Veeva AR Demonstration 052212

This video provides an in-depth demonstration of integrating Augmented Reality (AR) capabilities directly within the Veeva Closed Loop Marketing (CLM) platform and its associated media library. The presentation, delivered at a Veeva Commercial and Medical Summit, highlights how pharmaceutical companies can leverage the advanced processing power and specialized frameworks available on modern mobile devices—specifically mentioning the Apple ecosystem—to create rich, immersive content experiences for their field force. The core objective is to move beyond traditional static presentations and introduce a "new visual way of storytelling" to healthcare professionals (HCPs).

The demonstration illustrates the practical application of AR within a standard Veeva workflow. The presenter navigates the Veeva CLM media library, selecting a presentation focused on a specific medical condition, macular degeneration. The progression involves swiping to a dedicated AR content slide, which automatically activates the device's camera. This action blends the real-world environment visible through the camera with virtual, three-dimensional objects, allowing for an interactive and dynamic presentation experience.

The specific case study involves placing a giant, virtual eyeball into the physical space. This virtual object serves as a detailed, explorable model. The presenter showcases the ability to "walk around" the object to explore it in all three dimensions. More compellingly, the presenter demonstrates walking into the virtual eyeball to illustrate the internal pathology of the disease, specifically the abnormal growth of blood vessels. By turning back and looking through the virtual lens of the eyeball into the real world, the presenter can then visually illustrate the progression of the disease and, critically, how treatment can effectively reverse that progression. This methodology transforms complex medical and scientific data into a highly engaging and memorable visual narrative, applicable to discussing disease states, treatment mechanisms, or even simulating the patient's perspective.

This integration signifies a strategic shift toward utilizing high-end computational frameworks, including those for augmented reality and machine learning, to enhance commercial and medical affairs messaging. By embedding AR directly into the regulated Veeva environment, pharmaceutical companies can ensure that their most advanced content is delivered seamlessly and tracked effectively by the field force, maximizing the impact of their customer interactions and ensuring that the delivery of complex information is both accurate and visually compelling.

Key Takeaways: • Veeva as an AR Delivery Platform: The demonstration confirms that Veeva CLM can serve as a native platform for deploying and tracking sophisticated Augmented Reality content, ensuring that immersive experiences are integrated into existing, regulated commercial workflows. • Leveraging Advanced Device Architecture: The success of this AR integration is predicated on utilizing the powerful processing capabilities and specialized frameworks (specifically mentioning AR and Machine Learning frameworks) found in modern mobile devices, particularly those within the Apple ecosystem. • Enhanced Visual Storytelling: AR provides a solution for the field force to deliver messaging using a "new visual way of storytelling," moving beyond 2D slides to create rich, immersive experiences that can better explain complex topics like disease states, treatment mechanisms, and patient experiences. • Illustrating Pathophysiology and Treatment Efficacy: The example of the virtual eyeball demonstrates AR's power in allowing HCPs to explore complex internal structures and visualize disease progression (e.g., abnormal blood vessel growth) and the subsequent reversal of symptoms following treatment. • Immersive Exploration of Data: AR enables the field force to place and interact with virtual objects in three dimensions, allowing them to "walk around" or even "walk inside" models, offering a level of detail and engagement impossible with traditional media. • Seamless User Experience: The AR content is accessed directly via a slide within a standard Veeva presentation, ensuring a smooth transition for the user (the sales representative) and minimizing technical friction during the customer interaction. • Strategic Role of Content Partners: The development of these rich, immersive AR experiences requires specialized skills, highlighting the crucial role of content partners and agencies in building the necessary 3D models and interactive scenarios for deployment within Veeva. • Intersection of AR and Machine Learning: The presentation notes that the new device architecture supports both augmented reality and machine learning frameworks, suggesting that future iterations could involve AI-driven personalization or real-time adaptation of AR content based on user interaction or context.

Tools/Resources Mentioned:

• Veeva CLM (Closed Loop Marketing)
• Veeva Media Library
• Apple Ecosystem (Devices and Frameworks)

Key Concepts:

• Augmented Reality (AR): Technology that overlays virtual objects and information onto the real-world environment, typically viewed through a device camera.
• Veeva CLM: A module within Veeva CRM used by pharmaceutical sales representatives to deliver and track interactive, compliant marketing content to healthcare professionals.
• Machine Learning Frameworks: Underlying software structures that enable advanced computational tasks, which are noted as being critical alongside AR frameworks for powering these next-generation experiences.