Progress Award in Healthcare and Scientific Communications

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Finalist

ROSETTA-LUNG

by Ashfield MedComms (Inizio Medical) for AstraZeneca

Summary of work

Our digital platform transforms how healthcare professionals diagnose and treat lung cancer patients by revolutionising clinical alignment and decision-making. This innovative solution digitises a previously offline Danish program, creating a globally accessible training tool that improves consistency in patient care without imposing judgments. The platform presents 60 meticulously crafted fictitious patient cases, complete with comprehensive medical histories and CT scans. Healthcare professionals and multidisciplinary teams (MDTs) evaluate these cases through four structured question sets regarding diagnosis and treatment approaches. Their responses are then visualised within the spectrum of all MDTs’ decisions, revealing whether their approaches align with peers or represent outlier perspectives. What distinguishes this platform is its ability to:
  • Facilitate objective self-assessment without prescriptive feedback
  • Enable cross-regional or localised data comparison
  • Provide accessibility across any device, anywhere in the world
  • Adapt to various healthcare environments through localisation
Initially developed for specialists in lung cancer, the platform’s exceptional reception has prompted expansion into multiple oncology areas. This scalable digital solution addresses a critical healthcare challenge—patient staging and management variation—by creating a collaborative learning environment that respects clinical autonomy while promoting evidence-based alignment in patient care approaches.

Judges’ comments

Ashfield MedComms (Inizio Medical) and AstraZeneca really bought the ROSETTA-LUNG project to life. It was a good looking, intelligent piece of work with the ability to engage and change. The judges could see the potential to improve care.