'Gamifying' dull doctor office forms

A California company is borrowing principles of video gaming and consumer marketing to help healthcare organizations collect better data from patients. The Athena Breast Health Network is just one of the first early adopters exploring whether fun in the waiting room can translate into more thorough, more accurate patient information. The UCLA Division of Digestive Diseases has also agreed to try Tonic Health's system, and the firm is in talks with a number of "large enterprise health systems" on the East Coast and in the Midwest that are interested in jazzing up their data collection capabilities.