Title	MICHAEL'S WORLD
Brand	JANSSEN
Product/Service	CARE4TODAY
Category	E02. Dierct to Healthcare Professional
Entrant	PUBLICIS LIFEBRANDS London, UNITED KINGDOM
Idea Creation	PUBLICIS LIFEBRANDS London, UNITED KINGDOM
Production	TAYLOR JAMES London, UNITED KINGDOM
Production 2	MILLAR MODELS London, UNITED KINGDOM

Name	Company	Position
Shaheed Peera	Publicis LifeBrands	Executive Creative Director
Paul Samuels	Publicis LifeBrands	Associate Creative Director
Yvonne McAvoy	Publicis LifeBrands	Associate Creative Director
Jonathan Webb	Publicis LifeBrands	Art Director

Why is this work relevant for Brand Experience & Activation?

Care4Today is a mobile app for doctors and patients. Specially designed for patients with Crohn's disease it improves the level of care doctors can offer their patients. At ECCO (European Crohn’s and Colitis Organisation) congress - a world leading congress for doctors who treat Crohn's - we brought this phone app to life both physically and digitally through a single patient narrtaive. We call him Michael. Delegates followed Michael throughout his day and saw how he was able to record real-time data on the platform. AR content highlighted treatment concerns and showed how Care4Today could facilitate treatment before symptoms escalate.

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

All work had to go through regional and local approval - being approved by both medical and regulatory teams. Work was appropriate only for a HCP audience only.

Describe the target audience and why your work is relevant to them.

The target audience were doctors who have Crohn's patients. Care4Today was made to help improve patient/doctor communication and treatment. This is why we targeted ECCO (European Crohn’s and Colitis Organisation) congress, as it is a world leading congress for doctors who treat Crohn's.

background

More than five million people are living with Crohn’s disease and ulcerative colitis. These conditions have a huge impact on patients’ lives but monitoring them and keeping their symptoms under control is a problem. Janssen wanted to show HCPs the benefits of being able to closely monitor patients between visits using the Care4Today platform and how this could improve engagement with treatment and ultimately, adherence.

Describe the creative idea (20% of vote)

Introducing Michael’s world – a day in the life of a patients with Crohn’s. This captivating mini world set in a giant iPhone, complete with interactive content, gave delegates at ECCO an insight into a patient’s life. Delegates followed Michael throughout his day and saw how he was able to record real-time data on the platform. AR content highlighted treatment concerns and showed how Care4Today could facilitate treatment before symptoms escalate.

Describe the strategy (20% of vote)

The target audience were doctors who have Crohn's patients. Care4Today was made to help improve patient/doctor communication and treatment. This is why we targeted ECCO (European Crohn’s and Colitis Organisation) congress, as it is a world leading congress for doctors who treat Crohn's. Care4Today was designed for these doctors to use with their patients so it provided a fantastic opportunity to sell the product directly to them.

Describe the execution (30% of vote)

We brought the Care4Today app alive for all to see all through a single patient - Michael. Partnering with a model maker and technology company we managed to bring his world alive both physically and digital through the use of AR markers. The giant iPhone became a central focus on the booth allowing the Care4Today team to seamless show the benfits of the app to with their customers.

List the results (30% of vote)

Doctors from 32 different countries engaged with Michael’s World 29 signed up during the congress to trial the app 88% of HCPs who visited the Care4Today booth were likely or very likely to use the solution when it launched in their country Michael’s World is going on a world tour around Janssen’s offices