traditional step into an emerging domain of marketing. Many healthcare
marketers fear that “gamification” can trivialize the suffering of their target patients, but in reality, it offers an opportunity for HCPs to understand
illness in a different way.
So what lessons from the gaming industry did RB apply?
• Lesson 1: No matter the technology behind it, make your program
experience-centric. This means to put the user’s wants first, rather than
your messages. Here, RB made sure that the app would fit well into a natural conversation between reps and healthcare providers. Did it feel intrusive, or a valuable use of their time?
• Lesson 2: To motivate users to “play,” you must offer a challenge.
This is another way to hone in on your user’s wants. In RB’s case, the
challenge came readily: how do
you improve the HCP and patient
• Lesson 3: Accomplishment is
more satisfying if you offer a
reward. Rewards don’t have to be
monetary, real or pretend. Rewarding a user can span from offering
new levels of challenge to an upbeat winning song, or an appealing
The methods used by game developers have a profound effect on
engagement, memorability, and
sales—and therefore seemed important lessons as RB constructed
an experience that would resonate
DECISIONS BEGIN AT THE
POINT OF CARE
Launched at the beginning of the
cold and cough season, sales representatives use this app to show the
HCP what a chaotic and confusing
situation patients face every time
they encounter the retail shelf.
On the representative’s tablet, the
room digitally gains a few crowded
Now comes the interactivity. The
rep begins by asking the HCP for a
verbal recommendation of a cold
medication for a patient with specific cold symptoms.
As the HCP suggests which product this patient needs, the representative inputs their key words
and the app illustrates how a
patient would view the shelf.
The more specific the HCP gets
with their instructions to the
patient, the shelves appear simpler.
Products that do not conform to
the description disappear, and the
correct ones remain and become
easier to identify. There’s even a
fun twist where Mr. Mucus, the
MUCINEX® brand’s animated