Boehringer Ingelheim and Confideo Labs for Cardiovascular Franchise (Pradaxa and Praxbind)
CV Franchise — Close Call VR Video
Boehringer Ingelheim’s cardiovascular franchise includes Praxbind, a reversal agent that immediately stops the anticoagulant effect of blood thinners. The objective of this first-person VR video was to demonstrate to cardiologists that accidents can happen anytime and remind them of the importance of having a reversal agent in times of emergency.
“The strategic insight was on target, and this was the best VR experience in this year’s submissions,” said one judge. “It’s a great example of how brands can leverage VR to achieve goals.”
The video put viewers in the shoes of an older man as he is driving, just before he gets into a minor car accident. He then drives home and proceeds to slip and fall in the shower. The scene is tense as he and his wife wait for the ambulance to arrive. It’s very effective, allowing viewers to feel the man’s fear, anxiety, and pain. Judges appreciated the technical execution and the insight behind the content. They found the experience realistic and compelling. “This is a powerful use of immersive technology to bring us into first person POV,” said a second judge. Close Call is one of multiple VR videos Boehringer Ingelheim is using to promote its cardiovascular franchise.
The team reported good results, including increased engagement between doctors and sales reps and increased investment in VR content. Anecdotally, sales reps said the Close Call video has proven to be the most relevant VR video in their arsenal to date.
Finalists
Bayer and Pixacore
Bayer Oncology 360 Virtual Reality Experience
Boehringer Ingelheim and Confideo Labs for Cardiovascular Franchise (Pradaxa and Praxbind)
CV Franchise — Close Call VR Video
Polaris and Area 23
The Trafficking Exam
SARDAA and The Bloc
Hearing Voices of Support
Sunovion and Hudson Global/Studio RX for APL-130277 (pre-launch Parkinson’s treatment) and Little Big Things (Sunovion Neurology Innovation Platform)
Parkinson’s House Call
From the October 11, 2018 Issue of MM+M - Medical Marketing and Media
