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.
Winner: the client’s medical information team (and gamification!)
Survey analysis allowed each of the project objectives to be evaluated successfully. In terms of clinical impact, the data enabled our client to understand how HCPs interact with MI, how they use the information they receive, and how they prefer to ask (and have answered) their medical questions. Many respondents reported that they felt more about drug administration, dosing, and prescribing guidelines as a result of the additional knowledge.
The study also 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.
Although you might imagine that games would appeal to consumers for B2C research projects, in our experience gamified surveys also work well in a professional audience. The key benefits of reduced interaction friction, more fluid data capture, and mobile-first device optimization are just as evident in B2B studies as they are in consumer projects.