After lots of pre-launch publicity, Boehringer Ingelheim has unveiled a beta version of its pharma game "Syrum" on Facebook. It's an evolution in the pharmaceutical industry's use of the social media platform and gives the German drugmaker a new tool to educate the general public about the challenges of its business.
Pharma groups have plenty of Facebook pages dedicated to corporate,
disease-focused or brand initiatives. Yet commentators have called
"Syrum" the industry's first stab at a social game, and it's one that
puts players in a virtual lab and challenges them to create drugs and
bring them to market. And while the game might fall under the umbrella
of BI's digital marketing efforts, don't expect to see any promotions
for the company's products on "Syrum" (at least not initially).
"We built 'Syrum' with a view to creating an ecosystem through which
we could engage with people around education. It's also to do with
reputation management, market research and recruiting talent," John
Pugh, BI's director of digital, told PMLive. "We spend quite a
lot of time and energy on our social media channels and this is another
part of that, where we create a whole integrated framework."
Source : Fierce Biotech
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