Boehringer Ingelheim and Confideo

Cardiovascular Franchise (U.S. + Global) AR Integration, featuring volumetric video

Boehringer Ingelheim wanted a cost-efficient way to help its cardiovascular franchise, Pradaxa and Praxbind, stand apart from competitors. And while it had already done pioneering work for the category in virtual technology, it wanted something so engaging that it helped providers visualize the impact these products have on patient’s lives.

It settled on augmented-reality tactics that it deployed to field representatives around the world, focusing on eight patient profiles. It used these with printed cards comprising 16 AR triggers. Each had a printed immersive virtual apparel element.

The effort brought these patients to life, animating clinical data. It also featured the inclusion of volumetric video capture, executed with more than 100 cameras arranged to shoot performances from every angle. The team believes it’s the first time the industry has used this creative capability.

Judges call this trigger-based effort a “clever use of technology,” and especially liked the pop-up patients. And the technology is so engaging that some field reps say they are now spending up as much as three times longer when meeting with HCPs.