Craft award

Innovation - Best use of new technology

Presented by IBM Watson Health

Gold: Virtual reality simulation training experience

By: The Health Hive Group Ltd
For: Pacira

Exparel is an anaesthetic which is administered during surgery and aims to provide long-lasting pain relief after surgery, thus reducing the quantities of opioid medications needed. Whilst Exparel is fast becoming a cornerstone of opioid reducing strategies, it requires a unique and complicated injection technique. And without appropriate training, the surgeons administering it are unlikely to see the results they expect.


This Virtual Reality Simulation Training experience was developed to help surgeons understand and practice the required injection technique, and build their confidence in using it in real patients and procedures.


Finalists Video
Click on the image to Play Video

Judges Comments
Click to Play Video

Silver: MyAsthma

By: The EarthWorks
For: GSK

The MyAsthma app is designed to help people with asthma (or those caring for someone with asthma) understand their asthma by providing contextual environmental and lifestyle information, together with data indicating the status of their asthma. By understanding potential asthma triggers such as pollen, dust, or animal hair and combining this with information on your surroundings that may be relevant, users can have a better understanding of how to manage asthma.


 An industry first, The MyAsthma app is the first from pharma that has been approved as a Class 1 medical device and CE marked. It has been developed with healthcare professionals at the Nottingham Respiratory Research Unit and the University of Nottingham to ensure quality and accuracy in the information it provides.

Silver: MyPAH

By: The EarthWorks
For: GSK

The MyPAH app is for people living with Pulmonary Arterial Hypertension. It has been designed to help take control of PAH not only in everyday life, but also by supporting consultations with real life data.


MyPAH is a fully integrated support service for PAH patients and HCPs.  At its heart MyPAH is an application for use by all patients with PAH.

MyPAH was developed in partnership with the Pulmonary Hypertension Association (PHA), Manchester University and the Royal Brompton. This team worked to understand the issues patients face, the needs of HCPs and to create a tool that would enhance patient care and improve a patient’s quality of life.

Bronze: Dining Experience 'Tiny Chef' Velphoro

By: Swordfish Advertising
For: Vifor Fresenius Medical Care Renal Pharma (VFMCRP)

Hyperphosphataemia is a silent killer in patients with chronic kidney disease. Diet management is a key factor in controlling this condition, yet Nephrologists rarely discuss diet with patients.


The VELPHORO® dining experience was an immersive exhibition booth experience which merged the virtual world with the real one. A mock high-end restaurant environment, with live waiter, was created to raise awareness of the importance of diet management. Delegates were challenged to order a meal with the lowest phosphorous content.


The ‘winning’ meal was then ‘cooked’ on the table by an animated miniature chef, using the specialist technique of 3D projection mapping.

By: Aurora
For: Takeda

Myvyo is a patient experience programme (PEP) that is truly different from other PEPs as it offers emotional and wellness support through evidence-based coaching to people receiving Entyvio. The brief was come up with an unforgettable way to launch myvyo and train Takeda key account managers (KAMs) on the PEP. We used virtual reality (VR) to bring it to life, and in just three weeks, launched three modules to the Takeda team and showed them the impact inflammatory bowel disease (IBD) has on people’s lives.

By: Cuttsy+Cuttsy
For: Astellas EMEA

Challenged with breathing life into an existing campaign, we created a 3-minute, 360° VR animation. Customers were fully immersed in the brand world which centered around a manta-ray. The launch at EAU using Samsung Gear was met with enthusiasm from customers and reps, leading to successful pilots with reps in Germany and Spain. The final challenge was to bring the tool to affiliates across 22 markets in a cost-effective way. Our solution was an app enabling reps to download the 360° film on their iPads, or use with iPhones and Google Cardboard for the fully immersive experience.

Some of the material on these pages may be intended for viewing only by UK healthcare professionals.

Digital Awards 2017 sponsors: