The Rise Of Gaming In Healthcare
by Rohit Bhargava
Category: Digital Influence
A few months ago the 5th annual Gaming For Health Summit in Boston presented more than 70 sessions on how gaming can be used in all aspects of health, from increasing compliance with medications to physical and visual therapy. The poster child of this growing trend has been the Nintendo WiiFit, which is rapidly becoming an iconic product helping hundreds of thousands of households to increase their activity levels through interactive fitness games (including a high percentage of seniors). In addition, Humana launched an interesting site at the conference all about gaming in health.
Why Does It Matter?
This is a growing trend in the area of healthcare, representing an opportunity for many of our clients in a few key areas:
- Advergaming - Using games as part of a marketing campaign about a particular drug and how it works can help to simplify its methods for a non-medical audience, as well as providing an engaging interactive asset that can be used as part of an online advertising campaign to vastly increase click rates beyond typical banners. One past example is the Restless Leg Syndrome game created for BI back in 2007.
- Drug Compliance - There is some discussion at the event about the potential for these games to be used in clinical situations to help increase the incidence of compliance among patients - by helping to manage pain or provide stress relief.
- Medical Professional Education - Another emerging use for these games is as education for medical professionals on complex situations. One example of this is the Burn Center simulation game that helps prepare the medical community for mass casualties and burns as the result of a major catastrophe.
Summary & Implications:
This rise in the various uses of gaming suggests that our clients should consider whether gaming of any sort, either for advertising efficiency or medical professional education should play some role in an overall marketing strategy. This also extends to two platforms in particular that are rapidly growing in usage - the Nintendo Wii and the iPhone (and creating gaming apps for download).
Resources & Links:
Blog Post - 5 Ways Gaming May Transform Healthcare
Interesting Gaming Stats
Humana Games For Health
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October 14th, 2009 at 1:07 am
[...] interesting writeup on gaming in healthcare This entry was posted on Wednesday, October 14th, 2009 at 2:07 am. You [...]
July 8th, 2010 at 5:56 am
I legal immigrants were causing an increase in crime, taking jobs that would once have gone to longtime residents, and changing the character of their quiet city.
July 24th, 2010 at 8:20 am
Gaming in healthcare is stupid idea. My brother is sitting all day and play. He should get out side and play football or something.
July 24th, 2010 at 2:40 pm
Let me get this straight… You mean to tell me they intend on using these games to educate!?
More common use is stress relief, but to each their own I guess… I’m picturing a decayed tooth running around in a mario world with tooh brush picking up tothpaste…
July 24th, 2010 at 3:40 pm
The game platform is a great way to reach kids, since more and more of them would rather be playing video games (PC of console) rather than TV.
July 30th, 2010 at 10:10 pm
This is an old post but I’d like to see more news on this issue.
Gaming = fun and fun is the gateway to getting people who don’t lead particularly healthy lifestyle into a more active mode.
August 1st, 2010 at 2:40 pm
My experience with the Nintendo Wii has been amazing although I admit, I didn’t think it was going to be when it was first introduced. Can’t complain with having lots of fun while staying in shape.
August 12th, 2010 at 11:18 pm
I have to agree that games are a great tool when it comes to learning, we actually create a positive reaction to education and that only helps.
I especially like how apps are promoting learning.
At the moment I am interested if there is an app available that can generate broadband sound (bit of a tinnitus treatment (trt) question)?
August 24th, 2010 at 12:46 am
I have actually heard something about what tinnitus treatment is asking. I think it was with neuromonics where they found the specific frequency for a patient and put it on their ipod or something like that. An app is great idea though!
August 30th, 2010 at 7:02 am
This initiative has brought a very good advantage to the people since majority of the population today engage in games brought about by technology. This is not just only a fun gaming experience but a learning process also and a way somehow to keep one physically fit through indoor activities.
Thanks for spreading the word! This is indeed a very good post!
September 1st, 2010 at 1:30 am
This is a meaningful article.
September 2nd, 2010 at 4:17 am
I understand what are you trying to implement. I am glad you have expressed your own idea and view point about this topic.
October 26th, 2010 at 2:46 am
Extraordinary in one sense, and in another - it’s to be expected I suppose. Us humans seem to have an innate urge to engage in “alternate realities” and interactive multimedia and so it’s likely that we’ll see even more applications of gaming technology in society. I think this could be really effective in a lot of areas.
November 9th, 2010 at 4:02 pm
Anything that gets people started on an exercise regimen is great!
December 8th, 2010 at 12:01 pm
Exercise is so important… yes, getting people started…
February 26th, 2011 at 4:00 pm
Its amazing the advances that have been made in the last few years. Using the wii fit is so accessable you can get fit in the comfort of your own living room, much more fun and easier to stick with than old fashions exercise dvds.
April 24th, 2011 at 12:19 am
It’s funny how gaming is now slowly creeping into the healthcare field, especially since when they first gained popularity they were thought of as “dumbing down” the population.
May 5th, 2011 at 7:16 am
This is a meaningful article.
May 19th, 2011 at 7:09 am
It sounds good what Gaming is creeping into the healthcare field.
June 4th, 2011 at 1:54 am
Thanks for taking the time to share this, I feel strongly about it and love learning more on this topic. If possible, as you gain expertise, would you mind updating your blog with more information? It is extremely helpful for me
June 13th, 2011 at 10:01 pm
The Wii is a good start to a healthier lifestyle for some people. I know the track and field gives me a workout!
July 19th, 2011 at 12:17 pm
It blows my mind gaming is even considered as part of the healthcare field, by thats how it is in this day an age! Can’t wait for more interactive systems like Wii and Kinect!
August 29th, 2011 at 3:45 pm
This is an interesting article mate, well done for writing it. It is very interesting to see the gaming industry reach different people in the world.
December 15th, 2011 at 1:52 pm
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February 9th, 2012 at 10:44 am
This seems to be a really hot topic right now. Gamification is huge in so many industries, and as the younger generations age they are going to want technology and communications they have grown up with to help them in all areas of their lives. It is no different with healthcare. If we are able to get more youth and older people involved in their health through gaming it is a win-win.
We wrote a blog about it last week with a pretty cool graphic describing the 5 types of health care gaming. http://www.nuesoft.com/blog/gaming-will-be-more-than-just-a-trend-in-healthcare/