Peer Challenge - Interactive Challenges

Situation

A pharmaceutical company is launching a new product to treat an old disease. This product is nothing like any existing products. It works in a completely different way, it approachs a different aspect of the disease process and has a completely different mechanism of action.

Situation

New product applied to old disease (Ben Franklin had it)

Didn't affect those aspects of the disease normally targeted by other products

The mechanism of action for the product was completely new

Challenge

Because this was an old disease, not terminal, and there were other treatments available, it was believed that there would be a low level of interest for physicians to want to learn about the product. In addition, the product requires physicians to know more about the disease than they probably remembered.

Doctors had to learn about a disease that was:

No Glamour – a BORE

Not "deadly" just painful

Had existing standard treatment options

Needs

A way to get physicians to "re-learn" about the disease, how it is diagnosed, progresses, and treated. Primary care physicians had to be re-taught how the current products worked and how the new product worked; leading them to understand and see the difference.

Needs

Get physicians to learn about disease

How it develops and manifests itself

How existing treatments work

How a new treatment does and could work

Solution

Blue Grotto developed and launched the Peer Challenge Game at a large congress/exhibit. The pharmaceutical company had physicians compete for patient education materials and "bragging rights" – top names and scores were on a big board. To enhance the awareness, participation, engagement, and excitement it was offered to physicians to play in the booth and via any mobile device during the duration of the congress.

Result

Traffic at the booth was extremely busy, with physicians coming back again and again, to check scores and play again. Physicians also were seen playing the game remotely while being bored during other events. Regarding the effect on sales – not yet known...