We used an ethnographic approach to really understand what living with breast cancer is about. Patients took part in extensive assignments to picture the impact of their disease in a daily context.

The output provided us with sharp insights and offered the patients a natural and empathic basis for the two hour in depth conversations.

Due to emotions and complexity a lot of information is not reaching prostate cancer patients. On top of that many men don’t like to talk.

By combining ethnographic research and storytelling we developed a magazine, that supports HCPs to provide their patients with credible, valuable information, that they can relate to.

We crafted an interactive, engaging patient journey, showing the barriers and friction that patients have to deal with both in their daily life with haemophilia as well as with gene therapy.

The journey is widely embraced by local affiliates and now used to empower HCPs, optimise care and develop solutions.

Based on primary research we identified the right moments to support HCPs and patients and build a relationship with them over time as they undergo their journey from diagnosis to cure.

Based on these insights, we co-created an end-to-end patient support programme, that was rolled out in eight countries across Europe and in Canada.

Our client wanted to inform people there is a new treatment for narcolepsy in the last phase of its development and recruit patients for this clinical trial.

Driven by insights, in 6 weeks time, we reached over 970,000 people in US, engaged 251,000 with patient generated videos on Facebook, reached 18,000 visits to the campaign website and had 1.151 people share one or more videos on Facebook and closed recruitment.

We know that the most revolutionary thoughts, ideas and solutions come from people discovering insights for themselves.

After an ethnographic study we organised a challenge. For a week people received a daily question on their phone, which had to be answered within 15 seconds. This snapchat-like approach provided the optimal way for people to discover insights and get fully engaged.

We designed a highly collaborative and immersive 5-day Design Sprint, for people to get fully engaged in and empowered for agile working, showing which methods should be used when, how to master the right mix, and how they can implement what they have learned quickly and easily themselves.

Last but not least we co-created a concept for rising stars that created value around and beyond the cancer immunotherapy portfolio of our client. 


To create something that would grab our audience’s attention, we co-created a campaign featuring common misconceptions about PAH, to break through in a world of distractions.

The multichannel campaign included print, banner ads, a microsite, social media efforts, and partnerships with PAGs and local influencers.

In a series of workshops with immunologists, nurses and a cross-functional team, we co-created actionable solutions that deliver on our client’s ambition to create a more consistent distinctive experience across the region and drive greater engagement with HCPs through new digital touch-points.

To help the oncology team activate the organisation’s new purpose and values, we developed a high-level communication strategy that included a set of socialisation materials.

This helped to communicate its long-term aspirations, inspire employees and assert its core beliefs to external stakeholders.

Our client had a pressing need to understand the actual onset of treatment and the key drivers behind. Held in informal environments, conducted through participatory activities and conversation in small groups we identified what is going on in HCPs’ day-to-day practice and envisioned how to make better health happen.

A revolutionary new treatment meant an opportunity to transform depression care, delivering a better experience for patients and their caregivers, more sustainable clinical outcomes, and an improved cost of care.

We designed and led an immersive program for HCPs and cross functional team members to help them unleash the full potential.

We employed a series of role-playing exercises as a way to prototype and quickly refine new models of care. Improv actors played specific roles in different scenarios to understand how each one would react in specific situations.

After each role-play exercise, the client’s team reflected on the interaction and re-play the same scenario with changes to gauge whether changes can alter the experiences of the participants.

As with any chronic disease, patients’ behaviour plays a decisive role in the success of the therapy. Comprehensive asthma education programme are effective, but are only reaching a small group of highly motivated patients.

We co-created a low-threshold solution, combining personalised coaching with a certified medical device, to close this gap and raise the level of asthma control.

Designed and led a series of workshops that had marketers and medical teams spend walking in the shoes of the people they want to serve. Next we used gamification as the springboard for generating a large volume of potential new ideas to support the launch of a new treatment for metastatic prostate cancer.

We all know that the most revolutionary thoughts, ideas and solutions don’t simply leap off of PowerPoint decks. We led a highly collaborative and immersive Innovation Studio to ensure people get fully engaged in human centred innovation. By focusing on the areas that deliver the biggest benefits, and equipping people with a hands-on toolkit, we made a sustainable impact.