Cancer Doesn't Have To Be Set In Stone

Many HCPs face a fragmented, often overwhelming path when matching patients to the right clinical trial. Between inconsistent data and a lack of tailored tools, the experience can feel more like navigating a maze than making informed decisions. In partnership with Regeneron, Inizio Medical set out to change that—transforming a confusing landscape into an engaging, patient-relevant journey.



At the heart of this shift was a single conviction: with the right trial at the right time, patients can break free of limitations. This belief became the foundation for an immersive experience built on a powerful truth: Cancer Doesn't Have To Be Set In Stone.



We reframed clinical decision-making not as a process of searching, but of uncovering—shifting focus from disease to potential. This idea took shape through a compelling metaphor: patients breaking free from stone.



To bring this to life, our 3D artists sculpted life-sized patient figures from digital stone—each representing a disease state within Regeneron’s oncology pipeline. These sculptures, animated and displayed on a massive LED wall at the center of the booth, appeared partially fractured and mid-emergence, embodying both patient resilience and the breakthroughs enabled by Regeneron’s science.



But this was more than visual impact—it was purposefully interactive. HCPs engaged with a touchscreen kiosk that served as a personalized entry point. A curated series of patient-centric questions allowed clinicians to filter and explore trials most relevant to their patients. Each response triggered a dynamic reveal on the LED wall—unveiling a corresponding stone figure and its linked clinical trial. This seamless interaction elevated the experience from static content to a personalized, intuitive journey—empowering HCPs to discover, connect, and act with clarity.



The booth saw an average dwell time of close to 3 minutes per session and connected over 100 HCPs to over 80 clinical trial combinations. Its strong engagement led to the experience being scaled globally as a cornerstone of Regeneron’s oncology presence.



Because when decisions are clearer and easier to navigate, a cancer diagnosis no longer has to feel set in stone.