Opportunities for health & wellness brands in the metaverse
A lens to creating a better metaverse
Welcome to the Age of Experience: immersive, connected, engaging, and ripe with possibilities for brands and users. Powering this hype is the metaverse — the idea of our digital lives converging with virtual reality worlds — or at least that’s the vision.
The metaverse has been defined by author and futurist Matthew Ball as a “persistent and interconnected network of 3D virtual worlds that will eventually serve as the gateway to most online experience.”
Considered to be the next iteration of the internet, the metaverse is a catalyst to a new relationship between people and technology; one that feels seamless, reciprocal, decentralized, and limitless.
Originally coined by Neal Stephenson, author of the sci-fi novel Snow Crash, as a virtual world where characters in the book could escape their dystopian world — the term metaverse has become associated with Virtual Reality (VR) headsets, platforms such as Meta or Fortnite, pop culture references like Ready Player One, and live immersive events.
To clarify, the metaverse is all of this and none of it; it does not refer to a specific technology, platform, infrastructure, or application, but rather an aggregation of all of it. At this stage, it is impossible to define the metaverse as a single destination but rather a comprehensive set of elements that powers the idea of the “next web.”
“Betterverse” framework
As creators, we are energized by the creative potential that the metaverse offers. Our focus at Havas Mango has always been to build experiences that make people’s lives better — and we believe that this new space can enable that.
We are committed to contributing to a “Betterverse,” creating immersive experiences that serve to make wellness more accessible and improve the lives of others.
As part of Havas Health & You, we envision a reality where people can come together to connect, learn, heal, find community, and take ownership of their well-being. We’re fortunate to be able to partner with brands that are at the forefront of innovation, providing them guidance as they look to the metaverse as the next frontier delivering meaningful, value-creating experiences.
Our research and exploration have shaped our strategic framework, giving clients a roadmap across 4 priority areas: MetaHealth, MetaCope, MetaLearn, and MetaConnect.
MetaHealth
From metaverse clinics to virtual pharmacies and patient data NFTs (Non-fungible tokens), the metaverse and VR are gaining traction in medical adoption, dialing up a new line of health that brings a dimension of physicality to digital landscapes and vice versa.
Current telehealth usage for office visits and patient care is 38 times higher than pre-pandemic utilization. And VR headset adoption in the healthcare market is estimated to surge from $628 million in 2022 to $6.2 billion by 2029, a 40% increase.
And it’s not just healthcare providers and industry leaders; 47% of US adults are somewhat comfortable using emerging tech for preventative care and health monitoring, while 17% are very comfortable demonstrating trust in technology for the betterment of their health.
Why it matters
The world’s first metaverse healthcare systems are already being built, introducing more connected, intelligent devices, and creating new entry points connecting our physical and digital worlds. Furthermore, significant advancements in how we diagnose, treat, and approach preventative care have been made, such as the use of patient digital twins, a virtual representation of one’s health status, which are reshaping human experiences in new and innovative ways.
The metaverse can lead to a future where digital and in-person touchpoints strike the right balance between high-value, accessible, and immersive care.
Potential Applications
MetaCope
In June 2020, the FDA granted marketing authorization to EndeavorRx for children aged 8 to 12 years old with ADHD. And this approval broke the mold: replacing the use of medication, children race around alien worlds saving lifeforms from extinction in the context of a prescribed video game.
In parallel, prescription treatment for chronic back pain RelieVRx (formerly EaseVRx) joined the short list of digital therapeutics cleared by the FDA over the past few years. Prescription immersive therapies with AR/VR are proving to be a promising and viable alternative to traditional drug therapies.
Why it matters
Digital therapeutics, particularly prescription immersive therapies, are shaping the future of care and the FDA is finally moving closer to the speed of innovation.
As virtual reality, augmented reality, and mixed reality treatments become increasingly popular and accepted by the medical community, they have been proven to be effective in several treatment domains identified by the FDA, including mental health barriers, neurological disorders, pain management, pediatric diagnosis and treatment, and surgery.
Potential Applications
MetaLearn
According to the National Education Association (NEA) of the US, while learning retention is only 5% for lectures and 10% for reading, VR has a retention rate of 75%. In fact, VR training is second only to learning that happens through educating others, where retention is 90%.
Why it matters
Research shows that VR training has several benefits, with learning topping the list. Since VR technology improves memory, learning becomes more effective. In corporate settings, it can increase access, improve safety for more rigorous training, and, in some cases, reduce costs.
Potential Applications
MetaConnect
With more than 4.6 billion active internet users around the world engaged in online activities and with an average daily screen time of 7 hours a day in the United States, our digital and physical lives are undeniably intertwined.
In addition, the 3.5 billion people with smartphones have access to the metaverse at their fingertips. Our social behaviors continue to evolve; from how we connect with people online (TikTok, Instagram), to virtual immersive worlds (Decentraland, Roblox via avatar), workouts, and even shopping.
Why it matters
What we see as common in these connections — whether it’s meeting new friends through avatars or collaborating with brands — is that they all spark joy for the user or collaborator in an authentic way.
People want their virtual presence to reflect what’s important to them, including their IRL values, so that they can freely express themselves.
Potential Applications
What’s Next and Considerations to Move Forward
Our “Betterverse” framework is a practical guide for health and wellness clients to start exploring the potential implications and opportunities in this space.
The time is now to think big, test, and discover.
While the metaverse continues to evolve, brands will need to understand the strategic ways in and to think about how the metaverse can serve as an extension of their current customer experience and business offering because people aren’t just socializing in the metaverse — they’re working, learning, shopping, and finding community there, too.
Interested in learning more? Reach out at hey-mango@havas.com to get started.
