how to win with gamification in healthcare and wellness

1

Cover Slide1

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


3

Games have been played with friends

and family throughout history.


4

Then

Fact: Applying gaming elements such as

rewards to achieve marketing goals dates back

centuries.


5

Today

Ready access and lots of device options have

fed our game habits.


6

Today

Virtual reality is beginning to connect our

environments to our games.


7

Today

Wearable devices attach actionable metrics

to our daily lives.


8

Today

We play, we track, we score, we win, everyday,

everywhere and anytime.


Why Health & Gaming?+

9


10

Then

Connect People with Wellness in an Engaging,

Respectful Way.


11

Today

Making Good-For-You Content Fun for Both

Consumers and HCPs.


https://www.facebook.com/thinknetplus/app_304070979681600


Time Machine

Cover 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.


15


http://www.spongebobvitamins.com

http://www.spongebobvitamins.com

16

Edutaining Goes Mainstream as

Brands Find More Engaging Methods to

Educate Consumers.


17




18

Games Amplify Reach Through

Social Channels.


19

Great Content Drives Consumer Engagement.


20

Games Encourage Adherence

and Compliance.

Pain free reminder messaging avoids non-productive brand nagging.


21

Initiate Behavioral Changes.


22




23

Generally Improve Health Outcomes.

Make your content relatable to the audience.


24


25

Extend the Organization’s Mission & Vision.

Helping companies have a healthy impact on the world

and their own bottom line.


26


27


Getting Started

with Gaming+

28


29

1.

Identify the Business Objectives and Define

Your Audience.Game development follows a similar path as many strategic marketing efforts.


30

2.

Define the Behaviors You Want to

Change or Improve.


31

3.

Plan Channels and Methods of Delivery.Be sure to plan for launch volume and scale.


32

4.

Determine Available Resources, Capabilities

and Gaps Where External Partners May

be Necessary.


33

5.

Develop a Program Brief and Incorporate

Perspectives from Key Stakeholders and

Legal Counsel up Front.


34

6.

Present the Brief to Identified Partners and

Select those that are Best Aligned and are

Able to Elevate the Vision.


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!.


Game Measurement

& Results+

37


38Measuring Games:

6 Key Metrics

• Engagement

• Influence

• Loyalty

• User Generated Content

• Time Spent

• Virality


“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


40

Real Time or (Almost Real Time) Results are

Critical to Optimization and Appropriate Media

Support.


Common Gaming

Elements+

41


5 Most Common Game

Mechanics

42


43

Progress Paths – Use Challenges

and Evolving Narratives to Drive

Desired Behavior.


44

Provide Instant Feedback on the User’s

Actions to Help Them on Their Journey.


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.


46

Engaging, Design and an Intuitive Interface

Help Drive Users to Desired Behaviors.


47

Social Sharing is Essential to Amplify

the Results.


Game Samples+

48


49

Game Samples

The Merck Manual: Time Machine Quiz

Elevating and extending a century-old publication via game mechanics.

Live Demo: http://on.fb.me/1jsshMD

Airborne Immune Support: Fill in the Blanks Game

Promoting and educating consumers regarding the benefits of "real immune support."

Live Demo: http://on.fb.me/1jICvny

Good Neighbor Pharmacy: Photo Hunt

Live Demo: http://on.fb.me/1r44Ih3


Black & Decker Holiday Gift Guide/Match & Win Game

A holiday gift guide comes alive.

Live Demo: http://on.fb.me/1eXt0Mz

K'NEX - TINKERTOY: Win in a Snap Game

A 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! Game

Awareness, sampling, trial. The new Seasoning Packets product launch.

Live Demo: http://on.fb.me/1nNRvB3

http://on.fb.me/1jsshMD

http://on.fb.me/1jICvny

http://on.fb.me/1r44Ih3

http://on.fb.me/1eXt0Mz

http://on.fb.me/1cI5Kpw

http://on.fb.me/1nNRvB3

50

Social Posts

• Mrs. Dash Spicy Jalapeno

• Mrs. Dash Recipe Roulette

• Cream of Wheat Game of Bowls

• Cream of Wheat Illusion


https://www.facebook.com/video.php?v=10152120561511152&set=vb.140754841151&type=3&video_source=pages_video_set




51

Contact

Contact Netplus to discuss

your gaming goals.

Denise Zimmerman

President & CSO

[email protected]

267-319-1284 x 106

thinknetplus.com


mailto:[email protected]

http://www.thinknetplus.com

52


how to win with gamification in healthcare and wellness

Healthcare

netplus marketing

strategic marketing

marketing goals dates

game mechanics

game designers

game development

game habits

health gaming