A Different Perspective

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The Problem:

Oncologists tend to stick with familiar treatment brands out of habit, often overlooking newer options—even when there is compelling clinical data available. Vectibix needed to break through this inertia and challenge entrenched prescribing behaviours.

 

The Insight:

Changing minds in the medical field isn’t just about facts—it’s about framing. To shift oncologists' perspectives, we had to present the data in a way that was not only clinically relevant but also emotionally and experientially engaging. The goal: to prompt a fresh look at Vectibix by literally showing them a new perspective.

 

The Solution:

We developed an interactive mobile video experience that transforms into augmented reality using a mini AR projector. This unique format allowed us to tell the Vectibix story in a dynamic and immersive way. Used by sales reps as a conversation starter—or handed to doctors to view on their own time—the experience redefined how clinical benefits could be communicated, making a memorable impression that helped Vectibix stand out from the crowd.