1. 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
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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

2. • 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 Effort
Learn 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