Gamification is one interactive platform that most industries are still trying to understand.  Gamification enhances customer engagement by collecting additional data, crowdsourcing ideas, and educating in a fun interactive way.  Some companies cite a 100% to 150% pickup in engagement metrics including unique views, page views, community activities, and time on site.

 

In the pharmaceutical space, companies are looking to extend gamification value beyond website engagement. These companies are also using gamification to drive changes in patient behavior.

 

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Some organizations have used the tool to drive greater education across their audience.  Eli Lily has seen success with their Destination Discovery game which educates players on the process of drug discovery.

 

Last fall, Sanofi launched their diabetes game for children. The app can be used on mobile devices as well as PCs.  Through a ?wise sensei??, players learn about living with Type 1 diabetes, managing hypoglycemia and hyperglycemia, and maintaining a healthy diet.  They can earn points as they navigate through the game, eventually becoming a ?Grand Master?. 

 

The objective of the game is to educate kids about their disease, as well as share these learnings with others.  And because kids spend so much time in school, Sanofi wants to educate the teachers and classmates too.  Teachers have access to an education pack containing the Mission T1D game, videos, and quizzes that can be used to educate the classroom.

 


Driving Adherence With Kids

Sanofi continued to build on their Type 1 diabetes focus when they launched their Monster Manor game.  Monster Manor encourages kids to test and log their blood glucose levels regularly by rewarding them with a digital pinata they can smash.  Aside from winning prizes with the pinata, parents and the patient care team can gain insight into glycaemic trends.

 

Bayer also introduced a Type 1 diabetes game.  This games synchs the Bayer DIDGET Meter with the Nintendo DS. Kids are encouraged to test and enter their blood levels into the system.  When the levels are within the target range for that child, tickets are awarded which can be used for game enhancements.



Gamification Is Not Just For Kids

Bayer and Sanofi have found gamification to be a great way to educate and reinforce adherence amongst kids.  But gamification can also have a profound effect on adults.  This is especially true when you see how some are using gamification to focus on improving the wellness of the patient beyond the pill, beyond medication adherence.

 

In a study at Sapienza University in Rome, Italy, researchers are testing the impact of video games on MS patients.  Patients diagnosed with MS often struggle with balance, and currently there is no medication to slow this state.  Researchers at Sapienza have begun to test the impact of the Wii Balance Board on boosting the balance of MS patients.

 

Through Wii Balance Board games like yoga, snowboarding, and dancing, practiced 30-40 minutes for 5 days a week; MS patients are experiencing an improvement in their balance. The research team also used diffusion tensor to monitor physiological changes in the patients? brains.  They?re finding that this gamification is addressing, and positively impacting, wellness.

 

 

Gamification is certainly opening new doors for pharmaceutical companies.  Gen-Y and Millenials have grown-up in a device-centric world with self- education a mere thumb-tap away.  Gamification offers pharmaceutical companies a new opportunity and channel to connect by providing tools for self-education, adherence, and improving wellness lifestyles.