Pfizer announced a plan in late 2013 to partner with a small video game startup to work on early detection of Alzheimers. Many of the biggest health issues we face are behavioral issues. Gameful engagement is a potential solution to relearning behaviors. Pfizer + Gamers is a potential to create a reciprocity advantage. Pfizer knows the hard science and gamers know how to engage people in ways that keep them coming back.
This Fast Comapny article, "Will Doctors Soon Prescribe Video Games?" tells more about how this is developing. A key need is to run lots of experiments to learn. Our fear is that Pfizer might place too few bets. Buy options on the future when there is larget uncertainty. Large companies have the money to crack these kind of problems working with small compnies or entrepreneurs. They often fail because they try to pick winners and spend too much on the bet they believe in the most. Place lots of small bets and buy a second option on the winners. Let the options that don't work out expire.
Here's the Fast Company article: