What Is Gamification?
It might seem like a loaded phrase, but gamification is actually a simple concept used to engage you daily. Checking your Facebook feed for new updates, using a fitness tracker to log your daily steps, and even rating an Uber driver are all forms of gamification. At its core, the practice of gamification involves extracting the elements of gameplay that people find compelling and using them to drive actions and behaviors in non-game settings.
Gamification can be used to attract and retain customers across multiple disciplines, including the pharmaceutical industry. By using core tactics of gamification in their patient engagement programs, pharmaceutical marketers and brand managers can tap into the psychological aspects of game mechanics to create high-value interactions with patients. And when it comes to addressing the issue of non-adherence, gamification for pharmaceutical brands can be a valuable tool in order to improve patient outcomes and ultimately help the bottom line.
How Can Gamification Be Used to Engage Patients?
Gamification hinges upon hooking users into a digital experience, and when applied to pharma brands, marketers can effectively keep patients engaged and motivated to take their medications as prescribed. Games work by satisfying several human desires, including reward, status, achievement, self-expression, competition, and altruism. The mechanics behind games, from points and levels to challenges and leaderboards, are responsible for addressing these desires. Completing challenging goals, for example, brings a rush of energy and elation that keep players coming back.
This is where an increased amount of dopamine – the chemical at the center of our brain’s pleasure system – comes into play. Dopamine can help drive frequent engagement, which marketers can harness to help educate patients about their condition, their medication, and the benefits of remaining adherent.