Pfizer’s First Interactive Quiz Games

Working on the Pfizer brand VYNDAMAX®, I led my team in creating Pfizer’s first-ever gamified quizzes, VyndaMatch and Heart to Heart.

We aimed to elevate engagement across our website, knowing most patients hardly looked past the first few pages. I found patient insights inspired by extensive market research, including conference calls and gathering patient profiles. There, I noticed that the information provided to our patients overwhelmed them, as the diagnosis and treatment were already overwhelming enough for our target 65+ audience. I decided to create a way to help guide and support patients through the journey, ultimately boosting engagement and email subscriptions for our VyndaCares program. 

Results: 

Using data-driven CRM strategies, we saw a surge in website traffic—up by approximately 100 daily visitors. Most notably, 20% of these visitors actively engaged with our interactive questionnaire or played the VyndaMatch game, which helped them further explore our site and extend their stay. This surge in engagement brought Vyndamax a new name for itself, prompting Pfizer to request for an additional campaign launch.

VyndaMatch also offered to email users their quiz results and/or give them the option to subscribe for updates. This new approach resulted in over 15 daily subscribers to VyndaCares, marking a substantial increase from previous engagement numbers. It inspired both website effectiveness and newfound brand loyalty.