Boehringer and Lilly launch diabetes game
pharmafile | June 4, 2013 | News story | Medical Communications | Boehringer Ingelheim, combat, lilly
Boehringer Ingelheim and Eli Lilly have launched an educational digital game for type 2 diabetes called Complications Combat.
The game is available for desktop and iPad users and is intended to raise awareness of the many complications associated with type 2 diabetes, and the challenges doctors and patients face when considering and managing these problems on a daily basis.
Boehringer and Lilly co-market the oral diabetes treatment Tradjenta (linagliptin), which competes with Merck’s market leader Januvia.The new project is the latest in pharma venture into ‘gamification’ – the theory that game-playing and insight from games can help in other walks of life.
The hope is that this new game will be able to inform and educate players more effectively than formal educational efforts. “The aim and design of the game is simple,” said Arnd Prilipp, Launch and Established Products CVM, Boehringer Ingelheim.
“However, effective management of type 2 diabetes and its complications is not. To simulate this, players are tasked with simultaneously saving the healthy lifestyle items whilst combating the many complications – and it is not easy.”
The objective of the game is to effectively manage type 2 diabetes and its complications by clicking or swiping the complications and ‘friends’, which are the healthy steps for managing the condition, to the correct side of the screen to maintain optimal patient health for as long as possible.
During the course of the game, the user learns about the diverse range of complications that can be associated with type 2 diabetes and also about positive lifestyle choices that can help combat the progression of the disease.
As the game becomes increasingly difficult, the user learns just how challenging it can be for physicians and patients to take all of these complications and lifestyle choices into consideration at the same time.
Uncontrolled type 2 diabetes can lead to hyperglycaemia which, if untreated in the long-term, can cause serious medical complications in all parts of the body. Diabetes-related complications include cardiovascular disease, stroke, kidney disease, eye problems and foot ulcers.
Complications Combat can be played here and iPad users can download the free touchscreen app by visiting the Apple marketplace. Lilly and Boehringer are both among the most enthusiastic adopters of digital media to target different audience groups.
Lilly has its own company-wide social media strategy, including the LillyPad blog, while Boehringer has championed online games via Syrum, a game played within the Facebook environment which aims to educate players about the pharma R&D process.
Brett Wells
Related Content
Boehringer Ingelheim and LEO Pharma partner to develop treatment for generalised pustular psoriasis
Boehringer Ingelheim and LEO Pharma have partnered to commercialise and further develop Spevigo (spesolimab), a …
NICE RECOMMENDS LILLY’S TIRZEPATIDE (MOUNJARO ®▼) FOR MANAGING OVERWEIGHT AND OBESITY IN FINAL DRAFT GUIDANCE
BASINGSTOKE, 5th December 2024 – Eli Lilly and Company announced today that the National Institute …
Boehringer Ingelheim acquires Nerio Therapeutics, strengthening immune-oncology profile
Biopharmaceutical company Boehringer Ingelheim has announced the acquisition of drug discovery and development company Nerio …
