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Boehringer hits 'on' switch for first pharma Facebook game

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The latest phase of R&D gamification in biopharma has gone live. As planned, German drugmaker Boehringer Ingelheim unveiled a beta version of its Facebook game called Syrum on Thursday in London. Boehringer, which has discussed the game for a while, hopes that Syrum will entertain, bring it some new Facebook friends, educate a little and maybe even draw some talent, PMLive reports. The beta launch gets the game into some hands so the company can see how it performs before expanding it, Boehringer's director of digital John Pugh tells PMLive. The global launch will occur in March at SXSW, the music festival in Austin, TX, which also has become something of a new technology event. (With reports from Fierce editor Eric Palmer.) Article