w h i t e pa p e r

By Fritz Esker

The Impact of 3-D Digital

Contributing writer,
DigitalSignageToday.com

Signage on Pharmaceutical
Companies Sponsored by:

The technology is helping them to market,

educate and go green.

D
igital signage in 3-D has been
steadily making progress as a
next-generation marketing tool
for brands looking to capture audiences at
retail establishments, but the technology
also is gaining strong footholds in the
pharmaceutical and medical industries,
bringing digital signage to trade shows,
events, product launches and, soon,
hospitals.
for years it was standard practice for drug
companies to distribute brochures and
knick-knacks (such as pens or clipboards)
to doctors to market their products. Now,
pharmaceutical companies are looking
for new ways to market to healthcare
professionals. Glasses-free 3-D technology
offers one solution.
Get attention

One solution At busy trade shows, it can be difficult to

Regulations on marketing pharmaceuticals
have become increasingly strict. In July
2008, the Pharmaceutical Research and
Manufacturers of America revised its
codes on interactions with physicians and
health professionals. The revisions forbade
pharmaceutical companies from leaving
branded pens, notepads, clipboards and
other reminder items with doctors.
The new regulations forced a paradigm
shift in pharmaceutical marketing because
catch the attention of attendees amidst
hundreds of competing booths. But 3-D
technology is new and dynamic enough
to stop even the most jaded doctor in his
tracks.
With the advent of glasses-free 3-D
technology, its easier than ever to
use 3-D signage in public places for
marketing. Many people already wear
glasses or corrective lenses, and may be
reluctant to put glasses on over those. In
a busy environment, convincing people

The new regulations forced a paradigm shift in pharmaceutical

marketing. Glasses-free 3-D technology offers one solution.

2011 NetWorld Alliance LLC|Sponsored by Magnetic 3D 1

The Impact of 3-D Digital Signage on Pharmaceutical Companies
to stop and put on 3-D glasses to view
the signage is a difficult task. Its also a
costly one, since people walk away with
the glasses, meaning many pairs need to
be available. Passing glasses around to
hundreds of doctors is unsanitary, and a
large percentage of the audience will avoid
wearing something they think has been
touched by someone else.
With glasses-free technology, however,
regardless of whether passersby wear
glasses already or simply avoid contact due
to germaphobia, 3-D images pop off the
screen and are visible to everyone, without
needing any special eyewear.
Convey information
Pharmaceutical companies are trying to
share information about products that
typically resolve an extremely complex and
very specific issue. Explaining either via
Glasses-free 3-D technology allows pharmaceutical companies to use dynamic visuals to explain a
complex and specific issue.
2011 NetWorld Alliance LLC|Sponsored by Magnetic 3D
words or static images what a drug does,
or is perceived to do, can be difficult and
time-consuming.
Digital signage that features 3-D
technology can provide strong, dynamic
visuals showing people what a drug
does as opposed to trying to tell them.
Currently, pharmaceutical companies use
3-D animations in mechanism of action
videos. Glasses-free technology offers an
even better user experience than 2-D alone
and provides the sensation of depth and
pop that more appropriately describes
the process as it truly happens. This
technology makes the information easily
digestible and more memorable.
MOA (mechanism of action) and MOD
(mechanism of disease) animation is a
crucial tactic in the full communication
platform for a particular molecule (i.e.,
drug) to build interest and awareness in
Photo: INTERPHEX
2
The Impact of 3-D Digital Signage on Pharmaceutical Companies

the research, help stimulate clinical trial to patients. Now, via 3-D digital signage,
enrollments, and in general, build brand patients themselves can be reached
equity, said Andrew Thorn, director of directly.
digital services at Summit, N.J.-based
Vogel Farina, a strategic marketing and Its about education, but its also about the
communications company. timing of that information and location-
specific 3-D digital signage is a new way to
The visuals not only make people bring sometimes life-changing information
understand the products better, they help to patients that are looking for answers to
with recall as well. Getting health-care their medical and personal needs, Zerega
professionals to look at the information said.
at a trade show is just part of the battle;
remembering that information when they
return home is how the battle is won. New product launches
The most important point in the life of a
Retention is key, especially in an
new medical or pharmaceutical product is
environment like a trade show, where
undoubtedly the launch. Years of research
everyone is trying to get your prospective
and development and billions of dollars
customers attention, said Tom Zerega,
have been invested in the development of
chief executive officer and founder of
new drugs or machinery.
New York-based Magnetic 3D, a company
that creates 3-D digital signage solutions.
At this critical point, when tens of
Glasses-free 3-D is a surefire way to make
thousands of hours culminate into a few
sure they are going to remember you
minutes to deliver the breaking news
the next day, week or month when you
to an audience, glasses-free 3-D digital
conduct your follow-up.
signage offers a way to make a big impact
and efficiently and effectively utilizes the
An additional benefit is the fact that
available window of time.
the content is forward and backward
compatible. If content is created for the
glasses-free 3-D medium, it also can
be played on broadcast or 2-D signage,
reinforcing the brand message wherever it
is played.

Targeted marketing
Digital signage offers targeted marketing
opportunities. Aside from trade shows,
the technology can be used to market
pharmaceuticals in doctors offices or
hospitals.

And the information can reach more

than doctors. In the past, pharmaceutical At the product launch for the Varian TrueBeam machine, 3-D visuals of the
companies distributed brochures and machine were projected, so it could be seen from different angles anywhere
simply had to hope that doctors gave them in the room.

2011 NetWorld Alliance LLC|Sponsored by Magnetic 3D 3

The Impact of 3-D Digital Signage on Pharmaceutical Companies
One example is the work Magnetic 3D did
in conjunction with Los Angeles-based
marketing firm CMS Communications to
promote Varian Medical Systems newest
technology, the TrueBeam machine,
an image-guided radiotherapy and
radiosurgery machine. At the product
launch, the machine was draped and
hidden while words such as highly
intuitive and radically different floated
off the 3-D screen. Then, after the machine
was revealed, 3-D visuals of the machine
were projected, so it could be seen from
different angles anywhere in the room. The
launch was a smashing success.
People were just standing there, staring
at the monitors, amazed, said Diana
Zimmerman, president and CEO of CMS
Communications.
2011 NetWorld Alliance LLC|Sponsored by Magnetic 3D
As businesses become more comfortable
with 3-D technology and the possibilities
it provides for pharmaceutical companies,
expect to see expansion of the glasses-
free 3-D technology to include video
walls and interactive display solutions to
provide more impact and engagement with
customers across the board.
About the sponsor: New York-based Magnetic
3D is a leading end-to-end solution provider
of auto-stereoscopic 3-D displays and 3-D
digital media products and services. Its patent-
pending hardware and software solution
modifies flat-panel displays, enabling them to
show high-definition 3-D video content without
the need for eyewear.
4