How gaming tools helped Boehringer Ingelheim increase pharma performance

Boehringer Ingelheim, the pharma company, has increased adherence levels and built brand engagement through a digital program that rewards loyalty and certain behaviours.

What pharmaceutical marketers call “non-adherence” remains one of the industry’s weakest links.

Only around half of medicines for long-term conditions are reportedly taken as prescribed in developed countries – and there is little evidence of any improvement in adherence rates over the past 50 years.

The reasons for non-adherence run the gamut from a patient believing the therapy is no longer effective to the high cost of drugs – and the US pharmaceutical industry forfeits an estimated $250 billion annually in potential revenue due to patients not taking their medications as instructed.

“Poor adherence to treatment plans is common among...

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