Comments on: Gaming To Save Healthcare Marketing http://www.doseofdigital.com/2009/02/gaming-save-healthcare-marketing/ Improving Healthcare Through Digital Technology -- Effectively using digital technology and social media in pharma and healthcare Sat, 31 Jul 2010 19:02:15 +0000 hourly 1 http://wordpress.org/?v=3.0 By: Jonathan Richman http://www.doseofdigital.com/2009/02/gaming-save-healthcare-marketing/#comment-104 Jonathan Richman Sun, 15 Feb 2009 21:22:41 +0000 http://www.doseofdigital.com/?p=229#comment-104 Great points, Chris. Like you said, creating a relatively basic game isn't that complex of an undertaking, but making it both relevant to the specific disease and also regulatory compliant can be a challenge. Since he didn't, I'll give a plug to Chris' company, and fellow WPP company, Commonhealth. They've got a good balance of both technical know-how and a ton of pharma experience. My challenge to all the pharma brand managers out there is to ask your "interactive" agency why they haven't brought this type of idea to you. Back to Chris' point, can they not execute it technically or has the thought of gaming not crossed their minds because they aren't as sophisticated with digital as you might have once thought. The time's right to try something different. Great points, Chris. Like you said, creating a relatively basic game isn’t that complex of an undertaking, but making it both relevant to the specific disease and also regulatory compliant can be a challenge. Since he didn’t, I’ll give a plug to Chris’ company, and fellow WPP company, Commonhealth. They’ve got a good balance of both technical know-how and a ton of pharma experience.

My challenge to all the pharma brand managers out there is to ask your “interactive” agency why they haven’t brought this type of idea to you. Back to Chris’ point, can they not execute it technically or has the thought of gaming not crossed their minds because they aren’t as sophisticated with digital as you might have once thought.

The time’s right to try something different.

]]> By: chris cullmann http://www.doseofdigital.com/2009/02/gaming-save-healthcare-marketing/#comment-102 chris cullmann Sat, 14 Feb 2009 17:09:16 +0000 http://www.doseofdigital.com/?p=229#comment-102 One of the biggest hurdles in pharmaceutical advertising is regulatory review. Designing and developing the games, branded or not, is a small task when compared to getting the pieces through medical-legal review. In many cases, the specifics of the game, especially when branded play a huge roll in how it will be received by a review board. Many agencies and development groups who have the talent pool to execute compelling games lack the pharma-marketing experience to see them to completion. Although many pharma-marketing groups have become more technically capable, these branded pieces need to be carefully planned marriages of advertising and strong game-play. The metrics for gaming you have noted cover the "casual" gamer category. As the portals for this kind of gaming fold (the Yahoo! and AOLs) in the weakened economy, the branded gaming experience is a new opportunity for marketers of all categories One of the biggest hurdles in pharmaceutical advertising is regulatory review. Designing and developing the games, branded or not, is a small task when compared to getting the pieces through medical-legal review. In many cases, the specifics of the game, especially when branded play a huge roll in how it will be received by a review board.

Many agencies and development groups who have the talent pool to execute compelling games lack the pharma-marketing experience to see them to completion. Although many pharma-marketing groups have become more technically capable, these branded pieces need to be carefully planned marriages of advertising and strong game-play.

The metrics for gaming you have noted cover the “casual” gamer category. As the portals for this kind of gaming fold (the Yahoo! and AOLs) in the weakened economy, the branded gaming experience is a new opportunity for marketers of all categories

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