Revolutionising Healthcare Advertising – Hollywood Style!

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Augmented reality has entered the real world of healthcare, marking a new and exciting era in digital technologies that genuinely enhance healthcare communication and engagement. Publicis Life Brands Resolute (PLBR) recently partnered with Blippar™ to bring the interactive technology, seen in Hollywood blockbusters Iron Man and Minority Report, to the pharmaceutical healthcare sector for the first time.

Blippar is the first image-recognition phone app aimed at bringing to life real-world newspapers, magazines, products and posters with exciting augmented reality experiences and instantaneous content. Augmented reality is a view of a physical environment which is then augmented by computer generated input based on sounds, video, graphics or GPS information.

According to PLBR Joint Managing Director Paul Blackburn, Allergan is leading the sector in the use of the new digital technology by incorporating the smart device augmented reality into their advertisements: ‘Allergan premiered their first campaign using Blippar™ to launch their OTC dry eye treatment Optive PLUS™, bringing ads to life in this month’s Ophthalmology Times Europe and in Ocular Surgery News.’

Mark Wilson, Marketing Director, Ocular Surface Disease, Ophthalmology, Allergan,added: ‘Allergan’s ads reach ophthalmologists in a new and more engaging way, demonstrating how our product actually works, all by hovering a smart phone or tablet over a still image in a journal. In this case when the doctor points his phone at the Blippar™ enabled ad, three buttons appear allowing you to make the choice of immediately watching the mode of action animation, viewing the molecular structure or going straight to the optive.co.uk website and of course reviewing any of the relevant references for our product Optive PLUS™.’

Healthcare companies and audiences need fresh ways to deliver and receive instant up-to-date information to enhance their respective engagement and understanding of new developments. Blippar™ has the capability to be applied in almost any setting, including in the near future through product packaging or patient information leaflets, communicating directly with consumers on how to use products safely and effectively and its interactive capability has massive and enriching potential in healthcare communications.

Blippar™, a free mobile application that launched in the UK mid-2011, has already worked with some of the world’s biggest and most exciting brands, including Unilever, Nestle, Heinz, Diageo, Xbox, Samsung and Cadbury.

Contact:                     Suzanne Walsh on 020 7015 1301 or email

                                      suzanne.walsh@publicislifebrandsresolute.com