Journal of Marketing Management

Applications of AR and VR Technologies in Healthcare Marketing
Nishant Renu

Abstract
The healthcare industry faces a variety of unique challenges when it comes to marketing and communications. The whole industry has grappled with these distinct and specific communications and marketing strategies on several occasions. As a result, new technologies like virtual reality and augmented reality have emerged as problem solvers, dramatically altering the game and the future of healthcare and pharmaceutical communications. This article focuses on the usage of virtual reality (VR) and augmented reality (AR) in healthcare and pharmaceutical marketing and sales. After in-depth qualitative research on primary and secondary sources, this article describes multiple VR and AR technologies applications in healthcare and pharmaceutical marketing and sales. It helps in experiential marketing that allows customers to easily evaluate products and service innovations they are about to buy just as if they had their physical version by themselves. Further, attracting, converting, and retaining customers and educating digitally engaged customers on several aspects of the technology. This study suggests that with the inclusion of VR and AR technology, we can create genuine, authentic, and engaging experiences for marketing and sales in the healthcare and biotech industry in the future.

Full Text: PDF     DOI: 10.15640/jmm.v9n2a5