FCB Health is leaning into production and experiential content as it separates its internal studio into a standalone agency known as Studio Rx Productions.

The production agency is headed by Matthew Hall, director of content creation at Studio Rx, and has about 25 staffers. Studio Rx has capabilities in three key areas, Hall said: traditional production, animation, and experiential.

“We built this capability by combining production expertise with specific healthcare expertise,” said Hall. “There is really a lot of interest in the world of new emerging tech, new media, virtual reality, and augmented reality.”

Its services include live broadcasts, video production and post production, motion graphics, visual effects, illustration, virtual and augmented reality, and event installations.

Hall declined to name clients the studio has worked with, but said some projects have included a virtual look at uterine fibroids inside the body and a convention installation of an entire house for Parkinson’s disease awareness.

“The change has occurred, and we’re getting a lot of interest in this kind of work,” Hall said. “The industry has seen it successful in other places, and they’re hearing from peers that have done a project like this and had a lot success with it.”

The agency network, which includes subsidiaries across the drug lifecycle from early commercialization and research to HCP marketing and branding, wants to bring production services to more of its clients with Studio Rx.

Hall said the production agency is anticipating how content will be consumed and trying to build “a studio of the future” with Studio Rx.

“One of the things that is a core thinking for Studio Rx is keeping an eye on future we think is coming, in terms of how media is evolving,” he said. “We think it’s a ways off, but we’re getting toward the day where the screens are going away and we’ll be viewing content through the world around us through these new technologies. We are learning how to create for that new world through these projects with our clients.”

FCB Health posted an estimated $182 million in revenue in 2017, up 10.3% since 2016.