Hologic
360° Virtual Hospital
As global leaders in women’s healthcare, Hologic are a universally-recognised name in innovative medical devices and diagnostics. As the MedTech market accelerates from widespread technological advances, Hologic looks to explore new methods of strategic is a communications. This would aim to inform, educate and empower it’s target audiences.
In collaboration with TMC, Hologic sought to push the boundaries of communications and audience engagement by using market-leading technologies to showcase their surgical solutions.
Understanding how to get clinicians, radiologists, pathologists, breast surgeons, and C-Suite managers to adapt their processes and consider investing resource into new devices required the wider team to really push boundaries. To cater to the time-poor, highly specialised nature of the audience, an immersive virtual hospital was conceptualised, geared to provide a user experience that was ‘close to clinical reality’.
The Results
11 Authentic Rooms
6 Week Timeframe
13 Clickable Hotspots
Our Solution
During the initial phases, mood boards of real-world environments laid the foundations of the hospital blueprints, providing relatability and authenticity. This would reinforce the idea that Hologic technology could slot seamlessly into everyday practice. References to Hologic’s ‘Advantage of Time’ campaign, influenced the circular building design, allowing navigation to all suites from the central atrium. Ceiling heights, seating placement, and window design all drew inspiration from real-world hospitals, waiting rooms and surgical suites.
From the main hospital ‘reception’, signposts, rooms, and lobby spaces directed users to the ‘Ultrasound Breast Biopsy’ and ‘Stereotactic Breast Biopsy’ suites. Within these, TMC’s team of 3D artists built simulations of procedures that participants may find themselves in, with the important addition of Hologic devices. Each piece was intricately designed, built, and textured to truly immerse the user navigating through the environment.
Project teams included a range of products, such as the Hologic Brevera® and Hologic Faxitron®, scaled to size and including even the smallest of details to provide a realistic experience. To ensure this visual translation, TMC’s 3D artists created hand-drawn models traced from product photography to ensure complete accuracy.
Healthcare in a 360° virtual environment
Hologic’s unique point of difference with their non-invasive treatment solutions was represented through the additions of 3D modelled doctors and patients, furnishings and fixtures. These would replicate the reassuring environment Hologic patients find themselves in. Designers created these details to for a much deeper level of immersion and therefore brand commitment.
After finalising the environment’s aesthetic, teams layered clickable hotspots onto areas to reveal information on usage, treatment stages, and results. Creating these points of detail enabled users to autonomously navigate the environment and set their own pace. Teams enhanced the navigation to allow users to seamlessly move from one area to another, to facilitate user autonomy.
On completion, Hologic were able to launch a fully accessible 360° hospital, containing 8 BSH suites for prospects to explore. This would act as another powerful asset within the Hologic portfolio, further aiding in achieving commercial objectives.
Hologic worked closely with TMC to produce a fluid 3D interface. Its functionality would be fully responsive and accessible across the globe, due to it’s geo-location and translation. TMC pride ourselves on enhancing audience engagement for clients such as Hologic, who truly create positive impact.
What next?
Aiming to visualise and showcase your products or services within authentic virtual environments?
Contact us for an obligation-free conversation on: +44 (0)1260 295700 or email hello@wearetmc.com.
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