Virtual Reality in Healthcare: An in-depth examination of applications, challenges, and future research pathways.

Advancements in health technology continue to introduce novel approaches to engage patients and enhance their wellbeing. Among these, Virtual Reality stands out as an emerging technology with promising applications in service marketing, particularly within healthcare. This study investigates Virtual Reality’s potential by exploring perspectives from both healthcare experts and Virtual Reality practitioners. Survey findings showcase diverse applications of Virtual Reality, including therapeutic interventions and patient preparation for medical procedures. However, respondents underscore several challenges, encompassing cost, healthcare personnel training, patient acceptance, and lack of evidence. This manuscript not only charts avenues for future research but also provides practical insights for healthcare managers and marketers. In sum, this paper illuminates the multifaceted landscape of Virtual Reality’s integration into healthcare services, shaping trajectories for its effective utilisation.