For many rheumatologists, treating gout is done when painful gout flares have been reduced or eliminated. However, recent studies show that even if they are not experiencing pain, gout patients may still be experiencing bone erosion. These findings directly contradict the long-held assumptions about the role of pain in gout.

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According to new research, more aggressive gout treatment may be needed prevent the development of aggregated Neutrophil Extracellular Traps (aggNETs). aggNETs are the building blocks of tophi—urate deposits found in gout patients that can cause bone erosion independent of pain.

To tell this new story, in March 2018, Horizon launched the aggNET ScrollPlay, a fluid, responsive, interactive experience hosted on KRYSTEXXAhcp.com. With ScrollPlay, control of the experience is given to the HCP, who can manipulate the animation forward or background with her mouse or fingertip, enabling her to study bone-erosion and pain-resolution stories at a pace of her choosing.

When the aggNET ScrollPlay went live, Horizon launched drivers across multiple channels. CRM and rep-triggered emails drove target HCPs to the aggNET ScrollPlay. Display ads were served up to HCPs who had recently searched for terms that indicated an interest in gout disease state information.

To create a simple yet elegant aggNET storytelling experience, custom 3D models were created and manipulated using WebGL, among other technologies. WebGL was also crucial to the medical accuracy of the aggNET ScrollPlay. In a key scene in the aggNET story, in which the neutrophils extrude their DNA during NETosis, leading to the formation of aggNETs, the helix of the DNA is mathematically-generated into a 3D model and then seamlessly morphed along curves using WebGL, creating an authentic, organic representation of this key step in the gout progression process.

The aggNET ScrollPlay is a completely fluid, responsive experience that instantly optimizes for every available screen size. Mechanism-of-disease stories of similar complexity to the aggNET story are often conveyed via a video. For the aggNET ScrollPlay, Horizon developed a custom system to enable HCPs to move animations forward or backward as they scroll down or up the page, respectively. Instead of passively consuming these animations while watching a video, the HCP takes tangible control of each individual animation, increasing active engagement and investment in the story.

In addition, the aggNET ScrollPlay features rich clinical content one click or tap away from the main story. HCPs can access this relevant, supplemental content through modal windows within the experience, without departing from the flow of the primary aggNET story in-progress.

The aggNET ScrollPlay replaced a traditional, static page, and the average time spent on the page has increased by 200% since the ScrollPlay was launched.

In addition to ScrollPlay, the aggNET Interactive Visual Aid was developed to help sales representatives detail the aggNET story to HCPs within Veeva. The early success of the aggNET story has spurred Horizon to invest in a second phase of the campaign, continuing its commitment to communicate new gout research to encourage informed treatment of this often-misunderstood disease.