This app bends time for cancer patients who are deprived of it


When the app, developed by Milo Creative, was originally designed two years ago by Edelman, the idea was to bring patients in and out of their homes to experience new activities. When Covid emerged, events were moved online via video tutorials.

The idea for a timed clock came from conversations Janssen had with patients undergoing treatment. “When asked what was most important to them, patients said ‘time’,” says Rob Barlow, associate director, client team, at Edelman. “Janssen has worked on reformulating drugs that reduce the time it takes in the hospital for infusions, treatment.”

Once an activity is selected, such as drumming, carving eggshells, beatboxing, dancing, or meditating, the Time Keeper clock appears on the user’s Apple Watch. Everything is based on color. When a person participates in an event, the color and speed of the dial changes depending on the heart rate and blood pressure of the wearer.

“The color wheel is not stuck in universal time,” Martin Jon Adolfsson, creative director of Edelman, told Muse. “There are currently 20 activities that can operate regionally across the EMEA region. Patients can escape the stress of Universal Time.”


Leave A Reply