Truly personalized treatment

We helped GSK engage and educate clinicians on contemporary treatment approaches in respiratory diseases that realize the promise of personalized medicine and optimize treatment outcomes for their patients.

GSK, one of the largest pharmaceutical companies in the world, consistently pushes the innovation envelope in the respiratory space. As well as having a number of respiratory medicines available globally, their pipeline of Phase II+ medicines looks set to further affirm their support of the respiratory community.

Given the saturation of the respiratory marketplace, a clear and personalized treatment approach could benefit both patients and healthcare providers.

However, the majority of clinicians were still assessing the needs of their patients based on an outdated approach and ingrained prescribing habits. This meant they weren’t taking into account a range of new treatments that are available to them — options that would more effectively personalize the treatment approach and offer a better chance to improve patient outcomes.

We developed the Virtual Patient Clinic for GSK, an immersive experience that presented clinicians with life-size, interactive respiratory patients to conduct a consultation.

The clinician had to ask questions, draw conclusions, and was posed with nuances and challenges that reflected real life. Expert opinions and clinical guidelines agreed with or challenged the clinicians’ thinking.

Once the clinicians concluded the consultation and defined a treatment approach, they could select an appropriate GSK Respiratory product for the patient’s specific needs.

At medical congresses, users remarked how these innovations have increased engagement, knowledge and understanding. Ease of use, interactivity and interest were key in making this a successful tool to optimize interactions with HCPs and solidify GSK’s leadership position in this space.