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A fast, short overview of the hottest innovations in
mobiletechnologies and devices
with case studiesand examples.
Mobile now means more – VR glasses, smartwatches, beacons, barcodes, etc
Smartphone Wordwide
Penetration
1,91 billion
28,2%
People are using apps more and more for their work, their daily tasks – frequently replacing their PC-s.
TheAdvantages
Mobile has numerous clear advantages above other communication channels
Sensors 24/7 Instant
Personalized Two Way Interactive
Touch Screen
Rich Media
Cost
Smartphone
capabilities,
All in one
• Sensors• Watch• Camera• Gyroscope• Compass• Loudspeaker• Microphone• Touchscreen• Wifi, Blueetooth• Gps
• Alarm clock• Navigation, Map• Scanner• Walkman• Image Analysis• Object Recognition• Face recognition• 3D representation• Heart beat monitor• etc
Smartphones have several sensors/hardware parts which make them capable to perform various functions on a
very wide scale
Patients Physicians Scientists
Pharmacies
Hospitals
Target GroupsDifferent target groups/stakeholders need different
mobile solutions depending on their individual needs
Potential Mobile App types
• Clinical Trial Apps • Calculator App• Condition Tracker• Disease Education• Game• HCP Tool• Healthy Living• Patient Support• Reference• Reminder
• Risk Assessment• Training• Treatment Tracker• Employee• Medical Education• Meetings-Events• Sales Tools• Sponsorship-Grants• …..
Astra-Zeneca – Lipids and YouEdwards – Aortic StenosisSanofi - Virohunter
Genentech
Competition Examples
Sanofi Eli Lilly AbbVie - Psoriasis
Competition Examples
Company Number of Mobile Apps
Novartis 223Bayer 181Sanofi 131Merck & Co. 127Janssen 112Pfizer 110AstraZeneca 97Roche 93Boehringer Ingelheim 86GlaxoSmithKline 53
MOBILE: Visualize and
ConnectSmartphones can help to
match the needs of Novartis with the need of the Target
Groups
MOBILE
Augmented Reality
Virtual Reality
Connected content
Smartwatch
+1Research Kit
NOVARTIS
NEEDSDeliver messageGrab attentionDifferentiate
Stand outGet Focus
Break out from the regular
TARGET GROUP
NEEDSRapid
understandingLimited timeEasy digest
AR
AUGMENTED REALITYADD VIRTUAL CONTENT TO THE REAL WORLD, VISIBLE THROUGH THE
SCREEN OF A SMARTPHONE
Example Videos
• Scent molecules in a Rexona Can– http://www.arworks.com/en/portfolio-item/rexona-x-ray-in
-store-activation-using-an-ar-app/
• Pumping heart/brain/eye– http://www.arworks.com/en/portfolio-item/medical-ar-proof-of-con
cept/
• Machines and Penguines– http://www.arworks.com/en/portfolio-item/linux-penguin-
surprises-expo-visitors/
3D Augmented Reality Charts
IDEAS: AR use by target group• Patients
– Info on drug boxes, leaflets– Situation: Consultation, taking a pill
• Scientist– Virtual models to show operation– Situation: : Exhibitions, conferences – Raise interest
• Physicians– Animated, living, impressive 3D charts– Demonstrate to patients what’s happening– Situation: Exhibitions, conferences
• Hospitals– Find your way in the hospital– Situation: : Sales
• Pharmacy– Drug connected content– Virtual consultant in the pharmacy
Augmented Reality Content
Molecular, tissue Organs Body
Charts
There can be many different types of content, which can be shown in an interactive, animated 3d format with
Augmented Reality.
USE AR WHEN:
• You want to –add more content to your
posters/prints/products–surprise your target group–connect a multimedia content as strong
as possible to physical object, place–ensure full, 3D understanding
Virtual Reality VR
VIRTUAL REALITY: IMMERSE PEOPLE IN A REAL/ARTIFICIAL 360 SURROUNDING WITH THE HELP OF A (VR)
GLASS/HEADMOUNT
VR DEVICES• Transparent devices– Google Glass– Vuzix– Sony
• PC Based Non-Transparent devices– Oculus Rift
• Mobile based Non-Transparent devices– Samsung VR– Zeiss One– Homido – Cardboards
Examples• Atlantis the Palm Video 360 VR
– http://www.arworks.com/en/portfolio-item/atlantis-the-palm-vr-panovideo-application/
• Fovista VR– http://www.arworks.com/en/portfolio-item/medical-su
bmarine-and-vr-microscope-for-novartis-by-arworks/
• Pumping Heart– http://www.arworks.com/en/bluetooth-controller-for-m
obile-based-vr-glasses/
IDEAS: VR Use by target group• Patients
– Transformation of tissue/parts of body as a result of a drug– Surgical processes– Situation: Consultations with physicians
• Scientist– Demonstrating molecule structures, reactions– Situation: Lectures
• Physicians– Simulation/First Person Experience of certain maladies (view,
orientation, dizziness)– MoA– Situation: Conferences
• Hospital– Communicating Innovation
• Pharmacy– Virtual Pharmacy
USE VR WHEN:
• You want to –show something which you cannot show• too small, too big • It’s not there
–make your audience focus on your content/message
–place the target group in the middle of the action
Connect
CONNECT MULTIMEDIA, DIGITAL CONTENT CAN BE ADDED TO
LOCATIONS, OBJECTS, TIMES THROUGH MOBILE PHONES
Barcode
Beacons
Magnetic Field
QR code
Technologies used to add content
Objects• QR, • Barcode• Beacon
Locations• GPS• Wifi• Magnetic
Field• Beacon
Persons• Face recog• Beacon
Time• Phone• SmartWatc
h
Examples to which content can be linked
Objects • Drugs• Leaflets• Equipment
Locations • Hospital
beds• Pharmacies
People• Patients• Physician
Time• Medicamen
t intake• Consultanci
es
Content examplesO
bje
cts • Drugs
• More info• Voice over
• Leaflets• Video• Interaction• Feedback
• Equipment• Manual Lo
cati
on
s • Hospital beds• Patient medical
info• Pharmacies
• Navigation• Contact info
Content examplesPe
op
le • Patients• Medical history• Illness• Personal profile• Research Kit
• Physician• Area of Expertise• Publications• Contact details -
networking
Tim
e • Medicament intake• Alerts• Dosage
• Consultancies• Alerts• Be on time• Booking
Example• Integrated Solution for Samsung, using
Augmented Reality, iBeacons and QR code– http://www.arworks.com/en/portfolio-item/worlds-first-ibeacon-based-a
ugmented-reality-museum-app-for-samsung/
USE CONNECT WHEN:• The user may need on the spot,
immediate information• The content has to be accessed without
any search• The content could change over time• Real-time changes of info is important
Smartwatch
SMARTWATCHES• iWatch– Just launched– The most popular one
• Android Watches– Different sizes, shapes– Sony, Motorola, Samsung
• Tizen– Samsung own operation system
IDEAS: Smartwatch use by target group
• Patients– Alerting medicament intake
• Scientist– Hand free info source through out lab
experiment– Voice control
• Physicians– On the spot info – without touching it - sterility– Urgent call
• Hospital– Employee traffic management
• Pharmacy
USE SMARTWATCH WHEN• The info is short/simple• Hands are occupied• You need immediate, guaranteed info
landing
+1 Apple Research
Kit
Apple’s framework system specifically introduced to
help medical research
Research Kit video
https://www.youtube.com/watch?v=92V5QcOTbFw
SUMMARY
Description Tech Examples
AR Adding virtual content to the live image of the
smartphone
PhonesApps
3D animations
Interactive leafletPumping heart
X-ray body
VR Surrounding the user with a virtual world
with headmount devices
VR Glasses Apps
3D worlds360 video
Trip in the bodyMalady demo for
physicians
Connect Connecting multimedia content to objects,
locations, people, time
Barcode QR code
Beacons, M Field
Expo boothDrug info
Patient details
SmartWatch Intelligent Watch for quick info sharing and
simple interaction
WearablesiWatch
Android, Tizen,
Drug intake alertsSurgical data
Research Kit Involving patient groups into research
using their smartphones
Patent apps Backend data
Sensing Balance/sight/tre
mbling dysfunctionwww.Arworks.com
+1APP IDEAS
(( ))Take your pill !
16:00
18:0020:00
Take a pill reminder
CONSULTANT
TYPE DURATION
CONDITION TREATMENT
HISTORY DOCTORS EMAIL
Symptom recorder
How do you feel today?
Lisa is talking…
Personal Angel
Healthalarm
Dentist(Dr. Zack)
16:00
Last health check02/02/2014
Eye specialist(Dr. Timothy)
Family report10/04/2014
Family Health Alert
Pharmacy200 m
Pharmacy100 m
Physician50 m
Pharmacy Navigator
Scanning…
Bar Code Scanner
My Baby
SLEEP
FEED GROWTH
AWAKE
GALLERY DATA
Baby App
Remote
Care Remote
Care
PATIENT
MESSAGE
HISTORY
You have one message from
Dr. Tim.
DOCTOR HISTORY
Remote Care
If you need more information, have a question, thinking about using any of the technologies – or just a need a simple mobile app - please, contact
us.
Sab Budahazy [email protected]
