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It happens every time James Zadina publishes a new paper or receives a write-up: the phone in his New Orleans laboratory begins to ring. The e-mails flood his in-box. The messages come from people all around the nation telling him how much they hurt.

Not so far in the future, your doctor might prescribe playing a few games in virtual reality to ease aches and pains, rather than popping a pill. That’s Matthew Stoudt’s hope, anyway. He’s the CEO of AppliedVR, a startup that’s building a library of virtual-reality content for alleviating pain and anxiety before, during, and after medical procedures. The company is working with hospitals and doctors to get patients using the technology on Samsung’s Gear VR headset and to study its effectiveness as well.