The Director of Digital for pharmaceutical group Boehringer Ingelheim GmbH, John Pugh, thinks there’s a future for gaming in drug development and treatment.
What really sparked my interest in the potential of gaming is that a lot of what we do in pharma is around educating and teaching people; whether that’s teaching doctors about specific products, educating the general public and patients about diseases and healthy ways to live, or teaching people how to take their medication. Gaming seems to be a useful way and effective way for us to do that.
Boehringer’s first game, Syrum, is available in Beta on Facebook with the tagline, “The fate of the world is in your hands.” And you can save the world from horrifying pandemic by applying techniques of drug development. The game is designed to be fun, but in the process teaches valuable lessons. This from Tracy Staton in FiercePharma:
It was education that drew Pugh and his team into the project; as he points out for PSFK, the industry does a lot of it, whether that’s “educating” doctors about products, or teaching patients how to take their meds properly. Just because the game isn’t designed as an educational platform doesn’t mean it can’t educate, in a stealthy, backhanded way.
The industry will be watching. If the techniques and technologies can become the spoon full of sugar (that helps the medicine go down), expect a lot more of this in the future.