Abbott, Amery Blood Centers

Las Vegas January 6, 2023

  • Mixed reality offers donors an innovative and immersive digital experience while donating blood
  • Abbott’s technology is one of the first consumer-focused mixed reality apps to be controlled entirely by eye tracking
  • The innovation aims to improve the experience and attract new, younger blood donors by adding an element of high-tech mixed reality

Las vigasAnd January 6, 2023 /PRNewswire/ — Abbott (NYSE: ABT) and American Blood Centers are unveiling an innovative new mixed reality experience for use while giving blood.


Mixed reality technology is an immersive digital experience designed to improve the blood donation process, attract new donors, and motivate the younger generation to donate blood. This effort aims to address the global challenge of maintaining a reliable blood supply.

“This innovative use of mixed reality is the latest example of how Abbott has created groundbreaking technology to address the world’s major healthcare need—preservation of blood supply,” said Alex Carterson, Division Vice President, Medical, Medical, and Scientific Affairs. Clinical Affairs, Abbott. “Not only is it a unique and immersive use of mixed reality controlled entirely by eye tracking, it’s a high-tech and innovative way to improve the donation experience and make it more engaging for people to participate.”

A mixed reality experience enables blood donation professionals to perform the donation safely and interact with donors at every step of the process. Donors’ eyes are always visible during donation to ensure continuous monitoring and evaluation. Participants wear lightweight mixed reality headsets to enter a digital world but remain fully aware of their surroundings, ensuring a seamless, comfortable, and secure donation.

Abbott, the global leader in blood and plasma testing, is partnering with American Blood Centers, the largest network of blood suppliers in the United States, to introduce this new technology that was first demonstrated during CES (Consumer Electronics Show) in Las vigas.

The Mixed Reality experience is designed based on research that natural settings are the preferred environment in which blood donors give blood. Participants visit a whimsical garden while listening to soothing music, planting seeds that grow into colorful trees and flowers.

The trial is currently being piloted on a limited basis at select American Blood Center locations across the country.

One of the biggest challenges facing the sustainability of blood supply in our country over the past decade is the loss of a large portion of donors under the age of 30. On average, only 3% of the US population donates blood each year, and a recent survey of US adults showed that only 15% of people ages 18-34 donated blood in 2020.

He said, “We are always looking for ways to grow the next generation of blood donors and find young people who are interested in donating.” Harpreet K. SandowCEO, Stanford Blood Center (Palo Alto, California.) and president of the American Blood Centers. “Some people are hesitant to donate for various reasons or don’t even consider donating blood. Because the need for blood is constant, we are constantly looking for clever new ways to attract people who have not donated before or might be apprehensive. The mixed reality experience is a great way to attract these people. Those interested in participating. It adds an interactive and fun element to donation, and it is also easy and convenient for blood centers to use.”

Mixed reality is similar to virtual reality but allows users to see the real world around them immersing themselves in a digital world, whereas in virtual reality, users only experience the digital world. The mixed reality flight uses Microsoft HoloLens 2, the world’s first self-contained 3D computer, enabling hands-free interaction with 3D digital objects and a library of applications. Donors are given a quick tutorial on the headset and the Mixed Reality world before use. The headsets can be adjusted to each donor’s comfort and can be easily integrated into the donation process.

“At Microsoft, we’ve seen the impact that digital technologies can have in healthcare – from enabling health team collaboration and increasing clinician productivity to improving the patient experience,” he said. David C. Rayo, MD, global chief medical officer and vice president, Healthcare, Microsoft. “We are excited to see Abbott embrace mixed reality to create a positive experience for blood donors and to encourage the public to donate.”

As part of the effort to launch this new technology, BCA and Abbott are asking people to pledge blood donations now and register to be notified when a mixed reality experience becomes available in their local area. To learn more about becoming a regular donor and pledging a donation, visit

About Abbott

Abbott is a leading global healthcare company that helps people live fully through all stages of life. Our portfolio of life-changing technologies spans healthcare, with leading companies and products in diagnostics, medical devices, nutrition and branded generic medicines. Our 113,000 colleagues serve people in more than 160 countries.

Contact us on LinkedIn at Facebook at and on Twitter @AbbottNews.


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