Winner
Virtual Lung Lab
With support from Synergy Medical Communications Ltd
Summary of work
Lung cancer kills more people each year than any other form of cancer. Molecular testing is pivotal to identifying targetable biomarkers in advanced non-small cell lung cancer (aNSCLC) and enabling patient access to targeted treatments. However, partly due to physician gaps in understanding, less than 50% of eligible patients worldwide receive molecular testing. Before 2022, the training paradigm to raise awareness of molecular testing and targeted therapy was based on in-person preceptorships, which had limited participation due the number of people that could be accommodated within a laboratory centre of excellence, as well as logistical travel and timing barriers for attendees.
Synergy and Cassette (Omnicom agencies) partnered with Pfizer to disrupt this paradigm by developing a Virtual Diagnostics Laboratory – expanding audience participation and access by >100-fold and establishing Pfizer as a leader and partner in innovative educational solutions for lung cancer specialists.
The Virtual Lab is an online, immersive metaverse environment – emulating real diagnostics laboratory centres of excellence – designed and developed in collaboration with a think tank of pathologists and oncologists. Within this Virtual Lab, healthcare professionals (HCPs) can learn about the methodologies, equipment, and protocols used to perform molecular testing in NSCLC, and how to interpret results.
Judges’ comments
The ’Virtual Lung Lab’ entry is a transformative approach to engaging with the medical community, one that has already been shown to improve health outcomes. The insights and objectives were excellent, and the team generated a strong and incredibly important message. An outstanding programme that holds astonishing global potential.
