epharma summit next generation content infographic 3 5 13
Post on 18-Oct-2014
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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.TRANSCRIPT
Start
Finish
… & Cycles which align �to patient journeys
…most inspiring exam-ples I’ve seen are…LoseIt! (Weight Lose)Re-Mission (Cancer Education & Coping)Syrum (Industry Education)Virtual Heroes (Crisis Simulations)CF Voices (Disease Community)
Games
Games
Stories are
Next Generation ContentOur Dilemma:
Getting customers to engage more, learn faster and act more consistently in the interest of better health as a result of our communications.
Our Habit:
Blaming our channel for what our content does not do
as well as it used to...
Our Need:A new generation of content to reengage customers, HCPs, patients, caregivers & payors, inciting them to better health outcomes!
Our Opportunity:Storied & Gameful Content!
These Ancient & Evergreen Content Forms...
I like these forms for healthcare application because...it seems to me that every successful patient is…
Define & Inspire Communities... & Motivate Successful Journeys
Games date to 2,600BC as Senet & Mancala...
and stories are even older... yet they are as evergreen as…
a member of some community of accountability & support and …
a hero on some storied journey to wellness & recovery.
Stories
Games
medium for transmitting knowledge & wisdom & forming relationship
aresequentially narrated performances involving 2+ participants making sense of experience in a way that evokes an emotional response...
the very basis for society & culture.
No Story. No Culture.
Stories work on the paradigms of
arcs and cycles.Stories have Arcs
=
ACT 1Setup
ACT 2Conflict
ACT 3Resolution
Inciting Incident
Confrontation
Climax Decision
Resolution
& Cycles which align �to patient journey
Ordinary World
Call toAdventure
Refusal ofthe Call
Meeting the Mentor
Crossingthe
Threshold
Tests,Allies, &Enemies
InnermostCave
Ordeal
Reward
RoadBack
Resurrection
ReturnwithElxiir
Their healthcare applications are…
Engaging News about company, customers, employees, etc.�
Disease & Product Education�
Community Support
Creating Empathy
The Most inspiring examples I’ve seen are
The Most inspiring examples I’ve seen are...Games are…
Structured & challenging [play] which makes learning reward-ing, engagement deeper, triggers autonomy &...(Dignan, Author of The Game Frame)
makes one a HERO
in their own story.
Games consist of mechanics & dynamics which include… Their healthcare applications are…
SOLVINGHERO
PLAY
RULE
SINTERACTION
GLOR
Y
RISK TAKING
CONTROLPARTICIPATION
IMAGINATIONCOMPETITION
ACHIEVMENT LEVEL
AGENCY
TIMESHIFT
CHAL
LENG
E
MOB
ILE
APPO
INTM
ENTSCOMMUNITY
Disease Education
Skill Development
Sense of Control & Accountability
Community Support
Vitruvian Man designed by Jakob Vogel from The Noun ProjectBui
lt us
ing
Tag
xed
o.c
om
User designed by Luis Prado from The Noun Project Share designed by Thomas Le Bas from The Noun Project
Share designed by Thomas Le Bas from The Noun Project
Trees designed by Phil Goodwin from The Noun Project
Trees designed by Phil Goodwin from The Noun Project
Superhero designed by Simon Child from The Noun Project Patient designed by TypePlus from The Noun Project
Community designed by Mike Endale from The Noun Project
Conversation designed by Márcio Duarte from The Noun Project
Conversation designed by Márcio Duarte from The Noun Project
Ferris Wheel designed by doodletillidie from The Noun Project
Hero's Journey attibutable to Joseph Campbel http://research.northumbria.ac.uk/support/2012/10/23/telling-a-good-story-impact-case-studies-as-narrative-arc/
Arcade Game designed by lilian midori fukuhara from The Noun 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.
Video Game Controller designed by Luis Martins from The Noun Project
Communities (Stories)
Journeys (Games)
• Providing community identification & support�• Contexts that make sense of disease & treatment ordeals�• Modeling of what “fellow” success and struggles look like�• Frame for inciting empathy & advocacy
• Roadmaps & rewards for progress made.�• Encouraging along an adherence journey towards recovery goal�• An educational simulation for: - experimenting with reality of disease & recovery - skill development
What we can do to capitalize on these engagement opportunities• Use new strategic eyes & ears to investigate how we can leverage with stories & games to help patients in the quest from victim to hero.�
• Plan to appropriately integrate stories & game dynamics into customer experiences to create greater community, accountability and empathy.
applied to the patient journey in the following ways:
Video Game Controller designed by Luis Martins from The Noun Project
Next Generation Healthcare Content must be Storied & Gameful!Story: Craig A. DeLarge at �Twitter: @cadelarge & G+: [email protected]
Design: Marty Kovach at �Twitter: @MartynK & [email protected]