The document discusses how game mechanics and gamification can be used to influence human behavior and change behaviors related to healthcare. It notes that game makers have studied human behavior and designed mechanics like points, levels, and leaderboards to keep players engaged. The document suggests that gamification provides an alternative to one-way communication by healthcare marketers by turning mundane tasks into engaging experiences that satisfy fundamental human desires and motivate behaviors around exercise, smoking, diet, and medication compliance through challenges, achievement, status and ability triggers associated with game mechanics and dynamics.

1. The impact of
gamification on
human behavior

2. Non
Compliance
compliance

3. For centuries, game makers have studied human behavior. And their
observations have led to the invention of game mechanics—things like
points, levels, challenges and leaderboards—in an effort to keep their
players playing.
Healthcare marketing is no different. There are certain behaviors we
want people to continue, and others we want people to change:
Exercise more. Smoke less. Eat better. Take your meds.
Historically, marketers have tried to solve these problems with one-
way communication. Gamification provides an alternative. It turns
the mundane into an engaging experience.
Shaun Quigley,
Can Games Fix American Healthcare?
MediaPost October 2011: http://www.mediapost.com/publications/article/160620/can-games-fix-american-healthcare.html

4. Game mechanics change behavior by
satisfying fundamental human desires
Graphic: bunchball.com

5. Challenges = Achievement

6. Challenges = Achievement

7. Levels = Status

8. Motivations
Ability
Persuasive Triggers
Technology
Behavior
Change
Satisfy Game Gaming
fundamental
human
Dynamics Trends
desires