Unveiling the Invisible: A Support Ecosystem for Indolent Systemic Mastocytosis
Craft Meaningful Experiences
Healthcare and Pharma
Blueprint Medicines Italia
2025
CHALLENGE
Communicating Indolent Systemic Mastocytosis (ISM) means giving a voice to a rare, silent, and fragmented disease that makes diagnosis complex and often delayed. The challenge was to support Blueprint Medicines’ future therapeutic launch by building a bridge between scientific evidence, the emotional experience of patients, and the daily commitment of the medical community.
SOLUTION
We designed a multichannel ecosystem based on three pillars: Emotions, People, and Knowledge. The project integrates the MAIA chatbot (based on RAG technology) to support specialists, the "Sotto la Pelle" podcast dedicated to the psychological sphere, and "La Sfida Invisibile" magazine, which narrates the human dimension of doctors through original stories and illustrations.
IMPACT
We integrate chatbots, podcasts, and magazines to transform ISM clinical data into accessible tools and content. We support doctors with updated protocols and provide patients with content that values their emotional experience, reinforcing the community bond.
MAIA (Mastocytosis AI Assistant) chatbot
MAIA is a digital tool based on Retrieval-Augmented Generation (RAG) technology, designed to support doctors in managing the pathology. It does not provide diagnoses; instead, it guides specialists through reliable and scientifically validated information, delivering clear answers always accompanied by reference sources. MAIA is the first chatbot dedicated to systemic mastocytosis, the result of a constant commitment to research and development of innovative solutions in digital health and artificial intelligence. The project was born from a collaboration with a scientific board of mastocytosis experts: Prof. Massimo Triggiani, Dr. Roberta Parente, Dr. Margherita Deidda, and Dr. Giovanni Paoletti. MAIA was launched publicly with a video created using generative AI.
"Sotto la Pelle" podcast
The podcast explores the emotions accompanying ISM, such as anxiety, frustration, and loneliness. Each episode features a two-voice dialogue: the clinical perspective of Prof. Massimo Triggiani, Director of the European Competence Network on Mastocytosis (ECNM), and the psychological perspective of Dr. Giuliano Caggiano, a psychologist. The podcast is designed to offer doctors tools to recognize emotional signals and to help patients find resonance in the emotions described.
"La Sfida Invisibile" magazine
The magazine collects the voices of 14 systemic mastocytosis specialists—from established experts to young professionals—to narrate not only the human dimension of their work, centered on listening and empathy, but also what drives them: personal experiences, motivations behind choosing this pathology, and their daily lives beyond the white coat. Original illustrations by Marta Signori visually translate their humanity and connection.
Installation and press event
On the occasion of the Press Event held on World Mastocytosis Day on October 20, the “Unveiling the Invisible” installation was created to guide the public through the discovery of the three projects.
Svelare l’invisibile (Unveiling the invisible) transforms the clinical complexity of systemic mastocytosis into an ecosystem of meaning, where artificial intelligence and human storytelling converge to bridge the gap between diagnosis and care.
