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Sanofi Diabetes: Using Digital Technology and Gamification to Improve Patient Experience and Adherence
Abstract
Patient non-adherence to treatment regimens was an on-going problem in the practice of medicine. Moreover, in the new millennium, consumers were expecting pharmaceutical companies to do more than just sell pills, while payers were increasingly requiring health outcomes research that demonstrated a product's benefit and value. This case study is about the France-based multinational pharmaceutical company, Sanofi SA, and its various efforts on the digital front to connect with patients and improve their experience and adherence to treatment regimens. For the benefit of patients suffering from diabetes, the company launched a YouTube channel named GoInsulin, the 'Go Meals' iPhone app to help people track the nutritional content of their meals, and the iBGStar, a personal blood glucose monitor that plugged directly into an iPhone or iPod touch with an app. |
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2013, Sanofi launched a game app called 'Monster Manor' that was designed to prompt children suffering from diabetes to test their blood glucose levels regularly.
The company followed this up with the launch of another game app called 'Mission T1D' in 2014, intended for children suffering from Type 1 diabetes. The reactions of analysts to Sanofi's initiatives were mixed. The case also looks at the challenges faced by pharmaceutical companies such as Sanofi in using digital media and gamification in the healthcare arena.
Issues
The case is structured to achieve the following teaching objectives:
- Understand the issues and challenges involved in using digital technology and gamification in the healthcare arena.
- Understand the changes in the healthcare sector that were prompting pharmaceutical companies to become more customer-centric.
- Analyze the consumer behavioral aspects in patient adherence and their readiness to accept gamification.
- Understand the pros, cons, and challenges for a pharmaceuticals company in adopting digital technology and gamification for patient awareness and adherence.
- Explore the ways in which Sanofi and other pharmaceutical companies can effectively leverage digital technology and gamification.
Keywords
Gamification, Social media,Digital Technology, Digital strategy, Serious games, Gamification apps, Gamification techniques, Consumer behaviour, Patient Experience, Patient adherence, Disease awareness, Changing behaviour, Customer centricity, Reputation management, Pharmaceuticals, Sanofi,GoInsulin YouTube channel,'Go Meals' iPhone app, iBGStar,'Monster Manor' game app,'Mission T1D' game app
