Lixperience: Kardiyo360

Lixperience: Kardiyo360 transformed scientific communication into an immersive brand experience, redefining how healthcare professionals engage with complex clinical education. For cardiologists, observing real interventional procedures performed by leading experts is one of the most valuable learning opportunities, yet access is limited by operating room capacity, geography, and time. Daiichi Sankyo Türkiye identified this as both an educational and engagement challenge and developed an experience that made authentic clinical learning accessible through virtual reality. Rather than creating another educational video, Kardiyo360 placed physicians inside real catheter ablation and TAVI procedures using 360° VR technology. Participants experienced each intervention from the operator's perspective while listening to expert commentary explaining clinical decisions, technical nuances, and procedural insights. The experience began with an immersive introduction to Daiichi Sankyo's scientific vision and Lixiana's clinical evidence before allowing participants to explore authentic procedures in a fully interactive environment. First launched at Türkiye's National Cardiology Congress, the project transformed a conventional exhibition booth into an immersive scientific experience and was later expanded into a nationwide engagement platform through regional meetings across the country. This approach strengthened one-to-one scientific dialogue, increased physician engagement, and created memorable brand interactions far beyond traditional congress communication. The initiative reached 734 healthcare professionals across 13 cities, achieving an outstanding Net Promoter Score of 97.4, demonstrating exceptional satisfaction and strong recommendation among participants. More importantly, Kardiyo360 demonstrated that virtual reality is most powerful when it serves a meaningful purpose. By combining authentic clinical content, immersive technology, and human-centered experience design, Daiichi Sankyo transformed physician engagement into a scalable, memorable, and measurable brand experience. This innovative approach was independently recognized with the 2026 Brandverse Bronze Award for VR/AR Technology Usage, validating its excellence in immersive communication and experience design.