The Porterhouse Medical Award for Innovation in Healthcare Communications

Summary of work

Edwards Lifesciences were looking for an engaging and interactive congress tactic. The primary task was to improve the knowledge of INSPIRIS RESILIA aortic valve^TM, and find an innovative way to draw attention to this equally innovative heart valve and product features. A single-player, Edwards-branded, interactive experience was created, themed around a cycle race for EACTS 2018. Using Mynd Play, which utilises electroencephalography technology, delegates were invited to take part in a race and to ‘come and test the power of their mind’. This original tactic is founded on technology that has been around for decades. By amalgamating old with new, a revolutionary digital experience was born. This similarly imitates the evolution behind the product itself. INSPIRIS RESILIA aortic valve^TMis built on the foundation of PERIMOUNT, a trusted valve platform for more than 30 years. We further developed an existing campaign visual by filming a cycle race. We created a setting that put surgeons into the cycling environment to experience the metaphor. The more resilient the mind, the closer they got to a coveted place on our leader board. And the more they were able to reflect the resilience of INSPIRIS RESILIA aortic valve^TM.

Judges' comments

This was a really fun use of a new technology which tapped into the insight that cardiac surgeons are naturally competitive.  The gamification clearly helped to drive people to the conference stand where it can be a difficult to get high levels of engagement. It was a novel use of technology to differentiate a brand in a crowded space.