Please login to the form below

Not currently logged in
Email:
Password:

Digital intelligence blog

Pharma insight on digital marketing, social media, mobile apps, online video, websites and interactive healthcare tools

Gamification guide for pharma launched

Explains how to use game mechanics to solve problems and engage audiences in healthcare

Pharma gamification guide

'Gamification' is an increasingly hot topic in pharma's digital circles thanks to its potential in areas like patient adherence and medical education.

Based on the theory of using game design techniques to solve problems and engage audiences it has real, practical applications.

Last year players of a game called Foldit, produced in the US by the University of Washington, took just 10 days to solve a problem that had baffled scientists for 15 years, by deciphering the crystal structure of a protein that causes AIDS in rhesus monkeys.

Now a new practical guide looks at how the pharmaceutical industry can utilise gamification theories and where the health benefits could lay.

The multimedia PME 'How to' Guide to Gamification was produced by PMLiVE publishers PMGroup in association with Grey Healthcare Group.

It works through the theory, the dynamics, the 'rules' for practical application and also the ways in which gamification could be applied to healthcare.

Pharma has already dipped its toes into these waters, combining games for a variety of reasons including raising awareness of certain diseases and patient adherence.

Bayer's Didget blood glucose meter plugs directly into the Nintendo DS handheld games system and uses a specially-designed game (Knock 'Em Downs: Worlds Fair) to encourage children to keep up with their testing regime.

Then there are 'serious games' from Pfizer, whose Back in Play was designed to raise awareness of ankylosing spondylitis, and Boehringer, whose eagerly anticipated Facebook game Syrum aims at both disease awareness and improving the public's understanding of pharma.

As the new Guide, authored by Dr Kieran Walsh, clinical director at BMJ Learning, Andy Hastie, head of digital at Grey Healthcare Group and Matthew Hunt, European head of planning at Grey Healthcare Group, notes, “gamification has moved beyond the virtual”.

“No-one knows what health improvements the Wii Fit has brought to our society, or from the fact that runners can now share their goals and training routes on Nike+,” the authors write.

“As with any emerging discipline there are many ways that it could develop but at the very heart of it are some basic truths: people like challenges, they love rewards and they certainly enjoy sharing their success.”

Read: The PME 'How to' Guide to Gamification

1st February 2012

From: Marketing

Share

Featured jobs

Subscribe to our email news alerts

PMHub

Add my company
Just::Health Communications

Just:: is a different kind of healthcare communications agency. Since 2006, we’ve been collaborating with clients around the world to...

Latest intelligence

BrAInPME.png
The future of medical content: The personal touch
The purpose of delivering personalised content to HCPs is not just about customer experience, it's about improving healthcare. Our Commercial Director, Tib Catania discusses what ‘deep learning’ means for the...
Rise of the patient expert - an interview with Michael Seres
Founded by Michael Seres in 2011, 11 Health is a connected medical device company currently working to change the lives of patients using stoma bags. Content Marketing Manager Liz Inskip...
Making sense of Nutraceuticals in China
Published in eyeforpharma February 2017 by Marc Yates...

Infographics