View from all sides

3D viewers and game engines that can display 3D objects online have been around for a number of years. Recently, however, the pharmaceutical industry has begun to take notice of how 3D technology could aid its marketing campaigns.

Towards the end of last year, Adobe announced that the latest release of Flash will finally incorporate comprehensive 3D capabilities. As Flash is so widely used it is likely that most desktops and laptops will have access to this facility.

There are also numerous 3D interactive applications available for smart phones (ie, games). We are now seeing that pharmaceutical companies are beginning to see the potential in utilising this technology to help communicate the (often) complex process of how their products work.

Current applications
One of the few online 3D interactive software applications widely used by scientists in pharmaceutical and healthcare industries is the java based JMOL plug in. This can be seen on the protein molecule database (pdb) website.

The pdb archive is a database of 3D structures of large biological molecules, including proteins and nucleic acids. It is widely acknowledged that understanding the shape of a molecule helps to understand how it works. This knowledge can be used to work out the role of a specific molecule in human health and disease, and to ascertain whether it would make a good target for drug development.

On the pdb site a user can search for a specific molecular structure and then view it in various representations in a 3D form. The problem is, the user has to download and install software, and the only browser that runs this correctly seems to be Firefox (on the author's PC at least). That's why the Flash upgrade could have such a far reaching effect & most PC users already have a version of Flash installed, and it works on all main browsers including Explorer.

Future impact of interactive 3D
It is likely that the further adoption of interactive 3D by pharmaceutical marketing campaigns and healthcare communications is likely to lead to:

Medical device training aids: many medical devices have a complex procedure of usage. The launch of new biotechnologies and medical devices could be accompanied with 3D training aids and simulators, to help speed up the application and adoption of the new product.

Mode of action communications: 3D interactive software capabilities (as in the pdb) have for a while been used to describe complicated molecular interactions to physicians. Improvement of general access, visual quality and intuitiveness can only increase the relevance and usage of this technology for physicians.

These days, most product releases are accompanied by a mode of action animation and visuals. In many cases a 3D animation is produced, whereby 3D digital assets of the new drug or device have been created. These same assets can then be optimised for any interactive training modules to add further value to the marketing campaign and maximise ROI.

Sales training aids: training games could be developed and played online using smart phones, laptops and desktop PCs as part of a distance learning programme. These games can also form a fun, team-based activity at internal sales training conferences. Since a scientific background is no longer a prerequisite for a career in pharmaceutical sales, engaging the field force using technology it uses on a daily basis would make the science more accessible.

Exhibition/conference stands: recently there have been basic interactive platforms at conventions/conferences, which usually consist of pressing certain options. Within the near future, however, it is likely there will be fully interactive platforms on display; some may even have real time stereoscopic-capabilities (ie, using a 3D polarised plasma screen).

General biological and scientific education: using interactive 3D models showing the structure and workings of organs, cells, molecules, etc. will be of great benefit to schools and universities worldwide.

Surgical and medical training: online interactive training can be particularly effective when developing 3D spatial awareness as required by highly complex procedures. It could also be useful in distance learning and telemedicine.

Mobile applications
The current feud between Adobe and Apple may have some implications for the imminent release of the Flash upgrade. Many sales teams are following the trend to use iPhone and iPad, but these do not officially support Adobe Flash.

There are a few emulators that run flash on iPhone and iPad, but as far as the author is aware they are not 'official' software (ie, from Apple or Adobe). Adobe is currently saying that the new Flash will be available on Android and Linux Mobile.

With many sales forces increasing their usage of iPhones and iPads as a central part of their sales armoury, it will be interesting to see which software becomes the industry standard for Apple products.

Conclusion
As happens with any new software, when the Flash upgrade is released there is likely to be a teething period while developers and agencies get to grips with how and when to use it. Regardless of which package becomes the industry standard, interactive 3D applications, especially over the web, are likely to have a significant impact on future pharmaceutical campaigns.

The author
Simon Reid is director at Fusion Medical Animation.
He can be contacted at simon.reid@fusionanimation.co.uk