TY - THES A1 - Lorentschk, Michael T1 - Benefit of a virtual reality rapid room planning application in marketing and sales of high involvement medical devices – ergonomics, user acceptance and profitability N2 - The purpose of this work is to evaluate the overall applicability of a rapid room planning tool including a virtual reality visualization mode for a room planning use case in the field of marketing and sales of high involvement medical devices, such as X-ray imaging systems. Four main aspects are identified and evaluated: ▪ The benchmark of VR applications in the field of high involvement marketing and sales, including B2B and B2C use cases. ▪ The potentially savable planning iterations and the associated costs within a room installation process, based on literature review of expert opinions in comparable fields. ▪ The degree of usability of the application, to which extent potential users can create and manipulate room layouts efficiently and without explicit training in advance – assessed in observed user tests with Philips Healthcare employees. Additionally, an employee survey was conducted. ▪ Customer acceptance regarding the concept of VR visualization and the possibly resulting improvement of visual imagination of device proportions in the anticipated environment in comparison to traditional means of product presentation (pictures, videos, real product) – assessed with healthcare professionals. The benchmark results reveal a multitude of already widely used VR applications in marketing and sales, especially factory planning is considered as a comparable high involvement use case. Subsequently, increased profitability in factory planning can be extended to medical room planning in form of increased efficiency through the reduction of iterations. The overall evaluation of the rapid room planning tool shows a high degree of usability and acceptance among test users and customers. Survey results are independent of customer proximity and age. This work concludes with recommendations for further development and the creation of additional content for the application. T2 - Benefit einer Raumplanungs-VR-Applikation in Marketing und Vertrieb von medizinischen Großgeräten - Ergonomie, Nutzerakzeptanz und Wirtschaftlichkeit KW - Virtual Reality KW - Raumplanung KW - Radiology KW - Usability KW - Virtuelle Realität KW - Smartphone KW - App KW - Radiologie Y1 - 2018 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:860-opus4-530 ER -