We created the first gamified aHUS Diagnosis Battle for Nephrologists for a congress. Again we positioned Alexion as an innovative pharmaceutical brand by this activation with the target audience.
After the overwhelming success of the first aHUS VR experiences, it was crucial to deepen and expand the project in order to raise long-term awareness for the rapid and correct diagnosis of the rare, life-threatening disease aHUS.
The main challenge in aHUS is making a timely and correct diagnosis, as a delayed diagnosis can lead to serious and potentially life-threatening damage.
The annual DGfN Conference is the summit for nephrology experts, which is why it is the most important place for information and communication in this field.
That is why the VR experience for the 2023 Conference of the German Society of Nephrology (DGfN) has been consistently improved and expanded to include a completely new format.
Our idea was to create a completely new and innovative approach with the VR Diagnosis Battle, in which teams of medical experts compete against each other to find the correct diagnosis faster. So, we fully gamified our original VR environment and turned it into a competition mode. We learned from our scientific experts and co-creation partners that doctors often enjoy competitions. The game itself was in VR, but the competitors were live in the event space at the conference.
To maximize reach, we announced the competition on various channels and created a dedicated space for the VR battle arena at the conference.
The battles were commentated live by medical experts and streamed to the accompanying Alexion conference booth. This strategic approach generated immense attention, curiosity, and intense discussions around the topic.
