How will AR and VR impact physician decision-making?

Virtual reality and augmented reality were once the kind of technology only found in works of science fiction. Virtual reality is a simulated, 3-D environment that a person can interact with via a headset and hand-held controller. Augmented reality, however, superimposes digital imagery over a view of the real world.

Today, VR and AR are readily available solutions, , that can carry a lot of promise for the medical field.

Real and potential clinical applications of AR and VR

In the consumer space, AR and VR are often limited to entertainment applications. You're more likely to play a game in a virtual space than any other function. However, these technologies are not limited to this narrow scope. In fact, VR and AR solutions are becoming more common in a variety of industries, including the medical space.

For example, pediatric cardiologists at the Lucile Packard Children's Hospital are working with Stanford University researchers to develop VR technology to model heart defects. With this innovative technology, clinical educators are able to explain common defects by showing students specialized, interactive models. Wearing a VR headset, students are able to manipulate the model with a handheld controller, viewing the model from any angle. More detailed VR solutions could allow surgical students to practice operations in a virtual environment before attempting the procedure on a patient.

Meanwhile, some AR solutions have already been cleared by the Food and Drug Administration. For example, InnerOptic Technology has developed a technology that serves as a GPS for needle navigation. Using ultrasound technology and 3-D mapping, the solution generates images of the patient's body in real-time, helping the clinician to more accurately position needles during surgery.

Considering we are only a few years from the birth of VR and AR technology, there will likely be many major breakthroughs and new technologies in the years to come. As reported by ExtremeTech, AR and VR may revolutionize surgery by offering clinicians more ways to learn and practice complicated procedures in a virtual environment.

AR and VR may have further applications for patients. Surgeons can show patients exactly what they will be doing, taking away fears of the unknown. Plus, VR can be employed to calm younger patients going through a traumatic experience.

AR and VR have the potential to make surgery safer and more effective.

Impacts on physician decision-making

As detailed above, AR and VR can aid physician and surgeon decision-making by giving them the opportunity to test a procedure before actually performing it. For instance, if a cardiologist believes surgery is the right choice for a patient, but cannot decide between two producers, he or should could test each prior to making a recommendation.

Pharmaceutical and medical device manufacturers can also leverage this technology to further engage physician decision makers. VR product tours, educational seminars and proprietary training courses are a few examples of viable, engaging options. This is corroborated by research from Goldman Sachs, which found that 62 percent of consumers feel more engaged with brands that sponsor VR experiences.

Video was once an extravagant cost for many brands which eventually became much more reasonable. VR and AR solutions promise to follow a similar trajectory as the technology becomes more widely available. Brands that find unique ways to leverage these solutions can have a significant impact on buyer perceptions.

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