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Presentation delivered at eyeforpharma eMarketing Europe & Mobile 2012, Barcelona. What are the game changers for pharmaceutical digital marketing and communications? Understanding the impact of a socialised world and mapping the social web, mobile and ubiquitous connectivity, the quantified self and health applications, big data and the impact on measuring, predicting and tracking health.
How can games rock the health and pharma world? What is a game? Motivational design, games for health, immersive gaming and narrative based simulation, the virtual world and how we can harness gamers for science. 
Professor Peter Murray-Rust was looking for new ways to make better drugs. Dr Heather Piwowar wanted to track how scientific papers were cited and shared by researchers around the world. Dr Casey Bergman wanted to create a way for busy doctors and scientists to quickly navigate the latest research in genetics, to help them treat patients and further their research. 
HealthTap is an app available on iOS, Android, and the web that lets people ask medical questions of real doctors and get quick answers in return. 
Newcastle University helps to develop a computer game to help those who have suffered strokes. 
In order for innovation to thrive, medicine needs to find a way to imitate the billionaire-making tech economy. 
When patients show up at a hospital, something dangerous happens: They’re looked at by humans. 
IBM has been awarded a patent for a game that will pay rewards to people who eat right. 
Digital health is not a magic answer but an important part of an integrated solution. 
The healthcare industry in America is a disaster, but harnessing the power of social media in the healthcare system can make a huge difference for both doctors and patients, as Brian S. McGowen explains in this guest post. 
Gen Yers do everything from shop to socialize with their smartphones; it's no surprise that a recent ZocDoc survey found that they feel disconnected from analog era health care services. Gamification’s not just about silly badges, it can make you healthier and smarter 
Before we dismiss appearances by Mark Zuckerberg and Sheryl Sandberg on ABC News Tuesday as orchestrated, feel-good public relations events less than a month before Facebook holds its initial public offering, consider this:
When Zuckerberg and Sandberg introduce and explain the new initiative, they could be revolutionizing health care. 
Today, we have thousands of health and fitness apps connecting us to digital “coaches” and helping us socialize with our friends, but we don’t have a medical platform. We don’t have a medical Google, or an Amazon, or a Facebook. We don’t even have an AOL of medicine. What we mostly have is a Wikipedia for medicine, which I and my fellow clinicians and colleagues quote daily. (That’s a good thing.) |
Get healthy! Stay healthy! Make good health choices! Earn points and pwn the competition (…your coworkers)!!! Gamification strikes the health care industry…and everyone seems to be benefiting. 
Games For Health's Ben Sawyer discusses the big wave of opportunities coming for game developers in the growing world of wellness apps, and why gamification is opening new doors for developers. 
A digital tool that prompts users to share their daily thoughts is helping to strengthen links between therapists and clients... 
Using mobile phones to report Malaria outbreaks in Africa has reduced the government response time from four weeks down to three minutes. 
Most digital health companies, like most biopharma companies, are focused on incremental improvements, rather than revolutionary advances; the answer, of course, is that we need both. 
Charles Arthur: The Newton was two decades ahead of its time, says the former Apple chief executive – and the future of healthcare will be driven by cloud computing... 
Fitness trends and health-care problems are creating demand for tiny computers we won't even notice we're carrying. 
With recent statistics showing Kenya’s maternal mortality ratio at 488 per 1000 live births, a new monitoring system for expectant mothers is set to ease the number of deaths during childbirth. The app ensures the health workers, midwives and the pregnant mothers share health information and care tips using SMS and prepaid calls. 
And if so, is there anything it can't do? 
Diagnosing diseases just got more innovative. A team of researchers at UCLA have created a crowd-sourced online game to assist the public in diagnosis of malaria. 
Businesses are borrowing techniques from digital games in an effort to encourage regular exercise and foster healthy eating habits. 
Cellnovo – a gamified diabetes tracking package with a mobile handset, web app, and insulin pump
Ben Sawyer is the co-founder of game-consulting firm Digitalmill and one of the pioneers in the field of Games for Health. He founded the Serious Games Initiative a decade ago as part of a U.S. |
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