BABY BLOCKGamification in Healthcare

Prepared By Manu Melwin Joy

Assistant ProfessorSCMS School of Technology and Management

Kerala, India.Phone – 9744551114

Mail – manu_melwinjoy@yahoo.com

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BABY BLOCK• UnitedHealth is

experimenting with several

gamification models,

including one that uses

financial incentives to keep

its members engaged over

the long run.

BABY BLOCK• The game, called Baby

Blocks, is offered to 50,000

pregnant members in seven

states and is designed to

encourage women on

Medicaid to attend all their

prenatal checkups.

BABY BLOCK

• The women can

unlock “blocks” in

the game by going

to those

appointments.

BABY BLOCK

• After they attend key

checkups, they can

receive rewards, such

as gift cards for

maternity and baby

clothing.

BABY BLOCK• In 2012, the company says,

2,296 members actively used

Baby Blocks pilot, logging 7,098

prenatal appointments and

unlocking an average of 3.1

prenatal blocks per member.

BABY BLOCK• “We do think financial

incentives are

important,” says

Arrianne Hoyland, game

producer for innovation

and R&D at United.

BABY BLOCK

• “We felt using

extrinsic rewards

could increase

engagement.”