Pro-Bono: 3d Disease Simulation App [video]

Credits & Description:

Titile: Topographical Model Of Ms: 3d Disease Simulation App
Agency: Harrison & Star
Brand: A Pro-Bono Collaboration With Stephen C. Krieger, Md, Associate Professor Of Neu
Country: USA
Advertising Agency: Harrison & Star, New York
Entrant Company: Harrison & Star, New York
Media Agency: Harrison & Star, New York
Pr Agency: Harrison & Star, New York
Production Company: Harrison & Star, New York
Director Of Development: Carol Eng (Harrison And Star)
Vp, Associate Creative Director/Director Of Ux: John Panagis (Harrison And Star)
Copywriter/Documentary Filmmaker: Chris Graves (Harrison And Star)
Project Manager: Daren Tillinger (Harrison And Star)
Evp Chief Creative Officer: Mark Friedman (Harrison And Star)
Associate Professor Of Neurology: Stephen C. Krieger, Md (Corinne Goldsmith Dickinson Center For Ms, Mount Sinai)
Chairman And Ceo: Ty Curran (Harrison And Star)
Editor: Charles Heermann (Harrison And Star)
Svp, Management Supervisor: Kathleen Murphy (Harrison And Star)
Director Of Imaging: David Brungard (Harrison And Star)
Svp, Associate Creative Director: Karin Cook (Harrison And Star)
Vp, Medical Director: Madhuri Fletcher, Phd (Harrison And Star)
Sr. Interactive Developer: Erik Gorka (Harrison And Star)
President: Mardene Miller (Harrison And Star)
Vp, Associate Creative Director: Scott De Nino (Harrison And Star)
Medical Illustrator: Jessica Weisman (Harrison And Star)
Vp, Director Of Digital Development: Joseph Gonzalez (Harrison And Star)
Outcome:
The Topographical Model of MS 3-D simulation app has been designed to serve as an educational framework for depicting a new theory about MS, and to set the stage for future empirical research. This model has implications for patient care across the spectrum of disease, including the design and analysis of clinical trials, the eligibility for treatment options, and as an educational tool. It was launched at the AAN meeting (approximately 1
000 neurologist attendees), was presented in four CME courses (1,500 attendees) and an e-poster presentation featuring the app (500 attendees). The agency logged feedback from over 200 attendees. The AAN sent two tweets to 5,000 followers. The Model was featured as a highlight of the meeting in all key post-conference press coverage. It has been presented at two additional scientific conferences (CMSC/ECTRIMS), has been incorporated into multiple industry disease state presentations, and been featured in press, including Scientific American.
Brief with projected outcomes:
The Topographical Model of MS: 3-D disease simulation app was developed as part of a pro bono collaboration with neurologist and academic researcher Stephen C. Krieger, MD, Associate Professor of Neurology, Corinne Goldsmith Dickinson Center for MS, at Mount Sinai Hospital. Scientific due diligence was the only requirement.
Execution:
The agency collaborated pro bono with Dr. Krieger for 10 months to create the MS Topography 3-D disease simulation app. The Model was launched at the Annual Meeting of the American Academy of Neurology on April 2
2015. To create 3D disease models of inflammatory lesions and water effects, we used geographic references such as topographical peaks and dynamic bodies of water, which we then imported and manipulated leveraging real-time simulation technology. In order to build the engine and develop the code, we needed to express mathematically the way that inflammatory and neurodegenerative variables interact. We calculated disease variables for a wide range of MS phenotypes in order to ascertain the formula necessary to develop the code for iOS. We also worked with an applied mathematician from New York University to determine quantifiable metrics that can be used in future research to validate this model as a potential prognostic tool.
Audience:
The MS Topography app was developed for neurologists/MS specialists to introduce a novel hypothesis in the field. It was launched at an international scientific meeting, was featured in media coverage of the AAN conference highlights, and has been included in multiple industry presentations for neurologists and MS patients.
Synopsis:
Situation: MS is a highly individualized disease, the progression of which can be difficult to predict. Current models of the disease separate patients into phenotypes/groups based on disease course, but do not account for the range of severity, diversity of symptoms, or the underlying location of damage in the central nervous system. There is a need for a more biologically and clinically accurate way to depict the course of MS over time.Brief: Visualize a new model about multiple sclerosis in order to change the way physicians think about this complex disease.Objectives: Launch this new concept of MS disease with an interactive visualization at an international scientific meeting in order to advance new thinking about how MS manifests in individuals over time. The goal is for this new model to become the standard for MS disease education and to set the stage for future empirical research.
Campaign Description:
Creative idea: Use a gaming engine to launch a game-changing scientific theory… To advance thinking in the field of MS, we needed to visualize this new model in a compelling and dynamic way. The brain is represented conceptually as a pool with “shallow” and “deep” anatomical regions; inflammatory lesions, as topographical peaks; and progression, as the dropping water level. We built the app in a real-time simulation environment so that neurologists could create maps of damage in the central nervous system and simulate progression over time. A robust editing feature allows users to input a series of clinical variables that can be modulated to demonstrate a wide variety of disease depictions. The highly customizable quick menu allows users to select different views, including radiological (below-surface) or clinical (above-surface) views by adjusting water opacity. A camera view toggle simulates MRI. One-minute case vignettes are exported with clinical notes for educational purposes.
Strategy:
To advance new science in MS, our agency partnered with neurologist Stephen Krieger, MD to develop a theory into an interactive disease model. Neurologists are not accustomed to sophisticated visuals. The current MS phenotypes, developed 20 years ago, do not adequately reflect the complexity of this disease and are expressed as simple line graphs. Our challenge was to create something that was conceptually simple, yet able to express the biological complexity of MS. We chose to develop the model as an app utilizing real-time simulation technology because the variable elements of the disease are best shown in an interactive environment that can be modulated. Enabling neurologists to select disease parameters and view the interaction among factors overtime better demonstrates how disability accumulates, challenging assumptions in the field and advancing this new theory. The AAN meeting, a large neurology conference, is the optimal place to introduce a new disease model.