Here is infographic that I presented at the ePharma Summit on March 6, 2013. It is a maze and that is the fun of reading it. As you will understand, it is a bit of a game.

1. Next Generation Content
Our Dilemma: Our Habit:
Blaming our channel
Next Generation Healthcare Content must be Storied & Gameful!
Getting customers to
engage more,
learn faster and for what our content does not do
act more consistently
in the interest of as well as it used to... Story: Craig A. DeLarge at Twitter: @cadelarge & G+: cadelarge@gmail.com
better health
as a result of our
communications. Design: Marty Kovach at Twitter: @MartynK & martin_kovach@yahoo.com
User designed by Luis Prado from The Noun Project Share designed by Thomas Le Bas from The Noun Project
Our Need:
A new generation of content
to reengage customers,
HCPs, patients, caregivers &
payors, inciting them
to better health
outcomes!
Share designed by Thomas Le Bas from The Noun Project
Our Opportunity: These Ancient & Evergreen
Conversation designed by Márcio Duarte from The Noun Project Trees designed by Phil Goodwin from The Noun Project
Games date to
Storied &
Content Forms... 2,600 BC
as Senet & Mancala...
Gameful Define & Inspire Communities... & Motivate
Successful
Content! Journeys
and stories
Trees designed by Phil Goodwin from The Noun Project
Community designed by Mike Endale from The Noun Project
are even older... yet they are as evergreen as…
Video Game Controller designed by Luis Martins from The
Noun Project
a hero on some storied journey
to wellness & recovery.
a member of some community
of accountability & support and …
I like these
forms for
healthcare
application
because...
it seems to me that
every successful
patient is…
Superhero designed by Simon Child from The Noun Project Patient designed by TypePlus from The Noun Project
Conversation designed by Márcio Duarte from The Noun Project
medium for transmitting knowledge
& wisdom & forming relationship
Stories are
sequentially
narrated performances
involving 2+ participants making sense
of experience in a way that evokes an
emotional response...
& Cycles which align to patient journey
The Most inspiring Their healthcare Stories have Arcs Stories work on the paradigms of
the very
examples I’ve seen are applications are… Return
Ordinary
World
Call to
Adventure arcs and cycles. basis for society
& culture.
with
Engaging News about company,
Elxiir Refusal of
the Call ACT 1 ACT 2 ACT 3
Setup Conflict Resolution
customers, employees, etc. No Story. No Culture.
Resurrection
Meeting the
Mentor
Disease & Product Education Road
Crossing Climax Decision
=
Back
the
Threshold
Community Support Tests,
Allies, &
Confrontation
Enemies
Inciting Incident
Creating Empathy Reward
Innermost
Cave
Resolution
Ordeal
Ferris Wheel designed by Hero's Journey attibutable to
doodletillidie from The Noun Joseph Campbel http://research.northumbria.ac.uk/support/2012/10/23/telling-a-good-story-impact-case-studies-as-narrative-arc/
Project
Speech Bubble designed by Bram van Rijen from The Noun Project Collison, C. and Mackenzie, A. (1999), The power of story in organisations.
Journal of Workplace Learning, 11(1), 38-40.
The Most inspiring Communities Journeys
RULES
Games are… Games consist of mechanics
examples I’ve seen are...
Structured &
& dynamics which include… Their healthcare applications are… (Stories) (Games)
AGENCY CONTROL
CHALLENGE
Games
MOBILE
challenging [play] Disease Education
which makes makes one a PARTICIPATION
HERO SOLVING
HEROINTERACTION
learning reward- Skill Development
ing, engagement in their own story.
COMMUNITY
deeper, triggers
autonomy &...
TIMESHIFT Sense of Control & Accountability
APPOINTMENTS
GLORY
Video Game Controller designed by Luis Martins from The Noun Project
IMAGINATION RISK TAKING
(Dignan, Author of The Game Frame)
PLAY
Built using Tagxedo.com
COMPETITION Community Support applied to the patient journey
Arcade Game designed by lilian midori fukuhara from The Noun Project
ACHIEVMENT LEVEL Vitruvian Man designed by Jakob Vogel from The Noun Project
in the following ways:
What we can do to capitalize
on these engagement
• Providing community • Roadmaps & rewards for opportunities
identification & support progress made.
• Contexts that make sense of • Encouraging along an • Use new strategic eyes & ears to
disease & treatment ordeals adherence journey towards investigate how we can leverage
• Modeling of what “fellow” recovery goal with stories & games to help patients
success and struggles look • An educational simulation in the quest from victim to hero.
like for: • Plan to appropriately integrate stories
• Frame for inciting empathy - experimenting with & game dynamics into customer
& advocacy reality of disease &
experiences to create greater
recovery
community, accountability and
- skill development empathy.