Event gamification delivers 90% employee engagement rate for pharma giant Merck & Co
Success Stories
Merck & Co., Inc – known as the MSD group outside the USA and Canada – is a multinational pharmaceutical company in the Fortune 500.
The MSD Group takes pride in its animal health division, a cornerstone in the animal healthcare market, offering a range of drugs and solutions for veterinary professionals. Positioned among the top 5 pharmaceutical giants globally, it has over 68,000 employees, with 1,000 of those employees based in France.
Domestically, MSD France ranks second in the animal healthcare market, and first in the farm animal healthcare market.
The challenges
🎯 MSD were looking to offer a fun and original approach to celebrate 10 years of its market-leading Bravecto brand, an innovative and vet-prescribed chewable flea and tick treatment for dogs.
They wanted to mark this important milestone in a fun way during their annual company-wide seminar in order to prepare their teams for the coming year.
Their objectives included:
- Marking the Bravecto brand passing the 10-year milestone
- Presenting the brand to the rest of the group
- Uniting, motivating, and rewarding employees
The Drimify solution
Celebrating important dates for a business is crucial for team cohesion and motivation, as well as promoting the history and culture of a company to its teams.
The Bravecto team imagined a major competition in the form of a digital course to support and provide structure for their event: the internal annual MSD Animal Health Seminar, which kicks off their calendar year, and takes place over 3 days.
The Drimify solution: a multi-step gamification experience utilising its Dynamic Path™ format, accessible via QR codes.
The QR code is an essential tool for any event-based gamification project. It allows anyone with a modern smartphone to easily access your experience from a flyer, poster, or any other physical real estate you can use to display it. Touch terminals or tablets also allow you to grab the attention of participants as it’s a physical, very purposeful invitation to participate.
📱 Gamification games and experiences “by Drimify”
The format of Drimify’s Dynamic Path™ allows you to offer a more immersive and personalised gamification experience during events. This customisable digital storytelling format allows you to use multiple games from the Drimify catalogue, enabling you to repeatedly engage participants during the course of an event.
In Bravecto’s case, the first game would engage attendees in the mornings, the second at midday, and the last in the afternoons – picking things up and reconnecting with the audience just before the end of each day.
To maximise employee engagement, MSD made it a competition by enabling the leaderboard, meaning players’ points from each game would be added together for a total combined score. The best performers at the seminar’s conclusion were then rewarded with gifts and prizes.
This strategy helps the game appeal to people’s competitive spirits, improving concentration throughout the event, contributing to increased participation, and delivering better KPIs all around.
Results and KPIs
Key figures from the 3-day seminar 🚀
- 90% engagement rate, highlighting and promoting a real internal commitment to the Bravecto brand 🤩
- Over 600 participations from the Bravecto and MSD France team
- 3-minute average duration per session
Objectives achieved 😎
- Hundreds of employees engaged in the Bravecto brand through gamified internal communications
- Increased awareness around the brand’s achievements and products within the MSD group 🥳
Everything went very well! We handed out the prizes at the end of the seminar and the employees really enjoyed the experience. We are very satisfied with the use of gamification during the event and with Drimify’s support!
Claire Colin, Bravecto Product Manager, Pets Business Unit
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