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By Tony Connelly, Sports Marketing Reporter

May 20, 2016 | 2 min read

Virtual reality’s potential has thus far been predominantly championed through sports however pharmaceutical packaging company Stevanato is now illustrating how the tech can revolutionise marketing in the medical industry.

The Italian company partnered with R/GA London to create a VR marketing solution to the lengthy time delays incurred when creating products for its clients.

Stevanato makes advanced needle assembly machines (NAM) for its clients, creating syringes for medical use and significantly reducing costs for customers. However the huge machines weigh seven tonnes, take nine months to fully build and can only operate within a vacuum clean environment.

This understandably placed some significant hurdles in showcasing the machines so the company tasked R/GA London to help create an efficient and advanced marketing campaign that would work around the lengthy prototype build times and reduce costs while also positioning Stevanato as pioneers in the digital landscape.

R/GA London turned to HTC’s Vive VR platform to create a fully room-tracked experience that would allow users to actually step inside the vacuum sealed machine and explore it up close in a way that would not be possible in real life.

The experience recently premiered at the Innovation Summit in Venice where hundreds of customers and leading figures from the pharma industries tried out the VR product demo for themselves.

The company describe the move as a genuine VR solution that has the power to transform Stevanato’s business.

Christophe Bureau, vice president of strategic innovation at Stevanato, said: “Instead of waiting six to nine months to see a prototype it can be seen in a matter of weeks. This has never been done before.”

To bring the experience to more customers around the world R/GA London are developing a portable Gear/Google Cardboard version and interactive 360 videos using the Facebook and YouTube platforms.

Virtual Reality (VR) R/ga London HTC Vive

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R/GA London, the European hub of the R/GA network, is a full-service agency that, through the creation of products, services and communications, constantly seeks...

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