The Challenge
Educate physicians on the issue of residual cancers and how to detect them
Building off the success of Amgen’s Minimal Residual Detective (MRD) tablet-interactive, which tests players’ knowledge about disease identification accuracy and the different test types available, Amgen wanted a new way to tell the story of how challenging it can be to detect residual cancer cells. The goal is to remind doctors about the importance of early detection and finding and using the best tests available.
the solution
A handheld tablet allowing attendees to scan their environment for MRD
As visitors use the tablet to scan their 360-degree surroundings, they are tasked with identifying abnormal residual plasma cells. In addition, educational screens at the start and conclusion of each round, plus quiz questions, reinforce key learnings. Completing the experience creates a greater understanding of the characteristics of treatment-resistant cells and the importance of testing for minimal residual disease in multiple myeloma (MM) to improve patient outcomes.
the result
Attractive new exhibit increased overall attendee engagement
Having achieved its goals at multiple U.S. events, Amgen is exploring using the discovery interactive around the globe.
