Category E03. Disease Awareness & Understanding
Idea Creation EDELMAN Berlin, GERMANY
Name Company Position
Manuel Frank Edelman Chief Creative Officer
Anne Gunzenhäuser Edelman Creative Director
Grant Gibson Edelman Junior Art Director
Alexandra Randall Edelman Copywriter
Catherine Pouliot Edelman Director

Why is this work relevant for Creative Data?

AstraZeneca’s Patient Pathways is ground-breaking data visualisation: the world’s first visualised subway-style disease map, showing the connections between four separate diseases to help healthcare professionals treat patients more holistically. Visualising disease paths as actual journeys enabled to convey highly complex information and a high volume of dependency data in a super-simple and easily-digestible format that could be translated in to any language and understood across geographies. The visual map format took 4 designers and 15 medical experts 2 months to map every possible progression and interaction, making the data accessible and sharable like never before and revolutionising AstraZeneca's information sharing.

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

This was a direct to healthcare professional communications piece, rather than a consumer-facing campaign and it was a treatment plan support piece, rather than a sales piece, so local geography/regulatory body restrictions did not come in to play.

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

Healthcare professionals. HCPs treat patients for the disease they present, but without good awareness of how symptoms overlap it's easy for crucial signs of other diseases to be overlocked, sometimes with devastating consequences. The workable map enables HCPs to check symptoms and interactions at a glance, improving management and outcomes.


Up to 130m people worldwide suffer from cardiovascular, renal and metabolic (CVRM) diseases. The treatment journey is incredibly complicated and patients often share risk factors, e.g. a diabetes patient and a heart failure patient might develop the same complications over time, diabetes medication can lead to renal problems etc. If HCPs miss crucial signs of other diseases the consequences can be devastating. AstraZeneca asked us to: - Show HCPs how CVRM diseases interconnect - Spread understanding that HPCs should look at their patients holistically - Show them as a partner to HCPs in tackling diseases in the CVRM space - Create something that can be picked up by AstraZeneca’s different markets (easily translatable) - Create something unusual and compelling enough to reach and convince a very busy, hard-to-reach target audience

Describe the Creative idea / data solution (20% of vote)

INSIGHT Understanding how diseases intersect can save lives. But the data involved in understanding how every disease can intersect with every disease at every given moment is too dense and complicated to be absorbed from text. CVRM patient journeys are interconnected, paths running parallel, and often crossing. IDEA To help doctors see the whole landscape at a glance, we took inspiration from something labelled ‘too radical’ when introduced, but has since been adopted worldwide, helping people navigate new, interconnected landscapes since 1933...Harry Beck’s original tube map! Patient Pathways is the world’s first visualised disease map to show the connections between 4 separate diseases. Thinking about disease paths as actual journeys enabled us to show exactly how everything was connected, in a way that everybody could understand. The sharable resource can be translated into any language and understood across cultures.

Describe the data driven strategy (30% of vote)

The target audience of this campaign is healthcare professionals. The data was gathered in person with 15 medical experts, who worked painstakingly alongside 4 designers (plus copywriters) for 2 months to ensure that every possible interaction and dependancy data point was accounted for. Recognising the hard-to-reach audience, we also created emotionally compelling 'patient' films to accompany the launch of the map - giving HCPs a sense of the people behind the diseases and encouraging them to engage with the tool. The strategy was realised via a full communications campaign centring around the patient pathway map and videos. We targeted HCPs online and at medical congresses, and offline industry events. For example, we showed the video depicting a renal patient at a renal congress, the diabetes video at a European congress. We also deployed the campaign to AZ country teams across the globe with explanatory materials on how to use.

Describe the creative use of data, or how the data enhanced the creative output (30% of vote)

Plotting the map required enormous collaboration. Each disease (heart failure, cardiovascular disease, chronic kidney disease and diabetes) was given its own line. Every stage of progression was plotted, and the lines accurately connected. AstraZeneca medical leads, corporate affairs and global market access teams worked tirelessly with art directors, designers, copywriters and medical writers to create the visual. The process was incredibly involved, taking two months to achieve. No one had attempted this before, and diseases can take more than one course. But in the end, a thorough, well-grounded and medically accurate map that sheds light on CVRM diseases (with a modern and appealing aesthetic) took shape. The videos sought to capture the emotional turmoil each patient is thrown into by a CVRM diagnosis. To be accurate, we gathered actual quotes and thoughts of dozens of real patients and combined them into the scripts.

List the data driven results (20% of vote)

The Patient Pathways map has revolutionised AstraZeneca’s information sharing. • 89% of HCPs want to use the map in their practice • 59% now feel more positive about AstraZeneca • The patient films achieved 1M video views in just three months • The campaign had a 41% view rate on LinkedIn • Celia Taiueb Walch, Head of Global Corporate Affairs, AstraZeneca said of the campaign: ‘What started as an HCP campaign became so much more, this has been a game changer’ Quotes: • “The patient will understand the intricacy and the complexity of their disease processes” • “It will be very helpful for early preventive measures and timely intervention. Also will help in timely decisions regarding providing palliative care promptly.” • “This may also encourage patients to take preventive measures to mitigate the modifiable risk factors”