aTTP is difficult to recognize, in part because many physicians may encounter it rarely, and its symptoms can be mistaken for other conditions. That diagnostic gap creates real risk. The project was designed to immerse physicians in the urgency of the condition and show how missed or delayed diagnosis can shape patient outcomes.
CM&D helped bring that challenge to life through a complex interactive 360 video experience built for virtual reality headsets. Designed as a branching, choose-your-own-adventure-style simulation, the experience placed physicians inside a realistic scenario where they could practice identifying, diagnosing, and treating aTTP in a zero-consequence environment.
The final experience combined cinematic 360 production with interactive VR design to create an engaging educational tool that also supported in-person sales conversations. A companion web-based system allowed sales representatives to monitor headset activity in real time and better understand the decisions physicians were making during the experience.
The Goal:
Help physicians better identify, diagnose, and treat aTTP by immersing them in a realistic scenario that reveals how easily the disorder can be missed. The broader goal was to create an experience that built awareness, strengthened clinical understanding, and supported more informed treatment conversations.
Our Approach:
CM&D approached the project with a focus on realism, interactivity, and practical deployment. The experience needed to feel emotionally immediate while still functioning as a polished, easy-to-use tool in the field. By combining cinematic 360 storytelling with interactive VR decision-making, we created an experience that helped physicians engage more deeply with the clinical challenge of aTTP and the consequences of misdiagnosis.
Key elements of the project included:
