Client
Incyte
Role
➺ Digital Creative Direction
➺ UX Design
➺ Product Design
✴︎ The brief
Understand, track and share
Many MPN symptoms are vague and can be mistaken for less serious issues, leading people to overlook changes in how they feel day-to-day. This tendency to dismiss small signs can mean missing early indications of disease progression or resistance to treatment.
By proactively tracking symptoms and recognizing what to watch for, patients can provide clear examples of health changes to their HCP. This empowers them to have open conversations with their care team, advocate for their needs, and ensure their management plan is effectively addressing their condition.
✴︎ The solution
We recognized the need to raise greater awareness of often “unseen” MPN symptoms, their significant impact on patients, and the importance of identifying, tracking, and communicating symptoms.
So, we invited people living with MPNs to describe their most burdensome symptoms in a live interview format. As they spoke, a team of AI experts worked behind the scenes using a combination of speech-to-prompt and visual generative AI software to transform their words in near real-time into vivid images that visually depict their most burdensome symptoms.
These vivid depictions of their symptoms were shown to the patients at the end of their interviews in an emotional reveal that brought to life the scale of the symptom burden they may have been minimizing.
The patients
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Ashlee J.
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Dave S.
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Chelsea P.
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Mickey T.
Creating a digital home
To effectively bring the campaign to life, we needed a centralized hub to host all related content and messaging. This hub would serve as the campaign's digital home, creating a seamless destination for our audience to engage with the message. With a combination of organic and paid media acting as primary traffic drivers, it was essential to have a platform that could accommodate diverse audience entry points while providing a cohesive, user-friendly experience.
Brain fog - Inactivity - Bone pain - Weight loss - Bruising - Night sweats
Brain fog - Inactivity - Bone pain - Weight loss - Bruising - Night sweats
AI isn’t just a novelty, but a powerful tool for self-expression. By creating imagery from the patient’s words in near-real time, we were able to construct visual worlds that make symptoms - which are difficult to explain or contextualize - more apparent for the patient and those around them. These vivid images brought to life the scale of the symptom burden they may have been minimizing.
brittney.janae on Instagram
“Love this and thanks for spreading awareness, I had no idea of this!”
lmariechick on Twitter
“I also have PV and can relate to your story… what a journey it all is! Thank you so much for sharing all of this. 🖤”
Heidi Ruud on Facebook
“My dad had PV. We never really understood his symptoms. I LOVE that you are trying to put images together to explain it.
32.6K
landing page views
in the first three months
60.8%
engagement rate/interactions showed
a highly engaged audience