Relevate Health Acquires Level Ex’s Pharma Unit: A New Era in Medical Education
In a significant move within the healthcare marketing landscape, Relevate Health has acquired the pharmaceutical and life sciences unit of Level Ex, a company renowned for developing video games tailored for physicians. This acquisition, which was finalized from the German medical device maker Brainlab, marks a pivotal moment for both organizations as they aim to redefine how healthcare professionals (HCPs) engage with medical education and pharmaceutical marketing. While the financial terms of the deal remain undisclosed, the implications of this acquisition are far-reaching.
The Rebranding and Transition
As part of the acquisition, Level Ex’s pharma division will be rebranded as Level Ex Games Powered by Relevate Health. This transition not only signifies a fresh start for the unit but also emphasizes its commitment to enhancing the educational experiences of healthcare professionals. Approximately 40 employees, including Sam Glassenberg, the founder and CEO of Level Ex, will join Relevate Health, continuing to lead the unit as a standalone studio. This continuity is crucial for maintaining the innovative spirit that Level Ex has cultivated since its inception.
Background on Level Ex and Brainlab
Level Ex has been a pioneer in creating game-based content aimed at training doctors across various medical specialties. The company has operated under Brainlab since 2020, functioning as two distinct studios: one focused on training doctors in surgical settings and the other dedicated to pharmaceutical marketing. With this acquisition, Brainlab retains the medtech side of the business, allowing Level Ex to concentrate on its strengths in gamified medical education.
Innovative Learning Through Gamification
The core of Level Ex’s offering lies in its ability to create engaging, interactive experiences for physicians. These video games are designed to be utilized at various stages of pharmaceutical marketing—from pre-launch disease state education to product launch and beyond. For example, during a speaker program, physicians can scan a QR code to participate in a competitive game that challenges them to diagnose a virtual patient. This interactive approach not only enhances learning but also fosters a sense of community among healthcare professionals.
Synergies Between Relevate and Level Ex
Relevate Health and Level Ex share a common goal: to engage healthcare professionals more effectively. While Level Ex utilizes video games to create immersive educational experiences, Relevate employs data-driven strategies to activate HCPs across multiple channels. The integration of these two approaches is expected to yield significant benefits. Tim Pantello, CEO of Relevate, stated, “We can offer a completely unique, immersive content capability through the experience of games and play.” This synergy is anticipated to enhance the reach and impact of educational content, ultimately benefiting both healthcare providers and patients.
Data-Driven Insights for Enhanced Engagement
One of the most exciting prospects of this acquisition is the potential for deeper insights into physician behavior and knowledge gaps. By leveraging Level Ex’s technology and Relevate’s data capabilities, the combined entity aims to collect valuable data on HCP interactions. Pantello emphasized the importance of understanding physicians’ needs, stating, “When we have that type of deep, more meaningful engagement, it’s going to make the analytics much richer.” This data-driven approach will enable more tailored educational experiences, ultimately leading to improved patient outcomes.
A Vision for the Future
Glassenberg envisions a future where gamification is a fundamental aspect of medical education. He believes that games can accelerate the adoption of new therapeutics and enhance the overall experience for healthcare professionals. “Our vision as a company is that games are just accepted as a fundamental force accelerating the adoption of new therapeutics,” he remarked. This forward-thinking perspective aligns seamlessly with Relevate’s mission to innovate in healthcare marketing.
Transforming Traditional Medical Education
The traditional methods of engaging healthcare professionals, such as lengthy presentations filled with slides, are becoming increasingly outdated. Pantello humorously noted, “Sitting through a speaker program that allows clinicians to compete and collaborate with colleagues on their phones to diagnose and treat virtual patients feels like the nineties.” The acquisition of Level Ex allows Relevate to elevate the educational experience for HCPs, making it more interactive and enjoyable.
Conclusion: A New Chapter in Healthcare Marketing
The acquisition of Level Ex’s pharma unit by Relevate Health represents a significant step forward in the realm of medical education and pharmaceutical marketing. By combining innovative gamification techniques with data-driven strategies, the two organizations are poised to create a more engaging and effective learning environment for healthcare professionals. As the healthcare landscape continues to evolve, this partnership may very well set a new standard for how medical education is delivered, ultimately benefiting both providers and patients alike.
With this acquisition, Relevate Health not only expands its capabilities but also reinforces its commitment to enhancing the healthcare experience through innovative solutions. As they embark on this new journey, the potential for meaningful change in the industry is immense.