Please login to the form below

Not currently logged in
Email:
Password:

Boehringer launches Facebook game

Syrum aims to teach players about the complexity of medicine development

Boehringer facebook syrum 

German drug maker Boehringer Ingelheim has launched its highly anticipated 'social game' Syrum across Europe.

Developed as an application for Facebook, Syrum is the first of its kind for the pharma industry and aims to educate players through a combination of gaming and social interactivity.

Unveiled at a consumer-style launch at the London Science Museum, the game spent more than two years in development and has been designed to help explain some of the processes of medicine research.

"The use of gaming in education has been put to effective use all over the world as more organisations appreciate that humans are better motivated and stimulated by interaction, fun and engagement", said Dr Jez Rose, behavioural psychologist from Buckinghamshire.

"Syrum is a fantastic example of how fun gaming can be used to provide educational delivery, whilst maintaining interest and engagement through a logical platform-learning style."

Based around a virtual laboratory, Syrum players can develop their own imaginary medicines based around molecular compounds that can also be traded with other players.

"The research driven pharmaceutical industry is immersed in education – whether aimed at medical or pharmaceutical professionals or providing information directly to the public," said John Pugh, director of digital, Boehringer.

"Gaming is an experimental way for Boehringer Ingelheim to do this. The challenge is to do this in a truly engaging, educational and entertaining way that immerses the player."

Built into Facebook, Syrum has initially been launched in a beta format outside the US and Canada, but the company is planning a full global launch next year.

14th September 2012

From: Marketing, Healthcare

Share

Tags

Featured jobs

Subscribe to our email news alerts

PMHub

Add my company
Market Access Transformation

Market Access Transformation (MAT), founded by industry veterans Baiju Aurora and Paul Howard, specializes in developing cutting edge technologies that...

Latest intelligence

Empowered patients: shaking the foundations of healthcare
Precision medicine represents a new paradigm in healthcare.This new approach to treating and preventing disease views the patient holistically, analysing their genes, environment and lifestyle, and using this information to...
A uniquely English genomic medicine service
The UK National Health Service is developing one standardised approach to embedding precision medicine across the whole of England. Blue Latitude Health speaks to Dr Tom Fowler, Deputy Chief Scientist...
Blended Intelligence
Data is the most valued commodity of the modern world. For P&P it's all about the application....

Infographics