Of the 2.2 million cases of lung cancer diagnosed globally annually,

around 80% are a type called Non-Small Cell Lung Cancer – for which the 5-year survival rate is approximately only 17%.

However some of these patients – identified with an ALK mutation early – can access a treatment that offers them a significant improvement in progression-free survival, and improved quality of life. Xalkori.

All that’s required to identify these ALK-positive patients is a simple, inexpensive test – however currently, 40% of patients are not tested at all.

Our brief was to drive an increase in the number of ALK tests requested Australia-wide – facilitating the early identification and treatment of ALK positive NSCLC patients and increasing the patient pool.

The ultimate objective - no Australian ALK+ NSCLC patient will be left behind.

The Xalkori VR portable laboratory was conceptualised in November 2015 and required a long approval in process (including pitching to multiple parts of the client’s organisation). This is the first portable VR experience being used in field with medical oncologists in Australia.

Sales representatives have begun to use the experience in field with Medical Oncologists in July 2016.

Two further experiences being launched in January 2017. The Global Pfizer Innovation team has also expressed the desire to localise the experience for global markets including the US and other Asia Pac markets.