Oncology launch awareness hub

A new oncology product was launching into a crowded therapy area where medical professionals are already asked to absorb more new data than any of them can read. Awareness was the objective, but awareness measured as impressions is worthless in this context — the audience either understands the mechanism, the evidence and where the product fits, or it does not.

The team needed something people would choose to spend time on, in a category where almost nothing is.

We built an interactive hub combining gamified activities with augmented reality, designed for self-paced exploration. The gamification was not decoration: progression required actually engaging with the science, so time on the platform corresponded to knowledge rather than to browsing.

A multi-day live event ran alongside the hub, with 29 live speakers, deepening the parts of the story that benefit from a person telling it. The hub stayed open around the live event, so the sessions had a before and an after rather than existing in isolation.

653 medical professionals across 48 countries engaged with the hub and the live program. Self-paced exploration and the live event together deepened product knowledge and engagement in a launch window where the alternative was another set of emails.