Gaming for health

GAMINGFOR HEALTHMini Workshop

About iQ mini workshopsiQ is the innovation lab of GSWWorldwide. We research emergingtrends in both how technology andexpectations are changing. Insight into new consumer/ What early-mover HCP expectations brands are doingWe use those findings to developperspectives on how our healthcaremarketing clients can gaincompetitive advantage in fast-changing areas like mobile, slate,gaming, and social media.Then we model innovative tools and Strategies and Innovation theater:experiences designed just for health insights for brand A model of whatcare marketers. could be planningMini workshops like this one includea snapshot of each of thoseelements.

MOST OF THE WAYS WE INTERACTWITH HEALTH CARE AREUNINSPIRING We’re not engaging people • We give them 7 minutes in the exam room • Confront them with complicated, paper-based adherence tools • Set a lot of requirements, but give few rewards

COULD GAMINGCHANGE HEALTH CARE?Gaming is a big part of American life. How couldtranslating that interface to medicine promote healthierchoices and longer lives?

68% OF AMERICAN HOUSEHOLDS PLAY VIDEO GAMES Of gamers are women. Is the average age of In fact, a greater number of women than 40% 34 gamers (they’ve been playing for ~12 years). YEARSboys under age 17 play. of Americans over of heads of households the age of 50 play video games. 26% 42% play games on a wireless device.ESA, 2009/2010

GAMES LEAD TO HEALTHIERBEHAVIOR AND OUTCOMES “The beauty of a game is that it gives you a goal”People will work longer and harder if you give them a goal.- Debra Lieberman of the Institute for Social, Behavioral, and Economic Research (ISBER) at the University of California, Santa Barbara.

IN ONE STUDY, RESEARCHERS FOUND GAMES MAKE PEOPLE “BETTER PATIENTS” 16% improvement More More engaged in in adherence knowledgeable their treatment about care planJournal of Pediatrics: A Video Game Improves Behavioral Outcomes in Adolescents and Young Adults With Cancer: ARandomized Trial, 2008

The evidence has convinced health and wellness leaders • Humana has now dedicated part of its innovation department to Payers are leading gaming. the way • Along with CIGNA and Aetna, it’s been an early mover in getting challenge and education games in the hands of members. $50 million dollar • That’s how much venture capital has poured into health games investment in the last five years. • Major CPG companies are building their offers with wellness gaming. CPG is joining in • Johnson and Johnson, Unilever, Kraft, Nike, Apple, Disney, and others are developing new products related to health gaming.TechWatch, Games For Health: The Latest Tool In The Medical Care Arsenal, 2009

EXAMPLES OFGAMING FOR HEALTHEarly adopters are already using gaming mechanics forthe ultimate healthy win: sustained behavioral change

SWITCH2HEALTH PROVIDES REAL REWARDS FOR HEALTH CHOICES • S2H is creating a culture where physical activity is not only healthy, but fun and socially desirable. • It’s members use biometric activity trackers to tally their daily activities. • That activity translates directly to rewards points. • The points can be redeemed for rewards and gift cards from lots of local and national brands, including ToysRUs and Netflix.http://s2h.com/

WITH I MOVE YOU FRIENDS CHALLENGE EACH OTHER • IMoveYou.com lets visitors challenge their Twitter and Facebook friends to small bursts of exercise. • They enter an “I will” promise and an “if my friend will” challenge that posts to their social networks. • The site was built on the insight that the influence friends have over each other is ridiculously powerful. • Apparently they’re right—more than 50% of challenges get completed by both friends.http://bit.ly/hgame2

HUMANA MAKE THE BENEFITS OF EXERCISE TANGIBLE • Trainer gives teens the responsibility of caring for creatures who all have dietary and fitness needs. • When one of the creature exercises on the screen, the player joins it via web cam. • Both benefit from this shared activity. • The game teaches players about how nutrition and fitness impacts their daily lives.http://bit.ly/hgame1

EXER GAMING MAKES YOURWORKOUT REAL• iTech Fitness in Denver has recently opened a new line of XRKade gyms for kids.• The gyms mix physical activity and video games to make exercising more fun and engaging.• They use climbing walls, recumbent bicycles, DDR machines, snowboard simulators, and padded obstacle courses.• Similar gyms for adults add scores, avatars and other gaming mechanics.

DIDGET GIVES KIDS GAMING CREDITS FOR CONSISTENT TESTING • The idea came from a parent (Paul Wessel) of a child with Type 1 Diabetes. • Paul’s son was constantly losing his blood glucose meter, but he could always find his Game Boy. • Bayer hired Paul to develop DIDGET™: • A first-of-its-kind blood glucose meter that connects directly to Nintendo DS™ gaming systems to help kids manage their diabetes by rewarding them for consistent testing habits.http://bit.ly/hgame3

HOW TO USE GAMINGCreating a gaming for health strategy starts with asking:what do you want to accomplish?

HEALTHY BRANDS CAN USE GAMING FOUR BASIC WAYS: Streamline Educate through Fit into Reward right care experience real life behaviorReplace reminding Use entertainment Make tools fun Use positive and monitoring and experience to and entertaining reinforcement and with involvement create learning so that using immediate and self tracking people can actually them is a want rewards to sustain participate in to do, not a have behavior change to do

GAMING STRATEGIES HAVETHREE CONNECTED COMPONENTS Entertaining Goal to reach or Reward strategy experience code to crack To incents the kind That people will That will challenge of behavior we want to spend time them want to see with

COMMON MISTAKES (AND HOW TO MAKE THEM RIGHT) INSTEAD OF THIS TRY THIS• Building the game on • Make it free standing your website (and mobile)• Asking players to create a • Let them use an existing new login login (like Facebook)• Putting a “game face” on • Create an experience that an existing experience or starts from the game tool

AN INNOVATION THEATER IDEA:AVATAR ALERTSThe iQ team creates models, prototypes andstoryboards that show how innovative applications oftechnology can solve persistent healthcare challenges.We always start with a common problem:

OUR OTHER DRUG PROBLEM ISADHERENCE• 20% of patients never fill the first prescription• 50% discontinue in the first six months• It’s not as easy as adding recommendations or remindersThe situation is even more challenging in some disease states:For example, up to 72% of asthma patients report that theytake their controller medications less than prescribed. Takingthat medicine can reduce hospital and emergency visits by80%. It’s a huge impact on both patients and practitioners.

SO WE ASKED: WHAT IF WE USED WHAT WE KNOW ABOUT GAMING TO REALLY ENGAGE PEOPLE? With That meet the real What would thatcompetitions, rew goal we all share: involvedards, ego boosters creating better healthcare look and visual health for more like? entertainment. people.

START TALKING ABOUT GAMING:DISCUSSION GUIDE FOR YOUR BRAND• What are the biggest behavioral challenges your brand or treatment teams are facing? How could their support system benefit from a gaming platform?• Could individual rewards or community challenges interrupt that behavior? What about community recognition or support?• What games does your audience already play? (Don’t forget, crosswords are a game, too)• What type of gaming systems, computers, and mobile devices does your audience already use?• Is your audience competitive, self motivated, community minded? What drives them?

ABOUT IQWhere digital experimentation becomes marketinginnovation

H&W LEADERS ARE REDEFININGHOW THEY INVEST IN INNOVATION Pharma has traditionallylooked to the product lab for innovation. Now more PRODUCT complex market conditions PROCESS New products or have led healthcare leaders improvements on New efficiencies or to look at innovation more improved delivery productsbroadly. In healthcare today, it’s as likely to come from marketing insight as hard science. POSITIONING PARADIGM Major shifts in New roles for the thinking about an product or company industry or product

SO IS GSW.INTRODUCING iQ:OUR DEDICATED INNOVATION LABIt’s where big ideas converge and come to life So that we can find new kinds of opportunity in fast-changing areas like mobile, social and slate And, create fresh ways to solve persistent challenges healthcare marketers face

iQ IS PART OF OUR SHAREDCOMMITMENT TO CREATE BETTERHEALTH FOR MORE PEOPLE More relevant techniques for Better ways for Smarter tools to physicians and patients to find help caregivers be care teams to breakthrough powerful advocates communicate, treatments and for their connect, and meaningful support loved one’s health collaborate

WE INVEST IN THREE TYPESINNOVATION: PERSPECTIVES Clear points of view Our process starts with understanding people and technology and ultimately delivers concise ideas and break-through projects and tools EXPERIMENTS PLATFORMS Creative models Fast-start tools

INNOVATION LAB 2010

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Gaming for health

by IQ the innovation lab of GSW Worldwide on Jan 31, 2011

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Gaming for health — Presentation Transcript