Beyond The Pill is moving to Game On!

Can conservative Pharma companies becomes Gamers? Although a large investment by Merck and AMGEN was announced several months ago, the repercussions are now being felt. This could help open up the long pent-up demand for innovation by Pharma manufacturers.

The investment news came last summer, as quoted in FierceBiotech: “Akili Interactive Labs, the Boston-based startup developing nonpharmacological therapeutics for various cognitive disorders like autism and Alzheimer’s disease, got an $11.9 million boost in funding, raising its total Series B proceeds to $42.4 million.” Basically, they use gamification to improve cognitive function.

Recently, the new Pharma and gamer partners announced their first accomplishment, EVO, the game:

The first game application for children with a cognitive disorder has proven highly effective. This gives the marketers a differentiating aspect to their Rx. Being a fact-based industry, this is big news.

Why is this hot?

  • The terms “Beyond The Pill” has become the industries code for “innovation” — trying to offer some technology or service to make their drug stand-out in the minds of doctors and consumers. “Innovation” is a word that is intensely frightening to most Pharma marketers. For several years, as more and more blockbusters (drugs with sales over $1 billion) become generics (70% of ALL drugs are now generics), Pharma has been haphazardly explored partnerships and technologies, but has often failed due to cultural entropy and conservatism in the C-suite. This is a first.
  • Change needs to come from the C-suite: $11 million is a lot of money, especially for an industry so conservative and ROI-obsessed.  Every company, even MRM-McCann clients, are looking for ways to engage patients from clinical trials through drug adherence — the entire product lifecycle.
  • I have been “selling” into one of our Pharma clients an Artificial Intelligence platform from a company that did Sgt Star on the U.S. Army site; we have had several meetings to try and issue AI as their Beyond The Pill strategy for launch of a new ADHD drug; this success with Akili may make that path easier.