Pharma > Regulated

OUTCARE

HAVAS HEALTH, Sao Paulo / HOSPITAL SAMARITANO / 2024

Awards:

Shortlisted Cannes Lions
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Overview

Credits

Overview

Why is this work relevant for Healthcare Product Innovation?

Without a shadow of a doubt, Outcare transforms lives by enabling electro-dependent children not just to survive, but to truly live. It liberates individuals from the confines of four walls, significantly enhances the quality of life for entire families, and integrates children with chronic illnesses into society. Outcare merges engineering, medicine, and familial insights to create an autonomous station capable of consolidating all necessary devices into a single unit, providing electrical independence. This enables electro-dependent children to experience the joys of outdoor childhood.

To qualify for Pharma Lions, the pharmaceutical product or service the work was created for has to have gone through the relevant medical / legal / regulatory processes that apply to these communications.

In Brazil, home care for electrodependent children is tightly regulated. Even after discharge, the doctor must oversee home care, permitting outings only with authorization. Resolution of the Collegiate Board (RDC) No. 11/2006 from ANVISA establishes minimum requirements for home health services, including professional qualifications, infrastructure, safety, and hygiene standards.

Furthermore, the Federal Council of Medicine (CFM) issues guidelines for medical practice in home care, addressing physician responsibilities, medication prescriptions, and coordination with other healthcare providers.

Compliance with these laws and regulations was crucial to ensure the safety and well-being of our patients.

Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.

Our client, Hospital Samaritano, operates an Intestinal Rehabilitation Center that treats electro-dependent children with Short Bowel Syndrome.

In Brazil, hospital and home care services for electro-dependent children are highly regulated. Even after discharge from the hospital, the doctor is obligated to monitor the patient in home care, and only with their authorization can they leave their house.

A mother of a patient refused to confine her child within four walls and began developing a solution to provide more autonomy to her child and allow him to leave the house.

The hospital's team approached us seeking assistance. Thus, we developed a secure device that complies with all applicable laws and regulations to ensure the safety and well-being of hospital patients.

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

Resolution of the Collegiate Board (RDC) No. 11/2006 from the National Health Surveillance Agency (ANVISA). This resolution establishes the minimum requirements for the operation of home health services.

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

The primary audience of this work was electro-dependent children with Short Bowel Syndrome. This product is relevant because it allowed them to live life with more autonomy and freedom, something that was not possible due to laws and rules requiring home care patients to stay at home.

Background

It all started with a mother of an electro-dependent patient who wanted to take her son out to experience what life he has left. She began taking short walks, but carrying 6 to 8 pieces of equipment was burdensome. So, she improvised using regular backpacks and a motorcycle battery. Concerned about the patient's safety, the agency was called upon to find a solution.

We combined engineering, medicine, and family knowledge to create an independent station that accommodates all devices in one unit, providing electrical autonomy for outdoor childhood experiences for electro-dependent children.

It was important for us to be aware of and comply with all applicable laws and regulations to ensure the safety and well-being of the patients we serve.

Funding was limited, so the project relied on contributions from the hospital, doctors, the mother, and supportive suppliers.

Describe the creative idea

For electro-dependent children, life is confined within four walls. Some may never experience the outdoors. In response, we created Outcare: the fist and only “one size fits all” independent station offering mobility for these children to enjoy outdoor childhood experiences.

The product went through three stages of development. Beginning with the MVP and tested by one family. Next, we developed a prototype that underwent a stress test on an international trip. And the final product was evaluated in a clinical study with 50 patients.

Compartments are meticulously designed to securely store each device, while the battery ensures a minimum of 12 hours of operation. Children under the care of Samaritano Hospital are currently using Outcare. A study was conducted to assess the improvement in the quality of life of patients who used the station, and it will be presented at a medical symposium in May, 2024.

Describe the final product

There were two main challenges in this project: consolidating various appliances into a single unit and ensuring sufficient energy for at least 12 hours.

Each device has its designated place and fits snugly, adhering to all safety standards. Tubes cannot be bent, and the battery must not overheat medication or parenteral nutrition. The ventilator requires an airtight housing to prevent contamination of other devices. The maximum target weight was set at 12kg, roughly equivalent to the weight of a student's backpack.

In terms of materials used for the station, we prioritized those that could be properly sanitized, such as plastic.

In the version already available for use, the cover is water-resistant and made from recycled material equivalent to 24 plastic bottles. The interior features thermal insulation and antibacterial material. The foam adjusts to different devices, while the pockets prevent liquid spills, air from entering the system, and tubes

List the results

The development of Outcare continues beyond this point. Following the publication of the study, the equipment will undergo a review for further improvements. Already proven scalable, the product will soon be accessible to patients with Short Bowel Syndrome, and interest from those with other diagnoses is also evident.

Outcare has showcased its significance in revolutionizing Brazil's entire home care industry, emphasizing that true quality of life entails the freedom to live fully. The ultimate goal is to offer Outcare through health insurance and public healthcare systems.

The clinical study yielded exceptional results: 100% of caregivers noted improved mobility and ease of equipment transport, while all patients preferred the backpack to exposed devices. Furthermore, 55% of children and 100% of parents reported increased happiness, with 90% observing enhanced self-esteem in the children.

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