4 Hartford Business Journal • May 23, 2016 www.HartfordBusiness.com
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Virtual Reality
biopsy, a common procedure for heart-trans-
plant recipients.
The video allows patients to see the facility
beforehand, hear the types of questions they'll
be asked by the doctor prior to a procedure, see
staff and become comfortable with the process.
"Somebody who's educated about the pro-
cedure and knows what's going to happen
… will be in a better frame of mind, which is
actually really important," said Dr. Carey Kim-
melstiel, director of the cardiac cath lab and
interventional cardiology at Tufts. "Secondly,
they will be less nervous," and able to ask more
direct questions before the procedure. "I think
everybody then gets to be more comfortable."
The patient's family also can take the VR
tour to have their questions answered, he said.
VR has uses beyond the cardiac cath lab,
Kimmelstiel said.
"That's the first step that we did just
because those patients have so many proce-
dures … but it's gong to be expanded to other
patient populations as well," he said.
Tait sees myriad VR applications in health
care, including creating escapism tours for
children, perhaps to a theme park, or for che-
motherapy patients transported to a calming
beach scene and sunset while sitting for long
treatments.
"We've had a lot of conversations with hos-
pitals to use it in that fashion," Tait said.
Outside perspective
Jeff Mard, vice president of business
development and innovation at marketing
communications agency Cronin and Co. LLC
in Glastonbury, says there's client interest in
VR and he expects the agency will deploy it
this year — if it can serve clients' purposes.
Clients' objectives drive strategies on
what marketing to use, he said.
"If VR is the right medium, terrific, but it's
not a VR-first approach," Mard said.
"It boils down to VR is one of many ways in
which technology is helping clients market,"
he said. "We're constantly looking not just at
VR, but other ways to improve the bottom
line" for clients.
Just because VR is cool, neat and new doesn't
mean it will meet every client's objective.
"If it's just a neat gimmick, that's a lot of money
to invest in something that's not really going to
help them maintain profitability," Mard said.
There are also challenges with VR that
include ergonomics of headsets and how users
navigate through the experience, Mard said.
Look for innovators such as Facebook,
Google, Snapchat and GoPro to push VR as a
viable medium within the ever evolving user
experience mix, Mard said. n
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