Nephrology is a subspecialty of internal medicine that deals with non-surgical therapies for kidney disease. The ERA-EDTA (European Renal Association – European Dialysis and Transplant Association) annual congress is the most important trade fair for nephrologists and Fresenius Medical Care, a key player in the renal treatment community, had two wishes when they approached us: They wanted to be the talk of the event. And they wanted to establish new contacts with physicians. They also wanted their treatment, OsvaRen®, a drug which binds harmful phosphates, and thus helps reduce high levels of phosphate, to take center stage. The challenge was how to educate attendees about the drug’s benefits in a simple and engaging way.
In individual interviews, we learned that doctors don’t simply attend such conferences for information and panel discussions. They are also quite open to fun and games. Everyone needs a break. So we developed an iPad app in which an OsvaRen® ball, using balancing skill, could be guided through the maze-like human digestive tract, collecting phosphates as it travelled. There was time pressure to collect the phosphates, thus impressively communicating OsvaRen®’s phosphate-binding action. In addition, important product information was presented simultaneously, in a visually appealing and interactive experience, within the game. The result: Over 90% of attendees used our OsvaRen® iPad app, so it was a perfect icebreaker to help schedule in-depth interviews with Fresenius representatives.