Title	DAY-BY-DAY
Brand	ASTRAZENECA
Product/Service	DAY-BY-DAY
Category	F04. Education & Awareness
Entrant	DIGITASLBi London, UNITED KINGDOM
Idea Creation	DIGITASLBi London, UNITED KINGDOM
Additional Company	VIDA HEALTH San Francisco, USA

Name	Company	Position
Hugo Manassei	DigitasLBi	Head of Service Design
Katherine Bletcher	DigitasLBi	Head of Content Strategy
Miya Osaki	DigitasLBi	Healthcare Experience Design Partner
Clare Putrino	DigitasLBi	Senior Analyst
Lauren Everett	DigitasLBi	Project Manager
Julia Buff	DigitasLBi	Analyst
Iain Phillips	DigitasLBi	Interactive Art Director
Tom Walker	DigitasLBi	Producer
Aisling Cronin	DigitasLBi	Project Manager
Catalina Cernica	DigitasLBi	Product Owner
Amanda Kelly	DigitasLBi	VP, Agency Project Management & Ops
Laura Yoars	DigitasLBi	VP Group Director
Sally Toms	DigitasLBi	Programme Manager
David Linnard	DigitasLBi	Lead Technologist
Deborah Szebeko	DigitasLBi	Healthcare Service Design & Innovation Consultant
Ana-Irina Manea	DigitasLBi	Project Manager
Tom White	DigitasLBi	Project Manager
Tom Gribbin	DigitasLBi	Strategy Director
Lorenzo Wood	DigitasLBi	Global Chief Innovation Officer
Connie Chen	Vida Health	Co-founder & Chief Medical Officer at Vida Health
Alice Mao	Vida Health	Clinical Operations Lead
Morgan Brady	Vida Health	Health Coach
Jennifer Gibson	Vida Health	Coach Network Lead
James Perry	Vida Health	VP, Medical and Clinical Operations
Sandra Nichols	AstraZeneca	Product Owner
John McCarthy	AstraZeneca	VP
Elizabeth Egan	AstraZeneca	Director
Adam Higgins	AstraZeneca	Director, Digital Innovation Group (DIG)
Bob Allen	AstraZeneca	Senior Director, Digital Innovation Group (DIG)

The Campaign

Using a structured innovation process, we creatively reframed the way healthcare companies typically approach medical problems. We used a structured innovation process comprising: immersion, background, context/desk-research, deep primary user research to gather patient insights, exploration of potential ideas, rapid prototyping and development of content, co-creation with world-leading cardiologists, behavioural change scientists and partnership with existiing health/wellness solutions to develop and transformational service.

Creative Execution

Our primary research showed patients have no support immediately following a heart attack, and more importantly that the first four is crucial to stimulate behaviour change. During these 4 weeks, patients are highly motivated to make lifestyle changes which will reduce their change of having a second heart attack. After this period, they are far less likely to make changes. We partnered with Vida Health, a digital health coach start-up based in California. First we trained a team of dedicated heart health coaches, then we used their digital coaching app as a platform to connect these coaches with patients and to ditribute tailored content. AstraZeneca’s Day-by-Day offers a choice of personal health coaches, for one-on-one, totally tailored information and support.

In the first 4 weeks on the Day-by-Day programme: • patients interacted with their coaches 40 times a week on average • 60% of patients started a new exercise routine Based on data from previous studies, a rise in Patient Activation Measure (PAM) scores implies a 43% increase in medication adherence.

Following background and desk research for context, we focused on conducting extensive primary research with those personally affected after a heart attack. We journeyed across America, interviewing and working with seventy-five heart attack patients, caregivers and their families. Living and working with them for a month asking them to explain the effect their heart attack has has on their lives, complete diaries and exercise/fitness/diet logs. Using what we learned, we worked with world leading cardiologists to create unique content from animations to motivational messages all designed to encourage positive behavioural change and improve patient outcomes after a heart attack.