Best App for Healthcare Professionals

Any smartphone apps or tablet apps targeting healthcare professionals, including: medical reference, diagnostics aids, prescribing aids, branded communications, patient records, CME apps, search tools, etc. //Sponsored by TBWA\WorldHealth

Topographical Model of MS
Agency: Harrison and Star 
Client: Harrison and Star pro bono with Stephen C. Krieger, MD 

Harrison and Star partnered with neurologist clinician/researcher Stephen C. Krieger, MD, on this pro bono initiative to develop a new unified MS clinical source model. 

“The current disease course categories in MS do not adequately reflect the clinical and biological complexity and heterogeneity of [the disease],” an agency representative explained. “There is a need for a conceptually lucid, biologically informed model to build on these categories to encompass the true admixture of factors underlying MS disease course. An innovative approach to visualizing such a model will help advance thinking in the field by challenging underlying assumptions in order to transform how MS is understood and potentially studied and treated.” 

The agency developed a customizable app to display the model. The central nervous system is depicted as a pool; topographical peaks represent inflammatory lesions; and dropping water level shows progression. 

“To create the 3-D models of the lesion characters and water effects, we used geographic references … which we then imported and manipulated leveraging a real-time simulation, or gaming, engine,” an agency rep noted.

 “Fantastic—very comprehensive and creative,” one judge said.

“Exciting, innovative and a fabulous concept,” said a second judge. 

Olympus O-Bronch App 
Agency: Infuse Medical  
Client: Olympus Medical Group  

This comprehensive dynamic app helps educate physicians about Olympus's pulmonary portfolio. It's organized into five key areas and includes 3-D animations and clinical study references. 

Judges unanimously praised execution and results, which included 26% YOY growth for Olympus.

“An excellent teaching tool,” one judge said. “Great graphics, well produced and user friendly.”

■ Agency Rx and Celgene for Myeloma Ally
■ Harrison and Star pro bono with Stephen C. Krieger, MD, for Topo­graphical Model of MS
■ Infuse Medical and ­Olympus Medical Group for Olympus O-Bronch App
■ McCann Echo and EMD Serono/Pfizer for Rebif Nurse Dashboard
■ Tipping Point Media and LifeCell for Virtual Surgery