Value Creation<\/u>:<\/p>\n
20% of the U.S. population has a diagnosable mental disorder, which costs the U.S. $467 billion in lost productivity and medical expenses. Post-Traumatic Stress Disorder (PTSD) affects 7.7 million people in the U.S., and one in three people who suffer a traumatic event will have PTSD. The symptoms gravely affect people\u2019s lives from insomnia, to personality changes. There have been several forms of treatment for PTSD including medication and psychotherapy but recovery is challenging and time-consuming. Exposure theory has emerged as a leader in effective treatment. This involves repeatedly exposing patients to their traumatic event in a controlled environment until triggers of the event no longer lead to anxiety. Research clinics have been experimenting using virtual reality as a method of exposure therapy since 1997. It is believed that VR helps PTSD patients get better, faster than simply describing the trauma because it adds a sensory element. In addition, relapses are expected to be happen less often and it is also thought to help patients who have been unresponsive to other forms of treatment.<\/p>\n
As a psychologist described, “Exposure therapy is an ideal match with VR. You can place people in provocative environments and systematically control the stimulus presentation. In some sense, it’s the perfect application because we can take evidence-based treatments and use it as a tool to amplify the effect of the treatment.”<\/p>\n
Value Capture & Business Model:<\/u><\/p>\n
Dr. Albert Rizzo is a research professor at the University of Southern California\u2019s Institute for Creative Technology (ICT). ICT is the same facility whose research led to the creation of Oculus Rift, and Dr. Rizzo is the institute\u2019s head of medical virtual reality. He has been experimenting with the use of virtual reality as a method of exposure therapy since the 1990s. His research institute has combined academics, military resources and Hollywood visual effects to create Bravemind, a PTSD treatment system. The Bravemind system is completely immersive and as personalized as possible to match the patient\u2019s trauma. There are 14 levels, controlled by a clinician to ease patients into the process.<\/p>\n
See the technology at work in the video below:<\/p>\n