Although increasingly common, not everyone is familiar with Augmented Reality or AR. This innovative technology allows us to enrich our daily visual and sensorial experience in real time with content and animations (2D and 3D). Not a replacement for reality, but an enhancement of it.
A fast, comfortable and intuitive tool that can be applied to any product, of any kind and sector. Not only drugs, therefore, but also food, stationery, objects belonging to publishing or collecting, and much more.
In tourism sector, for example, this technology can have multiple uses: just think of its application in museums, historical or interesting places, where objects, famous people and extinct animals come to life and tell their story through reality increased, enriching the visit experience.
Its use is also interesting in the field of furniture: the case of the app developed by Ikea is famous, which allows you to try (virtually!) furniture and objects inside your home; but not only: the app, based on the room furnishings, is able to suggest and propose similar products.
Augmented Reality, however, has multiple possibilities and areas of application not only in the field of marketing: its use in the medical sector has laid the foundations for a real revolution. At the Imperial College University Hospital in London, for example, surgeons use Hololens (mixed reality smartglasses made by Microsoft) for the reconstruction of damaged limbs, superimposing 3D images on real ones.
It is by following this path that Spada Media Group, in collaboration with SiComunicaWeb and Touchware, a company from Aosta that operates in the sector of technologies on mobile platforms and digital publishing, has developed an application for the pharmaceutical company Teva that uses Augmented Reality to provide customers with information and advice related to the drugs purchased.
AR: how it works
After starting the application on your device, simply frame the product concerned. The application will recognize this product and provide all information relating to the purchase, lightening it and simplifying its use. For example, the user can do without the clutter of inconvenient instruction booklets, which are easily lost.
Thanks to an internal DB for operation even offline, the application can provide content, in the form of images, videos and insights with a Text-To-Speech functionality (TTS, software that can artificially reproduce the human voice), as well as a series of services to support the customer and his loyalty.
The company will be able to mange independently content and additional information related to its products. In this way, it will be able to trace users’ “behavior” through an analytics service, useful for gaining more confidence with the reference user.
The Teva case
As mentioned above, the tool is already available on the market and was created for the pharmaceutical company Teva which has now made available to its customers this multilingual application for tablets and smartphones, free for download on the AppStore and Google Play.
By simply framing the purchased drug with your device, the user can access all the useful information: for example, he can browse the digital and interactive version of the package leaflet on his smartphone, can view explanatory videos relating to the drug, but also have access to extra services such as lifestyle advice, an archive of recipes and video recipes aimed at promoting the effect of the drug. You may also become aware of other drugs complementary to the product purchased.
Teva can help its customers to get closer and get to know the company they served better: the presentation of the TEVA World takes place through a corporate promotion section made up of videos, images and links. Useful, if not fundamental, elements to build customer trust. To all this must be added multiple and different additional services such as the possibility of finding the nearest pharmacy thanks to geolocation.