Cannes Lions
OGILVYENTERTAINMENT, New York / PHILIPS / 2014
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Your liver's job is to filter blood as it circulates through your body. Because of this, it is unusually accessible to cancer cells that may exist within your bloodstream. Liver cancer is the second leading cause of death in men and the sixth leading cause of death in women worldwide. It is often hard to find liver cancer in its development period because signs and symptoms often do not appear until later in its cycle. In China, only 20% of patients are diagnosed in an early stage of liver cancer. By the time a tumor can be felt, it is most often already too late.
This film documents a life-saving partnership between Philips and the West China Hospital, one of the top two medical centers in China and one of the biggest hospitals in the world. The film spotlights a team of doctors and healthcare professionals implementing a shear wave based Elastography technology known as ElastPQ (Elastography Point Quantification). This innovative technology measures the elasticity of strain on a specific region of tissue. It allows physicians to detect cancerous tissues at a very early stage with a higher degree of accuracy. In short, ElastPQ saves lives.
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