Games and RewardsNuturing professional online healthcare communitiesKevin Michels-Kim (@ubermarketer)3. Tagung - Social Me...
2
Building and nuturing healthcare communities                                         3
Trial     Evidence     Design& Error   & Examples   Principles                                    4
5
The «accidental» game designer                                 6
Content overwhelms the physician                                   7
Yahoo’s news on Madonna didn’t interest busy doctors                                                                      ...
However, Yahoo’s Polls drove traffic                                       9
Sudoku for physicians?Experimental approach with games                                              10
A game designed by doctors for doctors                                         11
Answers became conversation topics                                     12
Trial     Evidence     Design& Error   & Examples   Principles                                    13
14
Evidence based gamification:    Real-world examples                               15
Packy & Marlon, Nintendo 1994    Study: Stanford U. Medical Center, http://www.nytimes.com/1999/04/06/health/managing-ailm...
Re-Mission, for young patients with cancer                Study: Kato PM, Cole SW, et al, Pediatrics. 2008: 122(2):e305-e3...
Wii Fit Plus, as an «exergame»               Study: Biddiss E, Irwin J, Arch Pediatr Adolesc Med. 2010   18
The poster child for health games: Nike+                                           19
Gaming for patient compliance: SuperBetter                                             20
Gaming to improving medical discovery                                        21
PharmaVille? Boehringer’s Syrum game                                       22
Mayo Clinic’s «know your numbers»                                    23
Team Zynga raised $805,554 through 161,196 individual donatioUC SF Challenge for the Children and FarmVille integration   ...
Games go mobile - Cleveland Clinic’s «Let’s Move It» app                                                           25
Average Weekly Frequency                                                  Ratio of Game Participants         2.5          ...
Trial     Evidence     Design& Error   & Examples   Principles                                    27
(1) Deliver Relavance                        28
“I am not a target demographic”                 “I am not data”        “I am not a patient, I am a person”Know your custom...
Disease information                       Therapeutic choice                            Product selection                 ...
(2) Challenge Your Users                                                       31                     http://www.flickr.co...
Points, badges and miles are not enough                                          32
Learning is the drug                       Source of image : Botox «Zap to Snap» e-detailing game   33
(3) Permit Playfulness                                                                  34                 http://www.flic...
35
Embrace audience feedback                                                                36                            htt...
Take home messages   • Healthcare professionals do play games   • ...especially if the games are relevant, challenging,   ...
Thanks!               Email: kevin@starlingpartners.com                          Twitter: @ubermarketerStarling GmbH – Dig...
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Games and Rewards in Healthcare Communities

  1. 1. Games and RewardsNuturing professional online healthcare communitiesKevin Michels-Kim (@ubermarketer)3. Tagung - Social Media in Healthcare, 26 January 2012 1
  2. 2. 2
  3. 3. Building and nuturing healthcare communities 3
  4. 4. Trial Evidence Design& Error & Examples Principles 4
  5. 5. 5
  6. 6. The «accidental» game designer 6
  7. 7. Content overwhelms the physician 7
  8. 8. Yahoo’s news on Madonna didn’t interest busy doctors 8 http://www.flickr.com/photos/karenblue/2824690694
  9. 9. However, Yahoo’s Polls drove traffic 9
  10. 10. Sudoku for physicians?Experimental approach with games 10
  11. 11. A game designed by doctors for doctors 11
  12. 12. Answers became conversation topics 12
  13. 13. Trial Evidence Design& Error & Examples Principles 13
  14. 14. 14
  15. 15. Evidence based gamification: Real-world examples 15
  16. 16. Packy & Marlon, Nintendo 1994 Study: Stanford U. Medical Center, http://www.nytimes.com/1999/04/06/health/managing-ailments-through-video-games.html 16
  17. 17. Re-Mission, for young patients with cancer Study: Kato PM, Cole SW, et al, Pediatrics. 2008: 122(2):e305-e31 17
  18. 18. Wii Fit Plus, as an «exergame» Study: Biddiss E, Irwin J, Arch Pediatr Adolesc Med. 2010 18
  19. 19. The poster child for health games: Nike+ 19
  20. 20. Gaming for patient compliance: SuperBetter 20
  21. 21. Gaming to improving medical discovery 21
  22. 22. PharmaVille? Boehringer’s Syrum game 22
  23. 23. Mayo Clinic’s «know your numbers» 23
  24. 24. Team Zynga raised $805,554 through 161,196 individual donatioUC SF Challenge for the Children and FarmVille integration 24
  25. 25. Games go mobile - Cleveland Clinic’s «Let’s Move It» app 25
  26. 26. Average Weekly Frequency Ratio of Game Participants 2.5 to Total Daily Visitors 2 1.5Visits 70% 1 participate in the game 0.5 0 Total Daily All Users Game Visitors Participants HCP gamers are more active visitors Study: user behaviour study on closed professional medical community over 3 month period in 2009,n=1000, 26
  27. 27. Trial Evidence Design& Error & Examples Principles 27
  28. 28. (1) Deliver Relavance 28
  29. 29. “I am not a target demographic” “I am not data” “I am not a patient, I am a person”Know your customer Source of image and quotes: Merck Engage tv advertisement, 2011 29
  30. 30. Disease information Therapeutic choice Product selection Patient complianceLink to the brand promise 30
  31. 31. (2) Challenge Your Users 31 http://www.flickr.com/photos/malias/73169727/
  32. 32. Points, badges and miles are not enough 32
  33. 33. Learning is the drug Source of image : Botox «Zap to Snap» e-detailing game 33
  34. 34. (3) Permit Playfulness 34 http://www.flickr.com/photos/clickclickclickclick/2622718748/
  35. 35. 35
  36. 36. Embrace audience feedback 36 http://www.flickr.com/photos/roland/3528477007/
  37. 37. Take home messages • Healthcare professionals do play games • ...especially if the games are relevant, challenging, and playful • Evidence of efficacy for building online healthcare communities 37
  38. 38. Thanks! Email: kevin@starlingpartners.com Twitter: @ubermarketerStarling GmbH – Digital and Social Media Strategies www.starlingpartners.com 38

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