Gamification

Gene S Lysko, Medical Writer

Gamification is the application of select elements of game theory and game mechanics to solve non-game problems, such as negative behavior.

We’re not playing games here. A patient’s adherence to a treatment plan and a subject’s compliance with research protocols are stubborn and common problems in medicine and clinical research, respectively. The reasons for poor treatment adherence or compliance may be simple, or dizzyingly complex—and sometimes both. “I forgot” can be the result of simple and complex behavioral processes. Grounded in an understanding of certain aspects of human nature, gamification may provide an opportunity to help establish healthy habits and overcome treatment obstacles.

Why it works

People like to compete. They have a natural desire to achieve and to be recognized or rewarded for their success. Gamification takes advantage of these and other traits, engaging people to help them “do better,” eg, following their doctor’s instructions, keeping their appointments, completing their diaries, honoring prohibitions and restrictions specified in research protocols.

Complex gamification systems are built around peoples’ desire to be part of a community, and to occupy a certain position within that community. This position, which we can call status, can be an important source of motivation for many people, as can the opportunity to increase one’s rank in the community. Through the lens of gamification, status is gained and advanced by winning points and unlocking higher and higher levels, in effect defining one’s rank in the community. Points might also be earned with the goal of redeeming them for rewards such as gift cards. Encouragement within a game can be given with simple measures of success such as a progress bar or the awarding of stars or badges.

Examples

Status – Congratulations, you’ve taken all of your medicine today! You are now in the top 20%!

Encouragement - You can do it. You’re halfway there already!

 

Implementation

Because of its very nature, gamification is commonly and effectively built into software. Digital trackers, for example, may take the form of a mobile application, or they may operate within a website. Such trackers are designed to positively influence behaviors such as medication compliance, appointment keeping, and diary completion. Through intuitive functionality and creative design, gamification is often employed as a behavior-modification tool, not as a game.

Conclusion

Gamification can help solve stubborn problems in disease management and clinical research. Simple tools that appeal to common human desires can help establish positive habits and improve treatment adherence and compliance with clinical trial protocols. Artcraft Health Education can help you apply these tactics to your unique challenge. Ask us how.

Shedding Light on the Sunshine Act

On February 1, 2013, the Centers for Medicare and Medicaid Services (CMS) unveiled the final version of the Physician Payments Sunshine ACT (PPSA). The Act was created by Congress to ensure transparency in the interactions between physicians and the manufacturers of pharmaceutical, biotechnology, and medical device products.
An unintended side effect of PPSA is that it created a great deal of confusion concerning educational materials given to physicians by manufacturers. When PPSA was passed by Congress in 2010 it clearly exempted patient education materials. Regardless of the monetary value of educational materials covered by the act, they are exempt from reporting requirements. Examples of materials that are excluded from reporting include:

• Any material that benefits patients or is intended for use by patients
• Patient kits, even those containing samples
• Patient kits, even those containing samples
• Anatomical models that help physicians educate their patients
• A flash drive that contains patient education materials to be distributed to patients
• Overhead expenses, such as printing and time, are excluded as long as they’re directly related to developing materials that benefit patients or are intended for patient use

Confusion arose when CMS announced that it would be narrowly interpreting the exclusion requirements for educational materials. But after the initial confusion, CMS clarified what it meant by “narrowly interpreting,” explaining that “education materials, such as medical textbooks or journal reprints, that are educational to covered recipients but are not intended for patient use or directly beneficial to patients are not included in the exclusion.”
According to CMS, the litmus test for whether an educational material is excluded from reporting requirements is that it must directly benefit patients. The good news in that requirement is that Artcraft Health Education creates an amazing array of educational materials that meet that test. Our custom materials in digital and traditional media help manufacturers reach their key audiences while strictly complying with the PPSA. Call us today to learn more.
Key Upcoming Dates regarding the Physician Payments Sunshine Act

• August 1, 2013: Manufacturers begin collecting information on included payments to physicians
• December 31, 2013: First reporting period ends
• January 1, 2014: Second reporting period begins
• March 31, 2014: Manufacturers report all 2013 information to CMS
• September 30, 2014: CMS releases reports on a public website

Tom Savonick - Medical Writer