Walking in the shoes of a lung cancer patient in VR & beyond


Give our people the opportunity to walk in the shoes of a lung cancer patient, to build engagement around the true impact of our work in Oncology.


“Hi. My name is Angela. I’m 45 and I’ve recently been diagnosed with stage 4 lung cancer.

My diagnosis was a complete shock! …The thing is, I’ve never smoked.  People just aren’t aware that 1 in 3 women, diagnosed with lung cancer, actually never smoked!...” 

During Patient Journey Week, AstraZeneca’s team were immersed into Angela’s life. Sitting in chemo chairs with saline bags on drips stands beside them, they listened to Angela’s voice as she took them for a walk in her shoes – the felt the coldness of the chemotherapy suite with beeping hospital machines and experienced the delight as they explored the shores of spectacular secluded beach.  They literally felt like they were there, because they were – in Virtual Reality .  

“Hatch did a fabulous job working within budget to deliver a fantastic virtual reality experience where the audience participation was high and included 3 aspects, VR experience with goggles, the chilling audio with eye masks and via webinar where the field force engaged with the audio.  The feedback was excellent. Colleagues felt like they were able to really feel what it meant to be present in a chemo suite.”

Cathy Sertori - Professional Relations Manager, Oncology


Poignant and powerful, the Oncology team shared, educated and built pride in the great work they do in making a positive impact in patients’ lives, with the rest of the AstraZeneca team.  

The experience of sitting for long periods of time looking at the same walls in a hospital chemo suite, juxtaposed with the warmth and serenity of a beautiful beach experience, explained, in a highly visceral way, how oral therapies give patients the chance to keep some semblance of normality in their lives, giving them more time to spend with the people they care about, and to do more of the things they love to do in life.

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