2022 AMI Online Salon

PK Deficiency Patient Experience

Project Detail

  • Entrant Name:  Kevin Millar
  • Client: Agios Pharmaceuticals
  • Copyright: INVIVO –  A Red Nucleus Company, 2022
  • Medium/software used: Autodesk 3DS Max, Adobe AfterEffects, HTML/CCS/Javascript
  • Final presentation format: Responsive Web & iPad Application
  • Primary Audience: Primary care physicians and their patients

Project Description

Agios developed a treatment for Pyruvate Kinase (PK) Deficiency, a rare, inherited disease associated with serious lifelong complications that negatively impact a patient’s quality of life. They were seeking a partner that could help bring to life the daily challenges these patients often experience.The decision was made to create a responsive web & iPad-based tool that puts HCPs in the shoes of a patient with PKD showing the true impact on their lives. The application builds empathy by completing activities that would normally be quite easy. We presented four realistic scenarios that patients would experience and used interactive features, including augmented reality (AR), to highlight and mimic the difficulty of these activities for patients. While completing the activities, the user hears the inner monologue of these patients, to get a sense of the worry, frustration, and disappointment. Each experience is preceded by a statistic related to the prevalence/burden of that symptom. Once the activity is complete the user is presented with a thought-provoking question and shown a video with an actual patient who has experienced this complication.