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Games and Rewards
Nuturing professional online healthcare communities
Kevin Michels-Kim (@ubermarketer)
3. Tagung - Social Media in Healthcare, 26 January 2012
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Building and nuturing healthcare communities
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Trial Evidence Design
& Error & Examples Principles
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The «accidental» game designer
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Content overwhelms the physician
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Yahoo’s news on Madonna didn’t interest busy doctors
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http://www.flickr.com/photos/karenblue/2824690694

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However, Yahoo’s Polls drove traffic
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Sudoku for physicians?
Experimental approach with games
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A game designed by doctors for doctors
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Answers became conversation topics
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Trial Evidence Design
& Error & Examples Principles
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Evidence based gamification:
Real-world examples
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Packy & Marlon, Nintendo 1994
Study: Stanford U. Medical Center, http://www.nytimes.com/1999/04/06/health/managing-ailments-through-video-games.html 16

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Re-Mission, for young patients with cancer
Study: Kato PM, Cole SW, et al, Pediatrics. 2008: 122(2):e305-e31 17

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Wii Fit Plus, as an «exergame»
Study: Biddiss E, Irwin J, Arch Pediatr Adolesc Med. 2010 18

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The poster child for health games: Nike+
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Gaming for patient compliance: SuperBetter
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Gaming to improving medical discovery
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PharmaVille? Boehringer’s Syrum game
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Mayo Clinic’s «know your numbers»
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Team Zynga raised $805,554 through 161,196 individual donatio
UC SF Challenge for the Children and FarmVille integration
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Games go mobile - Cleveland Clinic’s «Let’s Move It» app
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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

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Trial Evidence Design
& Error & Examples Principles
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(1) Deliver Relavance
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“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

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Disease information
Therapeutic choice
Product selection
Patient compliance
Link to the brand promise
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(2) Challenge Your Users
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http://www.flickr.com/photos/malias/73169727/

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Points, badges and miles are not enough
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Learning is the drug
Source of image : Botox «Zap to Snap» e-detailing game 33

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(3) Permit Playfulness
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http://www.flickr.com/photos/clickclickclickclick/2622718748/

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Embrace audience feedback
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http://www.flickr.com/photos/roland/3528477007/

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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
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Thanks!
Email: kevin@starlingpartners.com
Twitter: @ubermarketer
Starling GmbH – Digital and Social Media Strategies
www.starlingpartners.com
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