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GSK

Truly personalized treatment

Building an immersive experience for GSK’s Virtual Patient Clinic

The image shows a display from a "Virtual Patient Clinic" focused on COPD (Chronic Obstructive Pulmonary Disease) with the question, "Are we targeting the right problems in COPD?" There are three digital screens featuring two patients, one labeled "Trevor" and the other "Eunice." Headphones are available below each screen for users to interact with or listen to content. The background includes bright colors and text that discusses personalized medicine and patient-focused care. A small round table with a flower vase is also visible in the foreground.

Industry

  • Health

Offering

  • Experience Elevation

Empowering clinicians to deliver personalized treatment in respiratory disease

GSK

We helped GSK engage and educate clinicians on contemporary treatment approaches in respiratory diseases that realize the promise of personalized medicine and optimize treatment outcomes for their patients.

A long-standing strategic partnership

GSK

GSK, one of the largest pharmaceutical companies in the world, consistently pushes the innovation envelope in the respiratory space. As well as having a number of respiratory medicines available globally, their pipeline of Phase II+ medicines looks set to further affirm their support of the respiratory community.

Challenging the status quo for a more personalized approach

GSK

Given the saturation of the respiratory marketplace, a clear and personalized treatment approach could benefit both patients and healthcare providers.

However, the majority of clinicians were still assessing the needs of their patients based on an outdated approach and ingrained prescribing habits. This meant they weren’t taking into account a range of new treatments that are available to them — options that would more effectively personalize the treatment approach and offer a better chance to improve patient outcomes.

  • The image shows a doctor wearing a white coat and a stethoscope, looking intently at a smartphone in their hand. The focus is on the doctor's engagement with the phone, possibly reviewing patient data or using a healthcare app, reflecting the use of digital tools in medical practice.
  • The image shows three sleek, white interactive kiosks with touchscreen displays. Behind the kiosks, a large wall-mounted screen displays a colorful chart or graph with various colored markers and lines. The background features orange and gray colors, adding a modern and dynamic look to the setup. The overall design suggests an interactive area for data visualization and user engagement.
  • The image shows an iPhone mockup displaying an example question: "How often do you use CAT or the mMRC to assess your patients?". Three answers are displayed in a circle below: "Often", "Sometimes" and "Never". Below there's additional text saying "Select an option to see what your peers voted". The iPhone is positioned at the center with a neutral background, emphasizing the app's design and functionality.
  • The image shows a large screen displaying an infographic with multiple colored circles grouped by categories. The categories include "Disease Understanding," "Supporting Healthcare Professionals," "Research & Development," and "Patient Support." Each category has several smaller circles connected to it, with text and icons inside representing different concepts, programs, or tools, such as "COPD and Cardiovascular Disease," "MyAsthma App," and "Galaxy Program."

Bringing the patient consultation to life

GSK

We developed the Virtual Patient Clinic for GSK, an immersive experience that presented clinicians with life-size, interactive respiratory patients to conduct a consultation.

The clinician had to ask questions, draw conclusions, and was posed with nuances and challenges that reflected real life. Expert opinions and clinical guidelines agreed with or challenged the clinicians’ thinking.

Once the clinicians concluded the consultation and defined a treatment approach, they could select an appropriate GSK Respiratory product for the patient’s specific needs.

An award for digital innovation

GSK

At medical congresses, users remarked how these innovations have increased engagement, knowledge and understanding. Ease of use, interactivity and interest were key in making this a successful tool to optimize interactions with HCPs and solidify GSK’s leadership position in this space.

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