Using competition to engage sales teams
Using competition to engage sales teams
Using competition to engage sales teams

UCB is a multinational biopharmaceutical company, founded in 1928, that focuses on improving the lives of people living with severe neurological and immunological conditions.


2022, 2023







Our Roles

Solution design

Product design


The Challenge

To create a tablet-based app which increases communication and engagement between marketing sales liaisons (MSLs) and healthcare practitioners (HCPs) before, during and after a major annual pharma congress. The app must drive better and more consistent behaviours within the sales team and encourage fun, healthy competition in a fully compliant way.

Our Approach

The project began as a minimal viable product (MVP) and its immediate success meant Impact Aid 2.0 was born a year later. By developing a game based app we brought out the user’s competitive streak with fun challenges - each one supporting the achievement of a key performance indicator (KPI) for the congress. Challenges were personalised based on roles, and players were rewarded with points and badges allowing them to climb their individual, regional and team leaderboards. We built in practical resources to increase quality customer conversations and developed timely nudges and notifications to motivate certain conversations at the right moments. By collaborating with UCB's IT and CRM teams, we also developed a data strategy to support each challenge and the consistent reporting of valuable information within the app.

The Outcome

The Impact Aid 2.0 app significantly increased calls, emails and meetings with customers across all stages of the congress. UCB saw communications and activities increase by 65% during the pre-Congress phase in 2023 compared to the previous year. Players loved using the app, with 95% of the target population registering for and actively using the tool. The UCB’s leadership team were able to stay up-to-date with progress, app usage and customer interactions across Europe by receiving weekly automated reports. Impact Aid’s success meant UCB asked us to make the app available for other areas of the business - enabling its continuous support for strategic events and agendas while driving enhanced activity.