Syrum, the first social game of pharma
Boehringer Ingelheim last night unveiled its most ambitious attempt yet to harness the power of gaming at a consumer-style launch event held at the Science Museum in London.
Its long-awaited Facebook game Syrum challenges players to run their own pharmaceutical company and develop drugs to combat a range of deadly diseases.
Explaining the company’s reasons for developing the game Boehringer’s director of digital John Pugh told PMLiVE: “We built Syrum with a view to creating an ecosystem through which we could engage with people around education. It’s also to do with reputation management, market research and recruiting talent.