About six months ago in December, 2011, Boehringer Ingelheim (BI) teamed up with the Mainz Natural History Museum in Rhineland-Palatinate, Germany, to create “Ein Medicament Entsteht” (“The development of a medicine”), which was an educational exhibit seen by more than 30,000 visitors who “marvelled at the story of a drug’s development cycle from the first project outline through to market authorisation.” Here’s the YouTube video:

Meanwhile, back in October, 2011, BI’s @johnpugh was tweeting about a “kick-ass [Facebook} game” called Syrum, in which “a player must first investigate molecular compounds at a research desk before putting them to the test in the laboratory, then conduct clinical trials and, if successful, advance a treatment to market.” For more about this game read “BI’s Facebook Game Syrum to be Launched ‘When It’s Ready’.

It turns out that Syrum has been much more difficult to “bring to market” than the Mainz Museum exhibit. Syrum is still not ready to be played and is “Coming Soon” (see screen shot below taken today when I clicked on the “How to Play” button).

I’m supposed to be a “beta tester” — someone who reviews the game before it is launched to the public — but, so far, I haven’t been given anything to test. I’m afraid this game might take longer to develop and bring to market than an actual drug!

Meanwhile, John Pugh continues to talk about Syrum at industry conferences. Most recently, Pugh presented at “Doctors 2.0 & You™” and he is scheduled to provide “A Detailed Update on the Development and Continued Use of Syrum” at ExL’s 6th Annual Digital Pharma East Unconference on October 17, 2012. Of course, that depends on the gamiification development process, which we know can take years!