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Published on: 31/08/2016 10:49 AMReported by: roving-eye
The Senior Fellow to the Chief Executive of NHS England looks at the healthy phenomenon that has couch potatoes everywhere getting fit without realising it:
With over 50 million downloads in its first month, more than 20 million returning players, and more daily users than Twitter, blast-from-the-past Pokémon Go has swept smartphone users off their couches, into the streets, hunting for virtual creatures night and day.
At first, it seems illogical. The app doesnât make you money, doesnât make you look good, doesnât taste nice or sound particularly pleasant. Whether its nostalgia or simple enjoyment, thereâs a hook in the game thatâs even led some to quit jobs and become fulltime PokĂ©mon hunters.
Beneath the veneer of Pikachu fun however, is a complex behaviour-changing machine from which healthcare can learn.
The game is a success because it sweats assets: usersâ smartphones, surrounding buildings and environments, well known characters and inbuilt mapping software. Users can play the game, anywhere, any time, using a device they already own and are comfortable with.
This should ring a bell with with the health sector. We speak of assets that could be better utilised or deployed, such as NHS estates or even certain arms of the workforce, but seem to ignore our most game-changing asset: the smartphone.
The majority of the population owns one, yet while they have access to NHS services online, single digit percentages of the population use smartphones to interact with the health service.
Hospital-based IT systems are a start, but they represent technology catch-up, not the future. If medical records arenât built to run off patientâs smartphones, weâre missing a trick, developing inconvenient platforms that wonât be used when theyâre inevitably retrofitted to phones in five yearsâ time.
PokĂ©mon Go blends offline with online, real with virtual. Users seamlessly permeate from walking on streets in the real world, to having virtual teams and battles, all underpinned by their smartphoneâs screen and camera. The result is a highly engaging experience that turns almost any environment, be it stores, parks, streets or homes, into a popular game.
A lot of these lessons can be transferred to healthcare. Indeed, in some cases, augmented reality (AR) is already in use. At the Royal London, colorectal surgeon Shafi Ahmed has pioneered the use of Google Glass in surgery to teach students and trainees. In the Netherlands AED4U is an App that shows you the location of nearby defibrillators using your phone. This, however, is just the beginning.
From putting people off smoking and junk food, to turbocharging diagnosis, to helping surgeons identify cancers in the operating room â AR is a revolution we canât afford to miss out on â itâs what digital was five years ago, and if we donât think about it soon, itâll be too late.
Last month in California two Pokémon Go players were rescued by local police after falling off a cliff trying to catch Pokémon. 5% of Android users in Australia and the USA play the App daily; and 70% of those who download it, use it the day after.
The most important characteristics of PokĂ©mon Go arenât just its viral spread, but rather, its âstickinessâ. While we shouldnât perhaps encourage patients to visit every A&E in the country and âcatch âem allâ, there is still much to learn. In the same way that PokĂ©mon Go has increased physical activity over summer, the NHS must crack how to reduce attendances this winter.
The addictive nature of the platformâs behavioural engine is multifaceted:
Itâs social â from sharing tips, tricks, rumours or battles, the offline-online social processes allow people to build relationships and consolidate existing ones.
Itâs motivating â the game fosters achievement, catching PokĂ©mon, levelling up after successful battles and giving rewards for progress. Itâs easy to track and compare as you collect more and more PokĂ©mon.
Itâs unpredictable â from the location you find a PokĂ©mon, to the type of creature you come across, or the time you receive a reward, the slot machine-like nature of the game instigates arguably the strongest form of psychological conditioning, with random, unpredictable reinforcement.
But how can we apply this to healthcare? The relevance to behaviour modification for physical activity and lifestyle change are clear, as modelled by the game itself, but we can go a step further.
Gamification and stickiness factors, similar to those in the App, could help us engage and reward patients for self-care, and A&E avoidance â we just need the platform.
NHS Choices, the UKâs biggest health website with over 40 million unique visitors per month, is an excellent factual resource, but how could this be converted into a behavioural change interface akin to PokĂ©mon Go? One that helps users navigate the system, manage minor ailments and receive the right care, at the right time, in the right place, rather than getting lost in the current alphabet soup of urgent and emergency care.
PokĂ©mon Go has provided plenty of creatures to catch and plenty of food for thought. Healthcare has classically lagged behind other sectors when it comes to technology â itâs time to learn and get ahead of the curve, instead of always playing âcatch upâ.
Augmented reality, Pokémon-like behavioural theory and better use of our assets may hold the key to a better A&E, a safer Winter and a more sustainable NHS.
Image of Dr Mahiben Maruthappu
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