How insurers use gamification for customer wellness
By Julie Henry |
In a process known as gamification, some industries, including the aviation industry and the military, have been applying gaming techniques to things that are not game-related for quite some time. Players earn points or other incentives, and in some cases will compete with others.
Over the last several years, the healthcare industry has begun to follow suit with the development of health-related apps designed to monitor and improve health and engage consumers.
Health and wellness apps can be used to monitor things like physical activity, nutrition and disease management. There are dozens of apps on the market, such as:
- Fitbit: Monitors activity, including things like number of steps taken, distance walked, calories burned, hourly activity and stationary time;
- MyFitnessPal: Tracks calorie intake vs. calories burned; and
- Zombies Run: Gives runners a mission to complete while being chased by zombies.
According to Karlyn Carnahan, research director with Celent’s Insurance group and author of the report Game Revolution: Gamification in the Insurance Industry, insurance carriers are looking to gamification as a new way to address growth and efficiency challenges. “Gamification techniques are just starting to be used in the insurance industry, but are showing definite results when executed well,” Carnahan said in the report. “Adding elements of fun, competition, and rewards can generate real business results.”
Drivers of insurance industry gamification
An ICF International white paper titled Gaming to Engage the Healthcare Consumer, points to three major market drivers behind the use of gamification by payers: