ROCHE
Challenge: Immunotherapy delivers new hope in the treatment of cancer. But many healthcare professionals didn’t understand it. And others were resistant. Preferring to stick to tried and trusted solutions. My brief was to look at ways we could explain and evangelize the category through the use of a chatbot on behalf of healthcare giant Roche.
Solution: Many saw a chatbot as an end in itself. But a platform alone isn’t a solution. The question I wanted to ask was how do we use the boundaries of a chatbot’s capability to ensure sufficient interest, engagement and “playability”? And how do we get seasoned, respected healthcare professionals to challenge their own “comfort zones” - without raising resentment? That was the task this creative strategy deck aimed to answer.
