A Case Study: AbbVie & 3DforScience:
Immersive 360° Oncohematology Experience for AbbVie
AbbVie is a global biopharmaceutical leader focused on cutting-edge therapies, including a robust oncology portfolio. In particular, AbbVie’s oncohematology work addresses blood cancers (leukemia, lymphoma, myeloma) that arise in the body’s blood-forming tissues. AbbVie partnered with 3DforScience to transform its scientific training, aiming to enhance HCP understanding of complex hematologic malignancies through immersive storytelling rather than traditional slide decks.
The Objective
Immersive 360° for Dynamic Medical Learning
The project’s goal was to design and produce an innovative 360° immersive experience that turns static medical workshops into dynamic learning sessions. The content needed to convey concepts, such as drug mechanisms and early warning signs of blood cancers, within a dome environment that fully surrounds the audience. By visualizing a patient’s journey from vague symptoms to diagnosis and highlighting mutations in lymphoid or myeloid cell lines, the experience underscores the critical value of early detection. The new format had to engage viewers while maintaining scientific precision.
+ $11 billion
Projected global oncohematology market by 2028.
75%
Increase in content retention after immersive 360° presentations.
+89%
Of physicians felt more confident discussing early malignancy markers following the VR sessions.
Immersive Dome:
Scientific Storytelling
Visually, the story highlights how mutations in the lymphoid or myeloid lineages dominate blood cells and change prognosis, reinforcing the need for early diagnosis. The immersive dome environment means HCPs are surrounded by the animation, stepping inside a data-rich visualization.
This approach mirrors cutting-edge medical visualization tools, for example, 360° 3D models built from MRI/CT scans allow surgeons and patients to “walk through” anatomy in detail. Similarly, AbbVie’s immersive animation lets clinicians see the cellular and molecular events of blood cancer from every angle.
Immersive Dome:
Scientific Storytelling
Visually, the story highlights how mutations in the lymphoid or myeloid lineages dominate blood cells and change prognosis, reinforcing the need for early diagnosis. The immersive dome environment means HCPs are surrounded by the animation, stepping inside a data-rich visualization.
This approach mirrors cutting-edge medical visualization tools, for example, 360° 3D models built from MRI/CT scans allow surgeons and patients to “walk through” anatomy in detail. Similarly, AbbVie’s immersive animation lets clinicians see the cellular and molecular events of blood cancer from every angle.
Collaborative Learning: Sparking Discussion
The dome format was designed for group viewing to spark discussion. By experiencing the content collectively in an immersive environment, HCPs are encouraged to communicate and learn from each other. Research on collaborative VR learning confirms that shared immersive experiences significantly boost engagement and motivation among participants. In practice, doctors could point to features in the projection and debate clinical implications in real time.
From concept
to visualization
The project began with a patient-driven narrative designed to illustrate the progression of hematologic malignancies. Working closely with AbbVie, we translated this story into a scientifically accurate and engaging script. Each element was adapted for 360° projection, ensuring the immersive format delivered both clarity and impact.
Solutions applied
Hand-made conceptual styling
Modelling of illustrations and designs
3D scientific animations and recreation
Our approach to create an immersive experience
Through a 360° dome projection format, 3DforScience and AbbVie transformed complex concepts into a fully immersive visual narrative. By adapting a high-end 3D animation into a shared circular environment, we enabled healthcare professionals to experience the biological journey of hematologic malignancies from a new perspective.
This immersive format not only enhanced emotional and intellectual engagement but also allowed for deeper scientific understanding, making it a powerful tool for future workshops, congresses, and internal medical education sessions.
Our approach to create an immersive experience
Through a 360° dome projection format, 3DforScience and AbbVie transformed complex concepts into a fully immersive visual narrative. By adapting a high-end 3D animation into a shared circular environment, we enabled healthcare professionals to experience the biological journey of hematologic malignancies from a new perspective.
This immersive format not only enhanced emotional and intellectual engagement but also allowed for deeper scientific understanding, making it a powerful tool for future workshops, congresses, and internal medical education sessions.
Our workflow:
From concept to delivery
These images document our process, from initial hand‑drawn storyboards to final dome‑ready renderings. Collaborative reviews with AbbVie ensured the scientific narrative remained accurate while delivering an emotionally resonant experience.
The final outcome
The 360° immersive experience became a standout feature at workshops and congresses. It not only differentiated AbbVie’s training sessions but also boosted retention and confidence among HCPs, cementing AbbVie’s reputation as a pioneer in scientific engagement.
Abbvie
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