Healthcare Marketing Impact Awards - 2024

Campaign: Discover TD
Agency/Firm: Level Ex
Client: Neurocrine Biosciences

Tardive dyskinesia, a chronic movement disorder that causes involuntary, repetitive movements in the body, usually because of taking certain medications such as antipsychotics, impacts a significant number of people in the U.S. Yet, due to gaps in healthcare education and awareness, a staggering 70% remain undiagnosed.

To address this gap, Neurocrine Biosciences launched a creative digital tool to educate and train healthcare professionals, “Discover TD.” “Discover TD,” launched as a gamified, interactive training tool, designed to help healthcare professionals recognize and differentiate TD movements from other drug-induced movement disorders.

Developed in collaboration with agency Level Ex, avatars mimicking patients exhibited symptoms and scenarios for healthcare professionals to practice confidently diagnosing TD. Each avatar presented unique manifestations of TD and other drug-induced movement disorders, accompanied by extensive histories to demonstrate complex cases.

Since its original development, the tool has evolved into a publicly accessible resource, allowing broader access for healthcare professionals. Since its release, the campaign has drawn 1,041 sessions played with 1,430 cases. Healthcare providers have played for an average of 11.8 minutes for a total of 10,848 minutes played, according to the agency. The tool has been used by large organizations in presentations to healthcare professionals and has been added by both the APNA and the Gerontological Advanced Practice Nurses Association to its list of industry resources.