Early efforts in the pharma space to harness the engagement factor in game technology focused on delivering a fun experience, with a tackedon educational component.
Ben Comer writes about the evolution of gaming in the healthcare space and where things are going and why. Gamification is something that apparently is not to be ignored in marketing with the widespread adoption of mobile devices and participation of nearly everyone in a social network sites. If you’re looking to gamify your brand you need to put education and leaning up front, and figure out what specific behaviours are unique to the patient audience to get the most out engagement.
The most effective way of learning and absorbing complex concepts is by doing it. Gamification technology and playfulness is a great way of doing this and can be used in simulations to help understand the consequences of certain behaviours and how these effects disease. This type of application allows the creation of vivid images and users to see the results of their choices.
Other games funded by Pharma, both of these are for diabetes patients hope to change patient behaviour. One encourages children to test their blood sugar through a Tamagotchi-style game rewarding children when they dutifully prick their finger and obtain the results. The other for women between 40 and 60 encourages them to share and discuss how they manage their disease providing each other with practical and emotional support.
The last game discussed is to reduce adverse events and is built around the concept of a tutorial to help parents inject their kids correctly. It coaches parents and lets them know if they’re doing a good job. This allows them to practice, therefore getting it right when they inject the children reducing any AEs.
Via DigiPharm Blog