GenAI-Powered Drug Adherence Experience for Cipla
Turning Adherence Into an Emotional Experience—Powered by AI Cipla partnered with DJX Labs to build a powerful, GenAI-driven tool that helps patients with chronic illnesses visualize the long-term impact of medication adherence. Using the patient’s own photo, the web app generates two emotionally engaging, AI-powered videos: one that shows life with proper adherence, and one without it—transforming medical advice into a personal wake-up call.
Challenge :
Chronic illness patients often struggle with medication adherence due to low perceived impact, routine fatigue, or lack of immediate consequences. Traditional reminder systems fail to build emotional connection or behavioral urgency.
Cipla needed a non-intrusive, highly personalized, and emotionally resonant tool to:
- Improve adherence rates
- Reinforce the consequences of neglect
- Engage patients through self-reflection, not prescription
Objectives
- Boost long-term medication adherence among chronic care patients
- Leverage GenAI to make health consequences feel personal and real
- Create a frictionless tool accessible on both mobile and desktop
- Track engagement through real-time video analytics
Our Approach :
We designed a mobile-optimized web app where users simply upload a photo. Using face-swap AI, we generate two contrasting future scenarios of the same patient—with and without regular medication.
Key experience elements:
- Scripted visual storytelling with high production value
- Face-swap powered by GenAI for instant personalization
- Side-by-side narrative impact designed to drive emotional decision-making
Technology Stack
- Face-swap Generative AI engine
- Scripted branching video production
- Responsive web app with mobile-first UX
- Analytics backend tracking usage and video engagement time
Impact
By creating an emotionally immersive visual experience, the GenAI tool:
- Builds self-awareness and urgency around chronic care
- Drives higher retention and behavior change
- Captures engagement data to refine patient communication
