GSK

Changing behaviour through patient engagement_

The Challenge

GSK has made a commitment to the World Health Organisation to deliver against a number of strategic objectives in the battle against anti-microbial resistance, an increasingly serious threat to global public health. At the same time GSK was looking for a new way to build a direct relationship with patients.

The opportunity

Create a solution that wouldn’t just add value for patients, but also for the healthcare professionals whose recommendation is absolutely crucial for successful adoption. Working with GSK we selected UAE as the pilot region for the project because of high digital adoption in this market.

The Results

  • 89% of patients saw direct value in engaging with Medzy
  • 75% of HCPS would recommend Medzy to their patients
  • A redefined GSK tone and voice to speak directly to patients

Case Study Video

Introducing Medzy, a chatbot solution_

BIO conducted in-depth research across UAE, analysing patient behaviour to identify opportunities for technological intervention. We concluded that a chatbot was likely to be an effective solution.

40 diverse stakeholders came to a BIO Hive to share their insights, resulting in a set of conversation flows that would form the foundations of our chatbot. A prototype validated the chatbot proposition with patients and HCPs.

Medzy app

We then built an enterprise-level chatbot accessible through Facebook Messenger. Medzy provides patients with information to assist them in their recovery and educates them on the right way to take their antibiotics, fulfilling the strategic ambition of reducing the impact of AMR. Tone of voice is friendly, welcoming and trustworthy rather than corporate, especially created to appeal to our audience. Medzy was built on IBM Watson® Assistant, chosen for its scalability and flexibility. As a result of this project a new sign-off process for complex and dynamic digital content has been adopted across GSK.

Built on IBM Watson® Assistant_

Let’s make something happen_

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