Facing a potential cancer diagnosis can be overwhelming. Patients are often confronted with unfamiliar terminology, multiple appointments,and a series of complex tests, all while managing the emotional weight of uncertainty.

This lack of clarity frequently leads to anxiety and disengagement at a time when understanding is critical.

Pfizer sought an innovative way to transform this experience: moving beyond static brochures and clinical jargon to deliver clear, reassuring information in a format that patients could exploreat their own pace.

The Challenge​

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• A potential cancer diagnosis is often accompanied by a flood of unfamiliar terminology, multiple medical appointments, and a whirlwind of decisions. ​

• For many people, this results in anxiety and confusion about what lies ahead. They may be referred to a number of different healthcare professionals and undergo a series of complex diagnostic tests, each critical to confirming and understanding their condition.​

• Pfizer recognised that providing clear, accessible information at this early and often overwhelming stage could empower individuals to better understand and prepare for their diagnostic journey. ​

• They wanted a way to explain the process in plain, reassuring language, not in clinical brochures or static web pages, but through an engaging and supportive experience that could be explored at each person’s own pace.​

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Our Solution​

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Cassette partnered with Pfizer to create an interactive 3D hospital environment that demystifies the cancer diagnostic pathway and reduces patient anxiety. ​

The experience combines realistic virtual spaces with human-centred design, allowing users to explore 10 detailed locations, meet friendly HCP avatars, and access clear guidance through video explainers and hotspots. ​

Accessible on desktop and mobile, this innovative solution transforms patient engagement, turning uncertainty into confidence.