Motivate and Captivate with Rewarding Experiences
Gamification, supported by the creative use of reliable data feedback and innovative modeling algorithms, offers great potential in enabling an insurer’s transformation into a holistic risk prevention and lifestyle management partner. Classic examples include using telematics feedback to encourage safe driving habits and leveraging sensor devices to monitor and promote wellness related activities in return for providing premium discounts, additional coverage, or even non-insurance related perks such as store vouchers.
Along the motivation continuum, there are various levels of motivation qualities depending on the nature of trigger. Tangible rewards such as premium discounts are considered “external regulation” drivers triggering positive reinforcement; a step-up from this form of controlled motivation would be “introjection”, where features such as leader board and peer challenges invoke a sense of healthy competition. [1] Customers might be encouraged to compete based on factors such as risk reduction, claims prevention, or loyalty, with incentives awarded to top performers.
Case Studies
A study[2] involving postpartum women earning game points for achieving their daily step count goals shows that incorporating principles from behavioral economics such as loss aversion (point deduction if goals are not met), anticipated regret (fear of disappointment associated with failing to reach goals) and social connectedness (being accountable for the success of a team of family members or friends), and synchronizing wearable trackers with intervention text/ email messages could help promote physical activity among these participants after delivery and consequently their long-term cardiovascular health. A trial[3] targeting distracted driving behavior demonstrates the effective combination of presenting social comparison feedback and modest financial incentives for reducing handheld phone use while driving.
Another project[4] – an incredible exemplification of gamification tactics used to sustain continuity of motivation for senior citizens in their late years – aims to support elderly in staying active and upbeat in living a fuller lifestyle. Gamification elements are employed to turn seemingly mundane, routine tasks such as daily walk, mingling with local community circle, or memory exercises, into rewarding experiences. Trophies can be unlocked once specific objectives are met, providing a sense of achievement and satisfaction. Apps track data such as sleep patterns which can be valuable information for caretakers. Rewards are designed based on surveys, research and testing with the aim of bringing back nostalgic moments, historic events or entertainment such as music videos. These rewards are stored in a timeline starting from the user’s year of birth, to be filled up as progress is made towards goals that are set for the purposes of enhancing the user’s physical and mental well-being, as well as their social life. The customizable timeline can serve as a digital album containing meaningful images and objects – a cache of memories – that can be shared with family and friends.
Players in the healthcare and healthtech space also provide some practical examples of how gamification could be a game-changer for awakening people’s intrinsic interest in their health and well-being, encouraging autonomy for maintaining long-term commitment to positive behavioral change. Diabetes management apps facilitate progress tracking and points collection based on blood sugar levels and goals achievement. Online games simulating robots fighting cancer cells help children diagnosed with cancer stay emotionally and mentally motivated to adhere to treatment with proven results.[5]
An innovative health insurer works with industry and external partners including hospitals to roll out engaging games and apps with monetary rewards to promote active lifestyle, healthy habits and medication adherence for chronic disease management. A Concierge feature offers users practical health insurance and care advice, helping manage costs and strengthen trust and loyalty.[6]
A group insurance provider[7] is partnering with a university to conduct longitudinal analysis around the impact of app-based gamification experience on employee health and improvements, with an added ESG element offering a choice of reward benefits including tree planting and ocean cleaning. This study is expected to provide validation and further insights into how combining game mechanics and apps engagement tactics could inspire positive lifestyle changes.
[1] “A Journey toward Lasting Behavioral Change”, SCOR, March 2022
[2] https://www.healio.com/news/cardiology/20220422/text-message-intervention-with-gamification-boosts-postpartum-physical-activity
[3] https://www.fhwa.dot.gov/publications/research/safety/22057/22057.pdf
[4] Panagiotis Kostopoulos, Athanasios I. Kyritsis, Vincent Ricard, Michel Deriaz, Dimitri Konstantas, “Enhance daily live and health of elderly people” in Procedia Computer Science, Volume 130, 2018, Pages 967-972.
[5] “Boosting patient empowerment and motivational pull; Achieving the next level in a gamified health environment”, Monitor Deloitte, February 2016
[6] https://www.cbinsights.com/research/report/oscar-strategy-teardown/
[7] https://fintech.global/2023/06/19/yulife-and-university-of-essex-unite-to-transform-the-insurance-industry-through-gamification/
