Siemens Healthineers: Magnetic Stories
Siemens Healthineers tasked Area 23 with improving the daunting MRI experience for pediatric patients, especially those undergoing cancer treatment. The goal was to reduce anxiety and distress during scans, fostering a more positive and cooperative environment for children and their families.
Creative Idea
Transformed terrifying MRI sounds into personalized, enchanting children's audiobooks.
Siemens Healthineers transformed terrifying MRI sounds, which can be louder than a military jet, into enchanting, personalized children's audiobooks. This innovative technology replaced anxiety with wonder by syncing best-selling stories precisely with unique scan noises, making medical procedures inspiring for young patients.
Turning 130 Decibels of Terror into Magic
Scoring the Sound of Scans
To build the audiobooks, the team faced a daunting technical hurdle: MRI machines emit noise up to 130 decibels, equivalent to a military jet takeoff. Instead of attempting to mask the noise, Area 23 and sound house SONIDO Lisbon treated the machine as a percussionist. They recorded specific sequences for cranial, liver, and spine scans, mapping the rhythmic "clunks" and "beeps" as foundational elements of the score. Authors from the Leya publishing house then practiced "reverse storytelling," writing narratives where the "fast spin echo" became a robot’s voice and the "helium recondenser" pump served as a flying train’s engine.
Clinical Success Beyond the Hospital
The pilot launched across all 25 CUF hospitals and clinics in Portugal, where radiology technicians reported a significant drop in patient anxiety and the need for sedation. The initiative’s impact was so profound that the audiobooks, such as *The Flying Train*, moved beyond the clinical setting to be published for the general public on the Kobo platform. Sourabh Pagaria, Managing Director at Siemens Healthineers, noted that the ultimate validation came from a young patient who, after her scan, asked: "I thought it was going to be horrible but it was even fun, can I go again now?"
The Real-Time AI Evolution
While the project began with pre-recorded stories, Siemens is currently developing an integrated AI to scale the experience globally. This technology is designed to "listen" to any MRI sequence in real-time and instantly generate a unique story. This evolution aims to make the "Magnetic Stories" technology accessible to millions of children worldwide, regardless of the specific scan type or hospital equipment.
Creative Strategy Deconstructed
Company
Siemens Healthineers possessed the deep technical understanding of MRI sound sequences and the capability to integrate innovative patient solutions.
Category
Healthcare procedures, especially MRIs, were typically clinical, intimidating, and caused significant anxiety for pediatric patients.
Customer
Children undergoing MRI scans experienced intense fear and distress from loud, disorienting noises, making repeated treatments traumatic.
Culture
A growing cultural emphasis on improving patient experience, particularly for vulnerable children, and recognizing the transformative power of storytelling.
Company
Siemens Healthineers possessed the deep technical understanding of MRI sound sequences and the capability to integrate innovative patient solutions.
Category
Healthcare procedures, especially MRIs, were typically clinical, intimidating, and caused significant anxiety for pediatric patients.
Strategy:
Transform inherent procedural discomfort into engaging, therapeutic experiences through creative intervention.
Customer
Children undergoing MRI scans experienced intense fear and distress from loud, disorienting noises, making repeated treatments traumatic.
Culture
A growing cultural emphasis on improving patient experience, particularly for vulnerable children, and recognizing the transformative power of storytelling.
Strategy:
Transform inherent procedural discomfort into engaging, therapeutic experiences through creative intervention.
Results
The pilot program in Portugal was a success. The 'Magnetic Stories' initiative is now available at Portugal's largest private hospital chain (CUF). There is eagerness to expand the program with multilingual stories to millions of MRI scans worldwide. Children who experienced the program found it enjoyable, replacing their previous fear and anxiety.
Strategy Technique
Reframe the Problem
The campaign directly addressed the core problem of terrifying MRI sounds. By transforming these noises into narrative elements, it reframed the entire experience from frightening to fascinating for children.
Explore Technique
Creative Technique
Customize and personalize
The campaign identified unique sound sequences from each MRI scan. These distinct sounds were then used to create personalized audiobooks, directly tailoring the story to the specific experience of each child.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional in its innovative use of sound design and technology to transform a distressing medical experience into an imaginative and comforting one for children. The synergy between technical sound analysis and creative storytelling elevates it.
The core of the campaign, transforming harsh, percussive MRI noises into integral, delightful elements of children's audiobooks, is a groundbreaking achievement in sound design.
The creation of engaging and age-appropriate stories that seamlessly integrate the specific MRI sound sequences demonstrates strong, imaginative copywriting.
The technical process of analyzing unique MRI sound sequences and precisely syncing story moments to these sounds showcases sophisticated digital craft and technological innovation.
The visual branding of 'Magnetic Stories' and the animated sound wave effects that bring the stories to life around the children's heads are thoughtfully executed, enhancing the magical transformation.
The magic of this campaign comes from the seamless integration of technical sound analysis with creative storytelling, turning a clinical process into an imaginative adventure.
