The problem
Data and analytics are changing a lot of industries – and pharmaceuticals is no exception.
Data insights can help to personalise treatment like never before, creating the best outcomes for patients. But only if employees have the skills, terminology and confidence to put data to the best use…
For that, they need training.
The brief
How can you engage employees of all experience levels with effective data and analytics training – and make it compelling enough that they voluntarily complete it?
How to get people excited to level up their data skills
The problem
Data and analytics are changing a lot of industries – and pharmaceuticals is no exception.
Data insights can help to personalise treatment like never before, creating the best outcomes for patients. But only if employees have the skills, terminology and confidence to put data to the best use…
For that, they need training.
The brief
How can you engage employees of all experience levels with effective data and analytics training – and make it compelling enough that they voluntarily complete it?
The original concept work
What we did
We helped a global pharmaceutical company to do just that. They needed a way to provide all employees with an understanding of Data and analytics, using practical examples and key industry concepts to boost data confidence.
We started by reviewing our client’s audience mapping research to come up with ideas about what type of content might engage people at different levels. We then ran focus groups and spoke to people across the business to find out more about their level of data experience, what motivated them to complete training, and what put them off. This gave us three main personas.
Armed with that, we helped the client tap into one of the most powerful behaviour-change tools there is – gamification.
The DataUp Universe
We combined the three persona tracks into a single bespoke e-learning course, making it look and feel more like a game than data and analytics training.
The users start with a short (and pretty fun) pre-assessment quiz to check which group they belong to, so there’s no need to self select.
Then they’re into the main game, guided by various characters who encourage and support them as they learn everything they need to know.
Why it worked
Gamification
When something feels like a game, we’re compelled to complete it.
A little reward – unlocking a badge, collecting more points, adding to a streak etc. – can make a huge difference. It keeps people engaged, and it keeps them coming back.
That’s why people spend countless hours crushing candy, or wake up excited to guess a five-letter word each morning.
Commitment
We like to behave consistently.
When we say we’ll do something, we like to follow through. If we don’t, it creates ‘cognitive dissonance’ in our minds that feels uncomfortable.
That’s why we ask people to commit to ‘tell the truth, the whole truth and nothing but the truth’ before they give testimony in court, because lying after a declaration like that feels unthinkable to most people.
By getting employees to commit to the training we can create a powerful motivation for them to complete it.
Social facilitation
Humans are social creatures who want to feel part of a group.
By creating a game where you’re allocated to a team, all earning points and badges, we’re tapping into that need to keep up with others, as well as not letting the side down.
Get it right, and users might even do more than they need to.
Gamification
When something feels like a game, we’re compelled to complete it.
A little reward – unlocking a badge, collecting more points, adding to a streak etc. – can make a huge difference. It keeps people engaged, and it keeps them coming back.
That’s why people spend countless hours crushing candy, or wake up excited to guess a five-letter word each morning.
Commitment
We like to behave consistently.
When we say we’ll do something, we like to follow through. If we don’t, it creates ‘cognitive dissonance’ in our minds that feels uncomfortable.
That’s why we ask people to commit to ‘tell the truth, the whole truth and nothing but the truth’ before they give testimony in court, because lying after a declaration like that feels unthinkable to most people.
By getting employees to commit to the training we can create a powerful motivation for them to complete it.
Social facilitation
Humans are social creatures who want to feel part of a group.
By creating a game where you’re allocated to a team, all earning points and badges, we’re tapping into that need to keep up with others, as well as not letting the side down.
Get it right, and users might even do more than they need to.
The Outcome
Over 1000 people accessed the pilot version in the first six weeks, with more than three quarters of those surveyed saying they felt more data literate as a result. The initial impact was undeniable, plus the engagement – hell, excitement – from users when they first used the system was obvious.
“Excellent initiative and a really fun way to learn about something that often seems quite daunting and complex. I try to follow the mantra of “always follow facts and data” in my day-to-day work, but now feel even more empowered to enact D&A everyday.”
– Learner feedback
And it’s not often you hear data and analytics training described as ‘really fun’.
Get in touch!
Need to get your people actively engaging with your training – be it data, security, compliance, HR or anything else? Get in touch to find out how behavioural psychology can give them the nudge they need.
Get in touch for a friendly chat
The Outcome
Over 1000 people accessed the pilot version in the first six weeks, with more than three quarters of those surveyed saying they felt more data literate as a result. The initial impact was undeniable, plus the engagement – hell, excitement – from users when they first used the system was obvious.
“Excellent initiative and a really fun way to learn about something that often seems quite daunting and complex. I try to follow the mantra of “always follow facts and data” in my day-to-day work, but now feel even more empowered to enact D&A everyday.”
– Learner feedback
And it’s not often you hear data and analytics training described as ‘really fun’.
Get in touch!
Need to get your people actively engaging with your training – be it data, security, compliance, HR or anything else? Get in touch to find out how behavioural psychology can give them the nudge they need.
Get in touch for a friendly chat