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Lessons from Harvard: Using Gamification to Juice Your Sales Training by Dr. Price Kerfoot, MD EdM
1. Lessons from Harvard:
Using Gamification to Juice
Your Sales Training
B. Price Kerfoot, MD EdM
VA Boston Healthcare System
Harvard Medical School
2. Conflict of Interest Disclosure
• Harvard submitted patent on spaced education
methodology in 2006.
• Harvard launched a start-up company (Qstream,
www.qstream.com) which hosts this methodology
outside of the Harvard firewalls.
• As the “inventor”, I am an equity owner and director
of this company.
3. Structure of Talk
• What is a game?
• My (strange) research trajectory
• Elements of game mechanics
• Rewards
• Leaderboards
• Teams
• Examples of games in sales training
4. • 2013 Horizon Report on Educational Technology:
‘game-based learning’ as one of six emerging technologies
likely to have a large impact on education over the coming 2-3
years.1
• What is a game?
Games as Educational Tools
1
Johnson et al. (2013). The NMC Horizon Report: 2013 Higher
Education Edition. Austin, Texas: The New Media Consortium.
http://www.nmc.org/pdf/2013-horizon-report-HE.pdf
6. Salen & Zimmerman. Rules of Play: Game Design Fundamentals. Cambridge Mass: The MIT Press. 2004.
7. Working Definition of an Educational Game:
“an active, outcome-oriented learning experience
that involves focused decision-making
and proceeds according to rules”
Games as Educational Tools
• Active
• Outcome-oriented
• Learning experience
• Focused decision-making
• Proceeds according to rules
17. • Guilds: SBPT
• Quests: Making your Q2 numbers
• Levels:
• Salesperson of the year
• District manager
• Regional manager
• VP of sales
Games are everywhere!
Game:
Selling Pharmaceuticals
18. “90% of people
attending Gamblers
Anonymous meetings
in Las Vegas play
only (slot) machines.”
-- Natasha Dow Schull, anthropology professor at MIT
19. How can we build a slot machine
for learning ?
28. It Works!
• Increases knowledge & retention
- Medical Education 2007: 41:23-31 --- UGME
- Journal of General Internal Medicine 2008; 23(7):973-8 --- UGME
- Academic Medicine 2011 (in press) --- UGME
- Journal of Urology 2007; 177, 1481-1487 --- GME
– Journal of Urology 2009; 181, 2671-2673 --- GME
– Journal of the American College of Surgeons 2010; 211: 331-72673 --- GME
– Annals of Surgery 2009; 249: 744–749 --- CME
• Improves self-assessment of knowledge
– American Journal of Surgery 2009; 197(1):89-95
• Changes behavior
– American Journal of Surgery 2009: 197(2), 252-257
– American Journal of Preventive Medicine 2010; 39: 472-8
• Is well-accepted by learners
- Demonstrated in all trials to date
30. How can we build a slot machine for learning ?
Game Mechanics:
► Adaptive algorithm: Qs re-sent at variable
intervals if answered correctly vs incorrectly.
► Progression dynamic: Physicians retired Qs by
answering each correctly twice-in-a-row.
► Appointment dynamic: Qs expired if not
answered on time.
► Competition was fostered by posting relative
performance among physicians.
► Awards: CME credit given based on
performance.
47. Structure of Talk
• What is a game?
• My (strange) research trajectory
• Elements of game mechanics
• Rewards
• Leaderboards
• Teams
• Examples of games in sales training
51. To become a Gilt Noir member, you must
spend at least $10,000 on Gilt.com a year
Lets the top 1% of users preview sales
15 minutes before they go live online
Access
54. Impact of Incentives -- The Candle Problem
“Fix the candle to the wall so that the wax doesn’t drip on the table”
Glucksburg 1962, cited in Drive by Daniel Pink (2009)
Study:
Top - $25
Top 25% - $5
v.
No reward
55.
56. The Candle Problem
“Fix the candle to the wall so that the wax doesn’t drip on the table”
Glucksburg 1962, cited in Drive by Daniel Pink (2009)
Study:
Top - $25
Top 25% - $5
Vs.
No reward
57. The Candle Problem – Solved
“Fix the candle to the wall so that the wax doesn’t drip on the table”
Glucksburg 1962, cited in Drive by Daniel Pink (2009)
Study:
Top - $25
Top 25% - $5
…3.5 minutes longer
v.
No reward
58. The Candle Problem
“Fix the candle to the wall so that the wax doesn’t drip on the table”
Glucksburg 1962, cited in Drive by Daniel Pink (2009)
Interesting…but how does this relate to my sales force?
“Functional fixedness”
59. Designing Effective Sticks and Carrots:
• Several studies show that large tangible contingent rewards
can extinguish intrinsic motivation & limit creativity
….in certain situations
• Ideal: Align extrinsic motivators with intrinsic motivations
• Be creative !
60. Structure of Talk
• What is a game?
• My (strange) research trajectory
• Elements of game mechanics
• Rewards
• Leaderboards
• Teams
• Example of games in sales training
64. Structure of Talk
• What is a game?
• My (strange) research trajectory
• Elements of game mechanics
• Rewards
• Leaderboards
• Teams
• Examples of games in sales training
67. r = -0.68
p < 0.05
Psychol Sci 2009; 20(7):871-877.
68. Structure of Talk
• What is a game?
• My (strange) research trajectory
• Elements of game mechanics
• Rewards
• Leaderboards
• Teams
• Examples of games in sales training
78. Spaced Educ Group Feedback:
"Convenient, timely, effective"
"Learned material without
interrupting my day"
"Nothing beats being able to
answer questions and getting
immediate feedback"
"Qstream keeps you engaged
and works well for new devices
such as vessel sealer.”
“An effective way to ensure the
data sticks”
No phone calls!