Astra Zeneca – Lung Cancer
overview
The experience of sitting for long periods of time looking at the same walls in a hospital chemo suite, juxtaposed with the warmth and serenity of a beautiful beach experience, explained, in a highly visceral way, how oral therapies give patients the chance to keep some semblance of normality in their lives, giving them more time to spend with the people they care about, and to do more of the things they love to do in life.
challenge
How could Astra Zeneca give their people the opportunity to walk in the shoes of a lung cancer patient and to build engagement around the true impact of their work in Oncology.
“Hi. My name is Angela. I’m 45 and I’ve recently been diagnosed with stage 4 lung cancer. My diagnosis was a complete shock! …The thing is, I’ve never smoked. People just aren’t aware that 1 in 3 women, diagnosed with lung cancer, actually never smoked!...”
solution
During Patient Journey Week, AstraZeneca’s team were immersed into Angela’s life. Sitting in chemo chairs with saline bags on drips stands beside them, they listened to Angela’s voice as she took them for a walk in her shoes – they felt the coldness of the chemotherapy suite with beeping hospital machines and experienced the delight as they explored the shores of spectacular secluded beach. They literally felt like they were there, because they were – in Virtual Reality .
IMPACT
Poignant and powerful, the Oncology team shared, educated and built pride in the great work they do in making a positive impact in patients’ lives, with the rest of the AstraZeneca team.