Case Study: Gamification (Highly Engaging!)

In this case study, we’ll be sharing with you a recent project which we’ve successfully completed for a client whereby highly engaging gamification elements were implemented. Before we dive into the case study, let’s do a quick recap on what gamification is.

If you have any clarifications and enquiries, please feel free to email us at: michael.phee[at]drcomgroup.com.

What is Gamification?

Gamification is the concept of applying gaming-design elements and gaming principles, even in non-gaming contexts. Also, it can be understood as a group of activities and processes to achieve a set of goals by applying similar characteristics of the gaming elements.

Gaming and gaming-like elements are primarily used to Educate, Entertain & Engage it’s intended audience. While there are numerous possible elements to integrate into your campaign, some of the classic elements are badges, leaderboards & points.

If you’d like to know more about the benefits of gamification, click here.

If you’re looking to improve on HCP engagements on the whole, click here.

gamification

The Challenge.

Just recently in 2021, while the pandemic was still taking the world by storm, a globally renowned pharmaceutical approached drcom as they were having low HCP registrations and poor engagements on their e-Learning platform. Furthermore, they wanted to make a significant impact with the HCPs — an experience which they’ll remember for a long time.

Our client also wanted to improve their trackings on the number of registrations, engagements and the remembrance of key messages.

Challenge Accepted!

The Solution.

So how did we make e-Learning different and highly engaging?

Through Gamification! While gamification does not necessary mean that you’ll need to design an actual game, we literally did one for our client.

We created a peaceful 360° immersive game for HCPs to look for clues and to periodically answer scientific related questions to our client’s product benefits. By doing so, our client’s product information were broken down into bite-sized pieces (aka snackable content) by different phases in the game. This was to increase the key message remembrance.

We also leveraged our in-house experts of designers and medical copywriters to ensure that there were beautiful graphics and accurate information to keep HCPs engaged.

We followed the SCRUM agile methodologies, to encourage iteration and constant client/user feedback. This way, our client was involved in every step of the process, and we made sure there were no surprises along the way.

HCPs were given in-game rewards for correct answers and challenges solved, along with a progression bar which allow them to check their current status and how far off were they from the next milestone. This concept of progression creates a subconscious sense of achievement, which can in turn release dopamine in their brains.

We also kept the game controls and mechanics simple as overcomplications may result is drop-offs and disengagements from the HCPs.

At the end of the game, the HCPs were given a final challenge which required them to successfully answer the final series of questions, which then revealed a leaderboard.

The Results.

  • >220 participants played the game – 114% increased participants versus client’s previous average participants!
  • >80% of the participants played till the end of the game – Extremely high engagement rate!
  • >70% of the participants completed the final challenge – Extremely high product information recall rate!
  • Furthermore, there were requests by the HCPs to continue the same gamification concept for future engagements!

*Note: Certain details were omitted to respect our client’s privacy.

If you have any clarifications and enquiries, please feel free to email us at: michael.phee[at]drcomgroup.com.

for further contact.