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EY:
Pointellis

How we showed the future of personalised medical care
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The Brief

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Pointellis is a game-changing platform that will facilitate cell and gene therapy. It represents an opportunity for cancer treatments to move away from a ‘one for many’ treatment paradigm and towards a more effective ‘N of One’ approach.

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EY Pointellis is a project that demonstrates the very best of the work EY undertakes, and whilst it was important that the film we made encapsulated that – it also needed to act as a catalyst to start conversations with potential new clients, demonstrate the scalability of cell and gene therapy through Pointellis, place an emphasis on the patient’s perspective and remain simple, compelling and emotive.

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Our Approach

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We began by identifying the target audience – which included major and emerging biopharma companies, cancer research centres and healthcare providers – but also a secondary audience of industry regulators and patients. This meant that the film needed to address the importance of Pointellis in terms that each audience member could understand.

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We then established the core message of the film: If cancer affects us all in different ways, why do we treat it the same?

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The most effective way to sell an impactful yet complex product is to use the human stories of those who will benefit most from it.  Therefore our approach focused on telling one person’s story, emphasising the tangible, human benefits whilst subtly evoking the notion that EY use their expertise as a force for good.

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