BABY BLOCKGamification in Healthcare
Prepared By Manu Melwin Joy
Assistant ProfessorSCMS School of Technology and Management
Kerala, India.Phone – 9744551114
Mail – [email protected]
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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.”