Alex Butler's Presentation delivered at eyeforpharma eMarketing Europe & Mobile 2012, Barcelona. What are the game changers for pharmaceutical digital marketing and communications? Understanding the impact of a socialised world and mapping the social web, mobile and ubiquitous connectivity, the quantified self and health applications, big data and the impact on measuring, predicting and tracking health. How can games rock the health and pharma world? What is a game? Motivational design, games for health, immersive gaming and narrative based simulation, the virtual world and how we can harness gamers for science.

1. Game Changers
Alex Butler
Barcelona 2012

2. @alex__butler
@The_Social_Moon

3. “I think the biggest
innovations of the
21st Century will be
the intersection of
[health, medicine]…
biology and [digital]
technology. A new
era is beginning…

4. The Social Web Post Pc World Big Data
Games

5. The age of computers has
given way to the age of
communication

6. An asymmetry existed with
previous communication
milestones:
Those good for 1:1 conversation
could not facilitate mass
communication or support group
action

7. for the first time in history the
amount of traditional broadcast
television watched by the
younger generation is decreasing
rather than increasing annually
40% of viewers said they use
Facebook, Twitter or some other
social networking tool to discuss
TV shows as they watch.
Ericsson (NASDAQ:ERIC) ConsumerLab "TV & Video Consumer Trend Report 2011,

8. The 200 Billion hours of television
consumption per year in US alone
estimated to be 2000 times less than
the hours taken to create Wikipedia.
Clay Shirky: Cognitive Surplus 2010

9. Personal Community Public Civic

10. Ladder of Engagement
COLLECTIVE ACTION
Commitment to joint action
Involved-tension between individual + group goals
Binding group decisions Information Sharing = Shared Awareness
CO-OPERATION Co-Operation = Shared Production
Synchronised behaviour
Collective Action = Shared Responsibility
Group identity (can be as simple as conversation)
Collaborative production
SHARING
Poses fewest demands on participants.
Maximum freedom of the individual + fewest
complications of group life
Share + then Gather vs. Gather + Share

12. 'You've spent the day on the
Internet, but not on the Web'
http://www.wired.com/magazine/2010/08/ff_webrip/all/1

13. Death of a website?
Stand-alone websites feel
unfamiliar, impersonal and
museum-like to Internet users
accustomed to the Social Web's
interaction.
Website traffic has collapsed, and
it is hard to see how or why it
should recover..

14. Post PC Era

15. Ubiquitous Connectivity
1999 was the year of mobile,
the 21st century will be one
of ubiquitous connectivity
Your customers are almost
certainly using smart mobile
technology every day
Mobile will be the most
integrated marketing
medium the world has ever
known

16. Building A Strategy
Accessing medical records
86%
Want help with prescribing a
medication 83%
Help monitoring patients in
hospital 74%

17. Make a portable body
scanner that can detect
15 diseases and capture
key health metrics and
you could win
10 million dollars

18. Big Data

19. “
Every two days now
we create as much
“
information as we
did from the dawn of
civilization up
until 2003

20. Big Data
Twitter Revealed Epidemic Two
Weeks Before Health Officials
[STUDY]

21. Big Data
The Use of Twitter to Track
Levels of Disease Activity and
Public Concern in the U.S.
during the Influenza A H1N1
Pandemic

22. Games

24. Motivational
Design
Games are about pleasure, freedom
and escape.
They also combine the most
powerful set of human motivators:
Achievement, competition,
collaboration, learning &
improvement, communication and
self expression.

25. GAMIFICATION IS BULLS*!T
“Game developers and players have
critiqued gamification on the grounds
that it gets games wrong, mistaking
incidental properties like points and
levels for primary features like
interactions with behavioural
complexity”
Ian Boghost

26. Jane McGonigal, Director of Games
Research and Development at The Institute for the Future, Palo
Alto, California
1. The goal is the specific outcome that players
work to achieve. This focuses attention and guides
progress. It provides the sense of purpose.
2. The rules place limitations on how players can achieve the
goal. Rules unleash creativity and foster strategic thinking.
3. The feedback system tells players how close
they are to achieving that goal; it can take the form of points, levels
or a progress bar. This provides motivation by being a
‘promise’ to players that the goal is definitely achievable.
4. Voluntary participation requires that
everyone who is playingthe game knowingly and willingly accepts the
goal; this establishes common ground for numerous people to play
together. Although competition, collaboration and connectivity are also
key

27. Games on consoles or mobile devices have been
proven to improve conditions ranging from
depression to Parkinson’s
disease and
recovery from stroke.
In a post-PC world, dominated by tablet and
mobile devices, directly improving health through
game design is a
real opportunity for pharmaceutical companies

28. Narrative based Simulation

29. Patient Rescue is a proof of concept
for a game that supports health
professionals to recognise the signs
of patient deterioration, use set
protocols to assess a patient's
condition and intervene effectively.
Triage Trainer develops accurate
decision making in the life
saving skill of Triage.
The game is set at the scene of
an explosion in a busy high
street and the player's job is to
prioritise the multiple casualties
for treatment.

30. Harnessing Gamers for Science

31. Redesign a
Gamers
Protein that Stumped
Scientists for Years
In 2011, players helped to decipher
the crystal structure of a retroviral
protease, an AIDS-causing monkey
virus.
The puzzle was available to play for
only three weeks, but an accurate 3D
model of the enzyme was produced in
just ten days.
The problem had baffled scientists for
15 years.

32. “Our ultimate aim is to
have ordinary people play the
game and eventually be
candidates
for winning the Nobel Prize in
biology, chemistry or medicine.”
Zoran Popovic

33. Virtual Worlds

34. 2005
Hakkar: blood god lodged at the
heart of the Zul’Gurub dungeon
Deadly disease generated by Hakkar was accidentally transmitted by infected
players to the world ouside the confines of the dungeon.
Within hours the ‘corrupted blood plague’ had begun.
Tens of thousands of players characters succumbed.
Dr Ran D Balicer: American Journal Epidemiology
“Virtual environments could serve as a platform for studying the dissemination of
infectious diseases”
“[they might prove a] testing ground for novel interventions to control emerging
communicable diseases”

35. Thank You &
Questions