An Omnichannel Patient Education Program for Intellia Therapeutics
CRISPR gene editing is groundbreaking but complex. For Intellia Therapeutics, we created a patient-friendly animated experience to help clinical trial participants understand how CRISPR works- clearly, accurately, and with a sense of warmth and curiosity.
Partnering with the team at Apollo Medical Communications, we developed an educational program that uses storytelling, animation, and interaction to make complex science easy to follow and easy to remember.
1. The Animation
The standalone animation introduces CRISPR gene editing through a clear, story-driven narrative. Using 3D medical animation and guided by two animated characters, Dr. N. Tellia and Captain Chris Per, viewers are taken on a visual journey inside the body to understand Intellia’s CRISPR platform. Think Magic School Bus meets Fantastic Voyage: accurate science presented with warmth, humor, and a patient-friendly tone.
Built on the success of the original interactive program, this linear version expands the reach of the story. Professional voice actors and a streamlined format make it easy to share across settings, from clinics to conferences to online platforms.
2. The Interactive Experience
View Interactive Program Here: Gene Editing Exploration with CRISPR
The touch-screen interactive program allows patients to explore the science at their own pace. It is self-guided, story-based, and designed for use in busy environments like conferences and trial sites. The experience combines animation, narrative, and interaction to give patients control over the pace of the experience.
3. The Workbook
To support learning beyond the screen, we created a printed, patient-friendly workbook filled with puzzles, illustrations, and simple explanations. It gives patients and families a way to revisit the science and share it with others.
The workbook reinforces key concepts while keeping the tone light and approachable, helping the information stick without feeling overwhelming.
Impact
At its first showing, more than seventy people went through the full interactive experience. Many shared that they had struggled to understand CRISPR before, but after engaging with the program, they finally understood it, and even felt confident explaining it to their families.
The project has since been used with patients, families, and advocacy partners, and it recently received RX Club Award of excellence for patient education.
“It’s been such a joy bringing Captain Chris Per and Dr. N. Tellia to life together. We couldn’t have asked for a better group to collaborate with.” –Kim Price Senior Director, Medical Communications, Intellia Therapeutics