See that? Regeneron simulates retinal disease with virtual and augmented reality app

by Beth Snyder Bulik
Seeing is believing. And Regeneron Pharmaceuticals wants people to “see” what it’s like to have retinal disease.
Together with Intouch Solutions, the company has created a virtual and augmented reality app called “In My Eyes” that allows viewers to experience the blurriness, wavy lines or black patches caused by different types of retinal disease.
The app, available in the iTunes and Google app stores, can be used with or without VR goggles and works in two modes. In story mode, viewers look around a doctor’s office in full 360 degrees and see three patients waiting. Choosing any patient will open up that person’s story along with a video from their life, like a birthday party or picnic, shown through their specific retinal eye disease view. The three diseases featured are neovascular age-related macular degeneration, or wet AMD; diabetic macular edema, or DME; and macular edema following retinal vein occlusion, or MEfRVO. The second view is live mode, which engages the phone’s camera to allow viewers to see whatever is in their field of vision through the three different retinal conditions.
The app includes branding for Regeneron treatment Eylea and was originally meant as a tool for sales reps for use with eye specialists and physicians. However, as work began, the idea grew to broaden the app for use by caregivers, family, friends and anyone who does not have a retinal disease….
Read more: http://www.fiercepharma.com/marketing/see-regeneron-uses-virtual-and-augmented-reality-to-experience-effect-retinal-diseases
Source: Fierce Pharma

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