2022 AMI Online Salon

JYNARQUE: Choose the Right Track

Project Detail

  • Entrant Name:  Trisha Haszel Kreibich
  • Client: Otsuka America Pharmaceutical, Inc
  • Copyright: Otsuka America Pharmaceutical, Inc, 2022
  • Medium/software used: 3dsMax, Adobe Illustrator/Photoshop/XD
  • Final presentation format: Exhibit display
  • Primary Audience: Health Care Professionals (prescribing nephrologists)

Project Description

In autosomal dominant polycystic kidney disease (ADPKD), making the right treatment choice for patients is critical to ensuring the best chance possible to slow the decline of kidney function. Understanding when to prescribe (and when not to prescribe) Jynarque for these patients is key. Jynarque uses a creative campaign depicting the nephrologist as decision-maker, standing by railroad tracks holding a track switch representing their treatment recommendation. Our objective was to develop a live engagement that educated nephrologists about which patient types are appropriate for Jynarque and which are not. We designed a complete interactive model train set which put the user in the position of a prescribing decision-maker. When presented with a patient profile on-screen, they were tasked with “throwing the switch” in the direction of prescribing or not prescribing Jynarque. Once the decision had been made, the train would proceed accordingly, and additional information about efficacy would be programmatically displayed.