Collecting ideas and thoughts slightly too big for @digital_pharma

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It’s hard to remember, but there was a time when the idea that disease came from unseen microscopic organism that moved from person to person (or from water well to person) was something akin to “magic.” Disease was a function of luck, karma, the god’s displeasure, or some secret failing of one’s own soul.

You know what changed all that? Science.

So, if I told you that there was a tool whose regular use lowered (and even eliminated) a patient’s symptoms, and I could back it up with a set of clinical studies, you’d have to assume that I had a viable product on my hands, right? That’s the rule that pharma follows for the pills, topical treatments and injectables right? 

But last week, Pharma Guy decided to stomp all over the idea of gamification like it was irritating pest. A game that helps kids with ADHD train their brain to not need Ritalin? Laughable!

Now, I’m not picking a fight with John Mack (oh, wait. Yes I am), but he seemed to take actual joy in pointing at it and calling it names.

I’m not calling for pie-in-the-sky (mmm… pie) thinking that leads to rose-colored glasses (so hot this year), but in science. If I can prove that a divining rod is far more likely to predict water than a placebo, it may seem like mysticism, but science proves that there’s something there (not that I have any proof that divining rods are any more than drought-based snake oil). And it’s the same with all sorts of things that aren’t pills and topical treatments and injectables and whatnot. I can’t see how penicillin works, but science proves it does, so that’s that.

Why can’t we apply the same rational thinking to games?

It seems like Mr. Mack is focusing on the politics of funding, testing and reviewing a game like a drug, and I agree that it’s a long road to follow, but pharma follows the path where science leads. What if playing a game every day really lower or eliminate the need for taking Ritalin?

Let’s not forget that games probably won’t have a lot of side-effects like nausea, heart palpitations and addictions (like Ritalin does). And what kind of adverse events would a game cause? Yeah, that doesn’t seem like a path worth following, does it?

The best part is that pharma can and should be making money marketing these new kinds of treatments. If pharma doesn’t get on ball and start playing with these ideas, the tech world is going to beat us to it and shut us out of the market completely. We’ll be busy playing an outdated game while tech moves the playing field out from under our feet.

Now, I’m not saying that we shouldn’t apply a critical eye to games like we do any other brand, but declaring them dead before they’ve had a chance to prove themselves like any other brand is short-sighted and closed-minded.

Or maybe Pharma Guy thinks washing one’s hands before an operation is lunacy.

Just wondering.

  1. digital-pharma posted this