Gamification.

Often people learn more easily if you make learning into a game. I’ve experience in this too. Such as this “arguing chatbot” for healthcare giant AstraZeneca. (Agency: Nitro Digital)

THE CHALLENGE

Immunotherapy offers amazing ways forward in cancer treatment. But many doctors prefer to stick with what they know. We needed find a way to get them to challenge their comfort zones - without raising resentment. This humorous chatbot was that way.

The Idea

Galen. The world’s first arguing chatbot. Instead of a bland, functional chatbot politely suggesting you might try new-generation treatments, I created a multi-voiced chatbot featuring healthcare icons from different moments in medical history, fiercely arguing with one another over the best treatments for various common ailments. Our “arguing chatbot” contextualizes the user’s own ideas of “the right thing”. Showing in a humorous way that what’s good for the past isn’t always best for the present. Making doctors more willing to rethink their own ideas and prejudices. And more to ready take on next generation treatments.

Galen offered a fun way to change people’s minds. With a playful, “gamified” feel that encouraged active engagement. 

AGENCY: NITRO DIGITAL