4. Media consumption trends
43% of email messages are read on mobile
devices
80%
of society have used an additional
screen within last 30 days while
watching TV - Nielsen
98%
of users will spend 10 seconds or less
on a website to decide whether they will
use it or not – Microsoft Research
Gamification in Pharma| Sebastian Gawelowicz 4
5. Game facts
hours are spent every week on playing
videogames3 billion
this many gamers in the U.S. are spending
more than 40 hours a week playing games -
the equivalent of a full time job
>
5 million
an average person racks up 10,000 hours
of gaming by the age of 21 - 24 hours less
than they spend in a classroom for all of
middle and high school if they have perfect
attendance
≈
10,000h
http://www.ted.com/conversations/44/we_spend_3_billion_hours_a_wee.html
Gamification in Pharma| Sebastian Gawelowicz 5
7. Gallup Q12 Employee Engagement research indicates that:
87%
http://www.gallup.com/services/183860/q12-employee-engagement-20150701-gbj.aspx
of employees
worldwide are
not engaged at work
Gamification in Pharma| Sebastian Gawelowicz 7
8. Theodore Roosevelt once said…
“When you play, play hard.
When you work, don’t play at all.”
Gamification in Pharma| Sebastian Gawelowicz 8
9. Work vs. Games
https://badgeville.com/wiki/Gamification_of_Work
ELEMENT WORK GAMES
Tasks repetitive, dull repetitive, fun
Feedback once a year constantly
Goals contradictory, vague clear
Path to Mastery unclear clear
Rules unclear, intransparent clear, transparent
Information too much and not enough right amount at the right time
Failure
forbidden, punished, don't talk
about it
expected, encouraged,
spectacular, brag about it
Status of Users hidden transparent, timely
Collaboration yes yes
Speed/Risk low high
Autonomy mid to low high
Obstacles accidental on purpose
Gamification in Pharma| Sebastian Gawelowicz 9
10.
11. Sebastian Deterding, a user experience designer and
researcher said…
“The motivational power of video
game play for education lies not
so much in the technology – the
‘video game’ – but in the way
people approach and interact
with it – the ‘play.’”
http://dailyedventures.com/index.php/2012/12/31/sebastian/
12. http://www.gamesradar.com/worst-games-all-time/
https://en.wikipedia.org/wiki/Atari_video_game_burial
• widely hailed as one of the worst games ever
made
• Developer given only five and a half weeks to
create it
• Atari had ordered 5 million copies of the game,
only 1.5 million were sold and many of those
returned by disgruntled customers.
• Truck-loads of cartridges were sent to a landfill
in New Mexico, a macabre memorial to the
eventual demise of Atari.
• The game contributed to its $536 million debt
and the subsequent North American video game
crash
After all there are many really unsuccessful games out there
E.T.
Gamification in Pharma| Sebastian Gawelowicz 12
14. The application of game-design
elements and game principles in
non-game contexts
to encourage users to engage in
desired behaviors.
Gamification is…
17. Gamification is so much more than just Points, Badges and
Leaderboards
>
http://www.gamificationworldmap.com/project/samsung-nation/
17Gamification in Pharma| Sebastian Gawelowicz
21. Where can gamification bring value?
1. Initiate activity
2. Maintain engagement
3. Increase engagement - # of interactions through recency,
frequency, duration.
4. Increase efficiency - reduce time and costs
5. Improve quality – same activity, better outcome.
… while having fun
21Gamification in Pharma| Sebastian Gawelowicz
22. I will go for a walk.1. Initiate activity
I will be going for a walk every week.2. Maintain engagement
I will go for a walk more often, spend more
time outside.
3. Increase engagement
I will take shortcuts and jog to be back
earlier.
4. Increase efficiency
I will go for a walk with a friend.5. Improve quality
Consider taking a walk in a park…
23. Piano Stairs: 66% more of people use the stairs, if they
can produce music with it
http://www.youtube.com/watch?v=2lXh2n0aPyw
23Gamification in Pharma| Sebastian Gawelowicz
25. Bracelet monitoring washing activity has raised
handwashing compliance from 25% to 44%
One Israeli-based startup by the name
of Hyginex attempts to address hand
washing compliance by providing a
bracelet that monitors hand washing
activity and even provides
audio/haptic feedback to remind
doctors to wash their hands.
http://www.gamification.co/2013/06/04/washing-your-hands-has-never-been-this-fun/
25Gamification in Pharma| Sebastian Gawelowicz
26. The Email Game – send more email, send it faster
http://emailga.me/
http://emailga.me/
26Gamification in Pharma| Sebastian Gawelowicz
27. Target Checkout Game – improving checkout speed
and accuracy
• Solving a problem of long checkout
lines and service time
• Each transaction was rated on speed
and accuracy contributing to a total
score
• Feedback on performance for 10 last
transactions (Green/Yellow/Red)
accompanied by a system of beeps
and green lights to create positive
reinforcement
• Resulted in faster checkout time
and increased employee satisfaction
27Gamification in Pharma| Sebastian Gawelowicz
29. What are the most applicable gamification use case in
healthcare?
1. Patient engagement
2. Medical Education
3. Sales
4. Events
29Gamification in Pharma| Sebastian Gawelowicz
31. HealthPrize
https://www.healthprize.com
http://www.pharmavoice.com/newsreleases/healthprize-programs-lift-adherence-rates-
average-54-boast-unprecedented-engagement-levels/
• Patient adherence, engagement and
education platform
• Monitoring prescription fills for engaged
patients for accurate results
• Results:
– Increasing mean prescription fills rates by
54% across indications and demographic
– Materially decreased the mean interval
between refills for one group of diabetic
patients by 39%.
– Engagement rates for patients enrolled in
HealthPrize programs were equally
outstanding.
– One group of diabetic patients presented a
mean engagement rate of 5 logins per week
– Asthma/COPD patients were logging in
approximately 7.7 times per week on
average.
– Average login rates for patients across all
programs was just over 4 times per week
31Gamification in Pharma| Sebastian Gawelowicz
33. Fit2Me – AstraZeneca
https://fit2mecoach.com
http://ayogo.com/blog/pharma-marketing-strategy-fit2me/
• Campaign for Type 2 diabetes
patients and caregivers
• Supporting diabetic patients within
food, activity, treatment and
utilizing digital coaches
• Results since October 15, 2014 :
– 1 million+ visitors within 6 months,
54% of which were repeat visitors
– Unique visitors were 163% of goal
(over 50% coming from mobile)
– Requests for AstraZeneca
Treatments were 4.2X baseline
– Email opens were 5X industry
benchmarks
33Gamification in Pharma| Sebastian Gawelowicz
34. Monster Manor - Sanofi
http://www.pmlive.com/blogs/digital_intelligence/archive/2013/october/sanofi_launches_a_monst
er_mobile_diabetes_game_for_kids_511764
• Gamified mobile application for
children with diabetes type 1
• Encouraging users to track their
glucose levels
• Integrated with glucose tracker
• Utilizing virtual goods, content
unlocking content, gifting, items
collection
• Access for HCPs to monitor
glycaemic trends
34Gamification in Pharma| Sebastian Gawelowicz
35. Go Meals - Sanofi
http://www.gomeals.com/
35Gamification in Pharma| Sebastian Gawelowicz
37. Medical Education – Septris – Stanford University
http://med.stanford.edu/septris/
• Practical approach to early sepsis
identification and application of
evidence-based management (best
practices)
• Interactive case scenarios
37Gamification in Pharma| Sebastian Gawelowicz
38. Product education with board games - Mylan
• Goal: effectively using iPad during
call with HCP
• Goal of the game: memorize
eDetailing content & product
information
• Rules:
– competition of 3 teams
– finding slide after randomize of
cube
– explain goal of slide and key
messages
Project owner: Sławomir Garbacki, Sales Force Training & Excellence Manager, Mylan
38Gamification in Pharma| Sebastian Gawelowicz
39. Enhancing eLearning activities - Mylan
• Fun summary of eLearning – how
to use an iPad
• Example tasks:
– Create shortcut to mailbox
– Take a screenshot
– Send an email with attachments
– Visit App Store
– Answer questions around benefits of
iPad’s
– Take a selfie (used to create a movie
with all participants – summary
during Cycle meeting)
39Gamification in Pharma| Sebastian Gawelowicz
Project owner: Sławomir Garbacki, Sales Force Training & Excellence Manager, Mylan
40. The Knowledge Guru – build your own learning game
http://www.theknowledgeguru.com/
40Gamification in Pharma| Sebastian Gawelowicz
46. • registering early for an event
• participating in discussions
• GPS check-in
• asking and answering questions
• contributing a solution to a problem
• taking photos, scanning codes
• social sharing
• visiting specific exhibitors
• visiting specific event destinations
• networking with other attendees
• participating in special events
• reading content
• downloading information
• submitting surveys & quizzes
Gamifying Events
• Increase attendance
• Increase engagement during
sessions
• Increase networking
• Increase engagement with
exhibitors
Behaviors:Objectives:
46Gamification in Pharma| Sebastian Gawelowicz
49. It’s been done before. It works.
https://upload.wikimedia.org/wikipedia/commons/4/49/Aldrin_with_experiment.jpg
A comprehensive list of 90+ Gamification Cases with ROI Stats :
http://www.yukaichou.com/gamification-examples/gamification-stats-
figures/
50. Think first. Then do.
Photo credit: Moyan Brenn https://www.flickr.com/people/28145073@N08
51. Gamification enablement process
1. Define Business Objectives, e.g.:
1. Increase employee productivity
2. Increase customer retention
3. Increase reporting quality
2. Delineate Target Behaviors
1. Submit field visit report
2. Visit a product website
3. Describe your players
1. Customer Journey
2. Personas
3. Motivation
4. Design Activity Cycles
1. Engagement Loops – Motivation->Action->Feedback
2. Progression Stairs – from rookie to pro, levels
5. Don’t Forget the Fun
1. Would people participate voluntarily? Even if no rewards are offered?
6. Deploy Appropriate tools
1. People
2. Technology
51Gamification in Pharma| Sebastian Gawelowicz
55. but will not make everything taste better
55Gamification in Pharma| Sebastian Gawelowicz
56. Must-have success factors
1. User Motivation
1. Gamification might help if a user knows he needs to change
behavior but has issues making that change
2. Gamification is means to increasing motivation, it will not solve
a problem of a bad product or too steep pricing.
2. Autonomy– can user choose which activity to pursue?
3. Data & Structure – can user actions be registered to be assigned
point value afterwards?
4. No conflict with existing motivation plans- are planned
activities going to collide with existing motivators?
5. Feedback – will user know the outcome of his/her activity once
completed?
6. Transparency– are the rules of participation clear and
transparent to a user?
56Gamification in Pharma| Sebastian Gawelowicz
59. Different people find fun in different activities
Killers Achievers
ExplorersSocializers
Interacting
Acting
WorldPeople
• Killers are the least common group
• Majority of users are socializers
• Everyone has a combination of different characteristics, but can prefer a certain interaction
type more
59Gamification in Pharma| Sebastian Gawelowicz
65. SAPS
• Status – a position in relation to other players.
• Access – to information, people, objects that other players don't have or
only few of them, e.g. early access to content, meeting with a CEO.
Important especially to explorer player type
• Power– over other players, objects, information, e.g. competition.
Important to killer player type.
• Stuff – rewards, things that players get that only few others get or no
others get, e.g. coupons, flight tickets redeemable from points. Stuff is
addictive and can decrease motivation over time when people do not engage
in activity unless rewarded.
Gabe Zichermann on SAPS: http://www.gamification.co/2010/10/18/cash-is-for-saps/
65Gamification in Pharma| Sebastian Gawelowicz
66. Use the mechanics wisely
A Meta-Analytic Review of Experiments Examining the Effects of Extrinsic Rewards on Intrinsic
Motivation
Why Both Intrinsic and Extrinsic Motivators Matter in Gamification
66Gamification in Pharma| Sebastian Gawelowicz
67. Extrinsic motivation works
• Recent research (from Mekler et al. at the University of Basel)
clearly shows that the basic methods of gamification clearly work to
drive core behavior
• „Do points, levels and leaderboards harm intrinsic motivation?: an
empirical analysis of common gamification elements”
67Gamification in Pharma| Sebastian Gawelowicz
68. Progress Wars is a parody of progress bars, achievements
and levels
http://www.progresswars.com/
68Gamification in Pharma| Sebastian Gawelowicz
69. Cow Clicker is an example of pointsification: meaningless
point collection
http://cowclicker.com/
http://bogost.com/games/cow_clicker/
https://apps.facebook.com/cowclicker/
69Gamification in Pharma| Sebastian Gawelowicz
70. Extrinsic motivation doesn’t work when creativity and complex
work are needed. Consider intrinsic motivators instead
• Adding a variable of competition
for monetary reward creates a level
of stress that shuts down the
creative thinking and problem
solving areas of the brain
• Complex tasks require autonomy,
mastery and purpose.
• Reward but not based on the
outcome
http://gamification-research.org/2014/08/gamification-considered-harmful/
http://enterprise-gamification.com/index.php?option=com_content&view=article&id=273:the-candle-problem-or-how-
rewards-stifle-creativity-video&catid=4:blog&Itemid=251&lang=en
https://www.youtube.com/watch?v=IGxHcEN72ew
http://dx.doi.org/10.1145/2583008.2583017
http://dl.acm.org/citation.cfm?doid=2583008.2583017
http://naggum.no/motivation.html
70Gamification in Pharma| Sebastian Gawelowicz
71. Sometimes no rewards is better
„- To naprawdę fantastyczne zawody. Wielka szkoda tylko,
że tak fatalnie są tam traktowani zawodnicy. Nie dość, że
spiker nie przedstawiał nas w ogóle, a przecież
startował tam między innymi rekordzista Europy i
medalista mistrzostw świata Radek Kawęcki, to do tego
prawie nie było publiczności. To jest żałosne. Wyglądało to
tak, jakby to były zwykłe podwórkowe zawody.”
- Nie chodzi mi dokładnie tylko o te zawody. Po
prostu akurat na nich puściły mi nerwy, kiedy po
dwóch dniach ciężkich startów czekałam w autobusie
godzinę na podróż i ten mój wysiłek został wyceniony na
200 złotych. Zrobiło mi się przykro. Już może lepiej
byłoby, żeby tej nagrody w ogóle nie było - dodała.
• Extrinsic rewards can be actually
demotivating
• Status and feeling appreciated
matters most
71Gamification in Pharma| Sebastian Gawelowicz
76. Gamification enablement process
1. Define Business Objectives, e.g.:
1. Increase employee productivity
2. Increase customer retention
3. Increase reporting quality
2. Delineate Target Behaviors
1. Submit field visit report
2. Visit a product website
3. Describe your players
1. Customer Journey
2. Personas
3. Motivation
4. Design Activity Cycles
1. Engagement Loops – Motivation->Action->Feedback
2. Progression Stairs – from rookie to pro, levels
5. Don’t Forget the Fun
1. Would people participate voluntarily? Even if no rewards are offered?
6. Deploy Appropriate tools
1. People
2. Technology
76Gamification in Pharma| Sebastian Gawelowicz
77. More resources:
• http://www.enterprise-gamification.com/
• http://www.yukaichou.com
• http://gamification.co
• http://gamification-research.org/
• http://www.gamificationworldmap.com/
• https://badgeville.com/wiki/
• http://www.gamified.uk/
• http://www.gameonlab.com/canvas/
77Gamification in Pharma| Sebastian Gawelowicz
78. Stay in touch!
Contact Details
78
Sebastian Gawelowicz
Global Digital Marketing Professional
mobile: +48 504 498 732
email: Sebastian@Gawelowicz.com
The app, available on the web and for smartphones encourages users to make healthy choices with features for eating healthy, staying active and tracking blood glucose levels. GoMeals allows patients to see how their daily habits impact their diabetes. It also provides HCPs with the ability to see how their patient is actually doing. GoMeals uses game design elements providing users clear reports on “burnt calories”, intake from their meals, and glucose readings
Sepsis strikes approximately 750,000 people in the US and is responsible for more than 215,000 deaths. Mortality remains high at 25-50% at a cost of $17 billion each year [1]. Septic states have become far too common; with unacceptable high mortality rates and lengthy hospitalizations, it is one of the most costly conditions to treat. This activity provides a practical approach to early sepsis identification and application of evidence-based management (best practice) and evidence-based guidelines. Interactive case scenarios will be used to put these principles into practice.
Cow Clicker is a Facebook game about Facebook games. It’s partly a satire, and partly a playable theory of today’s social games, and partly an earnest example of that genre.
You get a cow. You can click on it. In six hours, you can click it again. Clicking earns you clicks. You can buy custom “premium” cows through micropayments (the Cow Clicker currency is called “mooney”), and you can buy your way out of the time delay by spending it. You can publish feed stories about clicking your cow, and you can click friends’ cow clicks in their feed stories. Cow Clicker is Facebook games distilled to their essence.
