Pharma > Non-Regulated

LIFESAVING RADIO

KLICK HEALTH, Toronto / NEXTMED HEALTH / 2023

Awards:

Bronze Cannes Lions
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Overview

Credits

Overview

Why is this work relevant for Integrated?

We started with a clinical study that showed the rhythm and tempo of hard rock music, namely AC/DC, improved surgical accuracy and efficiency. Then, we analyzed millions of song metrics to identify the music clinically suited for peak surgical performance. Next, we reimagined 11 of AC/DC’s most iconic songs for different surgical disciplines on the album, Highway to Heal—and even created a new surgical team member, AI Angus, to deliver a personalized, performance-enhancing OR audio experience, synchronized with the specific needs of each operation.

Lifesaving Radio launched at NextMed Health’s medical innovators congress. Treating it like a true rock-record release, we

Background

Preventable surgical complications are the third leading cause of death worldwide. With 28-hour shifts and 24/7 on-call schedules, surgeons are some of the most stressed and burned out healthcare professionals in the world, which has been clinically shown to have an impact on surgical performance. Improving surgical performance can help save millions of lives and billions in healthcare costs. And we know that music is played in most of the 313 million annual surgeries, so our objective was to deliver the music clinically shown to optimize surgical accuracy and efficiency into ORs around the world.

Describe the creative idea

We started with a clinical study that showed the rhythm and tempo of hard rock music, namely AC/DC, improved surgical accuracy and efficiency. Then, we analyzed millions of song metrics to identify the music clinically suited for peak surgical performance. Next, we reimagined 11 of AC/DC’s most iconic songs as for different surgical disciplines on the album, Highway to Heal—and even created a new surgical team member, AI Angus, to deliver a personalized, performance-enhancing OR audio experience, synchronized with the specific needs of each operation.

Describe the strategy

Surgeons say that music is as important as the instruments they operate with. And we know that music is played in most of the 313 million annual surgeries, so we optimized existing OR behavior to deliver the music clinically shown to optimize surgical accuracy and efficiency into ORs around the world.

Surgical teams simply visit LifesavingRadio.com and AI Angus generates a personalized, performance-enhancing OR audio experience, turning surgeon’s phones into a new member of the surgical team, supporting them medically and musically when they need it most, almost like he’s in the room with them.

In a surgical setting, when life is on the line, every second is precious––so the Lifesaving Radio mobile experience is streamlined and optimized for time-crunched surgical teams who expect every interaction with our site to be as precise as the tools they operate with.

Describe the execution

Lifesaving Radio launched at NextMed Health’s medical innovators congress (aka the “Burning Man of health conferences”). It spanned three full days in San Diego, and explored the future of health and medicine through TED-Talk style presentations, intimate workshops, and an Innovation Lab showcasing the most revolutionary medical technology set to transform the healthcare and biomedical industry. And Lifesaving Radio was at the center of it all.

Treating it like a true rock-record release, we made a limited-edition version of the album–Highway to Heal–on scrub-colored vinyl. And we even made “world tour rock scrubs,” transforming scrubs into an AC/DC-style tour t-shirt by printing the cities from the 20+ countries our attendees joined from on the back. Doctors were lined up around the block to get their hands on one––it almost looked like they were waiting to get into a concert…a concert that can help them save lives.

List the results

Results (in just 3 weeks since launch):

5,887 surgeons subscribed

20+ countries listened

29,435 AI radio hours streamed

41% more efficient surgeries 1

5% higher accuracy 1

1 billion earned impressions

1 Yang, C., Möttig, F., Weitz, J. et al. Effect of Genre and amplitude of music during laparoscopic surgery. Langenbecks Arch Surg 407, 2115–2121 (2022).

Why is this work relevant for Pharma Lions?

LIFESAVING RADIO––the first album and AI radio station to optimize surgical performance

Founded by doctor Daniel Kraft, MD and sponsored and supported by innovative Pharma and MedTech companies, NextMed Medical Congress is the premier cross-disciplinary community of medical innovators dedicated to catalyzing and accelerating the arrival of new treatments and solutions to help HCPs successfully treat multiple diseases. Targeting surgeons, The Lifesaving Radio brings together medicine, music, clinical data, and the latest AI technology, utilizing them in the operation room like never before to help surgical teams optimize performance, ultimately improving patient outcomes.

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

N/A

Describe the target audience and why your work is relevant to them.

Surgical teams simply visit LifesavingRadio.com and AI Angus generates a personalized, performance-enhancing OR audio experience, based on the music clinically shown to improve surgical accuracy and efficiency. By filling in team names, hospital, etc Radio Host AI Angus can synchronize the surgery soundtrack to the specific needs of each operation.

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