Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
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...
Upcoming SlideShare
Loading in …5
×

Games and Rewards in Healthcare Communities

881 views

Published on

  • Be the first to comment

  • Be the first to like this

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

×