How to execute digital: Using gaming as part of a pharma marketing campaign
With the launch of Boehringer's Syrum, and other significant developments in digital, one word that keeps cropping in pharma marketing is 'gamification'. But where did this term come from and what does it actually mean?
History of gamification
Nick Pelling, an English programmer, first coined the term in 2004 as part of his work with consultancy business Conundra. However, the principles are based on basic game design that has been around for centuries.
We have all played Monopoly – a game first created in the early 1900s, which has sold 275 million copies.
And in a more up-to-date context, Angry Birds – an app game first launched in 2010 – has been downloaded more than a billion times across all available platforms, and Draw Something for mobile was downloaded 20 million times within five weeks of launching.
So what is gamification?
Gamification is a way of using technology to be more engaging, by giving the user certain actions to complete in return for rewards.
It has become popular due to the fact that its principles contain the fundamental human desires, such as recognition, reward, competition, gifting and status.
Elements of gamification
There are hundreds of game mechanic principles and behavioural theories that can be used to fully build an idea of successful gamification, but there are five simple elements that stand out:
A great example of gamification that contributes to society is the Recycle Bank. First launched in the UK by Royal Borough of Winsdor and Maidenhead, residents receive points for recycling waste that can be redeemed against vouchers to spend on the high street.
In the US, Zamzee is tackling obesity by using gamification to get people off the couch and to lead a healthier lifestyle. Just imagine a solution like this for people with diabetes or in improving adherence programmes.
The UK's Department of Work and Pensions is also making use of this trend by challenging its workforce to come up with new ideas using a website called Idea Street. The site includes points and leaderboards, offering staff a reward for good suggestions.
Following these examples, gamification offers the pharma industry more than just one-off campaigns; we could use it for compliance training, research with sales reps, internal staff training and innovation. We could even involve websites for healthcare professionals (HCPs) and use game design principles to engage, educate and up-sell HCP's.
By adding gamification to various marketing and business initiatives we can educate, engage and enhance our customers and their customers experience with brands. And with centuries of history behind it, gamification is in our nature, it is not just a buzzword.
Pharma companies already leading the way in gamification include Boehringer, with its aforementioned Facebook game Syrum, which challenges players to run their own pharmaceutical company and develop drugs to combat a range of deadly diseases.
And earlier this year, Janssen launched an iPhone app for UK patients living with ADHD, which adds a point scoring element to help motivate patients to keep improve the organisation of their day-to-day life.
Faisal Ahmed is part of the marketing team at plotr - a not for profit enterprise formed by industry and backed by government as online platform for career inspiration and preparation for 11-24 year olds. Ahmed was previously part of the start-up team at Amazon, and was later responsible for digital strategies at 90 football clubs, the England and Wales Cricket Board and the World Rally Championship. He was also previously head of digital at Langland, winning over 30 awards for his digital work, and head of digital at Life Healthcare Communications.