Sixteen patient cases were researched and developed each with a different set of challenges, needs and preferences for physicians to consider when choosing a treatment. These patient cases were materialised as digital renders and 3D printed figurines, “bringing them to life” as characters that physicians would recognise from everyday clinical practice. Delegates could pick up a patient and place it on a touchtable to trigger an interactive pathway through that patient’s profile. Working through the content, delegates reviewed medical needs and patient preferences to match a patient to an optimal treatment choice. The touchtable technology allowed multiple users to access the tool simultaneously giving delegates the opportunity to use the tool together and to compare cases side-by-side.

The Patient Profiler Touchtable was the centrepiece of the AZ exhibition area surrounded by the areas dedicated to each individual AZ brand. It was first used at the ADA congress in June 2015, then subsequently at EASD (September 2015) and IDF (December 2015). It proved to be the ‘star attraction’ of the AZ stands at all these congresses with interactions ranging from 500–1200 people.

Feedback has been overwhelmingly positive. Delegates found it an interesting way to learn about AZ’s products, with many remarking on the different, futuristic interface and that unlike many other interactive experiences, the Patient Profiler Touchtable was not a ‘gimmick’ but actually delivered interesting and educational content that helped them.

For AZ, the Patient Profiler Touchtable received reviews from the AZ global team and from the independent congress organisers. We have also received requests for localisation from AZ teams in Latin America, Turkey, Russia, Greece, Germany and Australia.

“The Patient Profiler was really popular at congress. It gave both sales representatives and delegates a novel and innovative way of exploring our range of products. We not only plan on re-using the Patient Profiler Touchtable but have had a number of local market enquiries, who hope to adapt into a new education tool. ” AZ Diabetes Global Marketing, EASD 2015