MHNJ helped develop, design, and support the launch of this virtual reality (VR) experience to help HCPs look beyond data and diagnostic algorithms, and instead actually feel as if they are at the center of a real emergency.

The goal of the experience is to change outcomes for a rare blood disorder, acquired thrombotic thrombocytopenic purpura (aTTP), that can claim 90% of lives if left untreated.1

“We wanted to create a true-to-life experience, and the power of VR, combined with live action, was the best medium to build empathy and understanding of the patient perspective.”
— Katharine I, SVP, Creative Director

“We brought the feeling, thinking, intensity, and experience of an emergency room into a VR headset—to raise awareness of a rare blood disorder and healthcare disparities in an interactive and (hopefully) memorable way.”
— Michal L, Senior Scientific Strategist

“There is something so palpable about this VR experience, which I feel will only lead to more awareness, empathy, education, and conversation about this rare disease. I’m thrilled to have worked with a creative team and brave clients who challenged the status quo.”
— Rebecca B, Head of Production

1. Scully M, Hunt BJ, Benjamin S, et al; British Committee for Standards in Haematology. Guidelines on the diagnosis and management of thrombotic thrombocytopenic purpura and other thrombotic microangiopathies. Br J Haematol. 2012;158(3):323-335. doi:10.1111/j.1365-2141.2012.09167