Bausch & Lomb
Gamifying the medical sales experience: Our interactive app makes pink-eye fun — to learn about, that is.
How can we make pink-eye medication fun? That was the question we asked ourselves when Virtuoso, a healthcare communications company, commissioned us to design an entertaining interactive app for their client, Bausch & Lomb, to send with sales reps on calls for Besivance, a topical antibiotic used to treat conjunctivitis.
Our solution was to develop the game “Build a Besivance Molecule” based on the drug’s unique molecular composition. Ophthalmologists answer 10 multiple-choice questions about Besivance to build the molecule, one prong at a time. The faster they answer, the higher they score, adding a competitive element. The app features nostalgic video game sound effects and an animated robotic arm that reaches across the screen to retrieve a piece of the molecule each time a question is answered correctly. If the player answers incorrectly, the game educates them with information about the correct answer. We succeeded in our mission – we made pink eye fun, for ophthalmologists and sales reps, at least!