Sparks to fire up your innovation combustion.
This coaching session discusses how to use gamification as a tool for innovation in healthcare.
Starring: Inna (Innovation Leader in a large Pharma corporation) and Wim (coach for Innovation Leaders). [Transcription far below]
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Are you looking for a personal innovation coach?
- Do you want a soundboard, a sparring partner?
- Do you want to run an idea by a passionate outsider?
- Did you just start an innovation program or want to improve it?
- Do you need practical ideas to stimulate innovation?
- Do you want tips on how to manage an innovation portfolio?
If yes, I’m ready to help you!
- I believe in KISS: Keeping Innovation Super Simple. High focus on passion, low focus on processes.
- I have coached more than 50 innovation leaders across the globe in Pharma/healthcare.
- I work as independent coach: per hour or as long as you consider valuable.
- You can reach me (Wim Vandenhouweele) at wimvand@outlook.com
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Transcript
Inna:
⁃ Hi Wim, do you have experience with gamification as a tool for innovation in healthcare?
Wim:
⁃ I do, Inna. The use of elements of game playing, like competition and scoring points proved to be a very effective and fun way to increase engagement of healthcare customers with brands.
Inna:
⁃ Have you seen the use of gamification to communicate with physicians?
Wim:
⁃ Yes. Several times. Let me take you to Ireland to describe an interesting innovation. An innovative employee wanted to increase engagement with physicians at educational congresses. Typically, the company had a booth with representatives who used promotional materials to engage with physicians. However, there was little differentiation as all companies did the same.
⁃ The innovator came up with a new approach, inspired by the game Pokémon. He created an app that physicians could download on their smartphone. When they pointed the app at specific signs that were spread across the congress area, questions popped up in the app. Answering those questions generated “points”. The scores were displayed prominently at the company’s booth. The physicians who got most points received a special recognition. Many of the questions were of course related to the company’s brand.
⁃ A win-win-win: The Pharma company had a more effective communication tool; The physicians were more engaged; And their patients got value from up to date physicians.
Inna:
⁃ That’s engaging! Did physicians enjoy this approach?
Wim:
⁃ They did! The innovator went through the whole innovation framework: After developing the idea, he performed a quick experiment with his colleagues at an global, internal event with over 1,000 employees. This helped him to identify and address some key assumptions related to the technology, the legal implications and the process. It worked! Then, he tested the innovation at a local diabetes congress for Irish specialists. Their feedback confirmed that there was indeed a higher impact on physician engagement. Through the company’s Chief Marketing Officer, the concept was then made available to other countries and global franchise teams.
Inna:
⁃ That’s a cool example of the complete innovation concept: Problem – Idea – Win-win-win & Idea – Experiment – Pilot -> Scaling