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Innovation

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Finalist

AstraZeneca Patient Profiler TouchTable

by AstraZeneca
with support from Ogilvy CommonHealth


Summary of work

AstraZeneca (AZ) markets six products for the treatment of type 2 diabetes, enabling it to provide individualised treatment options for patients – an approach recommended by the American Diabetes Association (ADA) and the European Association for the Study of Diabetes (EASD), two of the world’s leading organisations in diabetes.

AZ wanted to communicate its commitment to personalised care at key diabetes congresses and demonstrate how patient preferences and characteristics could influence the type 2 diabetes treatments they receive.

The diabetes congresses were attended by thousands of physicians. In order to capture their attention, we needed an educational yet eye-catching experience. Our approach was to develop an interactive application taking physicians through the treatment pathways of 16 distinct patient cases using 3D-printed patient characters, each designed to showcase AZ’s diabetes products. Physicians were able to identify the most suitable AZ product based on the patient’s clinical and personal profile. The 3D-printed figurines of the 16 patients acted as triggers on a touchtable surface, allowing for an engaging experience and as a tangible representation of the patient-centric treatment ethos.

The touchtable gave us the ‘wow’ factor at congress, brought the patient profiles to life and clearly communicated AZ’s commitment to individualised patient care. 

Judges' comments

A simple and engaging way of differentiating products through good use of technology. The 3D characters bring to life classic segmentation.


Winner

Eli Lilly Medical Information Cascade - by Eli Lilly and Company
with support from Blue Latitude Health


Finalists

Psoriatic Arthritis Online – part of the Outside In campaign for psoriatic arthritis - by AbbVie
with support from Sciterion

AstraZeneca Patient Profiler TouchTable - by AstraZeneca
with support from Ogilvy CommonHealth

ViaOptaNav and ViaOptaDaily Mobile Applications - by Novartis AG
with support from ARworks Kft.