What will the future of medicine look like?
The Association of the British Pharmaceutical Industry (ABPI) commissioned INITION to create a unique virtual reality (VR) experience that looks to the next 70 years of medical innovation. In “The Future of Medicine”, users go on a journey to explore futuristic treatments and new technologies like inhalable nanobots and 3D printed medicine patches.
Solution
The 3-minute narrative features computer-generated imagery and live-action footage from a working diagnostics lab. The user goes on a 360-degree journey, featuring ground-breaking medical science already being investigated around the world, showing how they might one day become routine treatment. The film includes gene editing and gene therapies, inhalable diagnostics sensors in the body and 3D printing of medicine patches.
Jay Short, business and sales director at INITION, said: “We have been privileged to see that the ABPI has big ideas as to how the future could look for the pharmaceutical industry and INITION are pleased to have entered into this creative partnership to use VR as a means of bringing this vision to life.”
Results
The experience launched at the annual ABPI conference held in Bishopsgate, London. Hundreds of attendees were able to try the experience in VR. Amongst the attendees were leading figures from the pharma industries in the UK.
‘The Future of Medicine’ looks beyond the amazing scientific breakthroughs of today. It imagines the innovations of tomorrow and their impact on healthcare as we know it.