For most of us a fungal infection doesn't sound like a big deal. But for the critically ill, it can take a life in a matter of days.

AmBisome can save lives, but it often needs to be initiated before there’s a clear diagnosis. With decisions shrouded in doubt and uncertainty, Doctors have to act on their suspicions, using experience and intuition to fight an invasive killer.

Our task was to force consideration of AmBisome in patients where there is a high level of suspicion of an Invasive Fungal Infection. The AmBisome eDetailer was designed to bridge the gap between AmBisome’s benefits and the uncertainty surrounding decision making. The key was to present AmBisome in the context of how physicians actually make decisions, under the pressures of time and uncertainty.

The invasive fungal infection is brought to life in a virtual simulation allowing physicians work through a case as they would in the real situation, reviewing evidence, ordering tests and investigations. In time the diagnosis becomes more certain, but puts at risk the likelihood of a positive outcome upon intervention. The result is a highlighted need for early treatment and showcasing AmBisome as the treatment of choice.

Stage-by-stage a patient case is played out, showing clinical deterioration, symptomatology, results of investigations (X-rays, CT scans, blood cultures, cytogenetics), and ongoing leukaemia treatment. It challenges physicians to quantify their degree of IFI suspicion and at what point they would initiate treatment. They can review actual radiograph images and examine in detail, look at real blood tests and review clinical guidelines. Response is recorded, benchmarking physicians against their peers, allowing them to see, perhaps for the first time, how their choices compare. Sales Representatives can show a physician:

1. how their intervention timing compared with others, presenting this in the context of AmBisome’s efficacy when used early

2. how their selection of causative organism compares, presenting this in the context of AmBisome’s broad spectrum activity

As an involving representation of real situations it can be used as a group-learning platform as well as a detailing tool to individual doctors.

Please refer to the 'confidential information' section for results.