Baltimore, Maryland Games for Health First It Must Be Fun … And Other Key Learnings An Update on the Work of HopeLab Ellen...
Lead with fun, and health will follow! Lesson 1
About HopeLab <ul><li>Non-profit founded in 2001 </li></ul><ul><li>Pam Omidyar: background in immunology and biology, foun...
About HopeLab <ul><li>Our Mission Combine  rigorous research  with  innovative solutions  to improve the health and qualit...
About HopeLab <ul><li>Our Values </li></ul><ul><ul><li>Continual learning </li></ul></ul><ul><ul><li>Broad impact  </li></...
Lesson 2 Research   Innovation   Customer Input  =     Great Results
Re-Mission <ul><li>7 cancers </li></ul>Power Lies Within   Roxxi the nanobot battles cancer  in the bodies of teens <ul><l...
Re-Mission Works Cancer Knowledge Baseline  Follow-up Intervention-targeted  knowledge (% correct) Control Re-Mission 55 6...
Re-Mission Works
Knowledge and learning are  only part of the story Lesson 3
Re-Mission Works – But How? Treatment adherence ?
Knowledge Treatment adherence Re-Mission Works – But How?
Knowledge Treatment adherence Emotion/ Motivation Re-Mission Attitudes Study Jennifer Aaker, Ph.D., Stanford University Re...
Identifying Mechanisms of Action <ul><li>Friday, 2:30 p.m. – Plenary Room </li></ul><ul><li>Effects of Narrative,  </li></...
Identifying Mechanisms of Action <ul><li>How does videogame play influence real-life behavior? </li></ul>? Re-Mission Atti...
Identifying Mechanisms of Action Emotion SNS Intentions Attitudes Knowledge Scan ~60  Stanford  students pre-play post-pla...
Identifying Mechanisms of Action
Identifying Mechanisms of Action Interactive play Passive exposure Caudate Thalamus Hippocampus Caudate Thalamus Hippocampus
Identifying Mechanisms of Action <ul><li>Early Results </li></ul><ul><ul><li>Interactive play = wide impact on the brain <...
Lesson 4 Tap into the wisdom of crowds
Extending the Model “ What’s the point of exercising if you don’t have any fun?” - Joe, 11
Extending the Model <ul><li>Ruckus Nation </li></ul><ul><li>A competition to find  product ideas to </li></ul><ul><li>incr...
Ruckus Nation <ul><li>Customer engagement </li></ul><ul><ul><li>Contestants 6 – 82 years of age </li></ul></ul><ul><ul><li...
Ruckus Nation <ul><li>Key demographics – teams </li></ul><ul><ul><li>By category  </li></ul></ul>11.2% 8.4% 35.7% 44.8%  *...
Ruckus Nation <ul><li>Key demographics – contestants </li></ul><ul><ul><li>Geographic distribution  </li></ul></ul><ul><ul...
Ruckus Nation <ul><li>Key demographics – teams </li></ul><ul><ul><li>Geographic distribution  </li></ul></ul><ul><ul><ul><...
Ruckus Nation <ul><li>Judging Criteria </li></ul><ul><ul><li>Appeals to kids/Fun! </li></ul></ul><ul><ul><li>Gets kids mov...
Ruckus Nation Dynamic Drums Go! Watch Videogame + floor-mat drums,  movement = music Wristwatch + pedometer =  rewards for...
Ruckus Nation Winners Ionic Motion Txt It! Videogame + cell-phone keypad floor mat = text with your toes Videogame + motio...
Ruckus Nation Scoot MoovDisk Tag + LED lights + online network = classic game, high-tech twists  Disco ball + musical chai...
Ruckus Nation Winners Rhythm Rope iBlob Grand Prize  Honorable Mention Jump rope + lights + music = new take on old favori...
Ruckus Nation Winners Dancing Craze Honeycomb Grand Prize Winner Virtual character + motion sensors = personalized online ...
Ruckus Nation <ul><li>Lessons Learned </li></ul><ul><ul><li>Customer engagement improves results </li></ul></ul><ul><ul><l...
Ruckus Nation <ul><li>What are we going to do  </li></ul><ul><li>with these  great ideas? </li></ul>
Ruckus Nation <ul><li>Idea Distillation </li></ul><ul><ul><li>Ruckus Nation ideas will be: </li></ul></ul><ul><ul><li>Eval...
Ruckus Nation <ul><li>Our Process </li></ul><ul><ul><li>Gather additional “human factors” insights </li></ul></ul><ul><ul>...
Ruckus Nation IMPACT FEASIBILITY DESIRABILITY Bulls-eye!
Where Are We Going?  Ruckus Nation We are here! 2007 2008 2009 2010 2011 Targeting  Research  *  Product Development Impac...
Ruckus Nation <ul><li>Biomarkers Under Consideration </li></ul><ul><ul><li>Complete metabolic panel </li></ul></ul><ul><ul...
Lesson 5 <ul><li>The path to impact is  </li></ul><ul><li>through fun and innovation </li></ul><ul><ul><li>Informed by  cu...
Q&A LEAD WITH FUN,  AND HEALTH  WILL FOLLOW.
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Hope Lab Games For Health Presentation

  1. 1. Baltimore, Maryland Games for Health First It Must Be Fun … And Other Key Learnings An Update on the Work of HopeLab Ellen LaPointe, Vice President, Strategic Partnerships HopeLab, Redwood City, Calif., USA
  2. 2. Lead with fun, and health will follow! Lesson 1
  3. 3. About HopeLab <ul><li>Non-profit founded in 2001 </li></ul><ul><li>Pam Omidyar: background in immunology and biology, founder and Board Chair </li></ul><ul><li>Pam’s Founding Vision : use “fun” and power of videogames as incentives for teens to “blast” cancer, manage side-effects </li></ul>
  4. 4. About HopeLab <ul><li>Our Mission Combine rigorous research with innovative solutions to improve the health and quality of life of young people with chronic illness </li></ul><ul><ul><li>Chronic illness: </li></ul></ul><ul><ul><ul><li>cancer </li></ul></ul></ul><ul><ul><ul><li>obesity </li></ul></ul></ul><ul><ul><ul><li>sickle cell disease </li></ul></ul></ul><ul><ul><ul><li>depression </li></ul></ul></ul><ul><ul><ul><li>autism </li></ul></ul></ul>LEAD WITH FUN, AND HEALTH WILL FOLLOW.
  5. 5. About HopeLab <ul><li>Our Values </li></ul><ul><ul><li>Continual learning </li></ul></ul><ul><ul><li>Broad impact </li></ul></ul><ul><ul><li>Respect </li></ul></ul><ul><ul><li>Courageous experimentation </li></ul></ul><ul><ul><li>Customer engagement </li></ul></ul><ul><ul><li>Joyfulness </li></ul></ul><ul><ul><li>Compassionate efforts based on scientific evidence </li></ul></ul>
  6. 6. Lesson 2 Research Innovation Customer Input = Great Results
  7. 7. Re-Mission <ul><li>7 cancers </li></ul>Power Lies Within Roxxi the nanobot battles cancer in the bodies of teens <ul><li>20 levels </li></ul><ul><li>19 patients </li></ul>
  8. 8. Re-Mission Works Cancer Knowledge Baseline Follow-up Intervention-targeted knowledge (% correct) Control Re-Mission 55 60 65 70 Self-Efficacy Cancer-specific self-efficacy (1-7 scale) 5.6 5.8 6.0 6.2 Baseline Follow-up Control Re-Mission p = .034 p = .027 0 10 20 30 40 Total MEMS Cap Events Control Antibiotics p = .008 Plasma 6MP (log10) Control Re-Mission Chemotherapy: Oral 6MP p = .002 3.2 3.4 3.6 3.8 Baseline Follow-up In press, Pediatrics Re-Mission Outcomes Study RCT 34 hospitals, 374 AYA with cancer
  9. 9. Re-Mission Works
  10. 10. Knowledge and learning are only part of the story Lesson 3
  11. 11. Re-Mission Works – But How? Treatment adherence ?
  12. 12. Knowledge Treatment adherence Re-Mission Works – But How?
  13. 13. Knowledge Treatment adherence Emotion/ Motivation Re-Mission Attitudes Study Jennifer Aaker, Ph.D., Stanford University Re-Mission Works – But How?
  14. 14. Identifying Mechanisms of Action <ul><li>Friday, 2:30 p.m. – Plenary Room </li></ul><ul><li>Effects of Narrative, </li></ul><ul><li>Nurturing & Game Play in an </li></ul><ul><li>Action-Adventure Health Game </li></ul><ul><li>Debra Lieberman, Ph.D. </li></ul><ul><li>Randomized study of 488 young adults </li></ul><ul><li>Five versions of Re-Mission </li></ul><ul><li>Evaluated impact on cancer knowledge, attitudes and emotions </li></ul>
  15. 15. Identifying Mechanisms of Action <ul><li>How does videogame play influence real-life behavior? </li></ul>? Re-Mission Attitudes Study in the Brain Brian Knutson, Ph.D., Stanford University
  16. 16. Identifying Mechanisms of Action Emotion SNS Intentions Attitudes Knowledge Scan ~60 Stanford students pre-play post-play 1 month 10 min Rest Rest Rest Rest Rest Rest Rest Rest
  17. 17. Identifying Mechanisms of Action
  18. 18. Identifying Mechanisms of Action Interactive play Passive exposure Caudate Thalamus Hippocampus Caudate Thalamus Hippocampus
  19. 19. Identifying Mechanisms of Action <ul><li>Early Results </li></ul><ul><ul><li>Interactive play = wide impact on the brain </li></ul></ul><ul><ul><li>“ Learning” only part of what’s going on </li></ul></ul><ul><ul><li>Re-Mission impacts emotion, motivation, planning & problem-solving </li></ul></ul><ul><li>What’s Next? </li></ul><ul><ul><li>Links from game-brain to real-life behavior </li></ul></ul><ul><ul><li>Results inform “Re-Mission 2” </li></ul></ul>Re-Mission Attitudes Study in the Brain Brian Knutson, Ph.D., Stanford University
  20. 20. Lesson 4 Tap into the wisdom of crowds
  21. 21. Extending the Model “ What’s the point of exercising if you don’t have any fun?” - Joe, 11
  22. 22. Extending the Model <ul><li>Ruckus Nation </li></ul><ul><li>A competition to find product ideas to </li></ul><ul><li>increase physical activity in </li></ul><ul><li>11 – 14 year-old kids </li></ul>Cosponsored by the Pioneer Portfolio of the
  23. 23. Ruckus Nation <ul><li>Customer engagement </li></ul><ul><ul><li>Contestants 6 – 82 years of age </li></ul></ul><ul><ul><li>429 ideas submitted </li></ul></ul><ul><ul><ul><li>37 countries </li></ul></ul></ul><ul><ul><ul><li>41 U.S. states </li></ul></ul></ul><ul><ul><li>56 Semifinalists </li></ul></ul><ul><ul><li>10 Category Winners </li></ul></ul><ul><ul><li>1 Grand Prize Honorable Mention </li></ul></ul><ul><ul><li>1 Grand Prize Winner </li></ul></ul>
  24. 24. Ruckus Nation <ul><li>Key demographics – teams </li></ul><ul><ul><li>By category </li></ul></ul>11.2% 8.4% 35.7% 44.8% * Middle School/Jr. High Other College/University High School * 14.1% of Other category teams had members age 18 or younger
  25. 25. Ruckus Nation <ul><li>Key demographics – contestants </li></ul><ul><ul><li>Geographic distribution </li></ul></ul><ul><ul><ul><ul><li>73.6% of contestants reside within the U.S. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>26.4% of contestants reside outside the U.S. </li></ul></ul></ul></ul>29.9% 25.4% 22.9% 21.8% West Midwest South Northeast
  26. 26. Ruckus Nation <ul><li>Key demographics – teams </li></ul><ul><ul><li>Geographic distribution </li></ul></ul><ul><ul><ul><li>41 U.S. States </li></ul></ul></ul>
  27. 27. Ruckus Nation <ul><li>Judging Criteria </li></ul><ul><ul><li>Appeals to kids/Fun! </li></ul></ul><ul><ul><li>Gets kids moving </li></ul></ul><ul><ul><li>Keeps kids moving </li></ul></ul><ul><ul><li>Originality </li></ul></ul><ul><ul><li>Gives kids control </li></ul></ul>
  28. 28. Ruckus Nation Dynamic Drums Go! Watch Videogame + floor-mat drums, movement = music Wristwatch + pedometer = rewards for movement
  29. 29. Ruckus Nation Winners Ionic Motion Txt It! Videogame + cell-phone keypad floor mat = text with your toes Videogame + motion sensors = virtual dance-off
  30. 30. Ruckus Nation Scoot MoovDisk Tag + LED lights + online network = classic game, high-tech twists Disco ball + musical chairs = dance party or party game
  31. 31. Ruckus Nation Winners Rhythm Rope iBlob Grand Prize Honorable Mention Jump rope + lights + music = new take on old favorite Fun-to-squish object + lights + music = lots of moving around
  32. 32. Ruckus Nation Winners Dancing Craze Honeycomb Grand Prize Winner Virtual character + motion sensors = personalized online dance videos Floor mat + heart-rate monitor = action-packed puzzle game
  33. 33. Ruckus Nation <ul><li>Lessons Learned </li></ul><ul><ul><li>Customer engagement improves results </li></ul></ul><ul><ul><li>Engage outside sources for additional expertise </li></ul></ul><ul><ul><li>Fail early and often – iterate! </li></ul></ul><ul><ul><li>Competitions build community </li></ul></ul><ul><ul><li>Partnerships extend impact </li></ul></ul>
  34. 34. Ruckus Nation <ul><li>What are we going to do </li></ul><ul><li>with these great ideas? </li></ul>
  35. 35. Ruckus Nation <ul><li>Idea Distillation </li></ul><ul><ul><li>Ruckus Nation ideas will be: </li></ul></ul><ul><ul><li>Evaluated </li></ul></ul><ul><ul><li>Validated </li></ul></ul><ul><ul><li>Evolved </li></ul></ul><ul><ul><li>Our objectives are to: </li></ul></ul><ul><ul><li>Increase chances for success in trial testing </li></ul></ul><ul><ul><li>Increase likelihood for meaningful impact at product launch </li></ul></ul>
  36. 36. Ruckus Nation <ul><li>Our Process </li></ul><ul><ul><li>Gather additional “human factors” insights </li></ul></ul><ul><ul><li>Align on what matters </li></ul></ul><ul><ul><li>Select and enhance top contenders </li></ul></ul><ul><ul><li>Rapidly bring refined ideas to life </li></ul></ul><ul><ul><li>Get feedback from real experts: kids themselves </li></ul></ul><ul><ul><li>Develop concept prioritization and product development road map </li></ul></ul>
  37. 37. Ruckus Nation IMPACT FEASIBILITY DESIRABILITY Bulls-eye!
  38. 38. Where Are We Going? Ruckus Nation We are here! 2007 2008 2009 2010 2011 Targeting Research * Product Development Impact Study Distribution Idea Distillation & Prototype Development Pilot Selection Trial Selection Study * = could take 6 – 18 mos. ~200 middle school kids Conditions: 2 - 3 prototypes + control Outcome: physical activity ~600 middle school kids Conditions: 1 - 2 full products + control Outcomes: - activity - duration - biomarkers Development of 2 - 3 prototypes for use in Selection Study Development of 1 - 2 finished products for use in Impact Study Idea Competition Q2 Q3 Q4 Q2 Q3 Q4 Q2 Q3 Q4 Q2 Q3 Q4
  39. 39. Ruckus Nation <ul><li>Biomarkers Under Consideration </li></ul><ul><ul><li>Complete metabolic panel </li></ul></ul><ul><ul><li>Insulin </li></ul></ul><ul><ul><li>Glycosylated hemoglobin </li></ul></ul><ul><ul><li>Glucose </li></ul></ul><ul><ul><li>Lipid panel </li></ul></ul><ul><ul><li>High-sensitivity C-reactive protein </li></ul></ul><ul><ul><li>Interleukin-6 </li></ul></ul>
  40. 40. Lesson 5 <ul><li>The path to impact is </li></ul><ul><li>through fun and innovation </li></ul><ul><ul><li>Informed by customers , backed by evidence-based claims, highly iterative </li></ul></ul>
  41. 41. Q&A LEAD WITH FUN, AND HEALTH WILL FOLLOW.

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