Is Pharma "Gamification" Up to Snuff?
The Pros and Cons
[From www.wearecouch.com] Gamification can be found everywhere - from boardrooms to classrooms, and even on social media. The practice has gained widespread recognition over the last few years through its incorporation into marketing, healthcare, business, politics, and technology design. Subsequently, pharma is embracing the recent trend in healthcare gamification, and utilising this technology to engage both healthcare providers (HCPs) and payers (including patients).
Research and case studies provide evidence that healthcare gamification improves both patient compliance and health outcomes. Using gamification as part of a marketing strategy can help companies deliver their message to a wider audience and boost marketing efforts in several ways.
- Gamification can promote therapies.
- Gamification can increase engagement between pharma, HCPs, and patients.
- Gamification can facilitate physician education.
The author claims that "gamification" improves patient compliance and health outcomes and that it can help pharma marketers deliver their message. Unfortunately, little evidence of this is provided. Read, for example:
Comments from LinkedIn Followers
Andy Yeoman, Founder and Co-director of Focus Games Ltd, said:
"I agree John. Several of the examples cited here are games and not 'gamification'. Getting 'hard' quantitative evidence for efficacy of games isn't easy or cheap so there isn't much of it. But the starting point should be that the game exists, it has been tested with 'real' people and it is being used by real people who have provided some feedback. That's not so difficult. We do it with all our games."