How Suprane used mobile gaming to reach medical professionals

Suprane, an inhalation product made by Baxter International, successfully connected with a target audience of medical professionals via mobile gaming.

Airway Ex is a mobile game with an unusual premise.

The player’s task is to deliver the exact right amount of anesthesia to a patient in surgery. If it’s too low, the patient wakes up on the operating table (a bad story for the patient and surgeon). If it’s too high, the result is an increased heart rate and convulsive bouts of coughing (also very bad for patient and surgeon).

A free app, downloadable from Apple’s App Store and Google Play, Airway Ex – which boasts 35,000 registered users – functions as both a gaming and marketing platform that is...

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