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25 Years of Trust
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AstraZeneca

Patient Pathways

Up to 130 million people worldwide suffer from devastating cardiovascular, renal and metabolic (CVRM) diseases. The treatment journey for CVRM patients can be incredibly complicated, especially since one disease is often connected to another, meaning crucial symptoms can easily be masked or overlooked. Understanding how diseases intersect can save lives.

AstraZeneca asked us to:

  • Show healthcare professionals how some of the biggest diseases interconnect and help them understand the importance of looking at their patients more holistically
  • Position them as an important and reliable partner for HCP’s with their extensive knowledge and strong pipeline of medicines for tackling CVRM diseases
  • Create something that could be easily translated, and used internationally

To help doctors predict every possible twist and turn, we took creative inspiration from something labeled ‘too radical’ when it was first introduced. Something which has since been adopted worldwide, helping people navigate new, interconnected landscapes since 1933… Harry Beck’s original tube map.

Patient Pathways is the world’s first visualized disease map to show the connections between four separate diseases.

Thinking about disease paths as actual journeys enabled us to show exactly how everything was connected, in a way that everybody could understand. The highly sharable and workable resource can be translated into any language and understood across cultures, revolutionizing AstraZeneca’s information sharing.

The map launched with four compelling patient films, giving examples of the human experience and connecting doctors emotionally to the people behind the diseases.