Game Changers:Pharma Digital in 2012


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Alex Butler's Presentation delivered at eyeforpharma eMarketing Europe & Mobile 2012, Barcelona.

What are the game changers for pharmaceutical digital marketing and communications?

Understanding the impact of a socialised world and mapping the social web, mobile and ubiquitous connectivity, the quantified self and health applications, big data and the impact on measuring, predicting and tracking health.

How can games rock the health and pharma world? What is a game? Motivational design, games for health, immersive gaming and narrative based simulation, the virtual world and how we can harness gamers for science.

Game Changers:Pharma Digital in 2012

  1. 1. Game Changers Alex Butler Barcelona 2012
  2. 2. @alex__butler@The_Social_Moon
  3. 3. “I think the biggest innovations of the21st Century will be the intersection of[health, medicine]…biology and [digital] technology. A new era is beginning…
  4. 4. The Social Web Post Pc World Big Data Games
  5. 5. The age of computers has given way to the age of communication
  6. 6. An asymmetry existed with previous communication milestones:Those good for 1:1 conversation could not facilitate masscommunication or support group action
  7. 7. for the first time in history the amount of traditional broadcast television watched by the younger generation is decreasing rather than increasing annually 40% of viewers said they use Facebook, Twitter or some other social networking tool to discuss TV shows as they watch.Ericsson (NASDAQ:ERIC) ConsumerLab "TV & Video Consumer Trend Report 2011,
  8. 8. The 200 Billion hours of television consumption per year in US alone estimated to be 2000 times less than the hours taken to create Wikipedia.Clay Shirky: Cognitive Surplus 2010
  9. 9. Personal Community Public Civic
  10. 10. Ladder of Engagement COLLECTIVE ACTION Commitment to joint actionInvolved-tension between individual + group goals Binding group decisions Information Sharing = Shared Awareness CO-OPERATION Co-Operation = Shared Production Synchronised behaviour Collective Action = Shared Responsibility Group identity (can be as simple as conversation) Collaborative production SHARING Poses fewest demands on participants. Maximum freedom of the individual + fewest complications of group life Share + then Gather vs. Gather + Share
  11. 11. Youve spent the day on theInternet, but not on the Web
  12. 12. Death of a website? Stand-alone websites feel unfamiliar, impersonal and museum-like to Internet users accustomed to the Social Webs interaction. Website traffic has collapsed, and it is hard to see how or why it should recover..
  13. 13. Post PC Era
  14. 14. Ubiquitous Connectivity 1999 was the year of mobile, the 21st century will be one of ubiquitous connectivity Your customers are almost certainly using smart mobile technology every day Mobile will be the most integrated marketing medium the world has ever known
  15. 15. Building A Strategy Accessing medical records 86% Want help with prescribing a medication 83% Help monitoring patients in hospital 74%
  16. 16. Make a portable bodyscanner that can detect15 diseases and capture key health metrics and you could win 10 million dollars
  17. 17. Big Data
  18. 18. “Every two days now we create as much “ information as wedid from the dawn of civilization up until 2003
  19. 19. Big Data Twitter Revealed Epidemic Two Weeks Before Health Officials [STUDY]
  20. 20. Big Data The Use of Twitter to Track Levels of Disease Activity and Public Concern in the U.S. during the Influenza A H1N1 Pandemic
  21. 21. Games
  22. 22. Motivational DesignGames are about pleasure, freedom and escape. They also combine the mostpowerful set of human motivators: Achievement, competition, collaboration, learning &improvement, communication and self expression.
  23. 23. GAMIFICATION IS BULLS*!T “Game developers and players have critiqued gamification on the grounds that it gets games wrong, mistaking incidental properties like points and levels for primary features like interactions with behavioural complexity” Ian Boghost
  24. 24. Jane McGonigal, Director of Games Research and Development at The Institute for the Future, Palo Alto, California1. The goal is the specific outcome that playerswork to achieve. This focuses attention and guidesprogress. It provides the sense of purpose.2. The rules place limitations on how players can achieve thegoal. Rules unleash creativity and foster strategic thinking.3. The feedback system tells players how closethey are to achieving that goal; it can take the form of points, levelsor a progress bar. This provides motivation by being a‘promise’ to players that the goal is definitely achievable.4. Voluntary participation requires thateveryone who is playingthe game knowingly and willingly accepts thegoal; this establishes common ground for numerous people to playtogether. Although competition, collaboration and connectivity are alsokey
  25. 25. Games on consoles or mobile devices have been proven to improve conditions ranging from depression to Parkinson’s disease and recovery from stroke. In a post-PC world, dominated by tablet andmobile devices, directly improving health through game design is a real opportunity for pharmaceutical companies
  26. 26. Narrative based Simulation
  27. 27. Patient Rescue is a proof of concept for a game that supports healthprofessionals to recognise the signs of patient deterioration, use set protocols to assess a patientscondition and intervene effectively. Triage Trainer develops accurate decision making in the life saving skill of Triage. The game is set at the scene of an explosion in a busy high street and the players job is to prioritise the multiple casualties for treatment.
  28. 28. Harnessing Gamers for Science
  29. 29. Redesign a Gamers Protein that Stumped Scientists for YearsIn 2011, players helped to decipherthe crystal structure of a retroviralprotease, an AIDS-causing monkeyvirus.The puzzle was available to play foronly three weeks, but an accurate 3Dmodel of the enzyme was produced injust ten days.The problem had baffled scientists for15 years.
  30. 30. “Our ultimate aim is to have ordinary people play the game and eventually be candidates for winning the Nobel Prize inbiology, chemistry or medicine.” Zoran Popovic
  31. 31. Virtual Worlds
  32. 32. 2005 Hakkar: blood god lodged at the heart of the Zul’Gurub dungeonDeadly disease generated by Hakkar was accidentally transmitted by infectedplayers to the world ouside the confines of the dungeon.Within hours the ‘corrupted blood plague’ had begun.Tens of thousands of players characters succumbed. Dr Ran D Balicer: American Journal Epidemiology“Virtual environments could serve as a platform for studying the dissemination of infectious diseases”“[they might prove a] testing ground for novel interventions to control emerging communicable diseases”
  33. 33. Thank You & Questions