CASE STUDY


CHALLENGE

Alzheimer’s disease (AD) will affect one in nine people before they reach the age of 64. Yet many people lack an understanding of the disease, its impact and its treatment. Our client is developing drugs to treat AD. They wanted to inspire internal audiences to use more engaging and innovative solutions to communicate the science and the impact of AD on patients and their families. CMC was invited to create an inspirational experience for the 1100 delegates present at the international event.

TRUTH

You need to experience AD to truly understand its impact.

SOLUTION

CMC developed a range of solutions that enabled delegates to experience AD. These included HoloLens mixed-reality technology – this allowed delegates to interact with a 3D hologram of the body and brain, which only they could see! Delegates could walk around the booth triggering interactive elements on the walls, floor and the surrounding environment using the spatial mapping features of the HoloLens.

There were virtual reality solutions too; one (using Samsung Gear VR) allowed delegates to navigate through the neural network, in which the effects of AD on the brain could be seen. Participants could also use an alternative virtual reality technology (Google Cardboard) to virtually walk in the shoes of an AD sufferer. This illuminated how confusing and frightening life can be for those with AD. A 3D mechanism of action (MoA) interactive application enabled others to navigate through the complex MoA of a Janus kinase inhibitor.

An iPad app was used to illustrate not only how common AD is but that it can also be hard to diagnose. This was done by having users explore a virtual wood, where patients’ faces could be identified within the trees. The app exploited the cognitive bias that often leads physicians to see only the immediate symptoms rather than the complex condition that is AD.

The experience was impactful and the learning significant. The feedback from delegates was extremely positive throughout the event and the only challenge was to accommodate all the delegates who wanted to engage with the learning.

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