Dexilant

About the Work

Creating a brand experience inside the human stomach isn’t a typical Phenomblue project. But it’s just the experience needed to demonstrate how Dexilant actively treats acid reflux disease – and redefine “immersive” experience.

We developed a Microsoft Surface 1.0 app to interactively demonstrate the drug’s method of action by taking conference attendees through a virtual stomach. Users zoom in for a close look at a field of gastric pits, explore a 3D parietal cell model and see what happens when food and the drug are introduced to the stomach. Our team incorporated the stringent regulations and crucial medical accuracy with a high level of interactivity and a clean interface to showcase the drug’s method of action. An ideal experience platform for trade shows, lobbies and other social environments, Microsoft Surface 1.0 has since been updated and re-released as Samsung SUR40 with Microsoft PixelSense.

Our team was also brought in to assist with the Dexilant patient website, which serves as an initial platform for a customer relationship management (CRM) campaign. When patients sign up for the offered prescription savings program, they can also be target marketed and tracked through the drug’s treatment lifecycle. The site provides consumers with pertinent drug information tools to better manage their disease.

We also created a site for health care providers that informs them about the drug and familiarizes them with the brand. The launch site was the first online asset displaying the DDMAC-approved campaign. It announced the availability of Dexilant, provided prescribing information, gathered names for future contact and made instant rebate offers available to patients.