How to Win with Gamification in Healthcare and Wellness
-
Upload
netplus -
Category
Healthcare
-
view
732 -
download
4
description
Transcript of 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
© 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 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.
© 2014-2015 Netplus Marketing, Inc.
15
© 2014-2015 Netplus Marketing, Inc.
16
Edutaining Goes Mainstream as
Brands Find More Engaging Methods to
Educate Consumers.
© 2014-2015 Netplus Marketing, Inc.
17
© 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.
22
© 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 May
be 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.
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
© 2014-2015 Netplus Marketing, Inc.
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
50
Social Posts
• Mrs. Dash Spicy Jalapeno
• Mrs. Dash Recipe Roulette
• Cream of Wheat Game of Bowls
• Cream of Wheat Illusion
© 2014-2015 Netplus Marketing, Inc.
51
Contact
Contact Netplus to discuss
your gaming goals.
Denise Zimmerman
President & CSO
267-319-1284 x 106
thinknetplus.com
© 2014-2015 Netplus Marketing, Inc.
52
© 2014-2015 Netplus Marketing, Inc.