Gamification in the Pharmaceutical Industry. Exploring how European Pharmaceutical Organisations can build and use Gamified Mobile Applications to Improve Relations with Patients.
Concordant with a wider political and cultural emphasis on individual choice and selfcare, European patients have during the last decade become empowered stakeholders as a result of digitization. Nonetheless, patient empowerment sits uncomfortable with the prevailing business model pertaining to the majority of pharmaceutical organisations whose PR activities primarily target healthcare profession
