They say, ‘You won’t understand it unless you have actually experienced it.’ What if you can?
In 2016, Excedrin, a pharmaceutical company known for their medications for a migraine, took “seeing is believing” to a whole new level. They pitched “The Migraine Experiment” – a Virtual Reality migraine simulator, which makes the person wearing the VR headset actually ‘see’ what it is like to suffer from a migraine.
They would undergo the sensation of disorientation, blurred vision, sensitivity to light and other problems that only a person with migraine faces, minus the actual pain. VR simulator shows family & friends of the migraine sufferer’s the visual symptoms like bright spots, auras, and disorientation. (Excedrin – The Migraine Experiment) For most people, a migraine is just a really bad headache. Family and friends don’t understand what it is like going through this debilitating problem. Using the Migraine VR simulator now they could and the results were heartening. “How do you even function” best friend of a sufferer said after experiencing the simulation and suffering disorientation on a subway train. “I got to stop,” husband of another patient said within just a few minutes of wearing the VR headset. “I will never doubt you again”.
With its creative and engaging storytelling, Excedrin has set a new standard in marketing. It showed that Virtual reality is not limited to gaming or travel industry.
VR simulator shows family & friends of the migraine sufferer’s the visual symptoms like bright spots, auras, and disorientation. (Excedrin – The Migraine Experiment)
Points to take away from Excedrin’s VR Campaign:
How did Virtual Reality work to increase Excedrin sales?
Excedrin through its VR video campaign accomplished the task of breaking this common stigma that migraines are only severe headaches.
Result – it reached the audience in a way regular ads and marketing techniques couldn’t – by generating empathy.
After the VR campaign, the sales of Excedrin rocketed to 10 percent as compared to a mere 1.5 percent industry wide increase.
Result of The Migraine Experiment
Why VR worked for Excedrin?
User-centric Experience Design – Asking migraine patients the exact ailments, the technicians of The Migraine Experiment created a predefined set of symptoms like disorientation, aura, thumping headache etc.
All the users have to do is click on the set of symptom to see what their loved ones, while suffering from a migraine, experience. VR videos are designed to provide an immersive, user-centric experience like you are a part of the VR environment.
Simple, intuitive and user-friendly – VR simulation is crafted to be simple, and intuitive. All a user needs to do is to select options of the symptoms and put on the VR Headset; nothing more than a child’s play. Some VR also comes with gesture-detection, making it all the more intuitive. Users react just the way they would in reality. Its user-friendly design makes VR simulators perfect tools to provide training and support.
Impactful because of lifelike, immersive environment – Simulation was so impacting because it showed what it feels like to be in the patient’s shoes – undergo the symptoms personally and sees how it impacted the common everyday tasks. This emotional connection stays with people long after experiencing the simulation and influences them.
Immersive experience helps to get an immediate feedback – Seeing the symptoms helped family members understand the severity of the condition. Result – now they could help and support their suffering loved one get through the ailment. VR helps people to closely observe and understand the value proposition of the product without tangibly seeing it.
Virtual Reality has opened a world of fascinating possibilities. Brands and businesses, particularly those manufacturing medical devices can give potential customers an intimate VR experience for medical devices. Customers can experience using the machinery without physically going through the process yet immersing oneself completely in the procedure. Virtual Reality can do wonders across the entire consumer journey – from engagement to sales to support.
Know more about VR experiences and how you can leverage it to keep you ahead of the curve. Ethosh offers unique capabilities ranging from conceptualization to designing to a turnkey development of immersive experience using Virtual Reality.
Disclaimer: Image and Content Source The Migraine Experiment
“For most pharmaceutical companies, this represents a major shift in thinking. It requires putting the customer, as opposed to the medicine, first and addressing customers’ emotional, social, and behavioural needs, as well as their clinical ones. “
.Back in 2018, United Partners published a report on developing data and insights that drive communication in the Pharma sector.