Navigating 10 years of global mBC data with Watson

By ghg | greyhealth group & WG, New York, USA

For Pfizer Oncology Brand Breast Cancer Vision

Winner in category Health & Wellness

In subcategory Prescription to Professionals-Digital

Project Description
In 2016, Pfizer and the European School of Oncology published the Global Status of Advanced/metastatic breast cancer (mBC) Decade Report. This was the first ever globally focused assessment of advanced mBC across the care continuum, and other political, economic, societal, and scientific landscapes.
Through both primary and secondary research, the report uncovered a decade’s worth of mBC data, particularly highlighting the gaps in patient care around the world.
The problem? The report, with its 300+ pages of associated data, was both dense and lengthy.
This made it difficult for patients, physicians, policy makers, and payers to review, understand, and interpret insights. This created an immediate need to make the report more digestible for readers.
The challenge was to provide a simple way for users to interact with 10-years’ worth of global data that would improve patient outcomes and, in turn, help enable Pfizer to continue its role as industry leader in the mBC space.
Agency Solution
The solution was to leverage an innovative technology and create a scalable application that would help users better interact with the data, while at the same time giving them access to important information about the disease.
In order to make the content easy to interact with, across all devices, it could not be a large online PDF.
So, leveraging IBM Watson technology, Pfizer Oncology, and ghg built mBC | with Watson, an online platform where users can ask questions about mBC, and receive the most relevant answers, accompanied by supporting data.
Our digital team, and subject-matter experts, trained Watson on all the report’s content, allowing for unparalleled access to the data within seconds. But, to help advance Watson’s understanding of the content even farther, and to assist Watson in constantly getting smarter, user feedback is imperative. As more users interact, Watson learns—becoming smarter, and more tailored to different question types over time.
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