the health arena
(Cochrane, 2017).
b. Virtual Reality applications in Medical Marketing
• Virtual Reality (VR)’s position in Medical Marketing
Virtual reality (VR) in the initial public’s mindset has a reputation for its video gaming
segment that delivers players with “alluring virtual accessories compromising motion
tracking, 3D effects, and interactive graphics”, etc. (Market Analysis Report, p145). To be
more statistically precise, the worldwide VR revenue within the gaming industry in 2020
accounts for roughly 1.1 billion dollars, and is projected to reach 2.4 billion by 2024 (Gough,
2020) as can be seen in Figure 6.
Figure 6: Virtual reality (VR) gaming revenue worldwide from 2017 to 2024
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However, this unspoken assumption has been challenged since VR technologies are
now engaging in various healthcare domains such as medical training, patient treatment and
disease awareness, etc. (Singh et al, 2020). According to the report written by Allied Market
Research (2020), the global VR in healthcare market was valued at around 240 million U.S.
dollars in 2018 and still witnesses an evident upward trend over the next several years.
Furthermore, the research categorized the key market segments of VR in the medical sector
on the basis of product, technology, end user and region segment respectively (Figure 7,
Figure 8). Needless to say, due to the currently defining health crisis COVID-19, VR tools are
in great demand for its innovative medical techniques that ultimately, would fuel the market
growth.
Figure 7: VR in Healthcare Market by Product
Figure 8: VR in Healthcare Market by Technology
• VR applications in promoting healthcare information
Medical information presentation
➢
Benjamin Franklin, a Founding Fathers of the United States, once said “An ounce of
prevention is worth a pound of cure”. Although the original meaning of the quote was a
guidance for fire safety, it has been applied more in the health sector. In this case, it is
suggested that disease prevention is essential which means that people should be informed
knowledge, from basic to advanced, about healthcare to protect themselves from illness.
However, delivering medical information normally through texts or speaking is not enough
for people’s comprehension. For that reason, VR is said to be an effective tool to be used in
demonstrating the knowledge efficiently.
As mentioned before, with VR technology, people can immerse themselves into a
computer-created world; therefore, this virtual world would provide a possible approach to
educate people about their bodies as well as health conditions. To be more specific, users can
investigate human body including its status while suffering certain health problems through
three-dimensional images.
307
Figure 9: VR showing what
coronavirus does to human
lungs
Additionally, it would certainly be a good idea if developers implement Virtual Reality
technology with gamification techniques as it might raise interest and comprehension in
individuals, especially children, as absorbing knowledge relating to healthcare (Palanica,
Docktor, Lee & Fossat, 2019).
Moreover, taking advantage of this method, doctors are able to efficiently interpret the
diagnosis and clinical protocol for patients and their families (Palanica et al., 2019). There
was a statistic showing that 96% of physicians have a faith in VR involvement’s efficiency in
educating patients rather than websites or other techniques (Noll, 2016as cited in
PharmaVOICE, 2016). A typical example is HealthVoyager, which is available on
smartphones and tablets, can create a vivid picture of a patient's particular situation by an
artificial character based on the doctor's prognosis.
Figure
10:
HealthVoyager
software application, with an inlay
of the patient VR experience (top
left) and a sample report from the
physician’s notes (bottom left)
Thanks to Health Voyager software, the sophisticated knowledge about medical becomes
intelligible so that both patients and their families can keep track of their health conditions.
Owing to the fact that this software can be installed on electronic devices like smartphones
and tablets, the users could use it anywhere outside the hospitals (Palanica et al., 2019).
308
Figure 11: Image from using YOU VR
One more helpful software is the YOU VR app which can satisfy people’s demand of
exploring the world inside their bodies. To use this app, we just need a smartphone with a VR
headset, then, start our journey into the inner world. In this adventure, not only the organs but
also their reactions towards the invasion of virus as well as the received remedy are well
manifested. What is interesting about the software is users’ ability to modify various variables
such as heart rate in order to see how the organs function under different circumstances (Ivan,
2017).
Another implementation of VR in transferring medical guidance to the community is
making use of it in the conferences. Annually, there are a number of healthcare conferences
being held with an aim to raise awareness of health issues for communities consisting of both
normal people and healthcare professionals. According to Joshua Setzer, the co-founder and
CEO of Lucid Dream VR, the number of doctors who are willing to apply VR to absorb new
knowledge constitutes more than 50% (Setzer, 2020). By utilizing VR to visualize the speech
instead of tedious presentations on screen, the presenters can gain more attractions from the
audience attending the conference as they can create more interactions among participants and
the hosts. This is believed to contribute a lot to the congresses’ quality improvement (“5 ways
medical virtual reality”, 2020). After having applied VR in one of his lectures, Brennan
Spiegel, an expert in digital health, showed his assured intention to use this technique again
for a full performance at the Virtual Medicine conference at Cedars-Sinai (“How
Technologies shapes the future”, 2017). Furthermore, the COVID-19 pandemic has resulted
in a barrier in holding events gathering a high number of people. Accordingly, with the help
of VR technology, we can still have virtual medical events to spread out valuable information
about healthcare to the community in an effective way.
Figure 12: Using VR technique in
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➢
Empathy enhancement
Apart from raising people's awareness of healthcare, teaching empathy also is a crucial
factor in promoting medical knowledge. People tend to discriminate against sick individuals,
especially those with infectious diseases. This negative attitude is considered as existing
phenomenon since we have experienced through variety of events like cholera in the 1830s,
HIV/AIDS in the 1980s, the H1N1 influenza and, most recently, COVID-19 pandemic
(International Organization for Migration, [IOM], 2020). Into the bargain, the discrimination
from the peer leads to people’s concealment of their own maladies which inhibits chances of
being cured (The Department of Global Communications, as cited in World Health
Organization [WHO], 2020). That is the reason why the community should be educated in
empathy, plus, VR could be an effective tool.
To completely transfer medical information to people, not only visually displaying it to
them but also arousing their sympathy. Being aware of this together with the determination of
understanding what her Alzheimer-mother struggles with, a twenty-year-old girl, Carrie
Shaw, founded Embodied Labs. Specifically, the company’s service enables people to walk in
ill people’s shoes with the help of VR technology. Their first lab, called We are Alfred, turns
users into Alfred who was diagnosed with macular degeneration and high frequency hearing
loss. The experiencers would face low vision and hearing loss (Gottsegen, 2019).
Figure 13: Embodied Labs
Individuals can also experience Alzheimer’s symptoms with The Beatriz Lab in which
they are incited to speak while words are mixed-up resulting in low efficient communication.
In addition, deformed sounds combined with noise are used to exert stress of being in
crowded places (Gottsegen, 2019).
• Pharmaceutical products and services promotion
Pharma marketing, by definition, is the reference of drugs and medical devices
introduced to doctors and consumers from private and public enterprises (Arsene, 2020). The
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article by Anton Morrison (2020) has illustrated the current value-based approach in relation
to pharma marketing that shifts the providers’ focal point to customer requirements and
overall social healthcare experience. For the purpose of promoting pharmaceutical products
and services, many firms have already put Virtual Reality (VR) into their marketing strategy
practices. During the highly commoditized pharma industry at present, health products are
likely to be less pronounced than ever before, which may reduce the influences of marketing
efforts on customer health benefits (Arsene, 2020). Correspondingly, VR technology, for
many aspects, can assist manufacturers in communicating with potential buyers in functional
ways that differentiate their conveyed messages from competitors (Gaiger, 2018). One
prominent model of VR applications in awareness-raising objective is the GlaxoSmithKline's
far-off future campaign called “Migraine Experience”. This campaign is a great example of
powerful storytelling that used 360 degrees, three-dimensional animation in VR to inform and
show empathy for sufferers of debilitating migraine effects; while introducing their Excedrin
Migraine medication. Then, GSK developed the world’s first migraine simulator or
immersive VR experience in an effort to help non-suffers better understand this serious
condition (Gaiger, 2018). Secondly, VR can be a promising tool to develop virtual product
demonstrations for sales reps. With the invention of VR smartphone apps for latest products
by Novartis and Amplified Robot, users may discover “how certain body tissues and
molecules interact with each other”. In this way, the firms would enable consumers to
perceive products usage in a more alluring manner and therefore, would increase the speed of
information absorption and the tendency to widely promote their items.
• Limitations of VR in medical marketing
Despite VR’s various applications and its increase in awareness levels among users, this
high-tech device still carries several hurdles that need further improvement. First of all, the
cost of VR is believed to be a significant barrier to potential customers. According to a study
by Niall McCarthy (2019), the author provided a survey graph demonstrating Americans’
familiarity rate with VR and evident drawbacks to its adoption (Figure 14).
Figure 14: Share of Americans familiar with VR and perceived barriers to adoption
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As can be seen from the chart, more than half of participants (55%) saw VR’s expensive price
as their utmost hindrance to this technology. In addition, H.Tankovska (2020) also clarified
the average purchase price of leading VR headsets in 2019 by device. (Figure 15).
Figure 15: Reported price of leading consumer virtual reality headsets in 2019, by device
Although the first-generation headsets such as Oculus Rift 5 or VIVE have experienced a
decline in price over the years, the remainings are still around 500-600 USD and the most
expensive device can be witnessed at 999 USD (Tankovska, 2020). As a result, healthcare
institutions have been struggling to make significant investments in VR, especially during
COVID-19 recession (Hlova, 2018).
Another limitation that worths the attention is that users may experience the risk of motion
sickness - feelings of dizziness and potential sensation of nausea and disorientation in the
virtual environment (Thompson, 2020).
Figure 16: Emotion based motion sickness
Particularly, this phenomenon happens when the human brain receives “conflicting
signals about movement in the environment around them, and their body’s relation to it”.
Furthermore, latency - the amount of time to materialize the virtual surroundings, is also
viewed as the major impediment contributing to motion sickness in VR (Thompson, 2020).
Based on the article, the equilibrium tends to get confused if the displays are out of sync with
312
the body's movements and thus, generate disconnection between the user and VR’s
experience. Statistically, Figure 14 illustrated approximately one-fifth of respondents (19%)
that are reluctant to VR due to fear of motion sickness/fatigue/nausea.
Lastly, beside high prices of hardware, individuals cited the lack of killer content as one
of their chief concerns for VR adoption (Hlova, 2018). Since producing quality and
immersive contents on platforms can keep users attached to VR experience, the writer
underlined the needs of crafting contents into the healthcare sector so as to achieve their
medical goals.
3. Recommendations
As stated above, VR is believed to be a great tool in strengthening medical marketing;
unfortunately, there are various adverse effects beside its advantages as applying VR in this
section. Nevertheless, there are some possible resolutions to eradicate these problems.
One of the most notable challenges to deal with is the VR’s high cost. Since medicine
has recently been taken seriously due to COVID-19 pandemic’s effects, it would be a good
idea if the government's focus stays more on encouraging VR uses in raising individuals’
awareness. To do this, they might invest capital to support technological firms in production
progress, or the authorities can help to promote VR products so that the companies can reduce
money on their advertising. Another important road to help decrease products’ price is to
minimize the cost of the development process. A suggestion for this is to make use of Agile
Project Management Methodology which has been proved to lower the costs, but enhance the
productivity (Fade, 2019).
Figure 17: Agile development
In addition to these given solutions, an alternative way is to develop VR software that
can be available on mobile devices. It is probable that VR on mobile devices is more
approachable for the majority of users as well as cheaper options for developers. From this
point, many big firms have joined this market, for instance, Google and Sony (Neiger, 2016).
313
The next popular trouble when experiencing VR, the motion sickness, would be reduced
with the hardware’s improvement. Because one of the major culprits causing the sickness is
the hardware devices such as headset or controller, innovating these components should be
prioritized to overcome the issue. The components have to be designed to provide users with
experience as comfortable as possible. A typical example is the invention of 6-degrees of
freedom tracking (6DoF) headset with which people can move around freely without
unbalancing feelings (Thompson, 2020). Moreover, to ensure users’ pleasant journey in the
VR world, there should be skillful instructors to supervise the whole procedure. Otherwise,
people should follow the guidance to avoid incidents during the journey.
III. Conclusion
According to the findings, Virtual Reality (VR) has revolutionized the medical industry
with a multitude of applications for patient treatment, disease awareness and so on. Due to the
devastating outcomes of today’s coronavirus pandemic, healthcare marketing with VR as its
capable tool is expected to keep the community stay informed about current situations and
thus, can enhance patients’ self-awareness. The analysis has pointed out VR’s importance in
the healthcare market by detailed statistics and how it can be applied to information as well as
medical products’ promotion. On the contrary, this technology also shows several limitations
in relation to its initial costs, motion sickness experience and lack of content connotations.
Therefore, a plethora of optimal recommendations have been suggested considering the
improvement of VR’s uses for future purposes in medical care. To recapitulate, we hope
there will be more research to follow up and put VR’s position among the healthcare industry
under scrutiny, so that this advanced innovation can be fully utilized.
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