A summary on how to use the latest technologies in the pharma sector

1. Innovation Lab
Workshop for Novartis
www.ARworks.com
Sab Budahazy szbudahazy@arworks.com

2. A fast, short overview
of the hottest innovations in mobile
technologies and devices
with case studies
and examples.

3. Mobile now means more – VR glasses,
smartwatches, beacons, barcodes, etc

4. Smartphone Wordwide
Penetration
1,91 billion
28,2%

5. People are using apps more and more for
their work, their daily tasks – frequently
replacing their PC-s.

6. The
Advantages
Mobile has numerous clear
advantages above other
communication channels

7. Sensors 24/7 Instant
Personalized Two Way Interactive
Touch
Screen
Rich
Media
Cost

8. Smartphone
capabilities,

9. All in one
• Sensors
• Watch
• Camera
• Gyroscope
• Compass
• Loudspeaker
• Microphone
• Touchscreen
• Wifi, Blueetooth
• Gps
• Alarm clock
• Navigation, Map
• Scanner
• Walkman
• Image Analysis
• Object Recognition
• Face recognition
• 3D representation
• Heart beat monitor
• etc
Smartphones have several sensors/hardware parts which make
them capable to perform various functions on a very wide scale

10. Patients Physicians Scientists
Pharmacies Hospitals
Target Groups
Different target groups/stakeholders need different mobile
solutions depending on their individual needs

11. Potential Mobile App types
• Clinical Trial Apps
• Calculator App
• Condition Tracker
• Disease Education
• Game
• HCP Tool
• Healthy Living
• Patient Support
• Reference
• Reminder
• Risk Assessment
• Training
• Treatment Tracker
• Employee
• Medical Education
• Meetings-Events
• Sales Tools
• Sponsorship-Grants
• …..

12. Astra-Zeneca – Lipids and You
Edwards – Aortic StenosisSanofi - Virohunter
Genentech
Competition Examples

13. Sanofi Eli Lilly AbbVie - Psoriasis
Competition Examples

14. Company Number of
Mobile Apps
Novartis 223
Bayer 181
Sanofi 131
Merck & Co. 127
Janssen 112
Pfizer 110
AstraZeneca 97
Roche 93
Boehringer Ingelheim 86

15. MOBILE:
Visualize and Connect
Smartphones can help to match
the needs of Novartis with the
need of the Target Groups

16. MOBILE
Augmented Reality
Virtual Reality
Connected content
Smartwatch
+1
Research Kit
NOVARTIS
NEEDS
Deliver message
Grab attention
Differentiate
Stand out
Get Focus
Break out from the
regular
TARGET GROUP
NEEDS
Rapid
understanding
Limited time
Easy digest

17. AR

18. AUGMENTED REALITY
ADD VIRTUAL CONTENT
TO THE REAL WORLD,
VISIBLE THROUGH THE
SCREEN OF A SMARTPHONE

19. Example Videos
• Scent molecules in a Rexona Can
– http://www.arworks.com/en/portfolio-item/rexona-x-ray-in-store-
activation-using-an-ar-app/
• Pumping heart/brain/eye
– http://www.arworks.com/en/portfolio-item/medical-ar-proof-of-concept/
• Machines and Penguines
– http://www.arworks.com/en/portfolio-item/linux-penguin-
surprises-expo-visitors/

20. 3D Augmented Reality Charts

21. IDEAS: AR use by target group
• Patients
– Info on drug boxes, leaflets
– Situation: Consultation, taking a pill
• Scientist
– Virtual models to show operation
– Situation: : Exhibitions, conferences – Raise interest
• Physicians
– Animated, living, impressive 3D charts
– Demonstrate to patients what’s happening
– Situation: Exhibitions, conferences
• Hospitals
– Find your way in the hospital
– Situation: : Sales
• Pharmacy
– Drug connected content
– Virtual consultant in the pharmacy

22. Augmented Reality Content
Molecular,
tissue
Organs Body
Charts
There can be many different types of content, which can be
shown in an interactive, animated 3d format with Augmented
Reality.

23. USE AR WHEN:
• You want to
–add more content to your
posters/prints/products
–surprise your target group
–connect a multimedia content as strong as
possible to physical object, place
–ensure full, 3D understanding

24. Virtual Reality
VR

25. VIRTUAL REALITY:
IMMERSE PEOPLE IN A
REAL/ARTIFICIAL 360
SURROUNDING WITH THE
HELP OF A (VR)
GLASS/HEADMOUNT

26. VR DEVICES
• Transparent devices
– Google Glass
– Vuzix
– Sony
• PC Based Non-Transparent devices
– Oculus Rift
• Mobile based Non-Transparent devices
– Samsung VR
– Zeiss One
– Homido
– Cardboards

27. Examples
• Atlantis the Palm Video 360 VR
– http://www.arworks.com/en/portfolio-item/atlantis-the-palm-vr-
panovideo-application/
• Fovista VR
– http://www.arworks.com/en/portfolio-item/medical-submarine-
and-vr-microscope-for-novartis-by-arworks/
• Pumping Heart
– http://www.arworks.com/en/bluetooth-controller-for-mobile-
based-vr-glasses/

28. IDEAS: VR Use by target group
• Patients
– Transformation of tissue/parts of body as a result of a drug
– Surgical processes
– Situation: Consultations with physicians
• Scientist
– Demonstrating molecule structures, reactions
– Situation: Lectures
• Physicians
– Simulation/First Person Experience of certain maladies (view,
orientation, dizziness)
– MoA
– Situation: Conferences
• Hospital
– Communicating Innovation
• Pharmacy
– Virtual Pharmacy

29. USE VR WHEN:
• You want to
–show something which you cannot show
• too small, too big
• It’s not there
–make your audience focus on your
content/message
–place the target group in the middle of
the action

30. Connect

31. CONNECT
MULTIMEDIA, DIGITAL
CONTENT CAN BE ADDED TO
LOCATIONS, OBJECTS, TIMES
THROUGH MOBILE PHONES

32. Barcode
Beacons
Magnetic Field
QR code

33. Technologies used to add content
Objects
• QR,
• Barcode
• Beacon
Locations
• GPS
• Wifi
• Magnetic
Field
• Beacon
Persons
• Face recog
• Beacon
Time
• Phone
• SmartWatch

34. Examples to which content can be
linked
Objects
• Drugs
• Leaflets
• Equipment
Locations
• Hospital
beds
• Pharmacies
People
• Patients
• Physician
Time
• Medicament
intake
• Consultancie
s

35. Content examplesObjects
• Drugs
• More info
• Voice over
• Leaflets
• Video
• Interaction
• Feedback
• Equipment
• Manual
Locations
• Hospital beds
• Patient medical
info
• Pharmacies
• Navigation
• Contact info

36. Content examplesPeople
• Patients
• Medical history
• Illness
• Personal profile
• Research Kit
• Physician
• Area of Expertise
• Publications
• Contact details -
networking
Time
• Medicament intake
• Alerts
• Dosage
• Consultancies
• Alerts
• Be on time
• Booking

37. Example
• Integrated Solution for Samsung, using
Augmented Reality, iBeacons and QR code
– http://www.arworks.com/en/portfolio-item/worlds-first-ibeacon-based-augmented-
reality-museum-app-for-samsung/

38. USE CONNECT WHEN:
• The user may need on the spot, immediate
information
• The content has to be accessed without any
search
• The content could change over time
• Real-time changes of info is important

39. Smartwatch

40. SMARTWATCHES
• iWatch
– Just launched
– The most popular one
• Android Watches
– Different sizes, shapes
– Sony, Motorola, Samsung
• Tizen
– Samsung own operation system

41. IDEAS: Smartwatch use by target group
• Patients
– Alerting medicament intake
• Scientist
– Hand free info source through out lab experiment
– Voice control
• Physicians
– On the spot info – without touching it - sterility
– Urgent call
• Hospital
– Employee traffic management
• Pharmacy

42. USE SMARTWATCH WHEN
• The info is short/simple
• Hands are occupied
• You need immediate, guaranteed info landing

43. +1
Apple Research Kit

44. Apple’s framework system
specifically introduced to help
medical research

45. Research Kit video
https://www.youtube.com/watch?v=92V5QcOTbFw

46. SUMMARY

47. Description Tech Examples
AR Adding virtual content to
the live image of the
smartphone
Phones
Apps
3D animations
Interactive leaflet
Pumping heart
X-ray body
VR Surrounding the user with
a virtual world with
headmount devices
VR Glasses
Apps
3D worlds
360 video
Trip in the body
Malady demo for
physicians
Connect Connecting multimedia
content to objects,
locations, people, time
Barcode
QR code
Beacons,
M Field
Expo booth
Drug info
Patient details
SmartWatch Intelligent Watch for quick
info sharing and simple
interaction
Wearables
iWatch
Android,
Tizen,
Drug intake alerts
Surgical data
Research Kit Involving patient groups
into research using their
smartphones
Patent apps
Backend data
Sensing
Balance/sight/trembli
ng dysfunction
www.Arworks.com

48. +1
APP IDEAS

49. (( ))
Take your pill !
16:00
18:00
20:00
Take a pill reminder

50. CONSULTANT
TYPE DURATION
CONDITION TREATMENT
HISTORY DOCTORS EMAIL
Symptom recorder

51. How do you
feel today?
Lisa is talking…
Personal Angel

53. Health
alarm
Dentist
(Dr. Zack)
16:00
Last health check
02/02/2014
Eye specialist
(Dr. Timothy)
Family report
10/04/2014
Family Health Alert

54. Pharmacy
200 m
Pharmacy
100 m
Physician
50 m
Pharmacy Navigator

55. Scanning…
Bar Code Scanner

56. My Baby
SLEEP
FEED GROWTH
AWAKE
GALLERY DATA
Baby App

57. Remot
e
Care Remot
e
Care
PATIENT
MESSAGE
HISTORY
You have one message
from
Dr. Tim.
DOCTOR HISTORY
Remote Care

58. If you need more information, have a
question, thinking about using any of the
technologies – or just a need a simple
mobile app - please, contact us.
Sab Budahazy
CEO
szbudahazy@arworks.com
www.arworks.com