The Association of the British Pharmaceutical Industry (ABPI) has launched a new virtual reality (VR) experience, allowing users to explore futuristic treatments and technologies that are already being researched by companies.
The experience, which looks towards the next 70 years of medical innovation, uses a mix of computer-generated imagery and live action laboratory footage from a working diagnostics lab to take the user on a 360-degree journey into the world of breakthrough medicine.
Dr Ali Hansford, head of science policy at the ABPI, said: “Over the last 70 years we have seen advances in medicine that rival science fiction.
“This virtual reality experience looks beyond the amazing science breakthroughs of today to imagine the innovations of tomorrow, set to change the fact of healthcare as we know it in the next couple of decades.”
Teaming up with INITION, the virtual reality production company, the experience includes the possibilities of gene editing and gene therapies along with 3D printing of medicine patches, which UK scientists are currently developing and testing.
Additionally, the experience explores the possibility of inhalable diagnostics sensors in the body, which US researchers are at the helm of, currently investigating the potential of carbon nanosensors that are 10,000 times smaller than a strand of hair to identify infection and inflammation in hip-implant patients.
Jay Short, business and sales director at INITION, said: “We have been privileged to see that the ABPI has big ideas as to how the future could look for the pharmaceutical industry and INITION are pleased to have entered into this creative partnership to use VR as a means of bringing this vision to life.”
More on this and other UK themes live from today’s ABPI conference via Twitter @awmcconaghie