1. 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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2. 2

3. Building and nuturing healthcare communities
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4. Trial Evidence Design
& Error & Examples Principles
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5. 5

6. The «accidental» game designer
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7. Content overwhelms the physician
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8. Yahoo’s news on Madonna didn’t interest busy doctors
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http://www.flickr.com/photos/karenblue/2824690694

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

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

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

19. The poster child for health games: Nike+
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20. Gaming for patient compliance: SuperBetter
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21. Gaming to improving medical discovery
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22. PharmaVille? Boehringer’s Syrum game
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23. Mayo Clinic’s «know your numbers»
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24. Team Zynga raised $805,554 through 161,196 individual donatio
UC SF Challenge for the Children and FarmVille integration
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25. Games go mobile - Cleveland Clinic’s «Let’s Move It» app
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26. 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

27. Trial Evidence Design
& Error & Examples Principles
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28. (1) Deliver Relavance
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29. “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

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

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

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

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

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