As a consultant urologist, I saw the same problem every day. Being ill can make

people feel that they have lost control of their lives. And this can happen to any

of us. Whatever our education, job or background, we may all become patients

one day and feel the same fear and uncertainty.

During a short appointment, patients receive a lot of important information. At

the same time, they may feel worried, stressed or afraid. This makes it very

hard to take everything in.

Research shows how serious this problem is. Patients may forget 40 to 80% of

the medical information they receive. Almost half of what they remember may

be wrong.

As a doctor, I care deeply about guiding patients from their first symptoms to a

clear diagnosis and a treatment plan that fits their life. But I have learned that a

treatment plan is not something a doctor simply gives to a patient. It is

something you create together.

I bring medical knowledge, experience and treatment options. The patient

brings their symptoms, concerns, goals and daily life. A plan works best when

both sides share what matters to them, understand each other and agree on

the next steps.

Clear and reliable information makes this possible. It is the basis for shared

decision-making. It helps doctors and patients make choices together and

know what to expect. It also helps patients know what they can do themselves

and when they should ask for help. This can help prevent problems, extra

appointments or even a hospital visit. And it helps family and loved ones

understand how they can give the right support.

I used to make simple drawings during appointments and give them to patients

to take home. They were my way of making the invisible visible. Those drawings

became the first step towards Informed.

“Clear information does more than explain an illness. It helps people take

back control.”

In 2015, it struck me that the explanations I gave to my own patients could help

patients around the world. I wanted to do more than help one patient at a time.

That is why I started Informed: to make clear and reliable medical knowledge

available to every patient who needs it — when they need it, at their own pace

and as often as needed.

We chose 3D animation for a reason. The human body is three-dimensional, so

I believe it should be explained in three dimensions. 3D helps people see where

something happens, how parts of the body are connected and what a treatment

will do.

High-quality 3D animation takes time, skill and care. But I believe that good

healthcare deserves information of the highest possible quality. Making the

unknown visible can also make it feel less frightening.

When patients have the right knowledge, they can take a more active role in

their care. They can make informed choices, manage their health and become

true partners in their treatment.

And the benefits go far beyond one patient. Clear information helps family and

loved ones understand what is happening and how they can help. It helps

patients and healthcare professionals work better together. Patients can take

action sooner, ask better questions and make informed choices. At the same

time, healthcare teams can spend less time repeating information and more

time on the patients who need their personal attention.

One of our proudest moments came in 2025, when digital counselling with

Informed animations was tested in a large scientific study published in npj

Digital Medicine. The multicentre study included 1,000 people preparing for a

colonoscopy as part of colorectal cancer screening.

The results were powerful. Digital counselling prepared patients as well as

face-to-face counselling. Knowledge transfer was strong, patients were highly

satisfied and almost all avoided a traditional face-to-face counselling visit.

“This was the moment our idea became evidence.”

For me, this meant much more than a scientific publication. As a doctor, I

believe strongly in evidence-based medicine. Good ideas should be tested in

real patients and real healthcare.

Seeing our way of sharing medical information work in practice made me

incredibly proud. What started with simple drawings in my consultation room

had become part of an evidence-based solution that can support patients while

creating valuable time in healthcare.

At a time when healthcare faces staff shortages, growing demand and rising

costs, this matters more than ever.

It confirmed what I have believed from the start:

Knowledge is power. Clear information empowers patients. And

empowered patients are an asset to society.

Please team up with us. Together, we can empower more patients, reduce the

pressure on healthcare professionals and build better, more personal and more

sustainable care.

Let’s start empowering patients together!