Finalist
AstraZeneca Patient Profiler TouchTable
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
The Patient Profiler TouchTable programme is innovative and interactive, providing HCPs with an attention-grabbing experience. The tool was developed with patient-centric care as its focus.
