ALPD

Hypophosphatasia is a rare and evasive disease that does whatever it takes to stay in the shadows. Alexion Pharmaceuticals needed to make HCPs more suspicious of symptoms and low ALP, a smoking gun for a hypophosphatasia diagnosis.

Inspired by interviews with HCPs who “love playing detective” when diagnosing diseases, we transported medical professionals inside the human body for a first-person educational investigation. HCPs were able to interact with evidence, case files, suspects, and clues on their way to cracking the diagnosis and apprehending the culprit. Now when patient cases come across an HCP, they keep their eyes peeled for hypophosphatasia.