Attempts to use virtual reality (VR) in sales and marketing often position this technology as a richer, more interactive version of the online experience – essentially replacing 2D with 3D in consumers' digital lives, whether it's for shopping or entertainment purposes.
But Zimmer Biomet, a medical-technology company, has found marketing success by using VR to make actual reality easier, and faster, to understand.
The value of this proposition comes from VR's ability to transform a complex healthcare concept into an experience that customers can grasp by interacting with it first-hand, explained Dan Ferguson, a partner at content-creation shop Groove Jones,...