The Challenge
In a world where healthcare professionals are bombarded with data, deadlines, and distractions, pharmaceutical companies face an uphill battle: how do you make complex medical science not just understood, but remembered – all while working within a highly regulated environment? At global healthcare congresses, this challenge is amplified. Attendees move quickly from booth to booth, and brands struggle to stand out amid a sea of static presentations and generic visuals.
Novartis approached vStream with a clear goal — to redefine how scientific storytelling could work at scale, in a way that was not only medically accurate but deeply engaging. They needed to communicate the complex mechanisms of action behind two innovative therapies to healthcare professionals in a setting that demanded speed, clarity, and emotional impact.
The traditional tools weren’t cutting it. Slide decks, brochures, even conventional videos weren’t creating the level of understanding or connection required. The challenge wasn’t just about delivering information — it was about doing so in a way that captured attention, encouraged peer conversation, and left a lasting impression.
To solve this, Novartis needed more than a content partner. They needed a collaborator capable of engineering an immersive environment — one that could bring life to invisible science and deliver a wow-factor worthy of one of the world’s top pharma brands.
ClientNovartisProjectNovartis Spatial Computing ExperienceTechnologyAR, Interactive Hologram, Spacial Computing
vStream responded with a world-first innovation in immersive medical engagement: the Novartis Spatial Computing Experience — a groundbreaking blend of a 15-metre cinematic LED wall and eight synchronised spatial computing headsets. But this went beyond mixed reality headsets, this synchronised the LED wall screen content and the headsets to create a world’s first experience that was jaw-dropping. This fusion allowed complex scientific narratives to literally emerge from the screen into the physical world, transforming passive observation into a shared, sensory journey.
Designed for a major healthcare congress in Milan, the experience allowed up to four healthcare professionals at a time to participate in a multi-user AR session. As cinematic content played on the LED wall, participants wearing AR headsets witnessed molecules, mechanisms of action, and data visualisations break free from the screen and float around them in real space — creating an awe-inspiring visual moment, while enabling deeper comprehension of clinical science.
Rather than isolating users, the solution was social by design. HCPs could walk, talk, and explore together, leading to organic peer-to-peer engagement and repeat participation. The system’s intuitive interface meant no onboarding was required, and Novartis’ medical team could observe or join the conversation as needed.
In just four days, the experience delivered over 2,000 minutes of direct HCP engagement — setting a new benchmark for congress interaction and becoming the most talked-about booth at the event.
This wasn’t technology for technology’s sake. It was a strategically-crafted, futureproof solution that combined creativity, clinical rigour, and cutting-edge innovation to elevate Novartis as a true leader in healthcare storytelling.
