Informing doctors about Enfamil and Medical Products through the magic of WebAR

For Mead Johnson’s Enfamil, communicating the science behind MFGM (Milk Fat Globule Membrane)—one of their key nutritional breakthroughs—required more than a brochure or presentation.

They needed a format that would capture attention, simplify complex biological structures, and deliver a memorable learning experience.

The Challenge: Make Complex Science Accessible and Engaging

Enfamil sought a creative and effective way to deliver scientific information and benefits to select doctors and medical professionals. Traditional product education materials often struggle to convey the depth of scientific concepts like MFGM. Static diagrams can only go so far, and time-pressed clinicians need clarity fast.

The brief was clear:

• Make MFGM’s science intuitive and visually understandable
• Create an engaging, memorable experience beyond brochure-based learning
• Deliver this experience seamlessly at medical events, conferences, and direct interactions
• Use technology that does not require app downloads or complex onboarding

This is where WebAR shines.

To bring the concept to life, AliveNow built a custom WebAR experience using 8thWall, one of the world’s most advanced AR development frameworks. The experience paired digital immersion with tactile interaction through custom 3D-printed spheres.

1. WebAR for Instant Access – No App Needed

Doctors simply scanned a QR code on brochures or printed materials, launching the AR experience instantly in their mobile browser. This frictionless entry significantly increased engagement and ensured the tool remained easy to use in fast-paced environments.

2. 3D-Printed Spheres as Physical Markers

AliveNow created scannable 3D-printed spheres that served as anchors for the AR experience. When scanned, these spheres transformed into immersive 3D content—models, animations, and detailed explanations of MFGM and its benefits.

This tactile + digital combination elevated the experience from “informative” to “memorable.”

3. Beautiful 3D Models for Scientific Clarity

Intricate 3D visualizations depicted the structure of MFGM and its impact on cognitive development. The visuals made complex biological functions intuitive, easy to absorb, and engaging for medical professionals.

4. Designed Exclusively for Medical Specialists

The AR experience was accessible only to the target demographic—selected clinicians—ensuring the content was contextually relevant, high-value, and delivered in a controlled environment aligned with the brand’s product positioning.

CONCLUSION

The Enfamil MFGM WebAR campaign demonstrated how immersive technology can reshape healthcare information delivery. Medical professionals reported that the AR experience made the science intuitive, visually engaging, and easier to retain.

For Enfamil, this became a high-impact thought-leadership tool, strengthening brand credibility and enhancing product understanding at a molecular level—crucial for scientific products that rely on evidence-based communication.

The success of the campaign also showcased how healthcare brands can integrate emerging technologies like augmented reality to transform product education and differentiate themselves in a competitive market.