Gamification as a marketing tool in healthcare

Gamification is the application of game-playing elements (e.g., point scoring, competition with others, interactivity, etc.) to non-game environments. Gamification leverages people’s natural tendencies for competition, achievement, collaboration, and charity and is typically done as an online marketing technique to encourage engagement with a product or service- and often it works very well!

The way people learn and the way you can engage people with your brand changes when animations are made interactive or when a game-playing element is applied. The audience may need to use pieces of information from the resource to be able to continue to the next step, which ensures the watcher is paying attention and digesting your content.

Gamification involves implementing game design techniques, game mechanics, and game style to solve problems, engage audiences, and make tasks more fun and engaging [2]. Gamification can be done in several ways. Real games can be implemented, incorporating points and rewards through a loyalty programme is another method, and applying interactive elements to animations or putting on a competition are two more [1].

Due to COVID-19, healthcare professionals (HCPs) are facing difficulty reaching via in-person sales calls and medical conferences [3]. Thus, the utilization of gamification applications based on mobile tablets and laptops has witnessed positive growth during the pandemic [3]. Furthermore, the global healthcare gamification market is expected to reach US$35,982.7 million in 2027 from US$ 3,072.5 million in 2019 [3], so this is definitely something to get behind!

Simplifying complex information into succinct and engaging content is what we specialise in. To name a few examples, we have created a VR experience to help educate HCPs on how to identify symptoms of multiple sclerosis, and a VR experience to help HCPs and carers test whether they can identify the symptoms of hypoglycaemia in frail and vulnerable patients with diabetes. Lastly, we developed a platform dedicated to advanced wound care education with a built-in game to help players learn about the layers of the skin.

We live in a world where people demand entertainment to capture their attention, and so a wide range of methods is required to make content interactive and more playful. Get in touch with us today at to learn more about how to best engage people to your brand!

Mia Georgiou



[1] NeverBounce. 2021. 10 Gamification Marketing Examples for Your Next Campaign. [online] Available at: <> [Accessed 28 May 2021].

[2] GlobeNewswire News Room. 2021. The global healthcare gamification market is expected to reach US$35,982.7 million in 2027 from US$ 3,072.5 million in 2019. [online] Available at: <,tasks%20more%20fun%20and%20engaging.&text=Various%20companies%20are%20entering%20the,change%20in%20patient%2Dphysician%20relationship.> [Accessed 28 May 2021].

[3] Markets, R., 2021. Global Healthcare Gamification Market Report 2021: Increasing Adoption of Gamification in Healthcare & Rise in Number of Technology Launches. [online] GlobeNewswire News Room. Available at: <> [Accessed 28 May 2021].

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