1
Cover Slide 1
How to Win with Gamification in Healthcare & Wellness
© 2014-2015 Netplus Marketing, Inc.
Fact: The effective use of gaming mechanics has the power to change and
influence behavior.
“Game Mechanics refer to the components of a game, the mechanisms utilized by game
designers to reward activity among customers, employees, or other users.”
- Badgeville Wiki
2
© 2014-2015 Netplus Marketing, Inc.
3
Games have been played with friends and family throughout history.
© 2014-2015 Netplus Marketing, Inc.
4
Then
Fact: Applying gaming elements such as rewards to achieve marketing goals dates back
centuries.
© 2014-2015 Netplus Marketing, Inc.
5
Today
Ready access and lots of device options have fed our game habits.
© 2014-2015 Netplus Marketing, Inc.
6
Today
Virtual reality is beginning to connect our environments to our games.
© 2014-2015 Netplus Marketing, Inc.
7
Today
Wearable devices attach actionable metrics to our daily lives.
© 2014-2015 Netplus Marketing, Inc.
8
Today
We play, we track, we score, we win, everyday, everywhere and anytime.
© 2014-2015 Netplus Marketing, Inc.
Why Health & Gaming?+
9
© 2014-2015 Netplus Marketing, Inc.
10
Then
Connect People with Wellness in an Engaging, Respectful Way.
© 2014-2015 Netplus Marketing, Inc.
11
Today
Making Good-For-You Content Fun for Both Consumers and HCPs.
© 2014-2015 Netplus Marketing, Inc.
Time MachineCover Slide
13
© 2014 Netplus Marketing, Inc. © 2014-2015 Netplus Marketing, Inc.
14
Games Create Memorable Brand Impressions to Drive Product Awareness.
Time with brand translates into awareness and sales.
© 2014-2015 Netplus Marketing, Inc.
16
Edutaining Goes Mainstream as Brands Find More Engaging Methods to
Educate Consumers.
© 2014-2015 Netplus Marketing, Inc.
18
Games Amplify Reach Through Social Channels.
© 2014-2015 Netplus Marketing, Inc.
19
Great Content Drives Consumer Engagement.
© 2014-2015 Netplus Marketing, Inc.
20
Games Encourage Adherence and Compliance.
Pain free reminder messaging avoids non-productive brand nagging.
© 2014-2015 Netplus Marketing, Inc.
21
Initiate Behavioral Changes.
© 2014-2015 Netplus Marketing, Inc.
23
Generally Improve Health Outcomes.
Make your content relatable to the audience.
© 2014-2015 Netplus Marketing, Inc.
24
© 2014-2015 Netplus Marketing, Inc.
25
Extend the Organization’s Mission & Vision.
Helping companies have a healthy impact on the world and their own bottom line.
© 2014-2015 Netplus Marketing, Inc.
26
© 2014-2015 Netplus Marketing, Inc.
27
© 2014-2015 Netplus Marketing, Inc.
Getting Started with Gaming+
28
© 2014-2015 Netplus Marketing, Inc.
29
1.Identify the Business Objectives and Define
Your Audience.Game development follows a similar path as many strategic marketing efforts.
© 2014-2015 Netplus Marketing, Inc.
30
2.Define the Behaviors You Want to
Change or Improve.
© 2014-2015 Netplus Marketing, Inc.
31
3.Plan Channels and Methods of Delivery.
Be sure to plan for launch volume and scale.
© 2014-2015 Netplus Marketing, Inc.
32
4.Determine Available Resources, Capabilities
and Gaps Where External Partners Maybe Necessary.
© 2014-2015 Netplus Marketing, Inc.
33
5.Develop a Program Brief and Incorporate Perspectives from Key Stakeholders and
Legal Counsel up Front.
© 2014-2015 Netplus Marketing, Inc.
34
6.Present the Brief to Identified Partners and
Select those that are Best Aligned and are Able to Elevate the Vision.
© 2014-2015 Netplus Marketing, Inc.
35
7.Work Internally or With Partners to Outline the Game Experience, How the Program will be Activated (Drivers) and How the Business
Impact will be Measured. © 2014-2015 Netplus Marketing, Inc.
36
8.Create the Game, Drive Participation and
Measure Outcomes.Games can be serious business – but also a blast!.
© 2014-2015 Netplus Marketing, Inc.
Game Measurement & Results+
37
© 2014-2015 Netplus Marketing, Inc.
38Measuring Games:6 Key Metrics
• Engagement• Influence• Loyalty• User Generated Content• Time Spent• Virality
© 2014-2015 Netplus Marketing, Inc.
“Brand of the Year”
996% Lift in Engagement
45% Decrease in CPL
129,000 Samples Distributed
173,362 Unique Users
1,088,402 Game Plays
14 Minutes Spent w/ Brand
288,787 Recipe Shares
47% Lift in Site Traffic
39
© 2014-2015 Netplus Marketing, Inc.
40
Real Time or (Almost Real Time) Results are Critical to Optimization and Appropriate Media
Support.
© 2014-2015 Netplus Marketing, Inc.
Common Gaming Elements+
41
© 2014-2015 Netplus Marketing, Inc.
5 Most Common Game Mechanics
42
© 2014-2015 Netplus Marketing, Inc.
43
Progress Paths – Use Challenges and Evolving Narratives to Drive
Desired Behavior.
© 2014-2015 Netplus Marketing, Inc.
44
Provide Instant Feedback on the User’s Actions to Help Them on Their Journey.
© 2014-2015 Netplus Marketing, Inc.
45
Rewards/Motivation – Give the User a Pat on the Back, Such as a Target they Can Increase or Improve. This Can Include Ranking, Status
and Achievements.
© 2014-2015 Netplus Marketing, Inc.
46
Engaging, Design and an Intuitive Interface Help Drive Users to Desired Behaviors.
© 2014-2015 Netplus Marketing, Inc.
47
Social Sharing is Essential to Amplify the Results.
© 2014-2015 Netplus Marketing, Inc.
Game Samples+
48
© 2014-2015 Netplus Marketing, Inc.
49Game Samples
The Merck Manual: Time Machine QuizElevating and extending a century-old publication via game mechanics.
Live Demo: http://on.fb.me/1jsshMD
Airborne Immune Support: Fill in the Blanks GamePromoting and educating consumers regarding the benefits of "real immune support."
Live Demo: http://on.fb.me/1jICvny
Good Neighbor Pharmacy: Photo HuntLive Demo: http://on.fb.me/1r44Ih3
© 2014-2015 Netplus Marketing, Inc.
Black & Decker Holiday Gift Guide/Match & Win GameA holiday gift guide comes alive.
Live Demo: http://on.fb.me/1eXt0Mz
K'NEX - TINKERTOY: Win in a Snap GameA beloved, classic toy that brings parents and children together, teaching motor skills and problem solving, made interactive to boost consideration for the holiday season.
Live Demo: http://on.fb.me/1cI5Kpw
Mrs. Dash Ready, Set, Win! GameAwareness, sampling, trial. The new Seasoning Packets product launch.
Live Demo: http://on.fb.me/1nNRvB3
50Social Posts
• Mrs. Dash Spicy Jalapeno
• Mrs. Dash Recipe Roulette
• Cream of Wheat Game of Bowls
• Cream of Wheat Illusion
© 2014-2015 Netplus Marketing, Inc.
51Contact
Contact Netplus to discuss
your gaming goals.
Denise ZimmermanPresident & [email protected]
267-319-1284 x 106
thinknetplus.com
© 2014-2015 Netplus Marketing, Inc.
52
© 2014-2015 Netplus Marketing, Inc.