Let the Games Begin


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The growing gaming trend includes the use of computer-based simulation training as well as game show platforms. According to Marc Prensky, founder and CEO of Corporate Gameware LLC, games for training in the healthcare sector overall are gaining momentum.
“The pharma industry began using games to educate physicians, patients, and consumers, as well as to train production staff, compliance officers, and other employees, as early as the 1990s,” says Mr. Prensky, who is also an author, educator, and game designer. “The whole games arena for the healthcare field has been expanding in many directions, and pharma is included in that mix. In fact, there are pharma companies that have been using games far longer than companies in some other industries.”
For example, Mr. Prensky has worked with Pfizer to develop a simulation game that explains the drug-development process…

Sound Bites from the Field
Lisa Flaiz
, Group Director and National Pharma Practice Lead, Avenue A | Razorfish. For more information, visit
Rich Kelly, Communications Director, Machine Dreams, Minneapolis. For more information, visit
Diana Long, Principal, DML Consulting, Philadelphia. For more information, e-mail
Peter Marchesini, Chief Learning Officer, inVentiv Health Inc., Somerset, N.J. For more information, visit
Peter H. Nalen, President and CEO, Compass Healthcare Communications, Princeton, N.J. For more information, visit
Donna Wray, Management Advisor, TGaS Advisors LLC. For more information, visit
The Toy Box

Ken Begasse Jr. Director of Client Services, Founding Partner, Concentric Healthcare Advertising, New York; Concentric is an independent agency. For more information, visit
Beth Bour. Associate Manager, Training and Development, Reliant Pharmaceuticals Inc., Liberty Corner, N.J.; Reliant, a privately held specialty pharmaceutical company, is focused on cardiovascular therapies. For more information, visit (Editor’s note: In November 2007, GlaxoSmithKline and Reliant Pharmaceuticals announced that the two had reached an agreement under which Reliant would be acquired by GSK for $1.65 billion [£800 million] in cash.)
Meg Columbia-Walsh. Managing Partner and President of Consumer and e-Business, CommonHealth, Parsippany, N.J.; CommonHealth is a network of highly specialized healthcare marketing companies, all aligned to build brands. For more information, visit
Missy Covington. Director of Communications, LearningWare, Minneapolis; LearningWare is a software provider in the training and educational markets. For more information, visit
Karl M. Kapp, Ed.D., CFPIM, CIRM. Professor of Instructional Technology, Bloomsburg University, Bloomsburg, Pa.; Mr. Kapp is a consultant and scholar on learning, technology, and business operations; he also is the author of “Gadgets, Games and Gizmos for Learning.” For more information, visit
Joe Leah. Learning Solutions and Change Management Principal, Americas, IMS, Plymouth Meeting, Pa.; IMS Health is a provider of market intelligence to the pharmaceutical and healthcare industries. For more information, visit
Glen Low, ED.d. Director of E-Learning Strategies, Total Learning Concepts, Boston; Total Learning Concepts is a provider of pharmaceutical and biotech sales training. For more information, visit
Kim Metcalf, MBA, CMR. Senior Manager, Sales Training, Celgene Corp., Summit, N.J.; Celgene is a multinational integrated biopharmaceutical company. For more information, visit
Marc Prensky. Founder and CEO, Corporate Gameware LLC, New York; Corporate Gameware combines computer games and educational content into a new “Nintendo Generation” approach to business learning. For more information, visit or
Steve Woodruff. Founder and CEO, Impactiviti LLC, Boonton, N.J.; Impactiviti is a branding and sales training consulting agency focusing on healthcare and pharmaceuticals. For more information, visit