unNiched(micro):Scratch, Sniff and Learn

“Toward the Storification and Gamification of Health”

Michael Spitz, VP Engagement | Ignite HealthOctober 25, 2011

New York, NY

Overview

• Scratch It!– “Gamification” relevance and definition

• Sniff It!– “Health gamification” application and

examples

• Learn It!– Brainstorm and riff on health gamification

• Imagine It!– Ideas about the future of health gamification

Scratch It!

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Scratch It!

• Why is “Gamification” relevant?

$10.5 billion in revenue in 2009, with latest stats suggesting double that

Average age is about 35, with genders split roughly equally

60% of all adults play several hours a week, averaging 10K hours before age 21

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Scratch It!

• What exactly is “Gamification”?

Use of game design techniques and mechanics to connect and engage with audiences in an otherwise non-gaming environment

Transforms basic messaging and campaigning to encourage users to make decisions and participate in desired behavior

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Scratch It!

• “Gamification” prerequisites

Emotionally connects with the user through compelling storytelling, incentives, and feedback

Enables continuous advancement, and fosters connectivity to user competitors/peers

Ultimately results in premeditated user behavioral modification

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Scratch It!

• “Gamification” best practices

Effective gamification finds a balance between engaging game mechanics and creation of an experience designed to modify behavior

Too much emphasis on gaming aspect will engage users but compromise behavioral change

Too much emphasis on outcome will reduce engagement and ultimately also compromise behavioral change

Sniff It!

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Sniff It!

• What is “Gamification” for health?

Taking otherwise tedious, repetitive, boring, or even painful routines and transforming them into an engaging gaming experience

Revitalizes basic messaging and campaigning to encourage users to make decisions and participate in desired behavior for the betterment of their health and wellness

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Sniff It!

• Some “Gamification” categories in health

Cognitive and emotional health

Participatory health

Active gaming and fitness (“exergaming”)

Rehabilitation games

Medical education, training, and simulation

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Sniff It!• Some “Gamification” examples in health

• http://www.breakawaygames.com/serious-games/solutions/healthcare/– Training simulations, pediatric pain managements

• http://www.humanagames.com/#/home/– Famscape and HorsePower Challenge social gaming

• http://healthmonth.com– Improve diet, fitness, and emotional health through social gaming

• https://www.superbetter.us/– Increase personal resilience through competitive play with friends

• http://gameful.org/– “Metagame” teams to learn more about gaming and create own

Sniff It!• Check out this demo of a gamified

experience for Type 1 diabetics…

Sniff It!• Let’s get “hands on” with some health

gamification examples…

“Ben’s Game” PC “Iron Invaders” iPadhttp://www.sfwish.org/site/pp.asp?c=bdJLITMAE&b=81927

Learn It!

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Learn It!

• Group brainstorm part 1

Are these true examples of the “gamification” of health? Which ones educate, and which ones actually change behaviors?

What qualities of the examples we’ve seen make for a particularly good gaming experience?

How might these examples be improved to heighten engagement while still facilitating behavioral change?

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Learn It!

• Group brainstorm part 2

Let’s choose a hypothetical audience and imagine gamifying their reality

Do we start with the game mechanics or the intended behavioral change?

How do we find the right balance between engagement dynamics and behavioral modification?

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Learn It!

• Group brainstorm part 3

What are some health areas where gamification would be applied?

Learning about treatment options

Managing side effects

Complying and adhering to a medication

Imagine It!

Imagine It!

• Ideas about the future of health gamification…– Integration with #mhealth could create

real time interactivity with biosensors– Near field communications (ultra-short

wifi) could eliminate boundary between worlds

– Evolution of privacy could open more doors to social gaming and sharing

Michael SpitzVP Engagement

Ignite Health@SpitzStrategy

Thank You!