When you log in to your LinkedIn account after being notified that someone has looked at your profile, or when you check your Facebook feed multiple times a day to see what new updates your friends have posted, or when you instantly rate an Uber driver, your behavior has been affected by gamification.Today, gamification, the practice of incorporating game-like elements into non-game settings, can be found everywhere consumers are, whether in a brick-and-mortar storefront or on a brand’s social media profile.

And it’s not just for consumer goods and apps. Gamification can be used to attract and retain customers in any industry, including the pharmaceutical industry.