More than a game: Evaluating medical information and gamification for a pharmaceutical giant

Aug 16, 2021 | Gamification

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

Game on

So, the company partnered with us to conduct a research project with the following three key objectives:

  1. Evaluate the clinical impact of the rare disease medical information they provided to HCPs
  2. Evaluate survey gamification as a potential tool for improving stakeholder feedback
  3. Evaluate customer satisfaction and their overall reputation as a result of the interaction with MI

Going head-to-head  

To assess clinical impact, the impact of gamification and customer satisfaction, a 19-question survey was shared with HCPs who received medical information on the product between May 1, 2019, through May 14, 2021. This survey link was also posted to the company website as a banner on the product’s specific web page.

To determine the winning results, respondents were randomly assigned to either a traditional or gamified survey. The gamified survey had four gamified questions with varying gamified elements. Browser cookies were used to prevent providers from submitting a survey more than once from the same computer.

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.

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