Highly commended
Immersion That Changed Everything: Rewiring HCP Minds Through Story, Science and VR
Summary of work
What if the science behind a life-changing treatment could be felt, not just understood?In ANCA-associated vasculitis (AAV), a rare autoimmune disease, the body turns its fiercest defences inward. At the heart of this destruction is the alternative complement pathway, triggering a molecular chain reaction that devastates the kidneys, lungs, and nerves. TAVNEOS is the first and only treatment to precisely block this process at its ignition point. But the story wasn’t landing. HCPs had the data, but not the belief.Enter our pilot: a bold reimagining of engagement, built not around explanation, but immersion. At EULAR 2025, we launched a cinematic VR experience that took HCPs inside the immune system – inflammation unfolding around them, science made vivid, visceral, unforgettable.This wasn’t just a digital campaign. It was a new storytelling paradigm. Designed for digital-native specialists, fuelled by AI-powered insight, and built to scale globally.The result? Belief shifted. Confidence soared. And the science finally clicked.This is what happens when medical education stops presenting information and starts creating experiences. Because when you show the mechanism, you don’t just educate. You ignite understanding.And that changes everything.
Judges’ comments
“Immersion That Changed Everything” was a standout entry that pushed the boundaries of HCP education - deeply insight-driven and technologically innovative. Its strength lies in making complex science vivid and the highly professional VR journey appeared to have strongly succeeded in its congress event, as part of a well-explained and evidenced campaign.
