The Hospital for Sick Children in Toronto treats kids who have cancer. The hospital has come up with a creative approach to managing the patient (customer) experience.
One of the important aspects of treatment involves patients keeping a detailed “pain journal.” Kids regularly going through chemotherapy treatments often feel too tired and weak to provide that level of detail — yet more accurate journal entries can improve their treatment. Enter a technology solution — an iPhone app. You can read more at Fast Company’s Co.Create site, “‘Pain Squad’ Mobile App Gamifies Cancer Treatment for Sick Kids.” The video below provides a case study overview.
This example gives you insight into two marketing concepts. First, the Product a hospital delivers is complex and includes a large dose of service. Ultimately, the quality of the service includes many small interactions that occur in the delivery of that service. Second, this provides an example of gamification – an emerging tactic that many firms using across a range of practices.
What do you think of the hospital’s approach? Have you seen other examples of gamification being used to enhance customer experience of another good or service? Do you have any ideas of other situations where gamification might be used?