MadMicrobe Studios
Philadelphia & Manchester
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).
CLIENT REVIEW
We started work with MadMicrobe after sending out a 3-agency RFP. We needed a company that were passionate about developing medical animations, would be adaptable under the short timeline constraints and work with us in an open and transparent manner. The overall timelines for developing this animation were incredibly short - and included parallel development of the final voiceover script and final animation. MadMicrobe worked seamlessly to deliver this on time, ensuring that the final output in 3D was fit for purpose and was calibrated correctly through liaison with the 3D AV supplier (who would be driving the broadcast of the animation on-site in Vienna). The final result was outstanding! It was the real 'wow' piece of the symposium and we have since had tremendously positive feedback (leading us to now develop a 'prequel' animation). Multiple countries have requested the file to be able to share this with even more healthcare professionals (only changes requested will be add in compulsory legal information and ABPI). I couldn't be happier with the final result!
Account Director at Synergy Vision
18 Mar 2020