GAMINGFOR HEALTHMini Workshop

About iQ mini workshops

iQ is the innovation lab of GSW Worldwide. We research emerging trends in both how technology and expectations are changing.

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 experiences designed just for health care marketers.

Mini workshops like this one include a snapshot of each of those elements.

Innovation theater: A model of what

could be

What early-moverbrands are doing

Insight intonew consumer/

HCP expectations

Strategies and insights for brand

planning

MOST OF THE WAYS WE INTERACT WITH HEALTH CARE ARE UNINSPIRING

The interface of healthcare is broken

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

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?

68% OF AMERICAN HOUSEHOLDS PLAY VIDEO GAMES

42%26%

40% 34YEARS

Is the average age of gamers (they’ve been playing for ~12 years).

of heads of households play games on a wireless device.

of Americans over the age of 50 play

video games.

Of gamers are women. In fact, a greater

number of women than boys under age 17 play.

ESA, 2009/2010

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.

IN ONE STUDY, RESEARCHERS FOUND GAMES MAKE PEOPLE “BETTER PATIENTS”

Journal of Pediatrics: A Video Game Improves Behavioral Outcomes in Adolescents and Young Adults With Cancer: A Randomized Trial, 2008

16% improvement in adherence

More knowledgeable about care plan

More engaged in their treatment

The evidence has convinced health and wellness leaders

• Humana has now dedicated part of its innovation department to gaming.

• Along with CIGNA and Aetna, it’s been an early mover in getting challenge and education games in the hands of members.

Payers are leading the way

• That’s how much venture capital has poured into health games in the last five years.

$50 million dollar investment

• Major CPG companies are building their offers with wellness gaming.• Johnson and Johnson, Unilever, Kraft, Nike, Apple, Disney, and others

are developing new products related to health gaming.CPG is joining in

TechWatch, Games For Health: The Latest Tool In The Medical Care Arsenal, 2009

EXAMPLES OF GAMING FOR HEALTHEarly adopters are already using gaming mechanics for the ultimate healthy win: sustained behavioral change

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/

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

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

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.

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

HOW TO USE GAMINGCreating a gaming for health strategy starts with asking: what do you want to accomplish?

HEALTHY BRANDS CAN USE GAMING FOUR BASIC WAYS:

Streamline care

Replace reminding and monitoring with involvement and

self tracking

Educate through experience

Use entertainment and experience to

create learning people can actually

participate in

Fit into real life

Make tools fun and entertaining

so that using them is a want to do, not a have to

do

Reward right behavior

Use positive reinforcement and

immediate rewards to sustain behavior change

GAMING STRATEGIES HAVE THREE CONNECTED COMPONENTS

Goal to reach or code to crack

That will challenge them

Reward strategyTo incents the kind

of behavior we want to see

Entertaining experience

That people will want to spend time

with

COMMON MISTAKES (AND HOW TO MAKE THEM RIGHT)

• Building the game on your website

• Asking players to create a new login

• Putting a “game face” on an existing experience or tool

• Make it free standing (and mobile)

• Let them use an existing login (like Facebook)

• Create an experience that starts from the game

INSTEAD OF THIS TRY THIS

AN INNOVATION THEATER IDEA:

AVATAR ALERTSThe 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:

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.

SO WE ASKED:

WHAT IF WE USED WHAT WE KNOW ABOUT GAMING TO REALLY ENGAGE PEOPLE?

With competitions, rewards, ego boosters and

visual entertainment.

That meet the real goal we all share:

creating better health for more

people.

What would that involved

healthcare look like?

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?

ABOUT IQWhere digital experimentation becomes marketing innovation

H&W LEADERS ARE REDEFINING HOW THEY INVEST IN INNOVATION

Pharma has traditionally looked to the product lab for

innovation. Now more complex market conditions

have led healthcare leaders to look at innovation more

broadly. In healthcare today, it’s as likely to come from marketing insight as hard

science.

PRODUCTNew products or improvements on

products

PROCESSNew efficiencies or improved delivery

POSITIONINGNew roles for the

product or company

PARADIGMMajor shifts in

thinking about an industry or product

SO IS GSW.INTRODUCING iQ: OUR DEDICATED INNOVATION LAB

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

It’s where big ideas converge and come to life

Better ways for patients to find

breakthrough treatments and

meaningful support

Smarter tools to help caregivers be powerful advocates

for their loved one’s health

More relevant techniques for

physicians and care teams to communicate, connect, and collaborate

iQ IS PART OF OUR SHARED COMMITMENT TO CREATE BETTER HEALTH FOR MORE PEOPLE

WE INVEST IN THREE TYPES INNOVATION:

PERSPECTIVESClear points of view

EXPERIMENTSCreative models

PLATFORMSFast-start tools

Our process starts with understanding people and

technology and ultimately delivers concise ideas and break-through

projects and tools

INNOVATION LAB 2010

Seth Quillinsvp, innovationsquillin@iq-w.com614.543.6565iQ-W.com@squillin

Leigh Householderstrategist, iQleigh.householder@iq-w.com614.543.6496IQ-W.com@leighhouse