The Decline of Pokemon Go
As the summer winds down, so too do the fads that plagued it. What was once hailed as a standard for engagement and activating the type of behaviour change that stakeholders want to see in their patient populations, Pokemon Go is now struggling to maintain the rates of acquisition and engagement of its users. Albeit an accidental health app, Pokemon Go has had an undeniable impact on what it means to create an engaged user resulting in improved health outcomes. Is its decline foreboding the future of all health apps and the struggle to engage patients sustainably? It’s hard to say. The positive outcomes we’ve seen in its users’ health behaviour has only come about as an accidental by-product. Had its objective been more targeted towards patients and healthcare, would we be singing the same song? Regardless of the answers to our ‘what-if’ scenarios, the techniques employed to engage its user population should be celebrated.
Looking to engage your patients? You might not be the next Pokemon Go but here are a few things to keep in mind:
The Endowment Progress: Sometimes setting a goal just isn’t enough. Users who see and feel that progress has made been towards their goal are more committed to achieving it. A simple progress bar can go a long way. The Health Storylines platform has a progress bar built-in to its daily-check in feature. Getting to 100% is as easy as 1, 2, 3. Show your patients that their engagement is paying off at the end of the day.
Endowment Effect: Users should feel that their time invested has been time well spent. We as consumers overvalue the things that we own. It’s hard to leave something that you have spent so much time on. The same notion applies to our digital collections. Are you providing your user with an experience that requires them to invest enough time but not too much effort? A gentle reminder that a little time can go a long way could be enough to keep your user coming back for more.
Triggering: It goes without saying that in order to successfully engage your patient, you need to be cognizant of their motivations and triggers. The real question is, do you know your patient as well as you think you do? Are you working with patients to create a system that fits their needs and lifestyle? By implementing an ‘everyone included’ approach, both sides of the party are winning. Omitting your target from the conversation can only be detrimental to your success.