Virtual reality (VR) is a marketing channel that can potentially help pharma marketers move the needle among clinicians and patients alike.

"VR is typically associated with entertainment, gaming [and] social media connectedness," Dr. Irving Loh told delegates at the 2017 ePharma Summit, a conference held in New York City by KNect365. "But, in healthcare, VR is a tool for intensive learning."

Loh, an internist and cardiac specialist, is the founder of the Ventura Heart Institute in Thousand Oaks, California, and conducts education, research, and preventive cardiovascular programs.

And, he suggested during a "Virtual Reality – A Revolution in Immersive Digital Healthcare Media" session, this rapidly-emerging medium has the potential to offer distinctive payoffs for the pharma industry.

More specifically, it can deliver learning benefits in three broad areas:

  • Visual Education
  • Engagement
  • Empathy

Visual Education