| BioLucid Productions is using medical gaming to usher in the next generation of physician engagement. The company, which has already penetrated the pharma and biotech market with 3D medical animation, is now producing MedGames for pharma companies, which use interactive 3D video games for medical education and marketing. According to Jeff Hazelton, founder and president of BioLucid, physicians play the games at pharma booths at trade shows, providing a good opportunity for reps to talk with engaged physicians. He tells ePharm5 that the objective of the game usually involves using the product's mechanism of action to prevent a disease state. There is also educational material mixed in that players need to read before proceeding to the next level. Hazelton says that physicians love it and that there's always a demand for the games at trade shows. BioLucid clients include Elan, which has created a MedGame, as well as Pfizer, Santarus, and Alcon Laboratories. |
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