After much hesitation, many pharmaceutical companies are finally beginning to use social media outlets to connect with their consumers. Boehringer Ingelheim recently launched the beta version for their Facebook game, "Syrum". The company hopes that it will help educate, entertain, and gain more Facebook followers.
PMLive describes the game as akin to a cross between a card game like "Pokémon" and a Facebook game like "Farmville." The object is for players to solve a problem--e.g., a pandemic--via drug development, all the way from early discovery through clinical trials and launch. The game does not include any of the company's therapies, Pugh says, in an effort to "keep it clean."
Is this just the beginning of combining both pharma and gaming? How do you think their audience will respond?