Qiagen's success with gamification

Objective

QIAGEN, a German molecular diagnostics provider, needed to engage and educate international B2B audiences—clinicians, laboratory professionals, and researchers—on complex and sensitive topics related to novel testing technologies and health-related developments. The company sought to deliver intricate scientific information in an accessible, interactive format that encourages ongoing learning and participation.

Solution

QIAGEN partnered with Playable to create a diverse portfolio of gamified educational experiences. The solution included deep-dive quizzes on molecular diagnostics topics, awareness polls, skill-based games, drop-games with competitive leaderboards, and in-game messaging capabilities. All games were built on Playable's platform, deployed as iFrame-embedded content on webpages, and featured rapid content-update functionality, allowing QIAGEN to keep players informed about evolving testing methodologies and research developments. The multi-game approach enabled segmentation across different stages of the customer learning journey.

Results

Syndromic Testing Poll campaign: 22,868 sessions, 97.4% conversion rate, 15.1 hours total engagement. World TB Day Quiz campaign: 9,472 sessions, 2 minutes 11 seconds average time per visit, 52.8 hours total engagement. The campaigns demonstrated strong engagement metrics and validated gamification as an effective mechanism for educating medical professionals on technical topics.