Insights
Creative technology in healthcare: what we build for pharma and medical brands
For more than a decade we have built digital products for pharma companies, pharmacy chains, clinics and medical networks: a children's world launched in six countries, detailing apps for medical reps, a children's dental clinic turned into a game, a virtual assistant and interactive installations at medical congresses. Here is what we built, and what it taught us about working where accuracy comes first.
MaxiMundo — a gentle world for children, for Dr. Max
Built end-to-end for Dr. Max, MaxiMundo is a no-penalty game grounded in Françoise Dolto's principles: four worlds, nine mini-games and thirty-six original songs. It launched on 1 June 2026 on iOS and Android in six countries, with a national TV spot and a launch event where Maxi's world was rebuilt for thousands of children. A 24-month live-ops partnership keeps it moderated and fresh long after launch.
Watch the TV spot → · MaxiMundo case study →
Bayer — Jaydess, Nexavar and Elevit, in the medical visit
For Bayer, through Friends\TBWA, in 2014 we built the closed-loop marketing app for Jaydess, a contraceptive intrauterine system: “Successful doctors have smart patients”, a gamified quiz for doctors, used on tablets during medical visits, on the Agnitio platform. The format was modelled on a TV quiz show, with a video host: the doctor answered questions about the product and, because the loop was closed, the brand team could see how each visit went.
The same year, for the same team, we built the iPad presentation for Nexavar, in oncology, also on Agnitio, together with a logo and a branding manual. For Bayer we also built the Elevit e-detailer, for pregnancy care.
The less visible but decisive part was rigour: study data, safety profiles and the Summary of Product Characteristics (SmPC) went through rounds of validation, down to the last comma and decimal separator.
Novartis — Vibrocil on iPad, in the medical visit
For Novartis, through Saatchi & Saatchi, we built an iPad detailing app for Vibrocil and Vibrocil DUO, used by medical reps in visits to doctors and pharmacists. The logic started from the patient, not the product: the rep selected the symptoms and the app led to the right formulation, then to the patient profile, the active ingredients, the mode of action explained through animations and the key information from the SmPC. A dense clinical message, turned into a conversation of a few minutes.
Dr. Leahu — dentistry turned into play, for children, doctors and patients
For the Dr. Leahu dental clinics, today part of the Regina Maria network, we built, starting in 2019, a family of projects with one idea: dental care gets easier when you turn it into play. Most of them tackled a habit, not a treatment.
Space Academy (Academia Spațială Dr. Leahu), launched in October 2019, was presented as Romania's first children's dental clinic with integrated gamification, later rolled out to more clinics in the network. Each age group got its own games on the corridors and in the waiting rooms — Aero Dintica, Dintica Rătăcică, Ricobon, Color Pop, Combonele and Meteorix — around Dintica, an illustrated little tooth who taught children about oral health. The Exploratron simulated a flight through space that children steered with their whole body. Each child got a cadet card, scanned in the clinic, that unlocked collectible badges for brushing properly and for regular check-ups.
Yummy Galaxy (December 2021), Dr. Leahu's first mobile game, took the universe home: Tuti, the little Yummies and the Cleaning Team — the Tooth Fairy, the toothbrush, toothpaste, mouthwash and floss — took on Dulciurica, the fairy who causes cavities. Completed missions turned into real rewards at the clinic, such as badges and toothpaste. A game that made the next check-up something to look forward to.
PortalDent, the Dental Education Portal, was a gamified e-learning platform for the clinics' doctors, assistants and managers: courses by specialty (such as paediatric dentistry and periodontology), role-based access, Microsoft sign-in with clinic accounts and a points system linked to HR, so progress in training turned into real rewards. It started as an internal tool and was later opened to students, assistants and dental technicians, per course or by subscription.
And DentalVerse, the clinics' patient app on iOS and Android, brought together appointments, a personal medical journal, documents and subscriptions.
Catrinel — the virtual assistant inside DentalVerse
Inside DentalVerse lived Catrinel, the virtual assistant of the Dr. Leahu clinics, which we launched in 2022 on the DRUID AI conversational platform. Patients reached her from two places in the app. One route answered questions about services, prices, locations across the network's 13 cities and dental education; the other collected feedback and complaints after a visit.
She greeted the patient by name, offered a guided menu instead of an empty box, had calm, standard replies to abusive language and, when she did not know something, said so and pointed to the right place instead of improvising. Every answer was written and approved together with the clinics' team. On medical questions the line was clear: Catrinel informed and directed, she did not diagnose — that stayed with the doctor.
Regina Maria — a hospital inside Counter-Strike
For Regina Maria, together with Publicis and Digitas, we took the brand where a young audience spends its time: a custom Counter-Strike 2 map. We rebuilt a Regina Maria hospital in 3D — facade, interior and an ambulance — as the map's sanctuary: players start there, cannot be eliminated inside, fully restore their health and leave through special doors towards the combat zones. To keep it right for a health brand, we took the blood out of the game.
Sanofi, MedLife, Ponderas — installations at medical events, and web
For Sanofi, through the Digital Architect agency, we built two Kinect experiences for medical congress stands in 2016. The first, in May, explained cholesterol through play: the visitor saw themselves live on screen, surrounded by floating LDL molecules that reacted to their movement, and the experience closed on the campaign message. The script changed after input from the client's medical department, and every detail of the motion was validated before the congress.
The second, in September, for Sanofi and Zentiva, was a three-screen matching game for doctors: with a gesture, they dragged one image from the left screen and one from the right into the centre — everyday pictures or medical ones. The perfect pair revealed the campaign message, the everyday images changed daily so doctors had a reason to come back, and when no one was at the stand, a presentation film ran in a loop.
The game, recreated as an animation from the original 2016 screens and images.
For MedLife, main sponsor of the health category at iCEEfest 2019, we built “Diseases born from love”: a 2.5-metre interactive heart with eight faces, one for each passion — dance, music, sport and more. Visitors walked around it, pressed the button of a passion and the heart lit up and revealed the conditions that can be born from it. The installation had been selected for Romanian Design Week 2019.
For Ponderas, the bariatric surgery hospital now part of Regina Maria, we built in 2016, through Geometry, the image campaign site for Prof. Dr. Cătălin Copăescu, credited with performing the first laparoscopic bariatric procedure in Romania: “The history of laparoscopic bariatric surgery in Romania”, a site that walked patients through the essentials of the surgery, introduced the Ponderas team and told the story as an interactive timeline, from the first procedure in 2002 to a Centre of Excellence with European and American accreditation. Alongside it, we worked on Bariatrie.ro.
What we have learned
A health brand earns trust slowly and can lose it with a single mistake, so on a medical project “almost right” is not enough. In practice that means medically correct, supervised content, a warm rather than alarmist tone, and clear limits on sensitive ground — clinical questions and personal data — with a hand-off to a human where an automated answer is not appropriate.
On every pharma project, materials went through the client's medical, legal and regulatory review before anything reached a doctor or a stand, and we plan for those review rounds from day one, not as a final step. The same applies to interactive and AI tools: if someone mentions a side effect, the right move is to route it to the client's pharmacovigilance process, not to answer it.
If you work for a pharma brand, a clinic or a medical network and have a brief that sounds too new, too technical or too hard to do in-house — that is exactly where we work best.
Frequently asked questions
Do you work with pharma brands and medical networks?
Yes — with pharma companies (Bayer: Jaydess, Nexavar and Elevit; Novartis: Vibrocil; Sanofi), for pharmacy chains (Dr. Max), dental clinics (Dr. Leahu, today part of Regina Maria) and medical networks (Regina Maria, MedLife).
How do you handle accuracy and sensitivity on medical content?
Through supervised, age-appropriate content validated with the client's medical and regulatory teams, an empathetic tone and clear limits on clinical topics — including handing off to a human where an automated answer is not appropriate.
What kinds of projects can you build for a health brand?
Detailing and closed-loop apps for medical reps, digital products for children and families, gamified e-learning for medical staff, AI assistants, interactive installations for events and clinics, and branded experiences inside games like Counter-Strike.