Rajiv Kumar ShapeUp Mobile Health 2012 at Stanford Future of Baby Steps in Health Innovation

1. 4 Ways to Supercharge
Baby Steps
Rajiv Kumar, M.D.
Founder & CEO
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2. How can we increase motivation + ability?
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3. We’ve figured out a few effective ways
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5. #1
Use Trusted
Networks
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6. Copyright © 2012 ShapeUp, Inc. 6

7. Behaviors spread among friends
0 • Being on a team with
higher social influence
increased weight loss by
-1
32%
% weight loss
-2
• Each unit of increase in
social influence (scale of
-3
1-5) increased likelihood
of a clinically significant
-4 "Optimal" team weight loss by 20%
environment
"Poor" team
-5 environment
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8. How do you do this?
• Roll out interventions in existing trusted networks (schools,
workplaces, places of worship, community organizations)
• If D2C, focus on connecting users to people they know
• Email invitations, Facebook Connect, etc.
• Increase social influence through team-building activities
• Sharing goals & results, group messaging, high-fives
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9. #2
Leverage
Key Influencers
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10. Understanding social network maps
• Connections
• Degrees
• Centrality
• Influence
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11. Who are the key influencers in a network?
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12. What does the network really look like?
Senior Vice President
Hussan
Mares
Milavec
Exploration Hopper
Drilling Production
Avery McWatters Milavec
Waring
Dhillon Crossley Ramirez Hussan Hopper
Smith Myers Sutherland Waring
Dhillon Mitchell Mares
Keller Cordoza
Zaheer Myers
Angelo
Smith Avery
Klimchuck Schultz
Keller
Cordoza
Mitchell McWatters
Angelo
Schultz
Crossley
Zaheer Ramirez
Sutherland Klimchuck
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13. How do these networks relate to health?
‘Kevin Bacons’: central
individuals with a short path
to anyone else
‘Steve McQueens’ = peripheral
non-participants
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14. How does this boost engagement?
Program Type Avg. Engagement
Solo Coaching Programs 6%
Solo Weight Management 8%
Solo Walking Program 10%
Social Wellness 30%+
Source: 15th Annual National Business Group on Health/Towers Watson Employer Survey on Purchasing Value in Health Care.
(coaching, weight, and biometric data). Analysis based on an average company size of 7,500 employees with an average workforce
age of 43 years, 55% male population and average industry distribution with no financial incentives offered. Walking program and
ShapeUp data based on book-of-business client experience.
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15. How do you do this?
• If you can, map the network of your population
• Identify central, highly connected individuals
• Overlay health information (participation, BMI, etc.)
• Target key influencers to spread the message
• If you can’t, invite individuals to play a more central role
• Team captain, wellness champion
• Key influencers will often self-identify
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16. #3
Group People
By Shared Goals
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17. Working toward a common goal works
• More teammates with a 1.4
Odds of achieving a 5% weight loss
"Optimal" team
shared goal = more environment
1.2
weight loss "Average" team
environment
1
"Poor" team
0.8 environment
• Setting and discussion
of team goals = more 0.6
weight loss 0.4
0.2
0
Leahey et al., Obesity, in press
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18. How do you do this?
• Ask upfront about a user’s goals
• Encourage them to invite like-
minded friends
• Suggest connections to users
with similar goals
• Allow team goal setting
• Show team progress toward goal
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19. #4
Offer Simple,
Personalized
Feedback
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20. Simple, Personalized Feedback
• A weekly, automated message about
user’s progress toward goal
• Red, yellow, green zones
• Simple strategies for reaching goals
• Average weight loss more than
doubled (3.5 kg vs.1.4 kg)
• Individuals achieving a clinically
significant weight loss tripled
(40.5% vs. 13.2%)
Wing et al., AJPH, 2010
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21. 4 Ways to Supercharge Baby Steps
1 • Use trusted social networks
2 • Leverage key influencers
3 • Group people by shared goals
4 • Offer simple, personalized feedback
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22. Thank you
rkumar@shapeup.com
@RajivKumarMD
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