ABOUT

BRIEF: The brief was two-fold:
- To provide a clear and simple overview of how mesenchymal stem cells (MSCs) can be used to treat Crohn's perianal fistulas. While Takeda has a product in this indication, this was not a direct commercial piece, but was developed with the Medical teams, with education at the forefront. The aim was to upskill physicians on the molecular and cellular steps involved in fistula healing via MSCs, which is a fairly recent and revolutionary treatment option.
- To create a truly unique and impactful visual experience that could be adapted for use in various environments. The first version was shown in 3D at the ECCO Congress in Vienna on 13 February; other outputs include a 2D version for use on desktop, mobile and tablet, as well a version for use in a virtual reality setting.

OBJECTIVE: Educate physicians on how mesenchymal stem cells act at a cellular level to heal Crohn’s perianal fistulas, in order to instil confidence and knowledge in this treatment option
TARGET AUDIENCE: Primarily coloproctology surgeons but also gastroenterologists with a speciality in IBD, nurses and other healthcare professionals in this therapy area

RESULTS: The animation was first shown in 3D during a symposium as part of the S-ECCO IBD Masterclass in Vienna on 13 February in 2020. A total of 96% of delegates attending the meeting rated it 'good' or 'excellent' and more positive feedback was received after the meeting. Post-meeting, there have also been a number of requests from countries to adapt the animation to make it comply with local regulations (changing only ABPI and company information).