Does gamification belong in hospital marketing?

Hospitals and healthcare systems are now integrating interactive patient engagement games, or “gamification,” as part of their overall marketing strategy.

Gamification is the practice of applying gaming techniques to non-game settings to make healthcare “fun.” This can be accomplished through interactive video games and contests that appeal to children, adult patients, or healthcare staff.


Using gamification can:

  • Boost engagement
  • Increase brand loyalty
  • Increase and maintain employee satisfaction.

These tactics are powerful for monitoring and influencing user behavior. Since the games are typically competitive, patients tend to keep playing and coming back for more. Children’s Hospital LA in Los Angeles, California used Laker Pau Gasol to help promote its recent expansion. Using celebrity figures was part of the original marketing campaign, but for the expansion they decided to take it a step further and turn it into a game. Patients were encouraged to find where and how many places Pau was “hiding” in the new areas of the hospital. At the end of the game, patients could submit their scores, interact with others playing, and learn more about the expansion project on a special website.

Applying gamification to your current marketing plan is a creative way to bring your brand to life. Although these games may incur a base cost to get started, the winnings are priceless.

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