Will 'gamifying' drug R&D win more than Facebook fans for Boehringer?

Lots of computer games enlist players in quests to save the world. But how many would-be saviors are developing drugs? We can't think of any--until now. Boehringer Ingelheim is on the verge of launching Syrum, a Facebook game of test tubes and titrations, not crossbows and assault rifles. "The health of the world is in your hands," Boehringer's director of digital, John Pugh, tells PSRK, in what could be a voice-over for a YouTube promo video for the game. "And you're the only one who can save it." Story