Augmented Reality
Services / Ar App DevelopmentMedical AR is a very interesting field where augmented reality technology is used in various ways to enhance performance in the medical industry. We have worked with one of the most reputable surgical plate manufacturers – Medartis, on a immersive webAR experience showcasing their products.
Key Takeaways
AR and web AR have many use cases in the medical industry, ranging from training to marketing and more.
Even low-cost Medical AR solutions can have a major impact on your users experience
You do not always need expensive hardware to make a major difference, impactful experiences can be created with affordable hardware, such as mobile phones.
Background
In today’s rapidly evolving healthcare landscape, innovation is not just a buzzword—it’s a necessity. Medical advancements continually push the boundaries of what is possible, driving the industry forward and improving patient outcomes. One of the most exciting developments in recent years has been the integration of augmented reality (AR) into the medical field. This cutting-edge technology is transforming the way healthcare professionals visualize, diagnose, and treat medical conditions, offering new ways to enhance both the precision of procedures and the efficacy of treatments.
At the forefront of these innovations is Medartis AG, a global leader in the development and production of high-precision surgical implants and instruments. With a reputation for excellence and a commitment to improving patient care, Medartis has consistently set the standard in the industry. Their products, which include top-of-the-line surgical plates, are renowned for their quality, durability, and effectiveness. However, even with such prestigious products, Medartis recognized the need to adapt to the changing landscape of medical marketing—an industry increasingly driven by digital innovation and interactive experiences.
This recognition led the Medartis team to reach out to us at Takeaway Reality with a bold vision: to create a more engaging and interactive way to market their surgical plates. Understanding the significance of this request, we were thrilled to partner with Medartis, not only because of their leadership in the medical field but also because of the opportunity to leverage our expertise in augmented reality to create a truly unique experience. This project was not just about marketing a product—it was about redefining how medical products can be presented and understood in an increasingly digital world.
Augmented reality, often referred to as AR, is a technology that overlays digital information—such as images, videos, or 3D models—onto the real world, enhancing the user’s perception of their environment. In the medical industry, AR has the potential to revolutionize everything from education and training to patient care and surgical planning. For instance, AR can allow surgeons to visualize a patient’s anatomy in 3D before making an incision, or it can provide real-time data and guidance during complex procedures. The technology’s ability to merge the physical and digital worlds makes it an invaluable tool for enhancing precision, reducing errors, and ultimately improving patient outcomes.
In the context of medical marketing, AR opens up new avenues for engagement and education. Traditional marketing methods, such as brochures and static images, can only convey so much information. However, with AR, companies like Medartis can create interactive experiences that not only capture the attention of their target audience but also provide a deeper understanding of their products’ functionalities and benefits. By allowing potential clients to interact with 3D models of surgical plates in a virtual environment, Medartis can demonstrate the intricate details and superior craftsmanship of their products in a way that is both informative and memorable.
Recognizing the potential of Medical AR, our collaboration with Medartis began with a series of in-depth consulting sessions. These sessions were crucial in helping us fully understand the company’s goals, the needs of their target audience, and how we could best present their products in a way that was both engaging and educational. We knew that our solution needed to do more than just showcase the surgical plates—it needed to tell a story, highlight the innovation behind the products, and illustrate how they could be used to improve patient care.
Through these consultations, we developed a clear vision for the project. We proposed creating an AR experience that would not only be visually striking but also highly interactive, incorporating elements of gamification to engage users on a deeper level. Gamification, the application of game-design elements in non-game contexts, is a powerful tool for increasing user engagement. In the case of Medartis, we envisioned an AR experience where users could virtually manipulate and explore the surgical plates, learning about their features and applications. This approach would allow users to gain a hands-on understanding of the products, making the learning process both fun and informative.
The importance of innovation in the medical industry cannot be overstated. As healthcare continues to evolve, the ability to adapt and integrate new technologies like AR is essential for staying ahead of the curve. For Medartis, embracing Medical AR as a marketing tool is not just about staying current—it’s about leading the way in how medical products are presented to the world. By creating an AR experience that is both educational and engaging, Medartis is not only showcasing their products in a new light but also setting a new standard for how medical innovations can be communicated in the digital age.
Our partnership with Medartis represents a convergence of medical expertise and technological innovation. Through the use of Medical AR, we are helping Medartis not only to market their surgical plates more effectively but also to push the boundaries of what is possible in medical marketing.
Project
Delivery Process
After extensive consultations with Medartis and a thorough understanding of their goals, we moved from concept to creation. Our primary objective was to develop a Medical AR experience that would not only showcase Medartis’ top-of-the-line surgical plates but also engage and educate their target audience—primarily doctors and medical professionals. Given the context in which this tool would be used, particularly at trade shows and medical conferences, we determined that a lightweight, easy-to-use application would best serve their needs.
The decision to develop a lightweight app was driven by several factors. First and foremost, we needed a solution that could be easily deployed at various events without the need for extensive technical support or complicated setup processes. The idea was to have a tool that Medartis representatives could effortlessly pull up on their devices to demonstrate the capabilities of their surgical plates. This required the experience to be fast, reliable, and accessible across different devices, ensuring that it could be used in a variety of settings, from bustling trade show floors to more intimate one-on-one meetings.
Our team placed a significant emphasis on optimizing the user interface to ensure it was as intuitive and user-friendly as possible. Understanding the demographic was crucial—many of the doctors and medical professionals who would be interacting with the app belonged to an older generation, who may not be as accustomed to navigating digital tools as their younger counterparts. Therefore, simplicity was key. We aimed to create an experience that was both engaging and easy to use, with clear instructions and a straightforward design that would allow users to focus on the content rather than the technology.
The result was a well-designed web-based AR application that provided a seamless and interactive experience for users. One of the primary features of the app was its ability to showcase various types of injuries and the corresponding Medartis surgical plates that could be used for treatment. Users could view detailed 3D models of injuries in augmented reality, providing them with a realistic and immersive understanding of the medical scenarios. This feature was particularly powerful in demonstrating the precise fit and application of the surgical plates, allowing doctors to visualize how the products would perform in real-life situations.
To enhance user engagement, we incorporated elements of gamification into the experience. Gamification is a proven strategy for increasing user interaction by adding game-like elements to non-game contexts. In the case of Medartis, we designed a feature where users could take part in a quiz-like interaction. They were presented with a variety of injury scenarios and tasked with selecting the appropriate surgical plate from a list of options. The app would then assess their choices, providing instant feedback on their accuracy and speed. Users could see their scores in real-time, adding a competitive element that encouraged them to improve their performance.
This gamified approach served multiple purposes. Not only did it make the experience more enjoyable and engaging for users, but it also reinforced the educational aspect of the app. By challenging doctors to apply their knowledge in a simulated environment, the app helped them better understand the range and application of Medartis’ products. This was particularly beneficial at trade shows, where time is limited, and engaging potential clients quickly is crucial. The competitive nature of the gme kept users invested, making them more likely to remember the products and the experience long after the event was over.
Features and use cases
In addition to its marketing potential, the simplicity and versatility of the Medical AR app opened new avenues for its use. The app’s intuitive design made it suitable for a range of applications beyond trade shows. For example, it could be used for internal training sessions, helping Medartis’ sales team and medical representatives familiarize themselves with the products in a hands-on, interactive manner. Furthermore, the app proved to be a valuable tool for patient education, particularly in pre-surgery consultations. Doctors could use the AR models to explain complex procedures to patients, helping them understand the treatment they would receive and addressing any concerns they might have.
After three months of dedicated development, we debuted the app in the autumn of 2021 at a major medical conference. The response from the medical community was overwhelmingly positive. Attendees praised the app for its ease of use, its engaging content, and the innovative use of AR technology to enhance understanding of medical products.
The success of this Medical AR app underscores the potential of augmented reality in the medical field—not only as a marketing tool but also as a means of education and training. By combining innovative technology with a deep understanding of the target audience’s needs, we were able to create a solution that was both effective and versatile. This project exemplifies how Medical AR can bridge the gap between complex medical products and the professionals who use them, making advanced medical technology more accessible, understandable, and ultimately, more impactful in improving patient care.
Results
The final Medical AR experience we developed for Medartis not only met but significantly exceeded the initial expectations, both in terms of results and the scope of its impact. What began as a project aimed at providing doctors with a more engaging way to interact with Medartis’ top-of-the-line surgical plates at conferences evolved into a versatile tool with far-reaching applications in marketing, training, and sales.
From the outset, our primary goal was to create an innovative and user-friendly experience that would introduce medical professionals to Medartis’ products in a memorable way. The app was designed to be simple, intuitive, and engaging, with a focus on ensuring that even those less familiar with digital tools could easily navigate and benefit from the experience. This focus on simplicity turned out to be a key factor in the project’s success. The feedback we received from the medical professionals who interacted with the app was overwhelmingly positive, with many highlighting the ease of use as one of its most appealing features. Our data corroborated this, showing that the app’s straightforward design was instrumental in making the experience accessible and enjoyable for a broad demographic.
However, the true impact of the Medical AR experience extended far beyond its initial purpose. While the app was indeed successful in its primary role at conferences—where it captivated audiences and effectively showcased the Medartis brand—the versatility of the platform allowed it to be adapted for a variety of other use cases within the company. One of the most notable of these was its adoption as a training tool for new employees. The AR experience provided a dynamic and interactive way to educate new joiners about the intricate details of the products that Medartis produces. By using augmented reality to visualize the application and functionality of the surgical plates, the app helped new employees gain a deeper understanding of the products, thereby enhancing their ability to represent the brand and its offerings effectively.
The success of the initial project also paved the way for further collaboration between Takeaway Reality and Medartis. Impressed by the positive reception and the practical utility of the Medical AR experience, Medartis commissioned the development of additional AR experiences targeting other parts of the body, such as the wrist. These subsequent projects followed the same principles of simplicity and engagement, expanding the scope of AR applications within Medartis’ portfolio. The ability to create multiple, specialized AR experiences demonstrates the flexibility of the technology and its potential to be tailored to various medical scenarios and products.
The project also provided valuable lessons for our team at Takeaway Reality, particularly in terms of the precision and attention to detail required when working on medical topics. The development of the Medical AR experience underscored the importance of accuracy and clarity in presenting complex medical products in a digital format. This experience has strengthened our capability to handle future medical collaborations with the same level of care and expertise, and we are excited about the potential opportunities that lie ahead in the field of medical AR.
Overall, the success of this project highlights the immense promise that Medical AR holds for the healthcare industry. By bridging the gap between physical products and digital interaction, AR technology offers a new way to engage, educate, and inform. Whether used for training, marketing, or sales, Medical AR provides a versatile and impactful tool that can enhance the effectiveness of communication and deepen the understanding of complex medical concepts.
As we look to the future, we are eager to continue exploring the possibilities that AR and other immersive technologies offer within the medical industry. The experience we developed with Medartis is just the beginning, and we would love to collaborate with other forward-thinking companies to push the boundaries of what’s possible in medical innovation. If you are interested in learning more about how augmented reality can benefit your organization, we invite you to get in touch with us. Together, we can create the next generation of digital tools that will transform the way we approach healthcare and medical education.
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