Gamification in healthcare & pharma

Sebastian Gawelowicz, 2016
Gamification:
How pharma companies can engage through fun?

Agenda
Introduction
Gamification origin & meaning
Key gamification mechanics
Gamification use cases
Gamification in healthcare
Gamification enabelement process
Gamification in Pharma| Sebastian Gawelowicz 2
1
2
3
4
5
6

Media consumption trends
43% of email messages are read on mobile
devices
80%
of society have used an additional
screen within last 30 days while
watching TV - Nielsen
98%
of users will spend 10 seconds or less
on a website to decide whether they will
use it or not – Microsoft Research

Game facts
hours are spent every week on playing
videogames3 billion
this many gamers in the U.S. are spending
more than 40 hours a week playing games -
the equivalent of a full time job
>
5 million
an average person racks up 10,000 hours
of gaming by the age of 21 - 24 hours less
than they spend in a classroom for all of
middle and high school if they have perfect
attendance
≈
10,000h
http://www.ted.com/conversations/44/we_spend_3_billion_hours_a_wee.html

5 products. 5 minutes. Good luck.

Gallup Q12 Employee Engagement research indicates that:
87%
http://www.gallup.com/services/183860/q12-employee-engagement-20150701-gbj.aspx
of employees
worldwide are
not engaged at work

Theodore Roosevelt once said…
“When you play, play hard.
When you work, don’t play at all.”

Work vs. Games
https://badgeville.com/wiki/Gamification_of_Work
ELEMENT WORK GAMES
Tasks repetitive, dull repetitive, fun
Feedback once a year constantly
Goals contradictory, vague clear
Path to Mastery unclear clear
Rules unclear, intransparent clear, transparent
Information too much and not enough right amount at the right time
Failure
forbidden, punished, don't talk
about it
expected, encouraged,
spectacular, brag about it
Status of Users hidden transparent, timely
Collaboration yes yes
Speed/Risk low high
Autonomy mid to low high
Obstacles accidental on purpose

Sebastian Deterding, a user experience designer and
researcher said…
“The motivational power of video
game play for education lies not
so much in the technology – the
‘video game’ – but in the way
people approach and interact
with it – the ‘play.’”
http://dailyedventures.com/index.php/2012/12/31/sebastian/

http://www.gamesradar.com/worst-games-all-time/
https://en.wikipedia.org/wiki/Atari_video_game_burial
• widely hailed as one of the worst games ever
made
• Developer given only five and a half weeks to
create it
• Atari had ordered 5 million copies of the game,
only 1.5 million were sold and many of those
returned by disgruntled customers.
• Truck-loads of cartridges were sent to a landfill
in New Mexico, a macabre memorial to the
eventual demise of Atari.
• The game contributed to its $536 million debt
and the subsequent North American video game
crash
After all there are many really unsuccessful games out there
E.T.

The application of game-design
elements and game principles in
non-game contexts
to encourage users to engage in
desired behaviors.
Gamification is…

Gamification origin
Loyalty
Programs
Game
Design
Behavioral
Economics
GAMIFICATION

LEVEL 3: WHAT ARE KEY
GAMIFICATION MECHANICS?

Gamification is so much more than just Points, Badges and
Leaderboards
>
http://www.gamificationworldmap.com/project/samsung-nation/
17Gamification in Pharma| Sebastian Gawelowicz

Game Mechanics
http://www.yukaichou.com

Get inspired
Nadya Direkova, Game on: 16 design patterns for user engagement

LEVEL 4: WHEN TO CONSIDER
GAMIFICATION?

Where can gamification bring value?
1. Initiate activity
2. Maintain engagement
3. Increase engagement - # of interactions through recency,
frequency, duration.
4. Increase efficiency - reduce time and costs
5. Improve quality – same activity, better outcome.
… while having fun

I will go for a walk.1. Initiate activity
I will be going for a walk every week.2. Maintain engagement
I will go for a walk more often, spend more
time outside.
3. Increase engagement
I will take shortcuts and jog to be back
earlier.
4. Increase efficiency
I will go for a walk with a friend.5. Improve quality
Consider taking a walk in a park…

Piano Stairs: 66% more of people use the stairs, if they
can produce music with it
http://www.youtube.com/watch?v=2lXh2n0aPyw

Encouraging signup form completion

Bracelet monitoring washing activity has raised
handwashing compliance from 25% to 44%
One Israeli-based startup by the name
of Hyginex attempts to address hand
washing compliance by providing a
bracelet that monitors hand washing
activity and even provides
audio/haptic feedback to remind
doctors to wash their hands.
http://www.gamification.co/2013/06/04/washing-your-hands-has-never-been-this-fun/

The Email Game – send more email, send it faster
http://emailga.me/
http://emailga.me/

Target Checkout Game – improving checkout speed
and accuracy
• Solving a problem of long checkout
lines and service time
• Each transaction was rated on speed
and accuracy contributing to a total
score
• Feedback on performance for 10 last
transactions (Green/Yellow/Red)
accompanied by a system of beeps
and green lights to create positive
reinforcement
• Resulted in faster checkout time
and increased employee satisfaction

LEVEL 5: GAMIFICATION IN
HEALTHCARE

What are the most applicable gamification use case in
healthcare?
1. Patient engagement
2. Medical Education
3. Sales
4. Events

Patient Engagement
Beyond the pill

HealthPrize
https://www.healthprize.com
http://www.pharmavoice.com/newsreleases/healthprize-programs-lift-adherence-rates-
average-54-boast-unprecedented-engagement-levels/
• Patient adherence, engagement and
education platform
• Monitoring prescription fills for engaged
patients for accurate results
• Results:
– Increasing mean prescription fills rates by
54% across indications and demographic
– Materially decreased the mean interval
between refills for one group of diabetic
patients by 39%.
– Engagement rates for patients enrolled in
HealthPrize programs were equally
outstanding.
– One group of diabetic patients presented a
mean engagement rate of 5 logins per week
– Asthma/COPD patients were logging in
approximately 7.7 times per week on
average.
– Average login rates for patients across all
programs was just over 4 times per week

MyFreshStart - Mylan
https://myfreshstart.healthprize.com/consumer/home.do

Fit2Me – AstraZeneca
https://fit2mecoach.com
http://ayogo.com/blog/pharma-marketing-strategy-fit2me/
• Campaign for Type 2 diabetes
patients and caregivers
• Supporting diabetic patients within
food, activity, treatment and
utilizing digital coaches
• Results since October 15, 2014 :
– 1 million+ visitors within 6 months,
54% of which were repeat visitors
– Unique visitors were 163% of goal
(over 50% coming from mobile)
– Requests for AstraZeneca
Treatments were 4.2X baseline
– Email opens were 5X industry
benchmarks

Monster Manor - Sanofi
http://www.pmlive.com/blogs/digital_intelligence/archive/2013/october/sanofi_launches_a_monst
er_mobile_diabetes_game_for_kids_511764
• Gamified mobile application for
children with diabetes type 1
• Encouraging users to track their
glucose levels
• Integrated with glucose tracker
• Utilizing virtual goods, content
unlocking content, gifting, items
collection
• Access for HCPs to monitor
glycaemic trends

Go Meals - Sanofi
http://www.gomeals.com/

Education
Remembering is hard.
Forgetting is easy.

Medical Education – Septris – Stanford University
http://med.stanford.edu/septris/
• Practical approach to early sepsis
identification and application of
evidence-based management (best
practices)
• Interactive case scenarios

Product education with board games - Mylan
• Goal: effectively using iPad during
call with HCP
• Goal of the game: memorize
eDetailing content & product
information
• Rules:
– competition of 3 teams
– finding slide after randomize of
cube
– explain goal of slide and key
messages
Project owner: Sławomir Garbacki, Sales Force Training & Excellence Manager, Mylan

Enhancing eLearning activities - Mylan
• Fun summary of eLearning – how
to use an iPad
• Example tasks:
– Create shortcut to mailbox
– Take a screenshot
– Send an email with attachments
– Visit App Store
– Answer questions around benefits of
iPad’s
– Take a selfie (used to create a movie
with all participants – summary
during Cycle meeting)
Project owner: Sławomir Garbacki, Sales Force Training & Excellence Manager, Mylan

The Knowledge Guru – build your own learning game
http://www.theknowledgeguru.com/

Sales
Motivating field force beyond
competition

Gamification for salesforce

• Field visit report submissions
• Completing entire product detailing
• Training completion
• Answering HCP questions
• Email consent form submissions
• Planning visits in advance
• Adjusting targets
Gamification for salesforce
• Improve education
• Increase reporting quality
• Increase call frequency
• Increase detailing quality
• Increase coverage
• Increase digital engagement
Behaviors:Objectives:

Events
“Let’s make the most of it since
we’re here anyway.”

Gamifying Events
http://www.gamifyapp.com

• registering early for an event
• participating in discussions
• GPS check-in
• asking and answering questions
• contributing a solution to a problem
• taking photos, scanning codes
• social sharing
• visiting specific exhibitors
• visiting specific event destinations
• networking with other attendees
• participating in special events
• reading content
• downloading information
• submitting surveys & quizzes
Gamifying Events
• Increase attendance
• Increase engagement during
sessions
• Increase networking
• Increase engagement with
exhibitors
Behaviors:Objectives:

Gamifying Events - Tools
• http://www.gamifyapp.com/ , http://www.eventmobi.com/
• http://loquiz.com/
• https://guidebook.com/
• https://livecube.co/
• https://www.scavify.com/
• https://en.actionbound.com/
• http://mapdash.com/
• https://www.goosechase.com/

LEVEL 6: GAMIFICATION
ENABLEMENT PROCESS

It’s been done before. It works.
https://upload.wikimedia.org/wikipedia/commons/4/49/Aldrin_with_experiment.jpg
A comprehensive list of 90+ Gamification Cases with ROI Stats :
http://www.yukaichou.com/gamification-examples/gamification-stats-
figures/

Think first. Then do.
Photo credit: Moyan Brenn https://www.flickr.com/people/28145073@N08

Gamification enablement process
1. Define Business Objectives, e.g.:
1. Increase employee productivity
2. Increase customer retention
3. Increase reporting quality
2. Delineate Target Behaviors
1. Submit field visit report
2. Visit a product website
3. Describe your players
1. Customer Journey
2. Personas
3. Motivation
4. Design Activity Cycles
1. Engagement Loops – Motivation->Action->Feedback
2. Progression Stairs – from rookie to pro, levels
5. Don’t Forget the Fun
1. Would people participate voluntarily? Even if no rewards are offered?
6. Deploy Appropriate tools
1. People
2. Technology

Define Business
Objectives & Delineate
Target Behaviors

What do you want to accomplish and what users need to do
to help you achieve your goal?

Cooooookies are awesome
Gamification is like cookies

but will not make everything taste better

Must-have success factors
1. User Motivation
1. Gamification might help if a user knows he needs to change
behavior but has issues making that change
2. Gamification is means to increasing motivation, it will not solve
a problem of a bad product or too steep pricing.
2. Autonomy– can user choose which activity to pursue?
3. Data & Structure – can user actions be registered to be assigned
point value afterwards?
4. No conflict with existing motivation plans- are planned
activities going to collide with existing motivators?
5. Feedback – will user know the outcome of his/her activity once
completed?
6. Transparency– are the rules of participation clear and
transparent to a user?

Customer Journey
http://bluelatitude.net/wp-content/uploads/2014/03/DOC0291.jpg

Different people find fun in different activities
Killers Achievers
ExplorersSocializers
Interacting
Acting
WorldPeople
• Killers are the least common group
• Majority of users are socializers
• Everyone has a combination of different characteristics, but can prefer a certain interaction
type more

Player Types

Intrinsic & Extrinsic Motivation
http://psychology.about.com/od/motivation/f/difference-between-extrinsic-and-intrinsic-
motivation.htm

Design game mechanics for each activity cycle
Motivation
ActionFeedback

SAPS
• Status – a position in relation to other players.
• Access – to information, people, objects that other players don't have or
only few of them, e.g. early access to content, meeting with a CEO.
Important especially to explorer player type
• Power– over other players, objects, information, e.g. competition.
Important to killer player type.
• Stuff – rewards, things that players get that only few others get or no
others get, e.g. coupons, flight tickets redeemable from points. Stuff is
addictive and can decrease motivation over time when people do not engage
in activity unless rewarded.
Gabe Zichermann on SAPS: http://www.gamification.co/2010/10/18/cash-is-for-saps/

Use the mechanics wisely
A Meta-Analytic Review of Experiments Examining the Effects of Extrinsic Rewards on Intrinsic
Motivation
Why Both Intrinsic and Extrinsic Motivators Matter in Gamification

Extrinsic motivation works
• Recent research (from Mekler et al. at the University of Basel)
clearly shows that the basic methods of gamification clearly work to
drive core behavior
• „Do points, levels and leaderboards harm intrinsic motivation?: an
empirical analysis of common gamification elements”

Progress Wars is a parody of progress bars, achievements
and levels
http://www.progresswars.com/

Cow Clicker is an example of pointsification: meaningless
point collection
http://cowclicker.com/
http://bogost.com/games/cow_clicker/
https://apps.facebook.com/cowclicker/

Extrinsic motivation doesn’t work when creativity and complex
work are needed. Consider intrinsic motivators instead
• Adding a variable of competition
for monetary reward creates a level
of stress that shuts down the
creative thinking and problem
solving areas of the brain
• Complex tasks require autonomy,
mastery and purpose.
• Reward but not based on the
outcome
http://gamification-research.org/2014/08/gamification-considered-harmful/
http://enterprise-gamification.com/index.php?option=com_content&view=article&id=273:the-candle-problem-or-how-
rewards-stifle-creativity-video&catid=4:blog&Itemid=251&lang=en
https://www.youtube.com/watch?v=IGxHcEN72ew
http://dx.doi.org/10.1145/2583008.2583017
http://dl.acm.org/citation.cfm?doid=2583008.2583017
http://naggum.no/motivation.html

Sometimes no rewards is better
„- To naprawdę fantastyczne zawody. Wielka szkoda tylko,
że tak fatalnie są tam traktowani zawodnicy. Nie dość, że
spiker nie przedstawiał nas w ogóle, a przecież
startował tam między innymi rekordzista Europy i
medalista mistrzostw świata Radek Kawęcki, to do tego
prawie nie było publiczności. To jest żałosne. Wyglądało to
tak, jakby to były zwykłe podwórkowe zawody.”
- Nie chodzi mi dokładnie tylko o te zawody. Po
prostu akurat na nich puściły mi nerwy, kiedy po
dwóch dniach ciężkich startów czekałam w autobusie
godzinę na podróż i ten mój wysiłek został wyceniony na
200 złotych. Zrobiło mi się przykro. Już może lepiej
byłoby, żeby tej nagrody w ogóle nie było - dodała.
• Extrinsic rewards can be actually
demotivating
• Status and feeling appreciated
matters most

1. Would you engage with
this gamified system
voluntarily?
2. Would you do it again?

Gamification platforms
• https://captainup.com
• http://www.gametize.com/
• http://www.badgeville.com/
• http://www.bunchball.com/
• http://www.ayogo.com/
• http://www.gamfi.pl/
• https://playlyfe.com/
• http://www.herdwisdom.com/
• http://www.gameffective.com/
• http://leveleleven.com/
• http://www.theknowledgeguru.com/

Gamification enablement process
1. Define Business Objectives, e.g.:
1. Increase employee productivity
2. Increase customer retention
3. Increase reporting quality
2. Delineate Target Behaviors
1. Submit field visit report
2. Visit a product website
3. Describe your players
1. Customer Journey
2. Personas
3. Motivation
4. Design Activity Cycles
1. Engagement Loops – Motivation->Action->Feedback
2. Progression Stairs – from rookie to pro, levels
5. Don’t Forget the Fun
1. Would people participate voluntarily? Even if no rewards are offered?
6. Deploy Appropriate tools
1. People
2. Technology

More resources:
• http://www.enterprise-gamification.com/
• http://www.yukaichou.com
• http://gamification.co
• http://gamification-research.org/
• http://www.gamificationworldmap.com/
• https://badgeville.com/wiki/
• http://www.gamified.uk/
• http://www.gameonlab.com/canvas/

Stay in touch!
Contact Details
78
Sebastian Gawelowicz
Global Digital Marketing Professional
mobile: +48 504 498 732
email: Sebastian@Gawelowicz.com

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