ASTRAZENECA’S PATIENT PROFILER CAMPAIGN
’TOUCHING DIABETES PATIENTS' LIVES’

Company: INITION
Role: Designer, Programmer

DESCRIPTION

AstraZeneca and Ogilvy Commonhealth UK required us to develop an innovative method for displaying information which could go beyond statistics to personify patients’ data. Two different systems were used, the first using a zSpace monitor where users could reach into a holographic screen to interact with patient data in 3D. The second system used a MultiTaction multi-touch table. With this device, users were able to collaboratively pull up and compare data from different patients, giving healthcare professionals a means to more ‘patient-centric’ care.  

The project was especially exciting for us to work on as it engaged both tactile and digital mediums. To add to the experience, we 3D-printed 16 unique, colour figurines with unique QR codes printed on their underside. Each QR code held information regarding that patient’s medical profile. Once these figurines were placed onto the touch table’s surface, this information was displayed and the appropriate treatment could be offered.

The app won a Duplicate Silver Lion award in the Pharmaceutical category for Cannes Lions 2016.

BRIEF

SPECIFICATION

• Objective: Create a simple, tactile experience that could be used to offer treatment to various diabetes profiles.

• Core Gameplay: Place figurine onto table, select various treatments offered, compare/contrast each patient’s options.

• Environment: 2-dimensional textures, clean, clear user interface, Astrazeneca colour scheme.

• Endgame/Reward: Successfully weigh up treatment options to find the most suitable for each patient.

• Target Audience: Everyone.

• Play Time: Open-ended

• Comfort: 5/5
  

TECHNICAL

• Digital Medium: Touch / Holographic

• Platform: MultiTaction multi-touch table / zSpace monitor