Next Generation Content Our 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 2,600 BC 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 are sequentially 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 1 Setup ACT 2 Conflict ACT 3 Resolution Inciting Incident Confrontation Climax Decision Resolution & Cycles which align to patient journey Ordinary World Call to Adventure Refusal of the Call Meeting the Mentor Crossing the Threshold Tests, Allies, & Enemies Innermost Cave Ordeal Reward Road Back Resurrection Return with Elxiir 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… SOLVING HERO PLAY RULES INTERACTION GLORY RISK TAKING CONTROL PARTICIPATION IMAGINATION COMPETITION ACHIEVMENT LEVEL AGENCY TIMESHIFT CHALLENGE MOBILE APPOINTMENTS COMMUNITY Disease Education Skill Development Sense of Control & Accountability Community Support Vitruvian Man designed by Jakob Vogel from The Noun Project Built using Tagxedo.com 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]