Roche
EYE AI
Capabilities:
Eye doctors had been treating specific retinal diseases (nAMD and DME) in the same way for 15 years. Although this treatment approach represented a breakthrough when it was launched, scientific understanding had moved on...
Pharmaceutical company - Roche - wanted to educate them around the latest thinking. But doctors are bombarded with dense 100 page powerpoints and self-guided webinars. We needed a way of getting their attention.
This is the story of how we created a first of its kind, 360-degree, choose-your-own-adventure voyage to the back of the eye and quadrupled the amount of time doctors spent watching.
5000+
Users in first month
21x
More engagement than the industry
normally sees (32% vs. 1.53%)
4X
The amount of time users spent watching (62 seconds vs. the industry norm of 14.8)
Traditionally in pharma marketing, doctors are shown dry educational videos with semi-realistic CGI molecules floating in slow-motion in pink space - the kind you might not have paid much attention to in secondary school. Except those don’t work. Just as the teenagers watching them back then could barely keep their eyes open, doctors too can only stay engaged with these videos for an average of 14.8s before switching to something else.
Instead of a traditional education video, we made a Bandersnatch one.
To stand out in this sea of boring, we built a Black Mirror-style interactive film where the decisions you make dictate how the narrative unfolds. Each story route was painstakingly crafted, all reaching different endings depending on the choices you made.
The film begins in a futuristic doctor’s surgery, where a HAL-9000-inspired AI companion called Eye Travel Systems 2.0 (ETS) introduces you to a theoretical patient. ETS 2.0 then shrinks you down to molecular size and transports you into the patient’s eye.
As you make your way through the eye’s blood vessels, ETS 2.0 asks you questions. Your answers decide how you continue through the journey.
A 360-degree video, it allows ophthalmologists to view each scene from every conceivable angle, exploring the exquisitely-rendered scientific details by clicking and dragging in any direction.
The sci-fi style story was the talk of the healthcare community. Yes, you can call us the Charlie Brookers of pharma marketing.
Find out more about BBH Health here