Gold
Novartis and The Considered
Under Her Skin
Hidradenitis suppurativa is a debilitating, chronic, systemic skin condition that also causes its sufferers isolation. It causes painful lumps, some as big as golf balls, to form under the skin — often in the groin, armpits and breasts, where they subsequently pop and secrete pus. Most live with the condition for 10 years before diagnosis.
Yet dermatologists and other healthcare providers often hold back on treatment, considering systemic medications as a last resort. Segmentation research helped identify providers most likely to delay diagnosis and prefer topical therapies, decisions that stem from a lack of understanding of the condition.
Because providers are typically so short on time, Novartis knew any education tool had to function quickly, with an approach that made doctors stop in their tracks. Under Her Skin, a mixed reality app, brings the disease’s underlying causes to life.
Using a tablet, dermatologists can see a realistic skin-like surface before traveling beneath the surface. A 3-D high-definition, high-fidelity scientific rendering animates, taking them through the progression of the condition in a simple and striking way.
While the app is still new to the market, the judges were swayed by anecdotal raves from sales reps, who say Under Her Skin turns two-minute calls into 20-minute conversations, capturing clinicians’ imagination. “I had three dermatologists crowd around me because they were that eager to see Under Her Skin in action,” said one rep. And a provider paid it the ultimate two-word compliment: “It’s badass.”
Silver
Bayer and Area 23
The Messenger
Chronic kidney disease affects millions. Yet while doctors routinely measure eGFR in blood samples, they often overlook a rate reading below 60, a critical sign of kidney damage. This VR-based film communicates that by following a lone soul through an otherworldly landscape, desperately trying to get his provider’s attention. It drove a 32% increase in unaided awareness and a 134% improvement in message recall.
