This mini workshop looks at the latest research on gaming for health, examples of how health and wellness leaders are engaging people with games, strategies for healthcare brands who want to try gaming, and a first-look at a gaming experiment from our innovation lab

1. GAMING
FOR HEALTH
Mini Workshop

2. About iQ mini workshops
iQ is the innovation lab of GSW
Worldwide. We research emerging
trends in both how technology and
expectations are changing. Insight into
new consumer/ What early-mover
HCP expectations brands are doing
We use those findings to develop
perspectives on how our healthcare
marketing clients can gain
competitive advantage in fast-
changing areas like mobile, slate,
gaming, and social media.
Then we model innovative tools and Strategies and Innovation theater:
experiences designed just for health insights for brand A model of what
care marketers. could be
planning
Mini workshops like this one include
a snapshot of each of those
elements.

3. MOST OF THE WAYS WE INTERACT
WITH HEALTH CARE ARE
UNINSPIRING
We’re not engaging people
• We give them 7 minutes in the exam room
• Confront them with complicated, paper-based
adherence tools
• Set a lot of requirements, but give few rewards

4. COULD GAMING
CHANGE HEALTH CARE?
Gaming is a big part of American life. How could
translating that interface to medicine promote healthier
choices and longer lives?

5. 68% OF AMERICAN HOUSEHOLDS
PLAY VIDEO GAMES
Of gamers are women. Is the average age of
In fact, a greater
number of women than 40% 34 gamers (they’ve been
playing for ~12 years).
YEARS
boys under age 17 play.
of Americans over of heads of households
the age of 50 play
video games. 26% 42% play games on a
wireless device.
ESA, 2009/2010

6. GAMES LEAD TO HEALTHIER
BEHAVIOR AND OUTCOMES
“The beauty of a game is that
it gives you a goal”
People will work longer and harder if you give them a goal.
- Debra Lieberman of the Institute for Social, Behavioral, and Economic Research
(ISBER) at the University of California, Santa Barbara.

7. IN ONE STUDY, RESEARCHERS
FOUND GAMES MAKE PEOPLE
“BETTER PATIENTS”
16% improvement More
More engaged in
in adherence knowledgeable
their treatment
about care plan
Journal of Pediatrics: A Video Game Improves Behavioral Outcomes in Adolescents and Young Adults With Cancer: A
Randomized Trial, 2008

8. The evidence has convinced
health and wellness leaders
• Humana has now dedicated part of its innovation department to
Payers are leading gaming.
the way • Along with CIGNA and Aetna, it’s been an early mover in getting
challenge and education games in the hands of members.
$50 million dollar • That’s how much venture capital has poured into health games
investment in the last five years.
• Major CPG companies are building their offers with wellness
gaming.
CPG is joining in • Johnson and Johnson, Unilever, Kraft, Nike, Apple, Disney, and
others are developing new products related to health gaming.
TechWatch, Games For Health: The Latest Tool In The Medical Care Arsenal, 2009

9. EXAMPLES OF
GAMING FOR HEALTH
Early adopters are already using gaming mechanics for
the ultimate healthy win: sustained behavioral change

10. SWITCH2HEALTH PROVIDES REAL
REWARDS FOR HEALTH CHOICES
• S2H is creating a culture where
physical activity is not only
healthy, but fun and socially
desirable.
• It’s members use biometric
activity trackers to tally their
daily activities.
• That activity translates directly
to rewards points.
• The points can be redeemed for
rewards and gift cards from lots
of local and national brands,
including ToysRUs and Netflix.
http://s2h.com/

11. WITH I MOVE YOU FRIENDS
CHALLENGE EACH OTHER
• IMoveYou.com lets visitors
challenge their Twitter and
Facebook friends to small bursts of
exercise.
• They enter an “I will” promise and
an “if my friend will” challenge that
posts to their social networks.
• The site was built on the insight that
the influence friends have over each
other is ridiculously powerful.
• Apparently they’re right—more than
50% of challenges get completed by
both friends.
http://bit.ly/hgame2

12. HUMANA MAKE THE BENEFITS OF
EXERCISE TANGIBLE
• Trainer gives teens the
responsibility of caring for
creatures who all have
dietary and fitness needs.
• When one of the creature
exercises on the screen, the
player joins it via web cam.
• Both benefit from this
shared activity.
• The game teaches players
about how nutrition and
fitness impacts their daily
lives.
http://bit.ly/hgame1

13. EXER GAMING MAKES YOUR
WORKOUT REAL
• iTech Fitness in Denver has
recently opened a new line
of XRKade gyms for kids.
• The gyms mix physical
activity and video games to
make exercising more fun
and engaging.
• They use climbing
walls, recumbent
bicycles, DDR
machines, snowboard
simulators, and padded
obstacle courses.
• Similar gyms for adults add
scores, avatars and other
gaming mechanics.

14. DIDGET GIVES KIDS GAMING
CREDITS FOR CONSISTENT TESTING
• The idea came from a parent (Paul
Wessel) of a child with Type 1
Diabetes.
• Paul’s son was constantly losing his
blood glucose meter, but he could
always find his Game Boy.
• Bayer hired Paul to develop
DIDGET™:
• A first-of-its-kind blood glucose
meter that connects directly to
Nintendo DS™ gaming systems to
help kids manage their diabetes by
rewarding them for consistent
testing habits.
http://bit.ly/hgame3

15. HOW TO USE GAMING
Creating a gaming for health strategy starts with asking:
what do you want to accomplish?

16. HEALTHY BRANDS CAN USE
GAMING FOUR BASIC WAYS:
Streamline Educate through Fit into Reward right
care experience real life behavior
Replace reminding Use entertainment Make tools fun Use positive
and monitoring and experience to and entertaining reinforcement and
with involvement create learning so that using immediate
and self tracking people can actually them is a want rewards to sustain
participate in to do, not a have behavior change
to do

17. GAMING STRATEGIES HAVE
THREE CONNECTED COMPONENTS
Entertaining
Goal to reach or Reward strategy
experience
code to crack To incents the kind
That people will
That will challenge of behavior we
want to spend time
them want to see
with

18. COMMON MISTAKES (AND HOW
TO MAKE THEM RIGHT)
INSTEAD OF THIS TRY THIS
• Building the game on • Make it free standing
your website (and mobile)
• Asking players to create a • Let them use an existing
new login login (like Facebook)
• Putting a “game face” on • Create an experience that
an existing experience or starts from the game
tool

19. AN INNOVATION THEATER IDEA:
AVATAR ALERTS
The iQ team creates models, prototypes and
storyboards that show how innovative applications of
technology can solve persistent healthcare challenges.
We always start with a common problem:

20. OUR OTHER DRUG PROBLEM IS
ADHERENCE
• 20% of patients never fill the first prescription
• 50% discontinue in the first six months
• It’s not as easy as adding recommendations
or reminders
The situation is even more challenging in some disease states:
For example, up to 72% of asthma patients report that they
take their controller medications less than prescribed. Taking
that medicine can reduce hospital and emergency visits by
80%. It’s a huge impact on both patients and practitioners.

21. SO WE ASKED:
WHAT IF WE USED WHAT WE
KNOW ABOUT GAMING TO
REALLY ENGAGE PEOPLE?
With That meet the real
What would that
competitions, rew goal we all share:
involved
ards, ego boosters creating better
healthcare look
and visual health for more
like?
entertainment. people.

22. START TALKING ABOUT GAMING:
DISCUSSION GUIDE FOR YOUR BRAND
• What are the biggest behavioral challenges your brand or
treatment teams are facing? How could their support system
benefit from a gaming platform?
• Could individual rewards or community challenges
interrupt that behavior? What about community recognition
or support?
• What games does your audience already play? (Don’t
forget, crosswords are a game, too)
• What type of gaming systems, computers, and mobile
devices does your audience already use?
• Is your audience competitive, self motivated, community
minded? What drives them?

23. ABOUT IQ
Where digital experimentation becomes marketing
innovation

24. H&W LEADERS ARE REDEFINING
HOW THEY INVEST IN INNOVATION
Pharma has traditionally
looked to the product lab for
innovation. Now more PRODUCT
complex market conditions PROCESS
New products or
have led healthcare leaders improvements on
New efficiencies or
to look at innovation more improved delivery
products
broadly. In healthcare today,
it’s as likely to come from
marketing insight as hard
science.
POSITIONING PARADIGM
Major shifts in
New roles for the
thinking about an
product or company
industry or product

25. SO IS GSW.
INTRODUCING iQ:
OUR DEDICATED INNOVATION LAB
It’s where big ideas converge and come to life
So that we can find new
kinds of opportunity in
fast-changing areas like
mobile, social and slate And, create fresh ways to
solve persistent challenges
healthcare marketers face

26. iQ IS PART OF OUR SHARED
COMMITMENT TO CREATE BETTER
HEALTH FOR MORE PEOPLE
More relevant
techniques for Better ways for Smarter tools to
physicians and patients to find help caregivers be
care teams to breakthrough powerful advocates
communicate, treatments and for their
connect, and meaningful support loved one’s health
collaborate

27. WE INVEST IN THREE TYPES
INNOVATION:
PERSPECTIVES
Clear points of view
Our process starts with
understanding people and
technology and ultimately delivers
concise ideas and break-through
projects and tools
EXPERIMENTS PLATFORMS
Creative models Fast-start tools

28. INNOVATION LAB 2010