February 9th, 2012
Pharma Dives Deeper Into Social Marketing
By Kate Kaye
A much-anticipated Facebook game from Boehringer Ingelheim, makers of Dulcolax, Zantac, and an array of prescription medications, is just one example of how pharma brands are plowing ahead with digital campaigns. Despite hand wringing about a lack of clear regulatory guidance, BI, Pfizer, and others were already breaking new ground before new draft social media guidelines were unveiled by the Food and Drug Administration in December.
Syrum is a social game in development by BI that has been in beta since last year. It promises to let players attack deadly diseases from their own virtual laboratories, discover new drugs, market them, and share and work with friends, according to the game website Syrum-Game.com. Players will be able to participate in clinical trials and learn more about patents.