There’s no denying it: 3D is the new black.
The technology has leapfrogged quickly from limited-release movies to general use in the cinema, on televisions and now on smartphones. And, the growth shows no signs of slowing. According to research firm In-Stat, total annual shipments of 3D mobile devices will surpass 148 million units in 2015.
With expanding 3D capacity in the consumer space, it’s natural for marketers – including health care marketers – to consider how best to leverage this technology’s capabilities. Emerging possibilities include:
Games for education. While Web-based games exist now, adding 3D technology to the mix greatly expands the depth and possibility of the experience. Games solve a wide range of training and learning challenges, and 3D technology enables users to experience – not just look at – things on the screen. Other technologies allow users to become part of the game experience, enabling them to see themselves on the screen. Imagine the patient using 3D technology to learn physical therapy modalities or gain greater knowledge about a complex procedure.
And the games aren’t just for patients. New 3D technologies provide medical professionals and students the opportunity to practice on 3D video patients using the same interactive techniques and decision-making processes they would use with real patients. The provider sees the patient’s chart, his or her physical presentation, and results from any recent tests. The provider can order tests and treatments, providing a level of interaction once available only via on-the-job training. And the 3D environment taps into the familiarity and ease-of-use of video games, making learning fun and engaging.
Visualization. 3D can unlock details otherwise bound in 2D, leading to better diagnostics, surgical training and even remote robotic surgery. Already, stereoscopic technologies enable minimally invasive methods for complex procedures, reducing healing time, increasing patient throughput, and improving procedure success rates while reducing investment and increasing productivity in medical applications.
Lakewood Ranch Medical Center’s Breast Health Center is one of the first health care providers in the country to offer the Selenia Dimensions 3D Digital Mammography System, which gives radiologists the tools needed to detect breast cancer earlier than with traditional 2D imaging in patients with dense breast tissue.
These visualization technologies go beyond diagnostics and can be used for marketing to patients as well. Indiana’s NorthShore Health Centers attracts maternity patients with 3D/4D ultrasounds that provide a clearer image of the unborn child than traditional ultrasounds.
While 3D may not yet be on every phone, TV or computer screen, it’s rapidly gaining ground and provides marketing, training and communications opportunities. Are your communications efforts ready to take advantage of them?
Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.