Zimmer Biomet turns VR into a powerful B2B marketing tool

Zimmer Biomet, the medical devices manufacturer, used virtual reality to promote a complex suite of products that healthcare professionals often found hard to understand.

Attempts to use virtual reality (VR) in sales and marketing often position this technology as a richer, more interactive version of the online experience – essentially replacing 2D with 3D in consumers' digital lives, whether it's for shopping or entertainment purposes.

But Zimmer Biomet, a medical-technology company, has found marketing success by using VR to make actual reality easier, and faster, to understand.

The value of this proposition comes from VR's ability to transform a complex healthcare concept into an experience that customers can grasp by interacting with it first-hand, explained Dan Ferguson, a partner at content-creation shop Groove Jones,...

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