We needed to challenge current disease-model thinking in CLL/MLL ( Chronic Lymphocytic Leukaemia/Mantle Cell Lymphoma) to pave the way for Imbruvica - a novel, first-in-class treatment that would revolutionise the management of these serious blood cancers. A treatment that represented such an innovative move away from traditional chemo, needed innovation and latest technology to help re-educate HCPs about the underlying disease mechanism. And we knew we had to put this mechanism literally into the hands of HCPs to get them to reassess the way they think - then treat - CLL/MCL...

Based on the overarching and global HCP disease awareness campaign - The Storm Within - we first developed a concept board, including storyboard to show how the idea would work. Once the client approved this, we developed an early iPad prototype and once this was refined, the full app was developed and provided for download. This took over 6 months from idea to downloadable app and was achieved within the brand's pre-launch phase.

AR/VR brought the intricacies of the disease to the hands of the HCP - talking their language but delivered using latest technology.

- Huge excitement and adoption across the client's internal marketing / sales teams - the first hurdle! The app was presented at an internal meeting using a number of iPads and there was instant, unanimous and rapturous approval across EMEA teams

- Created lots of excitement when launched to customers (at European Haematology Association) - where there were even more requests for the app from HCPs and other Janssen clients who hadn't yet seen it

- The app, as part of a wider HCP Storm Within disease awareness campaign helped to effectively shape the market ahead of the very successful Imbruvica launch. Imbruvica is rapidly becoming the new standard of care in CLL/MCL