Advancing global healthcare brands.

Heron Therapeutics IONIZED! Video Game

Blending work and play for disease state education.

Many surgeons are satisfied with their local anesthetics — despite their short duration. 2e helped create a video game that drove trade show booth traffic, educated surgeons on the ways inflammation can limit the efficacy of current treatments and changed perceptions around what local anesthetics should be capable of.

The Challenge

Our goal was to create a tool that was not only educational, but also unforgettable. Ultimately, this tool needed to encourage doctors to question their current therapeutic choices by illustrating challenges at a molecular level.

Our Approach

Gamification can bring exciting, entertaining challenges to a topic that doctors may find tedious. The IONIZED! video game incentivized surgeons in a competitive and sophisticated way to consume key information that is traditionally digested passively.

Playing increasingly difficult levels that represented a microscopic environment hostile to local anesthetics, surgeons learned how and why local anesthetics struggle to work past 24 hours.

The Impact

Debuting at the American Academy of Orthopaedic Surgeons Annual Meeting (AAOS) as a central booth element, IONIZED! was an immediate hit and driver to Heron’s booth. We developed the game for multiple platforms so Heron employees could encourage interaction with the game on their tablets during hospital visits and doctors could compete for a high score online. Providing multiple potential touchpoints, we extended the utility and reach of this entertaining and educational tool to continue driving curiosity about the limits of current local anesthetics.

2e is an agency focused on the advancement of global healthcare brands.

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