The New Role of Technology in Consumer Health and Wellness
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The New Role of Technology in Consumer Health and Wellness

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Join Marcelo and Agustina, two entrepreneurs with health and wellness startup that are willing to show how technology is changing their markets and "how the evolution of technology changed the......

Join Marcelo and Agustina, two entrepreneurs with health and wellness startup that are willing to show how technology is changing their markets and "how the evolution of technology changed the industry... from the doctors perspective to the big wellness companies".

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  • Hello, my name is Marcelo, thank you all for joining us, Im 27 years old, Im Argentinian, I studied Computer Science, we both have different startups supported by Stratup Chile related with health, wellness and beauty which will tell you about later in the presentation.Good evening, my name is Agustina, I’m 25 years old, Uruguayan I studied Telematics Engineer, and we found interesting the possibility of sharing our opinions of how technology impacts aspects of our life from different point of views and sharing this reflection with all of you.
  • First of all, it’s a very complex topic, and this is not just another talk about new technologies related to health and wellness, as it’s called, it is regarding the impact this new developments have over existent methods and above all over the final user.
  • So, let us start with the basics, lets say you are in pain, any kind of pain, what’s the first thing that you try?
  • Well probably most of you will try to reach a health care center right? But, do you know how long does the hospital; the trauma rooms exist, as we know them today?
  • Well… try to guess… only less than 120 years, In 1889, in Rochester, Minnesota, the Mayo Clinic - at that time St. Mary's Hospital - opened. It became the prototype for the type of hospital organization we today know, which was determined by the cooperation of different specialists. The new methods of anesthesia, antisepsis and asepsis were taken from the beginning. Before this you call your physician, most likely the family one, you should wait for him at your home, or go to his house, even if he is not the specialist you get needed to get attended with..
  • So, now what we want you to thinks is, what have these two cases in common?
  • The answer is pretty simple; they both include getting someone with you to assist you.
  • Even if you are an infant or an old person, the first thing you do is calling someone you trust: a doctor, your mother, even if it’s 911
  • According to a study done of new technologies in health;64 percent of the consumers are not willing to send information to their doctor wirelessly
  • 67 percent don’t want to manage their health records online
  • 68 percent reject the idea to have telehealth visits with their doctors
  • We focus on the statistic of telehealth in which the interaction with the doctor, mother or trust person lacks of the human contact, and leave this question open to answer in the rest of our reflection.
  • Now, let us review a little bit about technology solutions. There is no doubt that technology is contributing a lot in treatments, drugs, equipment’s, from bio-robotics to 3D organs.(video)
  • Nowadays we can achieve images with great resolutions analyzing our body in specific ways that were unimaginable. The generation of 3D organ printing in now possible opening us doors to a new world in medicine. (video)
  • But getting back to our question, when are feeling and our worries are important, and what is happening to us can change our way we see the world, for instance an important operation; what would you feel if after a cancer operation, after a heart transplant, the doctor that will visit you would be this doctor?
  • Exactly, now you get the point, how would you feel? Let me tell you a story, a very stupid one but you will get the idea. I’ve been buying the same jean for years, it’s a Levis 511 Strech Skinny 32 30, I see it on the online store just to check if its in stock, but even though, I go to the store and buy it there. And I’m a techy guy, I buy a lot of things online, but there are some that just need to be done in real life. Why?
  • Let me tell you a story, a very stupid one but you will get the idea. I’ve been buying the same jean for years, it’s a Levis 511 Strech Skinny 32 30, I see it on the online store just to check if its in stock, but even though, I go to the store and buy it there. And I’m a techy guy, I buy a lot of things online, but there are some that just need to be done in real life. Why?
  • Well, its all about the user experience, cause you can buy beauty product online, you can buy drugs, get a physician’s consult, event test your blood and upload the results, but people still prefer to keep it real.
  • Technology helps health, and wellness, but what about care? Care is related with sensations, while wellness is related to adaptation, this 2 are the user experience.
  • Now, lets get back to technology, today it seems it’s all about making things easier, faster, efficient, simple for the user, but wait, is this what they really want?
  • I’m giving the word now to Agustina who is going get deeper in the involvement of the user experience and the wellness interaction with health at long term.
  • Specifically talking about technology, and the interactions people have with the devices through user interfaces it has evolved from command line interfaces, to graphic user interfaces, evolution now to a Natural User Interface.
  • The interaction that people have with the devices is important and affects in that way the feeling people can generate through them: it could be with a mouse, with a keyboard, with a touchscreen system, with augmented reality systems.
  • The new Natural User interface refers to bringing more interaction with users, to getting closer users to sensations, to bringing real life experiences creating feelings through technology.
  • How can we make better experiences?
  • Virtual vs. Real experience:The attention of the consumer is captured in a unique way in the real life experience.
  • Taking about purchase, in the Point of Sale, the 70% of the decisions of buying are made in the POS, 68% of the decisions of purchase and not premeditated, and only 5% are loyal to a Brand in a specific category.
  • Thisnumbersaffectthedevelopment of technologies, noticingtheimportance of thelivecontact and interactions. In this way the person interacts with products directly, touch and feel what they are choosing.
  • Going to tangible examples as Amazon, ebay, mercadolibrevs the real experience.
  • People are much more involved with the process of going shopping that with the purchase of a given product, so technology has to evolve to achieve this same experience generating the same sensations. How can we generate the same sensations women have choosing the right cosmetic, something so intimate, in which making the ridiculous if the worst fear? Achieve Cercany with products, receive personal assistance, create interaction with friends and opinions.
  • What happens when products so personal as fashion and beauty products are involved?This drives people to doubt, they don’t feel confortable buying personal things through the internet. The result has to be tangible to the human senses.Recent investigations have recorded that the purchase moment is a key point and products must be related with “live experiences”. What if we could generate this same experience online?
  • Choosing clothes people live the same type of experience, Marcelo talked about choosing his same jean online, of the same size, and still felt uncomfortable with that. So, we are missing something on the approach. We need to generate the same real experiences through technologies if not we won’t achieve the same results.Health and beauty are related directly with feelings, so we have to create engaging experiencies (liking + wanting).There are a lot of systems that try to achieve this effect but realism is key on generating sensations of people through technologies, generating credibility, confidence, and new sensations in users.
  • An example which takes interaction to another level is this application in which women go shopping and can LIVE try a product on the store, upload the pictures and wait for comments of users and fashion assistants to make the decision.Say you are going to a party and you want to know what you look like, you can ask a whole community opinion.
  • The future of shopping (video) (virtual changer)
  • So, what makes a good user experience that will allow the users to interact generate these same feelings they can have with a live person or object but through technologies?
  • Conclution
  • AdviceMeCosmetics:PitchAgus
  • Video AdviceMeCosmetics
  • BuscoTurno:PitchMarce

Transcript

  • 1. Not willing to send information to their doctor wirelesslyWilling to send information to their doctor wirelessly 36% 64%
  • 2. o Want to manage their HR online Want to manage their HR online33% 67%
  • 3. Reject the idea to have telehealth visits with their doctorsAcept the idea to have telehealth visits with their doctors 32% 68%
  • 4. Command Line Natural User Interface Graphical Interface (CLI) User (NUI)1960s-1980s Interface 2010s-??? (GUI) 1980s-2010s Source:Microsoft©
  • 5. Microsoft Green Eye Mouse (1983) Source:Microsoft©
  • 6. proxydisconnected metaphors limited toits window Source:Microsoft©
  • 7. Source:Microsoft©
  • 8. Source:Microsoft©
  • 9. Source:Microsoft©
  • 10. Source:Microsoft©
  • 11. Source:Microsoft©
  • 12. Real purchase decisions made in POS premeditated loyal
  • 13. Easy Easier emotional real time accomplish connection experiencecontentbecomes tasksinterface