Arcondis AG, a global consulting company focusing on the healthcare and life science industries, is expanding its consulting services to include augmented and virutal reality. This thesis investigates the field of augmented Reality and virtual reality within the pharmaceutical industry, delving into their potential opportunities and the accompanying implementation challenges. The primary objective is to determine current and future applications of AR and VR in processes along the pharmaceutical value chain and to understand the associated challenges.

To accomplish this, a combination of methodologies was used. These methodologies include an extensive review of existing literature and industry materials, a survey questionnaire targeting pharmaceutical industry professionals, and interviews with solution providers. Results from each approach were reviewed and combined to develop a comprehensive understanding of the implications of AR and VR in the pharmaceutical industry.

The outcome of the research process is a presentation of twelve current and potential applications of AR and VR within the pharmaceutical industry and an overview of seven challenges that need to be considered when implementing AR/VR. A general description is provided for each application, explaining how AR/VR is applied and highlighting the benefits of the technologies. Furthermore, software and providers are identified for applicable use cases. An overview of challenges is then presented, where several risks and concerns that merit consideration to facilitate implementation are discussed. Results suggest that, at present, the manufacturing phase of the pharma value chain may benefit the most from implementing immersive technologies, with applications such as training and process guidance providing a number of benefits to processes within this phase, including reduced human error and enhancements to efficiency. Furthermore, while all challenges merit consideration, usability, acceptance, and process integration may pose the highest barriers to implementing immersive technologies within pharmaceutical applications.