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Lilly Virtual Treatment

HAKUHODO I-STUDIO, Tokyo / ELI LILLY JAPAN / 2016

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OVERVIEW

Background

Oncologists are so busy. It is unlikely an easy task for them to read through all those medical journals, nor to understand and differentiate how every cancer drug functions in detail. Knowing where angiogenesis inhibitors work is even more challenging. And don't forget there are also strict limitations on medicine descriptions to make things complicated. In short, it is a time-consuming process, if not a burden, for doctors to understand what new drugs are available.

It seemed to be no other way to make theories shorter and clearer to be understood.

Execution

We created a virtual journey to make doctors micro-sized and go inside a patient's body, travel through the blood vessel just like a pill, and asked them to search for where need to be cured.

Wherever the destination is reached, the drug starts decomposing itself and covers the affected cells. The process is clearly explained using a first-person experience that doctors can even control the outcome with their hands.

Just as what the doctors would probably wish, we adopted Leap Motion so that participants do not only witness how the drug functions but actually perform the treatment by themselves.

The epochal device debuted at an exhibition of the largest-scale society of medical oncology in Japan.

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Lilly Virtual Treatment

HAKUHODO I-STUDIO, Tokyo

Lilly Virtual Treatment

2016, ELI LILLY JAPAN

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