Augmented Reality (AR) is a technological innovation that holds the potential to bring about transformative changes in various sectors, including healthcare and pharma packaging manufacturing. Although the application of AR in these industries is still in its early stages, there are several emerging trends that could revolutionise these sectors. In this article, Federico Piutti, Innovation Manager at Bormioli Pharma will deep dive into understanding the impact of AR on healthcare and pharma packaging manufacturing.
What is Augmented Reality and which are its economic perspectives?
As defined by the Food & Drug Administration (FDA), Augmented Reality (AR) is a real-world augmented experience with overlaying or mixing simulated digital imagery with reality through a camera or display, such as a smartphone or head-mounted or heads-up display (HUD). Digital imagery may be able to interact with real surroundings, often controlled by users.
Unlike virtual reality (VR) technology which immerses users in a completely virtual environment, AR superimposes computer-generated images onto the real world. This can be done through AR glasses or other headsets, allowing healthcare providers and their patients to visualise information as it’s applied in actual healthcare situations. This integration of digital information with the user's environment in real-time can lead to increased efficiency, accuracy, personalisation, and overall better and safer care.
The economic prospects for AR in healthcare are robust. Research and Markets predicts a consistent growth for the AR market in healthcare over the next few years. It anticipates a compound annual growth rate (CAGR) of 26% during the 2022-2027 period in healthcare and a 36% CAGR overall. The expected value of the AR market is projected to reach 152 billion dollars by 2030. These projections underscore the immense potential of AR in transforming the healthcare industry.
AR in healthcare: a reality, not just a future trend
The use of AR in healthcare extends beyond the operating room. For instance, it can play a pivotal role in patient education, enabling people to better understand their health conditions and treatment plans. By visualising their medical data in 3D, patients can gain a clearer understanding of their health issues, leading to more informed decision-making and improved health outcomes.
Moreover, AR can significantly enhance medical training and education. Medical students can use AR to visualise complex anatomical structures in 3D, providing them with a better understanding of the human body. They can also simulate surgeries or medical procedures before performing them on actual patients, thereby enhancing their practical skills and boosting their confidence.
In surgical planning and navigation, AR is proving to be an invaluable tool for physicians. By overlaying medical images, such as CT scans or MRI data, onto a patient's anatomy in real-time, surgeons can plan procedures more accurately and navigate during surgeries by providing guidance and visual cues. This technology is particularly useful in complex surgeries where precision is critical.
Patient care and treatment are other areas where AR is making a significant impact. AR aids doctors in explaining diagnoses and treatment options more effectively, helping patients to better understand their conditions and the recommended treatments. AR is also supporting rehabilitation processes through interactive exercises and guidance, helping patients to recover faster and more effectively.
AR has already started to revolutionise pharma packaging manufacturing, with brand new applications promising considerable benefits for patients
Remote consultations are another area where AR is being used to great effect.
Specialists can guide or train medical personnel in distant locations through live AR visualisations, offering real-time assistance and expertise. This technology is particularly useful in areas where access to specialists is limited, enabling patients to receive high-quality care regardless of their location.
Overall, the potential of AR in healthcare is vast, and the technology is expected to continue to grow and evolve in the coming years. As the technology becomes more advanced and accessible, we can expect to see even more innovative applications of AR in healthcare, improving patient outcomes and transforming the way healthcare is delivered.
What’s happening in pharma packaging manufacturing?
The use of augmented reality (AR) in pharmaceutical packaging manufacturing is still in its early stages, but there are several pillars that could revolutionise the industry. AR has already started to revolutionize pharma packaging manufacturing, with brand new applications promising considerable benefits for patients.
First of all, AR can display additional information about the product, such as detailed instructions on medication use, dosage information, side effects, and warnings. This information can be accessed by simply pointing a smartphone or compatible device at the drug label, and patients can receive interactive instructions on how to take the medication correctly, including proper dosing and appropriate storage methods.
Moreover, AR could be used to provide consumers a further verification about product authenticity, ensuring they are not counterfeit, thereby increasing patient safety, and improving therapy adherence through notifications, tracking progress and offering incentives for patients to stick to treatment plans, leading to improved health outcomes and quality of life for patients.
As Bormioli Pharma, we strive to be pioneers in the industry, working hard to develop new concepts featuring AR technologies, in line with our consistent innovation efforts to address patients’ and industry emerging needs.
That’s why we launched an open innovation contest on the crowdsourcing innovation platform Desall.com aiming at scouting augmented reality solutions to offer non-professional users (final consumers) an array of multimedia content related to medications in rigid packaging – such as injection vials, syrup bottles, pill bottles, ampoules for ophthalmic or oral care - by recognising specific elements. The reason why of our request was to provide a solution able to minimise the risk of errors or misunderstandings, enhance safety in drug administration, as well as strengthen patient confidence in the therapy by sharing informative content about conditions and treatments and displaying all information related to the medication found in the package leaflet.
The winning project, called AR Rotating Menu, allows manufacturers to add information about the product to be dispensed, for example the contents of the patient information leaflet - active excipients present, recommendations for use etc. - by framing a QR-code on the dispenser through a smartphone. An intuitive and easy-to-use menu appears on the screen of the device and interacts directly with the image of the container, providing the information through different layers.
Aimed at improving user experience, accessibility and information, this prototype is also in line towards the digitalisation of information on pharmaceutical products, moving closer and closer towards environmental sustainability and in the direction of the use of electronic product information (ePI), as for the work the European Medicines Agency is carrying out and that aims to be applied to all medicines within the EU.
The concept features extreme practicality and feasibility, essential characteristics for Bormioli Pharma, which has always worked to create solutions that meet the real needs of patients and the pharmaceutical industry, integrating new solutions with concepts already developed to improve the efficiency of its offer.
How AR could also impact pharma packaging manufacturing
Augmented Reality (AR) could also be applied to pharma packaging manufacturing in order to boost quality and safety in production, ensuring the highest quality standards the pharma industry requires to its suppliers through different actions:
- Quality Control and Inspection: AR technology can be a game-changer in quality control processes. By overlaying digital information onto products, it enables real-time inspections for defects or inconsistencies during the manufacturing process. This feature can play a crucial role in ensuring that only high-quality products reach consumers, thereby boosting consumer trust and brand reputation.
- Supply Chain Management: The integration of AR in supply chain management can bring about significant improvements in efficiency. AR can be used to track products throughout the supply chain - from manufacturing to distribution to retail. This not only enhances transparency but also helps reduce waste and prevent counterfeiting, which are critical issues in the pharmaceutical industry.
- Remote Assistance: AR has the potential to redefine the way remote assistance is provided. It can enable experts to remotely assist on-site workers by providing visual instructions or guidance through smart glasses or devices. This can help reduce downtime and improve efficiency, particularly in situations where specialized knowledge is required. This aspect of AR is particularly relevant in the current times when remote working and social distancing have become the norm.
- Training and Skill Enhancement: AR can provide immersive training experiences for workers by simulating real-world scenarios. This can help improve their skills in handling complex machinery or troubleshooting issues, leading to an overall improvement in the quality of the manufacturing process. This hands-on approach to training can lead to better retention of information and more effective skill development.
- Sustainability: In line with the global push towards sustainability, AR can be used to promote eco-friendly practices. It can provide information about the environmental impact of products and encourage consumers to make more eco-friendly choices. This can help pharmaceutical companies meet their sustainability goals and reduce their carbon footprint, contributing to the broader goal of environmental conservation.
In conclusion, the use of AR for pharmaceutical packaging manufacturers holds immense potential, both in terms of benefits for the industry and for the patients. It can improve efficiency, reduce waste, increase safety, and promote sustainability, all of which are key objectives in today's rapidly evolving pharmaceutical landscape.
As a pioneer in the industry, and as per our positioning of innovation mobilisers, Bormioli Pharma will keep on doing its part to propose cutting-edge solutions, in line with our aim to materialise the vision of future care.
