ROCHE

Challenge: How do you encourage skeptical medical professionals to change their minds?

Solution: You sell them in a way they’re not expecting. Introducing Galen - the first chatbot that argues with itself.

Background: Immunotherapy offers amazing ways forward in cancer treatment. But many doctors prefer to stick with what they know. So we were tasked with finding a way to get them to challenge their comfort zones - without raising resentment. This humorous chatbot was that way.

concept

Galen - the first chatbot to argue with itself. Featuring healthcare pioneers from different moments in human history fiercely debating basic treatments for common ailments. To illustrate that even the best thinking of the smartest professional has a shelf life - and promote open-mindedness in doctors towards next generation cancer treatments.

Galen offered a fun way to educate and change people’s minds. With a playful, “gamified” narrative to encouraged active engagement - as well as sharability with colleagues.

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