A lot of gamification solutions are found in the health and wellness sector, which encompasses everything to do with healthcare but also fitness, exercise, healthy eating etc. 69% of all household health related buying decisions are made by women and 80% of all general healthcare spending is coming from the ladies. Ironically 66% of women feel misunderstood by health care marketers. When you think about the nursing profession, this is majorly dominated by women, the same with care-givers. Now these statistics would indicate that women dominate the healthcare world both as buyers as well as suppliers, yet a lot of the decision about what happens in healthcare is not made in consultation with or with any female involvement at all.
Ask any of your lady friends, what does health and well-being mean to you?
My bet would be that she will answer with diet, exercise, mental wellness, education, care provision and possible a lot more. In comparison when you ask your male friends the list will be a lot more narrow. In short women tend to be more holistic in their approach to health and well-being. Most services in the healthcare world have a very narrow focus, they tend to be specialist. I would even add that most health services specialise in what they are able and willing to offer as opposed to what is best for the client or what the client wants and if a government department is behind it probably also politics over-riding everything.
This very lack of holistic focus caused game designer Jane McGonigal to design her app SuperBetter when she was recovering from a major health set-back. SuperBetter is holistic in nature, it measures everything to do with well-being from the physical to the emotional and the social as well as the very practical. I am a big fan of Jane’s work and have been using the app for some time. I like the regular reinforcement of bite-size steps as well as having full choice of the goals that matter to me.
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