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Rethinking healthcare manufacturing marketing with AR product visualization

April 26, 2023

Product Visualization of a Healthcare device

In an increasingly competitive marketing landscape, enterprises constantly seek innovative strategies to stay ahead of the curve, differentiate their brand, and drive growth. That’s especially true for the healthcare sector, where a myriad of challenges increase complexity: escalating distribution costs, the need for impactful sales demonstrations, and engaging users at trade shows, healthcare marketers are on a relentless quest to find cost-effective and groundbreaking solutions.

Consider displaying life-size, 3D models of your products at the touch of a button. This will entice potential clients into an immersive experience where they can visualize heavy machinery directly into their spaces, differentiating yourself from the competition while leaving a lasting impression.

Augmented Reality delivers all of this and more, providing healthcare marketers with a powerful tool to overcome challenges in today’s fast-paced, technologically-driven world.
In this blog post, we’ll explore how AR product visualization revolutionizes healthcare marketing. We’ll also explore how you, as a marketer, can harness this cutting-edge technology to propel your organization to new heights. So, let’s dive in to discover the future of healthcare marketing with Augmented Reality.

Healthcare industry: diagnosing marketing challenges

Healthcare marketers face an entirely different set of challenges than any other industry. From the high cost of equipment to the constantly evolving regulations, it can be difficult to promote and sell products and services in this environment.

One of the biggest challenges facing healthcare marketers is the distribution of equipment and devices, especially while showcasing products in the pre-sales step of the funnel. These products can be a pain in the neck to distribute: they’re heavy, complex and delicate, making it tough for sales to provide impactful demonstrations. In spite of this, brochures and other traditional marketing supports are not enough to convey the value of sophisticated products such as these.

Demonstrations and product exhibitions are a crucial part of the sales process for companies since the sales cycle can be quite lengthy. Additionally, trade shows and events can be expensive and difficult to stand out in, making it challenging for healthcare marketers to create eye-catching experiences and captivate users to visit the company’s booth.

Trade fairs are competitive spaces that force companies to innovate and differentiate themselves from the other players in the field: here potential customers are constantly bombarded with various distractions – that makes keeping them engaged the #1 priority.
Speaking of trade fairs, there are logistics and distribution costs connected, while the risk of breaking equipment is never non-existent.

A prescription for success: how AR tackle the challenges of healthcare marketing

Designing medical equipment is complicated, it requires modeling hundreds of parts and intricate components. Given the nature of these machines, customer concerns during the purchase stage are quite important, and usually a 2D image isn’t adequate to show potential clients the whole picture.

Thanks to AR technology, your medical equipment can be presented in vivid detail, allowing each component and part to be tailored to specific customer requirements. This capability is especially helpful for companies selling patient beds, ventilators, or imaging devices, as it provides clear information about product appearance and functionality, thereby strengthening your sales force and clearing the way for any customer’s doubts.

But that’s not the only upside the industry would gain by embracing AR: healthcare enterprises can significantly reduce logistics and distribution costs, boost sales during client demonstrations, innovate their marketing approach, engage users, and truly stand out at industry events.
How? Let’s start with the main concerns: logistics and distribution costs, which are linked to equipment breaking risks.
When it comes to logistics and distribution costs, Augmented Reality can significantly reduce these expenses, while eliminating any risk of damaging the devices.

Let’s say you have to attend a major industry exhibition. You have to ship your equipment overseas, secure it and hope nothing goes wrong.
With AR, your products can be displayed digitally, eliminating the need to physically transport heavy and delicate equipment to trade shows or client meetings.
This is the challenge Sentinel Diagnostics, a leading manufacturer of diagnostic kits, faced in their marketing operations: read their Customer Story to learn how successful they overcame it.

Moreover, by leveraging AR technology, you can bring your products to life in a way that traditional marketing methods cannot. By allowing potential clients to view and interact with a 3D representation of your products, you can provide a compelling experience that differentiates yourself from your stand’s neighboring competitors, ultimately increasing brand awareness.

This also helps in the sales cycle, as AR provides an opportunity to showcase your products in a more impactful way. This makes it easier for potential clients to see the value in your products and make more informed decisions.
For example, sales and distributors can perform Augmented Reality demos directly on the client’s site, giving clear understanding of how much space the product occupies in the laboratory. This can greatly impact the effectiveness of your sales department’s demo, shortening the sales cycle and resulting in quicker negotiations.

Additionally, AR helps healthcare marketers innovate their marketing approach, standing out at industry events, but also providing valuable insights into customer behavior and expectations. This will allow the manufacturer to optimize marketing and product efforts, ultimately driving sales and revenue.

The doctor recommends AR for healthcare marketing concerns

AR is a game-changer for healthcare marketing, offering a range of benefits that address many of the challenges faced by healthcare marketers. By leveraging AR, healthcare marketers can lower logistics and distribution costs, boost sales during product demonstrations, and differentiate themselves from their competitors at trade shows and other events.

With AR, marketers can create digital versions of their products that can be easily shared with potential customers. This also facilitates the training of employees and sales, strengthens the staff engagement, helps engineers prototyping and shows new models, but that’s a story for another time.

Still not convinced yet? If innovating your marketing it’s a pill hard to swallow, you can have a look at how Milestone Medical, an international player in the medical systems and equipment sector, leveraged Aryel to increase the impact of their sales’ demonstrations, while reducing risks and costs connected to shipping heavy machinery.