Consumers at the Center: Designing for a health revolution

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An overview of Humana's consumer-centered philosophy on designing for health (vs. managing sickness). Created and presented by Paul Puopolo, Tony Tomazic and Greg Matthews in November 2009

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  • What’s the underlying strategy that drives the innovation center ?An industry problem that we need to make our problem, if it’s going to get fixed:Industry business are all seeking differentiationWe have a uniformly poor public image across our industryTypically do not radically innovate new solutions to the industry business modelBecause there’s inefficient function within a broken infrastructure – and the problem is blamed on “the system”A consumer-facing perception that focuses on sickness and death.How to build relationships that extend to life and happiness?Strategic development: Consumerism
  • To us, it means changing the focus from what WE think consumers ought to be doing, and start looking at what consumers already care about and enjoy. We need to GO WHERE THEY ARE. Join THEIR groups. Play THEIR games. Listen to THEIR stories. It’s a different philosophy of design that puts . . .Consumers in the center
  • This is the screen that the student will see upon login: a full view of the race track, with each of the buses (in order of race progress). Players have the ability to update their status message, similar to other social communities like Facebook and Twitter. This message is broadcasted out to their peers. There are 11 tracks from all four corners of the world: White House, Machu Picchu, Serengheti Park, Eiffel Tower, Sydney Opera House, Easter Island, Great Wall of China, Golden Gate Bridge, Great Sphinx, Taj Majal, and Mauna Key.
  • This includes all of the data as of June 9, 2009.% increase in physical activity is calculated by comparing the activity levels during the challenge to the activity levels during the baseline prior to the challenge.
  • The G-Force movie promotion and online game for kids is underway today – in partnership with Disney, we’re testing our own version of an activity game for kids, which includes viral media, active play, user-generated content, and family engagement.
  • Office prototypes and new ideas are around the corner.We want to try out new technology, and see if it has potential for a successful business model.Just a few that we’re currently testing:FishTankWii controller Jump-Rope challengeE-Tiles
  • We have a bikesharing program . . . We tested it by taking it to the political conventions, dropping 1,000 bikes into Denver and Minneapolis . . .
  • The results across the conventions were amazing.We brought the experience home to Louisville for the IdeaFest in late 2008.Notice the states of origin for the riders at each location. These were locals. The visiting population influenced the overall ride statistics, but the overwhelming number of riders came from the area around the bike stations. This was important, and gave us…
  • And we’re doing more all the time. We’re working with the best in the business and looking for more partners. So we created a web site to talk about what we doWinning accolades from both within and outside our industry, this “open innovation” approach to business development is creating discussions with people we’d never have had the chance to speak with.
  • Every Innovation Center employee has a fish in the virtual tankThey’re powered by our stepsWhen we exercise together, our fish school together and do cool stuffDon’t know what we’ll do with it yet, but it’s a fun experiment
  • We don’t have anything to do with twittervisionBut we think its cool, and that the market is ripe for more social toolsSo we’re building some that we’ll be using ourselves and giving away
  • We don’t have anything to do with twittervisionBut we think its cool, and that the market is ripe for more social toolsSo we’re building some that we’ll be using ourselves and giving away
  • Every Innovation Center employee has a fish in the virtual tankThey’re powered by our stepsWhen we exercise together, our fish school together and do cool stuffDon’t know what we’ll do with it yet, but it’s a fun experiment
  • We don’t have anything to do with twittervisionBut we think its cool, and that the market is ripe for more social toolsSo we’re building some that we’ll be using ourselves and giving away
  • We had to create a platform for Humana to understand social mediaWe think in stories and pictures, so we created a Metaphor for how we’ll use social mediaThe Town SquareEvery department has a “lot” on the town squareThey can build whatever kind of “social media building” is going to best serve their needs (and their stakeholders)We have a library and a commons area where we share everything
  • Example of “Being 2.0”Instead of taking meeting minutes, we live-tweetThen the tweetstream becomes the minutes
  • This has gotten us some nice noticeHumana is beginning to be seen as a cool, transparent health companyStill have a long way to go, but this is a taste of our goal
  • We’re looking to be a part of a consumer-centered social revolution in health . . . Come and join us.
  • Mobile, social games will be hugeSo we’re building some
  • Consumers at the Center: Designing for a health revolution

    1. 1. Consumers at the Center<br />Designing for a Health Revolution<br />
    2. 2. health insurance is …<br />“Big business” <br />“Fat cats looking down on the people” <br />“Corporate guys… where’s the money?”<br />“People at the top with big salaries”<br />“People who crunch numbers”<br />
    3. 3. consumer’s view of health<br />
    4. 4.
    5. 5. innovation at humana<br />Research and Development (skunkworks)<br />Marginal Improvement<br />Product “tweaking”<br />isn’t<br /><ul><li>Radical differentiation
    6. 6. A creator of trends
    7. 7. Changing an industry standard</li></ul>is<br />
    8. 8.
    9. 9. Set up the problem.<br />Step One:<br />
    10. 10. We’re getting Older<br />
    11. 11.
    12. 12.
    13. 13. So what do we do about the rest?<br />
    14. 14. It’s a symptom<br />
    15. 15.
    16. 16.
    17. 17.
    18. 18.
    19. 19.
    20. 20.
    21. 21. the numbers<br />In the US…<br />36% Higher inpatient/outpatient expenses for obese<br />77% Higher medication expenses for obese<br />2-3X Increase in mortality for obese<br />Total estimated obesity cost : $127 billion <br />Source: CDC Cost of Obesity<br />
    22. 22. 46 billion<br />
    23. 23. We’re getting sicker<br />
    24. 24. http://farm4.static.flickr.com/3147/2841694458_465eca8cdd_o.jpg <br />The cost of care is increasing<br />
    25. 25. The system is a mess<br />
    26. 26. It has been 100 years since the<br />Cubs Won The World Series<br />
    27. 27. Let’s move on.<br />Okay.<br />
    28. 28. Step two:<br />THE SOLUTION?<br />
    29. 29. 27<br />Going Where They Are<br />
    30. 30.
    31. 31.
    32. 32. why does it matter?<br />0ver 170 million play!<br /><ul><li>It’s about health not healthcare.
    33. 33. To engage consumers in healthy activity and connect them socially.
    34. 34. It can cover both “healthy” and “unhealthy” people. </li></li></ul><li>the market is growing<br />Games <br />Nintendo Wii<br />EA Active<br />Ubisoft Shape<br />Microsoft Natal<br />Hasbro & EA<br />Mattel & Neurosky<br />Entertainment<br />Disney <br />Jerry Bruckheimer<br />Warner<br />
    35. 35. current initiatives<br />Game Contest June - Sept<br />Guidance Centers <br />Feb <br />HPC Phase 2<br />Apr 27<br />Activity Support System Design <br />Brain games<br />Jan 16<br />2009<br />HPC UK<br />Jan 19 – Feb 13<br />D2C brand <br />launch 4Q<br />OPS game<br />May - Jun<br />BOTB Phase 2 <br />Jun 30<br />AHPC <br />Feb – May<br />iPhone Game 3Q & 4Q<br />
    36. 36. the hpc experience<br />
    37. 37. hpc specs*<br />6 challenges<br />Total number of players to date: 2,379 players<br />Total number of steps to date: 207 million steps<br />Total number of miles to date: 78,400 miles<br />More than 3 times the circumference of Earth<br />On average, each player walked 33 miles<br />Total CO2 footprint reduction: 34.48 tons<br />2 countries; 15 US states + District of Columbia<br />Average increase in physical activity as a result of Horsepower Challenge: 35% increase<br />*As of June 9, 2009<br />
    38. 38. May 27 – Louisville<br />May 30 – Los Angeles<br />May 30 - Chicago<br />
    39. 39. prototypes<br />YogaBall – replaces hand-controller with yoga-ball movements for tetris or pac man<br />Jumprope Challenge – one-on-one jumprope with modified wii accelerometers<br />Heartbeat orchestra – creates melody and harmonies from each employees’ heart rate measurement<br />
    40. 40. social robots research<br />
    41. 41. university partnerships<br /><ul><li>MIT
    42. 42. USC
    43. 43. Stanford
    44. 44. University of Miami
    45. 45. Georgia Tech
    46. 46. UK
    47. 47. U of L</li></li></ul><li>
    48. 48. MBMP research identified insights on consumer motivations…<br />
    49. 49. Those motivating insights were then clustered to create attitudes…<br />
    50. 50. Segmentation of attitudes determined alignment towards green or health<br />
    51. 51. Insight:<br />I want to be attractive and think exercising and watching what I eat can help me look my best<br />
    52. 52. Insight:<br />I believe I should do things like eat good food, drink water and rest to have a long and healthy life.<br />
    53. 53. Insight:<br />I believe feeling good inside and in harmony with the world around me will bring me happiness and health.<br />
    54. 54. Insight:<br />I believe leading an active life is the key to staying young and may even help the environment.<br />
    55. 55. Insight:<br />I believe fresh ingredients that are grown without chemicals and cooked from scratch are the healthiest option to sustain both a healthy body and a healthy environment.<br />
    56. 56. Insight:<br />I want clear, simple and enjoyable ways to make changes to my daily routine that improve my health and the environment.<br />
    57. 57. Insight:<br />We need to stop global warming to ensure there is always a hospitable planet for us to live in.<br />
    58. 58. Insight:<br />I believe we have to join our efforts as a community in order to make a significant impact towards the improvement of the planet’s health.<br />
    59. 59. Insight:<br />I need an information source that is objective and that helps me understand what is better for me and the planet without any vested interests.<br />
    60. 60. A difficult situation A simple solution<br />Freewheelin is a philosophy that is deployed through bicycle sharing<br />1<br />2<br />Transportation<br />& Economic<br />Health & Obesity <br />4<br />3<br />Environmental & Carbon Footprint<br />Social Networks & Emotional Connection<br />
    61. 61. Rides!<br />Ranking<br />1st - CO<br />2nd - KY<br />3rd - CA<br />DNC ridership statistics:<br /><ul><li> Rides 5,552
    62. 62. Miles 26,416
    63. 63. Calories 818,899
    64. 64. Carbon 9.2 metric tons</li></ul>Ranking<br />1st - MN<br />2nd - KY<br />3rd - NY<br />RNC ridership statistics:<br /><ul><li> Rides 1,971
    65. 65. Miles 15,308
    66. 66. Calories 474,530
    67. 67. Carbon 5.4 metric tons</li></ul>IdeaFest statistics:<br /><ul><li> Rides 512
    68. 68. Miles 3,002
    69. 69. Calories 93,059
    70. 70. Carbon 1.0 metric ton</li></ul>Ranking<br />1st - KY<br />2nd - IN<br />3rd - IL<br />
    71. 71. community innovation<br />
    72. 72.
    73. 73. healthy communities<br />
    74. 74. active communities<br />
    75. 75. customer service<br />
    76. 76. Fishtank<br />social platforms<br />
    77. 77. social tools<br />
    78. 78. THE<br />TOWN SQUARE<br />
    79. 79. chamber of commerce<br />
    80. 80. chamber of commerce<br />
    81. 81.
    82. 82. the end<br />Humana’s Innovation Center<br />http://CrumpleItUp.com<br />Greg Matthews @chimoose<br />Paul Puopolo @2ps<br />Tony Tomazic @tonahawk<br />
    83. 83. mobile<br />mobile<br />

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