Incyte leverages GenAI to visualize and empathize with the hidden challenges of myeloproliferative neoplasms (MPNs).

In an innovative approach to healthcare communication, Incyte is utilizing GenAI to visualize the “unseen journey” of living with myeloproliferative neoplasms (MPNs), a group of blood cancers originating in the bone marrow. This campaign, aimed at raising awareness about MPNs’ often invisible symptoms, features AI-created images that bring to life the real challenges patients face, such as fatigue and brain fog, that hinder daily activities and aspirations.

By feeding patient experiences into a GenAI engine, Incyte produced compelling visual stories for four individuals battling MPNs, showcased through a series of videos and artworks on the campaign’s website. These portrayals not only highlight the debilitating effects of the disease but also celebrate moments of joy and personal achievement, offering a balanced narrative of struggle and hope.

This creative use of AI art serves a dual purpose: illustrating the varied and personal impacts of MPNs and fostering a deeper understanding and empathy among patients, their families, and healthcare providers. Incyte’s commitment extends beyond awareness, as evidenced by its ongoing development of treatments for MPN, including the first FDA-approved drug for myelofibrosis, Ruxolitinib, and efforts to improve its administration for patients.

The “Unseen Journey” campaign exemplifies how GenAI can transcend its technological boundaries to touch human lives, offering a novel means of communication in the healthcare sector that could pave the way for more such empathetic and innovative initiatives.