Commit to

the Change

Effort

Learn How

Adopt Target

Behaviors

Master

Target

Behaviors

Recognize

Performance

Gaps

• “Gamification” is the use of game mechanics and principles in business applications in order to promote a

desired behavior or result

• We propose that The Client gamify their ADT program by offering an online and mobile interactive

incentive program which will touch on key emotional drivers to promote healthy behavior among non-

adherent members

A “Gamified” Adherence To Drug Therapy Approach

Rewards

Recognition

Feedback

Cooperation

Competition

. 80%

872

By leveraging natural human motivators such as feedback, recognition, competition,

cooperation, and rewards, a gamified ADT approach will be successful in engaging non-

adherent users and driving sustained behavior change

Recommended For You:

Check out this new article on

diabetes research:

www.diabetes.org

Recent Accomplishments:

Congratulations, your now an

Adherence Allstar!

Messages: +10% - Set daily

medication calendar

reminders on your phone.

Notifications/Feedback:

You’ve saved a total of $134

this week on healthcare

costs, You could be saving

$23 more per week if you

reach the top 1%

Adherence

Allstar

You’ve

achieved a

level 4 prize!

New message

from your

buddy

Top 5%

Real-time feedback on health,

savings, and progress gives a user

cause and effect perspective

Leveling and status promote goal

completion and make progress a

valuable experience

Percentile comparisons stimulates

motivation and mastery of the

sustained behavior change

Accountability buddies or network

provide support and program

retention

Rewards for good behavior

encourages behavior adoption and

goal setting

• Apply concepts from game design to create engaging, behavior influencing member experiences

• Six human motivators below to take members through the behavior change lifecycle and make long-

term adherence fun, rewarding and easy

Enhance ADT Through Gamification

Copyright © 2012 Accenture. All rights reserved. 2

Commit to the

Change EffortLearn How

Adopt Target

Behaviors

Master and

Maintain Target

Behaviors

Recognize

Performance Gaps

Feedback Rewards Recognition Cooperation Competition

The Client has implemented

a large-scale ADT program

which focuses on high-

touch, high-cost member

outreach

Context

The current ADT program is unsuccessful in

altering behavior in 40% of its non-adherent

member base, increasing adherence by only

3.75% within that population

Problem

An alternate method of engaging

non-adherent members is required;

appeal to key emotional drivers by

applying gamification methods to

promote sustained behavioral

change

Conclusion

Gamifying Adherence – Online and mobile interactive “games” will touch on key

emotional drivers to promote healthy behavior among non-adherent members

• Sustained change by

utilizing a users

natural urge to win

• Provide incentives

for achievement

and good behavior

• Leveling and status

promote a goal

completion

• Real-time

progress and

cause/effect

results

• Friends provide

accountability and a

point of comparison