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Games and RewardsNuturing professional online healthcare communitiesKevin Michels-Kim (@ubermarketer)3. Tagung - Social Media in Healthcare, 26 January 2012 1

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Building and nuturing healthcare communities 3

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Trial Evidence Design& Error & Examples Principles 4

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The «accidental» game designer 6

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Content overwhelms the physician 7

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Yahoo’s news on Madonna didn’t interest busy doctors 8 http://www.flickr.com/photos/karenblue/2824690694

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However, Yahoo’s Polls drove traffic 9

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Sudoku for physicians?Experimental approach with games 10

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A game designed by doctors for doctors 11

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Answers became conversation topics 12

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Trial Evidence Design& Error & Examples Principles 13

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Evidence based gamification: Real-world examples 15

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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+ 19

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Gaming for patient compliance: SuperBetter 20

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Gaming to improving medical discovery 21

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PharmaVille? Boehringer’s Syrum game 22

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Mayo Clinic’s «know your numbers» 23

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Team Zynga raised $805,554 through 161,196 individual donatioUC SF Challenge for the Children and FarmVille integration 24

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Games go mobile - Cleveland Clinic’s «Let’s Move It» app 25

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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

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Trial Evidence Design& Error & Examples Principles 27

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(1) Deliver Relavance 28

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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 complianceLink to the brand promise 30

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(2) Challenge Your Users 31 http://www.flickr.com/photos/malias/73169727/

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Points, badges and miles are not enough 32

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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 34 http://www.flickr.com/photos/clickclickclickclick/2622718748/

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Embrace audience feedback 36 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 37

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Thanks! Email: kevin@starlingpartners.com Twitter: @ubermarketerStarling GmbH – Digital and Social Media Strategies www.starlingpartners.com 38