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Gamification in the Pharmaceutical Industry. Exploring how European Pharmaceutical Organisations can build and use Gamified Mobile Applications to Improve Relations with Patients.

Birkedal, Nanna LU (2015) SKPM08 20151
Department of Strategic Communication
Abstract
Concordant with a wider political and cultural emphasis on individual choice and selfcare, European patients have during the last decade become empowered stakeholders as a result of digitization. Nonetheless, patient empowerment sits uncomfortable with the prevailing business model pertaining to the majority of pharmaceutical organisations whose PR activities primarily target healthcare professionals, politicians, and patient organisations. This has infused the debate about how the industry can improve their interaction with patients while still complying with restrictive legislation concerning direct communication with patients. This thesis uses a qualitative approach to investigate the possibility of using digital gamification to... (More)
Concordant with a wider political and cultural emphasis on individual choice and selfcare, European patients have during the last decade become empowered stakeholders as a result of digitization. Nonetheless, patient empowerment sits uncomfortable with the prevailing business model pertaining to the majority of pharmaceutical organisations whose PR activities primarily target healthcare professionals, politicians, and patient organisations. This has infused the debate about how the industry can improve their interaction with patients while still complying with restrictive legislation concerning direct communication with patients. This thesis uses a qualitative approach to investigate the possibility of using digital gamification to circumvent this issue and examine how gamification can be designed for patients. Focus is on gamified mobile applications used by Danish diabetics. It is concluded that in order to successfully design and apply gamification in the pharmaceutical industry, several additional features must be incorporated in the design, compared to what is argued in the prevailing gamification theory. If this is appropriately done, pharmaceutical organisation can use gamification to help patients with their illness by motivating them to live healthier lives. Consequently, this will increase the trust towards the industry and thereby strengthening its relationship with the patient stakeholders. Moreover, gamification also permits those organisations that successfully deliver gamified applications to position themselves as market leaders among the future key decision makers, as they provide value beyond the pill. Rooted in the Organismic Integration Theory and with inspiration from gamification theory, psychological theory of motivation, and interviews with patients and industry experts, this study proposes an elaborated model of digital gamification in the pharmaceutical industry by closing the identified gaps in the existing theory. (Less)
Popular Abstract
Concordant with a wider political and cultural emphasis on individual choice and selfcare, European patients have during the last decade become empowered stakeholders as a result of digitization. Nonetheless, patient empowerment sits uncomfortable with the prevailing business model pertaining to the majority of pharmaceutical organisations whose PR activities primarily target healthcare professionals, politicians, and patient organisations. This has infused the debate about how the industry can improve their interaction with patients while still complying with restrictive legislation concerning direct communication with patients. This thesis uses a qualitative approach to investigate the possibility of using digital gamification to... (More)
Concordant with a wider political and cultural emphasis on individual choice and selfcare, European patients have during the last decade become empowered stakeholders as a result of digitization. Nonetheless, patient empowerment sits uncomfortable with the prevailing business model pertaining to the majority of pharmaceutical organisations whose PR activities primarily target healthcare professionals, politicians, and patient organisations. This has infused the debate about how the industry can improve their interaction with patients while still complying with restrictive legislation concerning direct communication with patients. This thesis uses a qualitative approach to investigate the possibility of using digital gamification to circumvent this issue and examine how gamification can be designed for patients. Focus is on gamified mobile applications used by Danish diabetics. It is concluded that in order to successfully design and apply gamification in the pharmaceutical industry, several additional features must be incorporated in the design, compared to what is argued in the prevailing gamification theory. If this is appropriately done, pharmaceutical organisation can use gamification to help patients with their illness by motivating them to live healthier lives. Consequently, this will increase the trust towards the industry and thereby strengthening its relationship with the patient stakeholders. Moreover, gamification also permits those organisations that successfully deliver gamified applications to position themselves as market leaders among the future key decision makers, as they provide value beyond the pill. Rooted in the Organismic Integration Theory and with inspiration from gamification theory, psychological theory of motivation, and interviews with patients and industry experts, this study proposes an elaborated model of digital gamification in the pharmaceutical industry by closing the identified gaps in the existing theory. (Less)
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author
Birkedal, Nanna LU
supervisor
organization
course
SKPM08 20151
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Public Relations, Digital Gamification, Pharmaceutical Industry
language
English
id
5466024
date added to LUP
2015-08-24 15:14:10
date last changed
2015-08-24 15:14:10
@misc{5466024,
  abstract     = {Concordant with a wider political and cultural emphasis on individual choice and selfcare, European patients have during the last decade become empowered stakeholders as a result of digitization. Nonetheless, patient empowerment sits uncomfortable with the prevailing business model pertaining to the majority of pharmaceutical organisations whose PR activities primarily target healthcare professionals, politicians, and patient organisations. This has infused the debate about how the industry can improve their interaction with patients while still complying with restrictive legislation concerning direct communication with patients. This thesis uses a qualitative approach to investigate the possibility of using digital gamification to circumvent this issue and examine how gamification can be designed for patients. Focus is on gamified mobile applications used by Danish diabetics. It is concluded that in order to successfully design and apply gamification in the pharmaceutical industry, several additional features must be incorporated in the design, compared to what is argued in the prevailing gamification theory. If this is appropriately done, pharmaceutical organisation can use gamification to help patients with their illness by motivating them to live healthier lives. Consequently, this will increase the trust towards the industry and thereby strengthening its relationship with the patient stakeholders. Moreover, gamification also permits those organisations that successfully deliver gamified applications to position themselves as market leaders among the future key decision makers, as they provide value beyond the pill. Rooted in the Organismic Integration Theory and with inspiration from gamification theory, psychological theory of motivation, and interviews with patients and industry experts, this study proposes an elaborated model of digital gamification in the pharmaceutical industry by closing the identified gaps in the existing theory.},
  author       = {Birkedal, Nanna},
  keyword      = {Public Relations,Digital Gamification,Pharmaceutical Industry},
  language     = {eng},
  note         = {Student Paper},
  title        = {Gamification in the Pharmaceutical Industry. Exploring how European Pharmaceutical Organisations can build and use Gamified Mobile Applications to Improve Relations with Patients.},
  year         = {2015},
}