Our creative idea was to let HCPs experience lung deposition and stand out as real innovators at the conference.

In a crowded respiratory market, we needed to bring to life the fact that our device really is precision engineered for great lung deposition. How could we show mode of action, and the beauty of our device in the most engaging and believable way?

Our solution?

We pioneered the use of real time virtual reality to create an engaging experience that takes the user on the journey of a soft mist particle. It’s almost as if you are standing inside the mouth, throat and lungs as the mist travels to the depth of the lungs, where it lands. This Virtual Reality experience puts you right in the middle of the (mode-of-) action and lets you experience lung deposition, through the creation of soft mist in the device, like never before.

We created a completely custom experience which started when the device explodes in front of your eyes and then fits back together so you can see the precision engineering behind the soft mist production.

From here, the user is taken on the route of a particle entering a patients mouth. The user can walk around and explore inside the mouth, although due to the realistic quality, most only edged around for fear of falling down the throat!

Next, a user follows the particles into the throat and eventually into the lungs. As they progress through the throat and lungs the particles become fewer and their speed slows down to mimic the reality of the Respimat Soft Mist particles.

Each scene was built with specific lighting to give the best representation of the particle’s journey. The explorers are able to do a ‘stand and step’ experience. Moving around the respimat, looking up and down the lungs, seeing how the particles travel. The explorer uses the controller to progress through the experience embracing them into the progressiveness of the journey and giving the explorer a sense of adventure. This is known as 6 degrees of freedom (6DoF).

Virtual reality has the ability to create memories rather than experiences for the explorers. participants who believe they were “inside a giant mouth” can recall this experience as a journey.

Did it work? Well, one professor said

“I need this to explain to my students, even after 20 years they don’t understand it like I think they would if they saw this”

An ad board level KOL who BI have really struggled to get much time with contacted BI post-conference, inviting them to come to his rooms. The four minutes of the experience was the most time he'd spent with BI in five years.