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Lessons from Harvard:  Using Gamification to Juice Your Sales Training by Dr. Price Kerfoot, MD EdM
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Lessons from Harvard: Using Gamification to Juice Your Sales Training by Dr. Price Kerfoot, MD EdM

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Presentation given at SPBT Conference June 2013.

Presentation given at SPBT Conference June 2013.

Published in Technology , Education , Business
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  • 1. Lessons from Harvard: Using Gamification to Juice Your Sales Training B. Price Kerfoot, MD EdM VA Boston Healthcare System Harvard Medical School
  • 2. Conflict of Interest Disclosure • Harvard submitted patent on spaced education methodology in 2006. • Harvard launched a start-up company (Qstream, www.qstream.com) which hosts this methodology outside of the Harvard firewalls. • As the “inventor”, I am an equity owner and director of this company.
  • 3. Structure of Talk • What is a game? • My (strange) research trajectory • Elements of game mechanics • Rewards • Leaderboards • Teams • Examples of games in sales training
  • 4. • 2013 Horizon Report on Educational Technology: ‘game-based learning’ as one of six emerging technologies likely to have a large impact on education over the coming 2-3 years.1 • What is a game? Games as Educational Tools 1 Johnson et al. (2013). The NMC Horizon Report: 2013 Higher Education Edition. Austin, Texas: The New Media Consortium. http://www.nmc.org/pdf/2013-horizon-report-HE.pdf
  • 5. What is a Game? Examples…
  • 6. Salen & Zimmerman. Rules of Play: Game Design Fundamentals. Cambridge Mass: The MIT Press. 2004.
  • 7. Working Definition of an Educational Game: “an active, outcome-oriented learning experience that involves focused decision-making and proceeds according to rules” Games as Educational Tools • Active • Outcome-oriented • Learning experience • Focused decision-making • Proceeds according to rules
  • 8. .
  • 9. .
  • 10. .
  • 11. • Guilds: Blood legion, Zenith clan • Quests: Collection quests, Kill quests • Levels: • 1st -level Warlock • 6th -level Rogue • 13th -level Death Knight • 20th -level Shaman Game: World of Warcraft
  • 12. • Guilds: Blood legion, Zenith clan • Quests: Collection quests, Kill quests • Levels: • 1st -level Warlock • 6th -level Rogue • 13th -level Death Knight • 20th -level Shaman Game: World of Warcraft Crazy ?
  • 13. • Guilds: SBPT • Quests: Making your Q2 numbers • Levels: • Salesperson of the year • District manager • Regional manager • VP of sales Games are everywhere! Game: Selling Pharmaceuticals
  • 14. “90% of people attending Gamblers Anonymous meetings in Las Vegas play only (slot) machines.” -- Natasha Dow Schull, anthropology professor at MIT
  • 15. How can we build a slot machine for learning ?
  • 16. Multi-institutional randomized controlled trial of 351 medical students at 4 northeastern medical schools Acad Med. 2006;81(3):224-30.
  • 17. Retention of BLS and ACLS Training Among Nurses Resusc 2008; 78: 59-65 n=133
  • 18. Lammers (Michigan State Univ) Acad Emerg Med 2008; 15: 1181-89
  • 19. Spaced Education Delivery System: harnesses both the spacing & testing effects
  • 20. Spaced Education Delivery System
  • 21. VA PSA Screening Spaced Education Trial
  • 22. VA PSA Screening Spaced Education Trial
  • 23. VA PSA Screening Spaced Education Trial
  • 24. It Works! • Increases knowledge & retention - Medical Education 2007: 41:23-31 --- UGME - Journal of General Internal Medicine 2008; 23(7):973-8 --- UGME - Academic Medicine 2011 (in press) --- UGME - Journal of Urology 2007; 177, 1481-1487 --- GME – Journal of Urology 2009; 181, 2671-2673 --- GME – Journal of the American College of Surgeons 2010; 211: 331-72673 --- GME – Annals of Surgery 2009; 249: 744–749 --- CME • Improves self-assessment of knowledge – American Journal of Surgery 2009; 197(1):89-95 • Changes behavior – American Journal of Surgery 2009: 197(2), 252-257 – American Journal of Preventive Medicine 2010; 39: 472-8 • Is well-accepted by learners - Demonstrated in all trials to date
  • 25. VA PSA Screening Spaced Education Trial
  • 26. How can we build a slot machine for learning ? Game Mechanics: ► Adaptive algorithm: Qs re-sent at variable intervals if answered correctly vs incorrectly. ► Progression dynamic: Physicians retired Qs by answering each correctly twice-in-a-row. ► Appointment dynamic: Qs expired if not answered on time. ► Competition was fostered by posting relative performance among physicians. ► Awards: CME credit given based on performance.
  • 27. 2012 2012
  • 28. 2012
  • 29. Global Guidelines Dissemination Hematuria, priapism, staghorn calculi, infertility, & antibiotic use Annals of Surgery 2012 Jul;256(1):33-8
  • 30. Global Guidelines Dissemination Annals of Surgery 2012 Jul;256(1):33-8
  • 31. Spaced Education Delivery System
  • 32. QstreamOnline Game 3N 2NSICU Rank Team Ave. Score 1 3N 4083.7 2 SICU 3669.4 3 2N 3581.4 4 A1-MSDU 3425.8 5 CCU 3210.9 6 MICU 3206.0 7 AG 2906.2 8 A2 2493.1 9 PACU-PCU 2153.9 10 2S 1954.3 2S AGA2 Qstream Online Game GO Team GO!!! Nurses check your email every, Tuesday and Thursday got Qstream?
  • 33. Cost & Utilization Outcomes
  • 34. Structure of Talk • What is a game? • My (strange) research trajectory • Elements of game mechanics • Rewards • Leaderboards • Teams • Examples of games in sales training 
  • 35. Reward Hierarchy S – status A – access P – power S – stuff “SAPS”
  • 36. Saeed Abdul Ghafour Khouri Status
  • 37. Status
  • 38. To become a Gilt Noir member, you must spend at least $10,000 on Gilt.com a year Lets the top 1% of users preview sales 15 minutes before they go live online Access
  • 39. Access
  • 40. Power
  • 41. Impact of Incentives -- The Candle Problem “Fix the candle to the wall so that the wax doesn’t drip on the table” Glucksburg 1962, cited in Drive by Daniel Pink (2009) Study: Top - $25 Top 25% - $5 v. No reward
  • 42. The Candle Problem “Fix the candle to the wall so that the wax doesn’t drip on the table” Glucksburg 1962, cited in Drive by Daniel Pink (2009) Study: Top - $25 Top 25% - $5 Vs. No reward
  • 43. The Candle Problem – Solved “Fix the candle to the wall so that the wax doesn’t drip on the table” Glucksburg 1962, cited in Drive by Daniel Pink (2009) Study: Top - $25 Top 25% - $5 …3.5 minutes longer v. No reward
  • 44. The Candle Problem “Fix the candle to the wall so that the wax doesn’t drip on the table” Glucksburg 1962, cited in Drive by Daniel Pink (2009) Interesting…but how does this relate to my sales force? “Functional fixedness”
  • 45. Designing Effective Sticks and Carrots: • Several studies show that large tangible contingent rewards can extinguish intrinsic motivation & limit creativity ….in certain situations • Ideal: Align extrinsic motivators with intrinsic motivations • Be creative !
  • 46. Structure of Talk • What is a game? • My (strange) research trajectory • Elements of game mechanics • Rewards • Leaderboards • Teams • Example of games in sales training 
  • 47. Leaderboards
  • 48. Alias…or not Structure matters!
  • 49. Structure of Talk • What is a game? • My (strange) research trajectory • Elements of game mechanics • Rewards • Leaderboards • Teams • Examples of games in sales training 
  • 50. Ann Intern Med. 2013;158:505-514.
  • 51. Team Size Matters!
  • 52. r = -0.68 p < 0.05 Psychol Sci 2009; 20(7):871-877.
  • 53. Structure of Talk • What is a game? • My (strange) research trajectory • Elements of game mechanics • Rewards • Leaderboards • Teams • Examples of games in sales training
  • 54. EndoWrist® One™ Vessel Sealer
  • 55. mLearnCon 2013 Mobile Learning Conference, June 18-20, San Jose CA
  • 56. Spaced Educ Group Feedback: "Convenient, timely, effective" "Learned material without interrupting my day" "Nothing beats being able to answer questions and getting immediate feedback" "Qstream keeps you engaged and works well for new devices such as vessel sealer.” “An effective way to ensure the data sticks” No phone calls!
  • 57. Game Mechanics Can Juice Your Sales Training