After launching a new rare disease product, a top 10 global pharmaceutical company wanted to understand how healthcare providers (HCPs), such as doctors and pharmacists, use Medical Information (MI) about rare diseases – and investigate the impact of gamification on survey engagement and data consistency.
Ahead of the game
The survey results allowed each of the key areas to be evaluated successfully. In terms of clinical impact, the data enabled our client to understand how HCPs interact with MI, why they use the medical information and how they respond to the information provided. Many respondents reported that they felt more knowledgeable in areas such as prescribing the drug, dosing and administration and using the product as indicated as a result of the additional knowledge.
The data showed that a higher proportion of the gamified respondents found the survey interesting: 44% agreed that the gamified survey was interesting, compared to just 24% of traditional respondents. A higher proportion of gamified respondents also said they found the survey completion time more reasonable, even though there was no significant difference in the length of time for completion.
The customer satisfaction Net Promoter Score final analysis showed that the company’s MI eputation scored +50 (on a scale from -100 to +100). Sixty-nine per cent (69%) of respondents said they would recommend the company’s Medical Information Services to others. When asked about preferred sources of rare disease medical information, the company’s MI had the highest net preference (score of +42) following the review of published literature, prescribing information, and HCP resources.
Although you might imagine that games would appeal to consumers for B2C research projects, our research shows that gamified surveys also work when you have a professional audience. Survey gamification encourages participant engagement and ups your game when it comes to survey data quality, no matter who your audience is.