Some promote habits’ changes among patients in order to help them improving their daily life (Ayogo), others help you sticking to your medicine regimens (Mango Health) and some even track your fitness programs and make you pay if you don’t comply (Pact). Who would look at Sonic or Mario games 20 years ago and say that one day those same key elements would impact the way we look and deal with our health?
(For more information on what is Gamification exactly, please go to:
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.186.3039&rep=rep1&type=pdf)
Gamification had already proven its power: among HR departments – Deloitte Leadership Academy, marketers – Nike+, and education providers – Duolingo. Health, however, is a big step forward when it comes to the adoption of such a methodology.
We tend to regard health as something of a higher importance. We do not trust our health problems and our recovery to just everyone. Also, it is something very personal, almost as a DNA code. There are no two individuals with the exact same health condition. Usually it can fall into broad ranges, such as poor, average or good, but its complete assessment is a complex task. Then, how can these gamified apps enter such a sensitive field? And why do people adhere to them?
A key point when answering these questions is the lack of intent from these apps to replace professional advice. That probably fosters adoption; users view them as a nice addition instead of a substitute to health providers. Most of the existent apps rely heavily on gamified functions – a powerful tool that can be used two ways: not only it influences users’ behaviors and ultimately promotes a better lifestyle in a fun way, but also clearly positions these instruments on the fun and light side of the market, as opposed to hospitals and clinics. They intend to act as a complement to your formal medical care, and they are not afraid to show it.
Most of the available apps also turn each person’s uniqueness in terms of health condition from a weakness to an opportunity. Instead of getting harmed in their business model by such an attribute, developers actually use it to request the user more information and then tailor their product. Not only they gain access to relevant data more easily, since the user regards its disclosure as necessary to get the full experience, but they also get to offer better apps, increasing its value. It’s a win-win situation. The developer company wins (times two), and the user still has the feeling that he’s also winning. But is he?
Currently, the Health Insurance Portability and Accountability Act (HIPAA) that applies to health care providers, health plans, and health care clearinghouses and their business associates, requires them to conceal individually identifiable health information to protect patients. In EU, the Data Protection Directive also specifies strict rules when sensitive health data is involved. However, the rules are somewhat shadier when it comes to app providers, since they are not considered healthcare providers (nor they want to).
The result for us society is a confusing sentiment of achievement on the one hand and discomfort on the other. With certain apps, entire groups of people are gaining so much in terms of empowerment, self-control and life quality. Does that come at the expense of some companies knowing simply too much about them? Do we want a few to have all the power over many?
Sources:
http://www.gamification.co/2016/03/03/brief-overview-gamification-healthcare/
http://yukaichou.com/gamification-examples/top-ten-gamification-healthcare-games/
https://www.accenture.com/us-en/insight-outlook-why-gamification-is-serious-business
https://games.jmir.org/2014/2/e9/
https://badgeville.com/wiki/health
http://ec.europa.eu/health/data_collection/data_protection/in_eu/index_en.htm#fragment3
