#Gamification!
Amitav Ash
Building@ Pococare India's Only integrated Medical Emergency Readiness & Assistance Service| Healthcare I FMCG I Ex- Clove Dental, HCL Healthcare, GPI, Ogilvy, WPP.
How to use principles of gamification to drive behavior changes! While this is applicable for any customer behavior change. Here we look at few examples which helps change health related behavior & deliver positive “Health Outcomes”
Understanding Gamification
It is said children learn best while playing games! #Gamification is the craft of deriving all the fun and addicting elements found in games and applying them to real-world or productive activities. It is a design process that optimizes for the human in the system, as opposed to pure efficiency of the system.
Function Focused Vs Human-Focused Design
Most systems are “function-focused” designed to get the job done quickly. This is like a factory that assumes that the workers within WILL do their jobs. However, Human-Focused Design remembers that people in the system have feelings, insecurities, and reasons why they want or do not want to do things, and therefore optimizes for their feelings, motivations, and engagement.
The reason we call it gamification is because the gaming industry was the first to master human-focused design. Games have no other purpose than to please the human inside.
8 Core Drives of Gamification
1 Core Drive #1: Epic Meaning & Calling- This is the drive where people are motivated because they believe they are engaged in something that is bigger than themselves.
2 Core Drive #2: Development & Accomplishment- people are driven by a sense of growth towards a goal and accomplishing it.
3 Core Drive #3: Empowerment of Creativity & Feedback- this drive emphasizes on “Play” The beauty of this Core Drive lies in its evergreen ability to continually engage us at all moments in our lives.
4 Core Drive #4: Ownership & Possession- is based on the principle that because you own something, you want to improve it, protect it, and get more of it. It is the primary Core Drive that makes us want to accumulate wealth and in gamification find use as virtual goods and virtual currencies which people accumulate
5 Core Drive #5: Social Pressure & Envy- Social Influence and Relatedness is the fifth core drive, this is related to activities inspired by what other people think, do, or say. This Core Drive is the engine behind themes like community, social movements, group quests, companionship, mentorship, competition and envy. This Core Drive also includes the “Relatedness” part, which deals with things like attachment to emotional associations and the feeling of nostalgia. For instance, if one sees a product that reminds of childhood, he/she have a higher chance of buying that product.
6 Core Drive #6: Scarcity & Impatience- this drive motivates us simply because we are either unable to obtain something immediately, or because there is great difficulty in obtaining it.
7 Core Drive #7: Unpredictability & Curiosity- this drive is the main force behind our infatuation with experiences that are uncertain and involve chance
8 Core Drive #8: Loss & Avoidance- this drive motivates through the fear of losing something or having undesirable events transpire. This loss could be monetary or social
Chronic Condition Management & Healthy Lifestyle
Chronic condition management or preventive action amongst high risk profiles require; Healthy lifestyle adoption, which is a major “Behavior Change”. Motivation is one factor in changing behavior, but loyalty towards the subject of change is an important point to consider. The money versus time issue is often why desired long–term behavioral change fails. Instead of investing in expensive clothing (fitness clothes), tracking devices and buy own’s way into change one should start spending time exercising with limited resources and technology. Then as gradually the new behavior becomes valuable, and one can invest more time and money doing it.
Case studies of Gamification in Healthcare
1) Ayogo- Ayogo has designed an app called “Empower” to help chronic condition patients develop new behavioral habits specific to their condition. This project received the support of partnerships with: Joslin Diabetes Center (Harvard Medical School), Sanofti Aventis (USC’s body imaging center at the Keck School of Medicine) and Diabetes Hands Foundation.
Key Features- Patients are prompted daily to check in every day & record their behaviors. These behaviors are in form of assigned small activities, games and surveys and rewarded for positive changes (Core Drive #2, Development & Accomplishment). They get reward points for doing and updating these assignment. They created mobile games for subscribers which helped them increase awareness (passive) and get them to do things which are beneficial for them(Active). Over time, these behaviors turn into new lifestyle habits which help patients make better progress and develop more autonomy in terms of their health. These assignments and activities are based on individual’s condition and compliance.
They also created social platforms for subscribers e.g. mothers of type 1 diabetic kids to connect with each other; collaborate, learn and share
Video link- https://www.youtube.com/watch?v=OzaVZEJvEb4&feature=youtu.be
2) Mango Health- This is a simple medicine reminder app; which gave points on compliance and these points are redeemable for rewards like cash, tickets and gift cards (Core Drive #2, Ownership & Possession). As subscribers adhere to the schedule, they earn larger rewards such as $5-$10 gift cards, dollar donations to charity organizations
In the similar space; “Cohero Health” focused on Asthma patients. The app connects to a blue tooth sensor that attaches to the inhaler with a strap. This unit communicates with the mobile app to keep track of when the medication was administered and whether or not it was taken properly. Patients or their parents can specify:
§ The number of times the inhaler needs to be used
§ The number of puffs that need to be taken
§ Reminder notices are then issued based on these settings.
Asthma Hero lets the patient choose and name their own hero character and rewards points for adherence to the treatment schedule (Core Drive #4, Ownership & Possession).Information is also stored on a cloud server. The treating doctor is therefore able to stay informed about relevant details associated with the patient’s compliance and usage of the medication.
3) Reflexion Health- Reflexion Health has developed a virtual instruction platform to solve this issue. In the comfort of their own home, patients watch an animated instructor model a particular exercise on their TV/TAB/computer screen. Users are prompted to follow the instructor in doing the same exercises. Motion guided technology is then able to compare the patient’s performance to the sample and point out any needed adjustments (Core Drive #2, Development & Accomplishment). Physicians can see if their patient is following through with the exercises by following their progress. Issues with form can be then corrected as needed.
Another such provider is “Respond Well”; platform uses motion sensor technology. They particular application utilizes Microsoft’s Kinect and offers a wide array of different features to keep patients engaged and their doctors informed of their progress. Patients can choose their virtual animated trainer, music, and 3D environment (Core Drive #4, Ownership & Possession). They earn points for proper form and can set up challenges as well as invite their friends and family to participate (Core Drive #5, Social Influence & Relatedness). The Kinect not only monitors their motion, but also counts repetitions. Data is stored in cloud system for analysis and reporting purposes.
4) Pact- Users literally make pacts with themselves to consistently exercise and eat healthy. And they can get paid real dollars to do so. The powerful driving force of this preventative healthcare game is that they can actually lose money when they fall off track. Therefore this is a great example Core Drive #8 (Loss & Avoidance) in action. The idea of losing money is extremely compelling and scary. Players specify how much money they agree to be deducted from their credit card or Paypal account for every day that is missed (e.g. $5). This money will then go into a collective pool that issues payouts to those who do reach their goals (talk about an interesting combo of Core Drive #5, Social Influence & Relatedness and Core Drive #2, Development & Accomplishment). Unfortunately, the game is set up to where losses are much bigger than gains.
5) Hub Bub – their tagline is “Play Well Together.” It is designed to help corporate to improve the health of their employees. In this users can even invite their friends and family in addition to playing with their co -workers (Core Drive #5, Social Influence & Relatedness). This enables a lively social environment where players can encourage each other and even celebrate successes with virtual fist pumps. Challenges can either be created or chosen e.g.
a. Eating something orange
b. Walking 8000 steps with a friend
c. Check-ins to record small achievements are noted. And over time, players can earn badges.
6 Blue Shield California: It is a not–for–profit health insurer, they attempt to make wellness fun via social media. Participants earn points, badges, status, and see their progress. Blue Shield claims that 80 per cent of its employees have participated, and had a 50 per cent drop in smoking prevalence.
https://www.blueshieldca.com/get-more/innovations/healthcare-apps
https://www.blueshieldca.com/get-more/health-well-being/active-lifestyle
7) Bayer’s Didget blood glucose meter- this connects to a Nintendo DS gaming platform and is intended for kids between 4 to 14 suffering from Type 1 diabetes. It helps manage their diabetes by rewarding them for consistent blood glucose testing. As points accumulate, new game levels and options unlock. There are leader boards with kids who collected the most points, web games and an online community as well.
CFO and COO
5 年Well explained Amitav.? Octalysis framework, the 8 core drives of gamification by Yu-Kai Chou was also adopted by Crownit. We continue to heavily when it was in the O2O space.? Our star performing game which follows the Octalysis is the Weekly Rush.??https://crownit.in/en/crownit-for-consumers
Founder @ Crazibrain Marketing solutions
5 年Hi Amitav, how are you. We do have developed gamification use cases which we have used across industries. Love to take your point of view on the same.