Daily feats mobile_health_presentation

Building Partnerships with Major Brands to Influence and Support Positive, Healthy Actions
Morley Ivers, COO, DailyFeats Inc.
@morleyiversmorley@dailyfeats.com

Reward Partnerships Are Not New Doing It To Drive Better Health Is….
2007: Get people to do environmentally friendly actions
2011: Get people to live
healthier and happier lives
1982: Get people to fly more
The average American is a member of 18 different loyalty programs
(Colloquy, April 2011)
“The total stock of unredeemed frequent-flyer miles is now worth more than all the dollar bills in circulation around the globe.”
(Economist, 1/6/05)
Over$9 billion of points were sold in 2010 to encourage purchases
(Colloquy, April 2011)

Why Should You Consider Developing Partnerships To Impact Health Care?
Megaphones
Over 2 billion loyalty cards in
America (Colloquy, 2011)
Big Problems
We face problems that threaten
the foundations of our society
Opportunity
Through purposeful action, en
masse, we can change our
behaviors and solve these
problems

The Formula For Success In Partnering To Encourage Consumer Behavior Change=Motivation + Ability + Trigger
Motivation: Explore your prospective partner’s own needs and create an environment where everyone wins
Ability: Make your business part of your prospective partner’s business
Trigger: Create a sense of urgency by inviting partners to join you at the foundation level

We are at war.

Our Enemy Lives in Every Home

And on over 80 million computers

This is DailyFeats

DailyFeats’ Mission
To spur positive actions among people

Lessons Learned From 6 Months Effort in Partnership Development

Lesson 1:
Brands’ motivation stems from their purpose. Did you know that each and every billion dollar brand at P&G has a purpose?
Find what matters to them and let them lead

Surprise: commercial brands can push you in unexpected, positive directions
We presented some straightforward, obvious feats to Monster’s executives...
!careerplan
!updateresume

Surprise: commercial brands can push you in unexpected, positive directions
...and they responded with a push for innovation

Brands are motivated by purpose
Mobile health is a huge opportunity for brands to
express purpose in new ways
Create opportunities for them to share their
motivation, explore it, and embrace it
Successful partnerships do this together, recognizing
the innate motivation that drives the brand’s actions

Nonprofits are motivated by purpose too

Lesson 2:
Brands’ ability is defined by measurable returns
Create real value that is both qualitative and quantitative

Challenge: Pharmacy partner demands ROI – Increase Average Basket Size of ~$12.50

Customer has been incentivized to take a positive action
Brand has built affinity with that action  Qualitative
Member redeems points earned from positive action for $5 off $25 or more  Doubling Partner’s average basket size

Unlock Value When everyone benefits
Brand Partners
Gain heartfelt affinity towards positive actions
ROI through rewards
Competitive advantage in marketing
Members
Build a better, healthier life
Enjoy rewards
DailyFeats
Succeeds at its mission

Lesson 3:
Brands’ best triggers are opportunities for greatness
Make the stakes high to create urgency

Inspiration: imagine the possibilities
Reduce obesity
Create employment
opportunities
Build civic engagement

Inspiration: causing real-life behavior change

Hint: brands are motivated by purpose
Purpose should be greater than, but must include,
benefit to the brand
They’re driven to achieve greatness
So the trigger is more effective when the stakes are
high: our lives and livelihoods hang in the balance

Summary
Behavior = Motivation + Ability + Trigger
Motivation: your partner’s purpose
Explore it with them, let them lead
Ability: your partnership’s financial sustainability
Create ROI, benefit everyone involved
Trigger: your shared mission
Show a big opportunity, make it urgent

Thank You
Morley Ivers
morley@dailyfeats.com
Twitter: @morleyivers
Mobile: (917) 992-9232

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Daily feats mobile_health_presentation

by Mobile Health at Stanford on May 10, 2011

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