The “Gamification” of Healthcare

With the diminishing mind share of traditional media among consumers, advertisers are constantly seeking new and innovative ways to reach them with their message. So where have all the consumers gone? How are they spending their free time? The answer might surprise you.

Interactive games keep people fit through healthy competition.

An estimated 72% of all Americans play video games

Today, gaming has surpassed Hollywood as the largest entertainment industry in the world. This meteoric rise in online and console-based video game popularity has become the new Promised Land among marketers.

The trick, it seems, is to create an engaging game that educates while it entertains. Instead of defeating aliens or rescuing the princess, players spend countless hours working toward intangible goals dictated by marketers. This process is known in the industry as “gamification.”

Typical gamification techniques include achievement badges, levels, leader boards, virtual currency and systems for awarding and exchanging points, all while encouraging competition between users. Some of the best examples of gamification are related to healthcare and wellness.

Most people have the intrinsic desire to stay healthy and in shape, but lack the system and discipline necessary to maintain it. Games can give users an alternative that not only instills this discipline, but also provides a fun, rewarding and socially connecting experience.

Here are a few examples:

• Nike + running system, a device placed in your Nike running shoes which tracks your distance, pace and calories burned. This information can be uploaded online to share your achievements and even compete with friends.
• Nike Grid has users running through the streets using pay phones to unlock new levels and claim their city.
• The FitBit has a 3D sensor that tracks motion throughout the day and provides the number of calories burned, steps taken, distance traveled and sleep quality.
• Even ­Weight Watchers, as it’s based on a points system that promotes slow weight loss, exercise and behavior modification.

The success of these healthcare examples shows that gaming and social reward concepts can be effectively utilized in marketing. The challenge for advertisers will be in providing an engaging and rewarding experience that gives consumers an incentive to keep playing.