VR, AR and mixed reality for pharmaceutical companies
36 delivered pharma XR projects for Janssen, Zentiva, Recordati, KRKA, Merck, AD Pharm, Valentis and more — HCP congress activations, medical 3D animation, pharma VR training, interactive experiences for pharma and mixed reality for pharmaceutical companies. Custom studio work, built to your MLR review, delivered across Bulgaria, the EU and beyond.
Quick answer
VR Express is a custom XR studio for the pharmaceutical industry. Across 36 delivered projects for pharma companies including Janssen, Zentiva, Recordati, KRKA, Merck, AD Pharm and Valentis, we build immersive HCP congress activations, medical 3D animation and mechanism-of-action visualisation, pharma VR training simulations, and interactive experiences for pharma brands. Every project is built to your MLR review workflow and packaged for your LMS or standalone delivery — headset-based or browser-first (WebXR).
Pharma XR case studies
Every pharma project VR Express has published — VR, AR, medical 3D animation, V-brochures and HCP campaign assets. Click any card for the full case study.
A bespoke VR event management solution for A&D Pharma's major corporate gathering.
We developed an Augmented Reality experience that brings a "Healing Mountain" to life.
This project took the "Healing Mountain" concept into full Virtual Reality. At a dedicated booth, we provided a VR experience where attendees could be fully immersed in the mountain environment, witne…
We designed and developed a dedicated landing page for Cetillar. The page features clear, concise information about the product's benefits, usage instructions, and scientific backing, combined with st…
This project is a 3D medical animation for Zentiva's product, Efient. The animation explains the product's mechanism of action in a clear and scientifically accurate manner, targeted at healthcare pro…
Custom landing page designed to provide interactive medical information and resources for HCPs and patients.
Augmented Reality experience.
A futuristic VR training simulation for Halen, a major player in the pharma industry.
Custom landing page designed to provide interactive medical information and resources for HCPs and patients.
An immersive VR experience developed for Janssen, a leading pharmaceutical company, to engage healthcare professionals (HCPs) at medical conferences.
We produced a high-quality animated explainer video for Zentiva's "Kompass" program.
Developed a virtual reality tour of KRKA's production facilities for a major veterinary medicine event.
Digital newsletter designed to inform HCPs and doctors about upcoming medical events and pharmaceutical campaigns.
An interactive quiz module for Isla where users engage with product features through a physical ball-throwing mechanic in VR, complemented by a detailed product video.
A gamified medical education experience where HCPs and participants answer questions by throwing a virtual ball at targets, learning about product benefits in an active, memorable way.
A specialized digital landing page and informational hub for Eligard, designed to provide healthcare professionals with clinical data and patient support resources.
Digital newsletter designed to inform HCPs and doctors about upcoming medical events and pharmaceutical campaigns.
Digital newsletter designed to inform HCPs and doctors about upcoming medical events and pharmaceutical campaigns.
Digital newsletter designed to inform HCPs and doctors about upcoming medical events and pharmaceutical campaigns.
A custom VR activation that allowed event guests to step into the shoes of world-renowned vegan climber Atanas Skatov.
A pioneering VR neuro-rehabilitation environment built for the TOM Bulgaria techaton.
A comprehensive e-commerce platform developed for Valentis to streamline the digital sale of pharmaceutical and health products, featuring a user-friendly interface and secure payment integration.
Digital newsletter designed to inform HCPs and doctors about upcoming medical events and pharmaceutical campaigns.
Digital newsletter designed to inform HCPs and doctors about upcoming medical events and pharmaceutical campaigns.
Digital newsletter designed to inform HCPs and doctors about upcoming medical events and pharmaceutical campaigns.
A complementary piece to the "VISION X" product animation, this medical animation delves into the scientific mechanism of action.
This internal project showcases our capabilities in creating high-quality 3D product animations.
The inaugural HTML email newsletter for Zentiva, which established a new, modern standard for their digital communication with healthcare professionals and stakeholders.
This project involved the creation of a responsive HTML email newsletter to help Zentiva maintain a regular and effective dialogue with its professional audience, delivering content with impact.
A custom HTML email newsletter for Zentiva, crafted to deliver important industry insights and product information in a digestible and visually appealing format that stands out in a crowded inbox.
This HTML email campaign provided Zentiva's network with timely updates and educational material in an engaging, mobile-friendly format that drove higher engagement.
A dynamic and compliant HTML email newsletter created for Zentiva to deliver valuable content directly to the inboxes of healthcare professionals, bypassing the limitations of static attachments.
Digital newsletter designed to inform HCPs and doctors about upcoming medical events and pharmaceutical campaigns.
A gamified VR experience for Zentiva's Pirseo brand. Participants embark on a virtual climbing challenge, representing the journey to overcome a medical condition.
An immersive educational VR experience for Zentiva, visualizing the molecular benefits of Sideral for healthcare professionals.
Digital newsletter designed to inform HCPs and doctors about upcoming medical events and pharmaceutical campaigns.
Built for regulated environments
What working with pharma actually looks like in practice — honest capabilities, grounded in projects we shipped.
Cleanrooms and production lines rebuilt in VR
We reconstructed KRKA's real production facility as a walkable VR tour for a veterinary medicine congress — layout, equipment, workflow, without shipping 200+ HCPs to the plant. See the KRKA virtual plant tour →
SOP-style scenarios and pharma VR training
Repeatable, instrumented simulations — from surgical device training (Halen) to gamified MoA learning (Zentiva Sideral) — so competency data comes out the other end, not just a completion tick. Halen VR training →
Content review with your medical & regulatory teams
Scripts, voiceover, on-screen claims and interaction outcomes tracked as reviewable assets — versioned for MLR sign-off the same way your team already reviews a print piece. We do not claim GMP or ISO certification; we bring repeated MLR-survivable delivery for pharma clients (Janssen, Zentiva, Recordati, Merck, KRKA).
Multi-language, multi-market delivery
Localised voiceover, subtitles and on-screen copy for regional roll-outs across the EU. The Recordati Eligard hub and Valentis V-brochure work were built with regional content variants from day one. Recordati Eligard →
Custom studio vs off-the-shelf VR training platforms
The honest split — when a subscription platform is the right call, and when custom XR in the pharma industry earns its budget.
Off-the-shelf VR training platform
Per-seat licensing, someone else's roadmap
- Standardised modules (generic safety, soft skills, generic sales)
- Fast to switch on if the catalogue matches your training need
- Predictable per-seat pricing at low volume
- Your molecule, device, SOP or brand are not on the roadmap
- You do not own the asset — costs recur every year
- Congress activations and marketing experiences rarely fit the model
Custom pharma XR studio (VR Express)
One-time build, you own the asset
- Your molecule, your device SOP, your congress theme — built to spec
- Interactive experiences for pharma brands and mixed reality for pharmaceutical companies
- You own the asset outright — no per-seat fees, no annual renewal
- Built to your MLR review workflow and packaged for your LMS or WebXR
- Same team ships congress activations, pharma VR training and campaign work
- Not the right fit for generic training that has no pharma specificity
HCP congress engagement
AR/VR booth activations that draw HCPs in, hold their attention, and leave a measurable signal behind — shipped, set up and staffed end-to-end.
The VR activation was a major success, significantly increasing booth traffic and dwell time. Post-event surveys showed a dramatic increase in message retention and positive brand perception among HCPs who participated in the experience.
Successfully increased booth engagement and brand recall among 200+ international veterinary representatives.
The VR booth was a major attraction at the event, generating significant foot traffic and buzz. It provided a powerful, distraction-free environment for HCPs to learn, leading to higher-quality engagement and better message retention than standard event activations.
The AR experience significantly improved HCP engagement and recall of the product's benefits. The client reported a marked increase in interest and positive feedback from their sales force and at medical congresses.
The VR activation was the centerpiece of the corporate event, receiving overwhelmingly positive feedback from employees and leadership. It proved to be a powerful tool for internal branding and employee engagement, fostering a shared sense of purpose and excitement for the company's direction.
Medical 3D animation & mechanism-of-action
Scientifically accurate visualizations that make complex pharmacology legible to HCPs and reps — usable as standalone film, inside a V-brochure, or as the core of an interactive module.
The animation served as a vital educational tool for Zentiva, enhancing the understanding of Efient among healthcare providers and supporting the product's marketing and training efforts.
Increased HCP engagement and improved brand recall for Sideral through interactive storytelling.
This animation serves as a powerful internal example of our dual expertise in both high-level product marketing and detailed, medically accurate scientific visualization.
This animation has become a key showcase of our creative and technical abilities in product visualization, effectively demonstrating our capacity to deliver compelling marketing content for the pharma industry.
The V-Brochure we developed used 3D animations to visualize the drug's extended-release formula, making the information more digestible and memorable. This innovative approach was highly praised by Merck's sales team and their HCP clients for its clarity and educational value.
Surgical, device & pharma VR training
Repeatable pharma VR training simulations for procedures, devices and detailing conversations — instrumented so the training team can see how each learner performs.
The VR training module is projected to reduce training time by 40% and significantly improve procedural accuracy among surgeons. The client anticipates a strong ROI through reduced training costs and improved patient outcomes.
The AR avatar provided a dynamic and interactive method for demonstrating the product's benefits. This innovative approach led to significantly higher engagement and message retention among HCPs compared to static materials, successfully differentiating the brand in a competitive market.
Pharma marketing activations
Multi-sensory brand experiences and interactive HCP touchpoints — the kind of work pharma marketing teams use to anchor a launch or a cycle theme.
High-impact brand engagement with 60 guests fully immersed in the experience within a 3-hour window.
High brand engagement and immediate product awareness among event attendees.
Increased HCP engagement and provided a reliable, centralized resource for product information and administration guidelines.
Frequently asked questions
What drives the cost of a pharma XR project?
Three variables move the number more than anything else: scope of the interaction (a linear V-brochure vs an open-ended simulation with branching decisions), fidelity of the 3D assets (a stylised molecule vs a photoreal cleanroom rebuild like our KRKA plant tour), and delivery footprint (single-market WebXR link, multi-country headset roll-out, or a congress activation with shipping and staffing). Content-review passes with your medical/regulatory team and localisation to additional languages are the other two lines that meaningfully change the total.
How long does a typical pharma VR training or activation take to deliver?
A focused V-brochure or single MoA animation ships in roughly 6 to 10 weeks. A congress VR activation with hardware, staffing and analytics is usually 10 to 14 weeks from brief to booth. A branching pharma VR training simulation with LMS integration and multi-language voiceover is 4 to 6 months. Regulated review cycles with your MLR team are the main variable — projects with a pre-agreed review cadence run predictably; projects without one drift.
Custom studio vs off-the-shelf VR training platforms — when does each make sense?
Subscription VR training platforms are a good fit when your training need maps to standardised modules (generic soft-skills, safety induction, generic pharma sales scenarios) and you accept per-seat licensing on someone else's roadmap. Custom is the right call when the content IS the product — your molecule's mechanism of action, your device's SOP, your congress activation, your brand experience — and when you want to own the asset outright with no per-seat fees. Most of our pharma work sits in the custom column because the pharma companies we work with need the artwork, the SOP and the compliance trail to be theirs.
How does content review work with our medical, legal and regulatory (MLR) team?
We build to your review workflow, not ours. Every on-screen claim, voiceover script and interaction outcome is tracked as a reviewable asset, versioned so your MLR team can approve, request edits and sign off in the same way they would for a print piece or a video. For clients on Veeva/PromoMats or an equivalent system we deliver assets in a format that fits the submission. We do not claim GMP or ISO certification — what we bring is repeated experience delivering XR that survives MLR review at pharmaceutical companies including Janssen, Zentiva, Recordati, Merck and KRKA.
Can the training and campaign ROI of a pharma XR project be measured?
Yes — and it is the honest answer to the "is XR worth it?" question. Every learner interaction can be instrumented: time on module, decisions taken, simulation outcomes, competency scoring against a defined rubric. For congress and marketing activations we capture opt-in HCP engagement (badge scan with consent, dwell time, completion), which the brand team compares directly against the cost per meaningful interaction of the alternative channel (cycle meetings, printed collateral, video). We do not promise a headline ROI figure sight-unseen — we help you define the measurement before build so the number at the end is defensible.
What hardware do reps and HCPs actually need?
Three practical options and we help you pick the right one per use case. (1) Standalone VR headsets (Meta Quest and equivalents) for high-immersion pharma VR training and congress activations — no PC, no cables. (2) WebXR and web-based AR delivered through the phone or laptop browser — the right choice when reach across a large field force or HCP audience matters more than headset-grade immersion; this is how we ship many interactive experiences for pharma and mixed reality for pharmaceutical companies without asking end users to install anything. (3) Marker-based AR on mobile (like our AD Pharm Healing Mountain) when a physical print piece already exists and you want to bring it to life.
Brief us on your next pharma project
Tell us the product, the audience (HCPs, reps, congress visitors) and the delivery context. We come back with a scope — headset or WebXR, training or activation, single market or multi-country.