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Novartis is in Chicago for the 2024 American Society of Clinical Oncology (ASCO) Annual Meeting and has brought along an interactive experience for the weekend.

The Swiss drugmaker is rolling out its ReThinkCML campaign to bring attention to the burden experienced by patients living with chronic myeloid leukemia (CML). Common symptoms of this chronic disease include weakness, fatigue, bleeding easily and weight loss, among others.

CML accounts for about 15% of all new cases of leukemia, according to the American Cancer Society, as around 9,000 people are diagnosed with the disease in the U.S. each year.

Currently, there are a handful of long-term, daily treatments for CML, including tyrosine kinase inhibitors (TKIs). Though these therapies have helped patients with CML live longer, there are also a host of side effects that have adversely impacted their lives and caused some patients to discontinue treatment altogether.

A Novartis spokesperson told MM+M that the company developed a mixed-reality interactive experience for its ASCO booth to actualize the patient journey through a customized technology and give doctors a better sense of what patients are going through. 

The spokesperson said most interactive medical and pharmaceutical experiences are focused on demonstrating the science rather than the challenges faced by patients, which Novartis is highlighting with this effort. 

“We believe this experience is not only innovative but also an impactful way to demonstrate a common patient experience.When considering our patients, we believe using an empathetic approach is critical,” the spokesperson said.

On a practical basis, this activation features an interactive mirror, where participants are transported to a doctor’s office as treatment for CML is being prescribed. 

There, participants hold a physical boulder to symbolize the burdens associated with the disease and how they hamper a person’s day-to-day existence. 

Novartis built this experience from the ground up, with a spokesperson noting that the company relied on custom object tracking, complex user awareness and segmentation algorithms to isolate a single user and remove them from the busy background conference environment. 

The experience also integrates motion and skeleton detection technology with depth and IR sensing to generate crafted visual effects. 

While this is an unbranded activation for Novartis, the company’s most promising asset in this therapeutic area is Scemblix (asciminib), its oral kinase inhibitor for adults with CML.

Since its accelerated approval by the Food and Drug Administration in October 2021, the drug has produced more data that has impressed industry stakeholders.

In January, Novartis announced Scemblix demonstrated superior major molecular response rates compared to standard‐of‐care TKIs in a Phase 3 trial for newly diagnosed patients with CML.

As part of its Q1 earnings release, Novartis CEO Vas Narasimhan singled out Scemblix as one of the key parts of its advancing drug pipeline.

To kick off the first day of ASCO, Novartis announced Friday morning that Scemblix met both primary endpoints of a late-stage trial for treating CML and demonstrated clinically significant efficacy compared to existing treatment options.

Going forward, Novartis will wait while the FDA reviews its Breakthrough Therapy Designation submission in the Oncology Center of Excellence RTOR program.