Healthcare communications and marketing news and information

Those following the ongoing effort to use video games for health have had ample reason to cheer recently.  Last week, Health Plan Week published a story outlining how managed care companies like Kaiser and Humana are using these tools to encourage kids to engage in healthy behaviors.  According to Health Plan Week:

“Both Kaiser Permanente Health Plan and Humana Inc. said in recent weeks that they are launching video games focused on such topics as obesity and diabetes. Humana  is in the early stages of developing a series of video games entitled Games for Health, and Kaiser is distributing an obesity-focused game online (accessible at www.kp.org/amazingfooddetective) and at schools to children.



The two insurers join a movement toward using educational yet entertaining methods to inform and engage consumers about their health. The efforts are referred to in some circles as ‘medutainment,’ meaning entertainment designed primarily to convey medical information. The format involves everything from computer and video games, to movies and television shows.”

 

Yesterday, Humana announced that it was launching its video game XplayNation, in Florida. According to a Humana press release:

“XplayNation is Humana's way of helping to improve the health and wellness of kids through interactive games - and it's as easy as 150. Research shows that 150 might be the magic number in making a big difference in a child's overall health. A difference of one soft drink, 150 calories, or 30 minutes of brisk walking, burning 150 calories, can add or subtract 10 pounds to your weight each year.”

Video games are quickly becoming a new frontier in health communications.  It will be interesting to see whether and how they improve health over the long term.  

Disclosure: My firm, Envision Solutions, is working with Humana but not on projects related to video games for health.