The Association of the British Pharmaceutical Industry (ABPI) commissioned INITION to create a unique virtual reality (VR) experience. In “The Future of Medicine”, users explore futuristic treatments and new technologies. The experience launched at the annual ABPI conference held in Bishopsgate, London.
The 3-minute narrative features computer-generated imagery and live-action footage from a diagnostics lab. The user goes on a 360-degree journey, looking towards the next 70 years of medical innovation. It reveals the possibilities of gene editing and 3D printing of medicine patches.
Jay Short, business and sales director at INITION, said: “We have been privileged to see that the ABPI has big ideas as to how the future could look for the pharmaceutical industry and INITION are pleased to have entered into this creative partnership to use VR as a means of bringing this vision to life.”
Throughout the launch, hundreds of attendees were able to try the experience in VR. Amongst the attendees were leading figures from the pharma industries in the UK.
‘The Future of Medicine’ looks beyond the amazing scientific breakthroughs of today. It imagines the innovations of tomorrow and their impact on healthcare as we know it.