Education and behaviour change through gamification

The brief

A client wanted to educate internal employees and the general public about the importance of adverse event (AE) reporting in protecting the safety of patients. The educational activity was to be launched globally on Patient Safety Day (PSD), and cascaded by affiliates around the world using toolkit assets.

The magic

Clark Health Communications developed an online educational game which took players into a fictional retirement home where a series of mysteries were taking place. The player was tasked with helping the patients by correctly responding to a series of questions about AE reporting in a set period of time. Key messages were reinforced for both correct and incorrect answers. The game was developed in six languages and played across the globe at live events to mark PSD. The toolkit provided affiliates with over 25 individual template assets, translated from English into five languages, communicating to internal and external stakeholders about the importance of pharmacovigilance, patient activation, and the launch of the game.

The game can be played here:

The impact

  • In just five days, the game was played by almost 2,500 online users with an average session duration just under seven minutes.
  • Using template assets, live events were rolled out across 44 countries worldwide reaching over 3,800 internal stakeholders, with 92% of countries using at least one template asset from the toolkit.
  • Across all live events globally, when asked if PSD activities improved their knowledge of adverse event reporting, 92% people responded ‘yes’. When asked if they were more likely to report an adverse event, 91% people responded ‘yes’.
  • Social media activities using PSD content generated a global reach of 3,124,894+ people, with Twitter alone achieving a total of 311,412+ impressions.