Developing GBL for global medical products group, Guidant

Bray Leino Digital turned to the world of gaming for new and effective ways to help medical product manufacturer Guidant communicate with its audience of health professionals.

The brief

Guidant is a world leader in the design and development of cardiovascular medical products which help patients with heart disease return to active and productive lives. It provides physicians with leading-edge technologies to improve patient management and clinical outcomes. It has grown to $3.2 billion in revenues and has more than 11,000 employees.

The challenges

Guidant holds regular seminars and exhibitions to update doctors, nurses and support staff on its new therapies, treatments and technology. The company asked us to find new ways to position itself in the market that would set it apart from its competition.

The solution

Working with our Events team, we designed and created a branded 3D interactive computer game, called Race for Life. The game, which became an integral part of its exhibition stand, highlighted Guidant’s commitment to product innovation and development.

The execution

Race for Life pitted five contestants against each other through a virtual 3D branded, interactive, Guidant platform. To progress to the next level, players had to answer correctly questions related to Guidant’s work and latest products. The winner was the one who answered all seven questions fastest.

The verdict

Guidant took the game to a series of exhibitions across Europe. Of the 890 cardiovascular physicians who attended those exhibitions, 500 took part in the game. The game was never short of players, ensuring that Guidant received an excellent response from audiences and the exhibition continued to tour for several months.

• The competitive, interactive game helped test players’ knowledge and understanding of Guidant’s work
• Five players could play the game at one time.
• In all, 500 cardiovascular physicians took part.
• To progress through the game, players had to answer correctly questions about Guidant.
• The winner was the person who answered all seven questions the fastest.