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1.
Games and Rewards
Nuturing professional online healthcare communities
Kevin Michels-Kim (@ubermarketer)
3. Tagung - Social Media in Healthcare, 26 January 2012
1
15.
Evidence based gamification:
Real-world examples
15
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.
Re-Mission, for young patients with cancer
Study: Kato PM, Cole SW, et al, Pediatrics. 2008: 122(2):e305-e31 17
18.
Wii Fit Plus, as an «exergame»
Study: Biddiss E, Irwin J, Arch Pediatr Adolesc Med. 2010 18
24.
Team Zynga raised $805,554 through 161,196 individual donatio
UC SF Challenge for the Children and FarmVille integration
24
25.
Games go mobile - Cleveland Clinic’s «Let’s Move It» app
25
26.
Average Weekly Frequency Ratio of Game Participants
2.5 to Total Daily Visitors
2
1.5
Visits
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
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.
Disease information
Therapeutic choice
Product selection
Patient compliance
Link to the brand promise
30
31.
(2) Challenge Your Users
31
http://www.flickr.com/photos/malias/73169727/
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.
Thanks!
Email: kevin@starlingpartners.com
Twitter: @ubermarketer
Starling GmbH – Digital and Social Media Strategies
www.starlingpartners.com
38
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