Cheryl Barry
VP of Healthcare Professionals
Gladskin
Gamifying Sales and Marketing
When Cheryl Barry began her career in medical skincare sales in 1995, sales representatives would pound the pavement trying to see as many providers as possible in a day—educating staff as part of the complete office call and often bringing in lunch to gain greater provider access. While the science of medical skincare has continued to advance over the past few decades, the sales and marketing approach has remained stagnant. But under Cheryl’s leadership, Gladskin is flipping the traditional strategy on its head—through medical video games.
At the foundation of her marketing strategy, and the bridge between impactful education and flexible interactivity, is Gladskin’s new medical video game Battle of the Biome, built in collaboration with Level Ex. This video game is designed to quickly teach healthcare providers how Gladskin’s Micreobalance® technology restores balance to the skin microbiome, and the role the skin microbiome plays in inflammatory skin conditions such as eczema. Considering time is one of the most valuable resources of a healthcare provider in this post-COVID world, the game allows doctors to learn and engage when it is most convenient for them.
The Battle of the Biome game is just the tip of the iceberg for Cheryl and her team. With each new Gladskin product launch, levels will be added to the game. For Cheryl, the long-term plan is to expand the game into a full-blown platform that will serve as Gladskin’s education portal with relevant micro-trainings that keeps the learner motivated and incentivized to constantly play and learn more. The game is also a key feature of training kits that introduce healthcare providers to the brand and each new product. In addition to products and samples, each kit leverages QR codes with links to all of the clinical studies, webinars, educational materials, product knowledge, marketing collateral, and patient assets.
“Cheryl has the rare ability of being a clinical expert/educator that is able to tie that knowledge to revenue growth,” says Chris Ruckel, Sales Director at CoolHealth. “What separates her from others is an unwavering passion and pursuit to ensure that others are inspired and successful.”
