An iPad AR tool that put a respiratory drug's proprietary delivery technology into the hands of delegates in full 3D, tracking particles through the airways in real space. Used at both congress booths and as a sales aid for industry reps.
This respiratory AR tool gave AstraZeneca sales teams a demonstration of the delivery technology particle delivery that no printed leave-piece or slide could come close to.
The brief was to communicate three specific proprietary delivery technology messages: aerodynamic particle size, delivery to both large and small airways, and consistent dosing with every use. The AR tool made all three tangible. Physicians could see particles travel through a 3D lung overlaid onto a physical model in the room in front of them. They could move the iPad around the target for a full 360-degree view, control the animation themselves, and tap into additional clinical detail at any point. Deployed across seven countries and adapted for both rep-doctor meetings and large-format congress use, it ran as a genuine selling tool rather than a novelty.
"The journey of the particles within the lungs really helped enhance the message of consistent delivery. Sales reps had something they could genuinely demonstrate rather than just describe."
AstraZeneca needed an AR tool that could operate in two very different environments: a one-to-one rep visit in a GP surgery and a busy international respiratory congress. It had to communicate three distinct delivery messages clearly, work without a technical operator, and be adaptable across seven markets. The 3D printed model approach was chosen to give the AR a physical anchor, something physicians could hold, look at and interact with, rather than pointing a tablet at a flat sheet of paper.
I built the experience in Unity with Vuforia, creating a modular content architecture structured around the three core technology messages. Each module could be navigated independently, allowing reps to focus on whichever message was most relevant to a given conversation. The AR layer tracked onto either a 3D printed lung model or a flat card marker, giving deployment teams flexibility on cost and logistics.