Do-it-yourself health: A plea for technology and nudge mechanisms in health for UMC Utrecht
 

Do-it-yourself health: A plea for technology and nudge mechanisms in health for UMC Utrecht

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Technology made life easier and gave us endless extra possibilities. How can we leverage these to really make a difference for our patients?

Technology made life easier and gave us endless extra possibilities. How can we leverage these to really make a difference for our patients?

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Do-it-yourself health: A plea for technology and nudge mechanisms in health for UMC Utrecht Do-it-yourself health: A plea for technology and nudge mechanisms in health for UMC Utrecht Presentation Transcript

  • Polle de Maagt @polledemaagt Do-it-yourself health. A plea for technology and nudge mechanisms in health.
  • Polle de Maagt @polledemaagt Yep. I know I look like 18. But I’m actually 29. Most old people tell me I will be happy with them when I’m 50. I doubt that. I sooooo love Blackberry ... ... but recently switched to iPhone (it’s not you, it’s me). Polle de Maagt. The reason to move to Gent The love of my life. What better Changing companies to be reason is there?! more about acts, less about ads.
  • Polle de Maagt @polledemaagt I work(ed) for companies like
  • Polle de Maagt @polledemaagt Would this work? Would this make a difference in their tips? For me, it all started with this bill. Yep. I should treat my nails better.
  • Polle de Maagt @polledemaagt How can we change people’s behavior for the better? It isn’t so much about mobile, about social media or the next website. But how can we use technology to change people’s behavior?
  • Polle de Maagt @polledemaagt I would like to talk about 4 things today. (Don’t worry, I made them tweet-size, so you can easily remember them).
  • Polle de Maagt @polledemaagt Managing expectations. “ Create acts, not ads. Leo Burnett. “ The incredible force of nudge. Creating momentum.
  • The growing challenge of managing expectations.It’s pretty basic: do more than people expect to stimulate word of mouth. However, be careful not toover-exceed expectations, that actually creates negative conversations.And it sets a new normal ...
  • Polle de Maagt @polledemaagt A small experiment in happiness. “Do something with Foursquare”, that was the briefing for a pretty remarkable experiment. Over the course of 6 weeks, we surprised KLM passengers based on their social media profiles. To see how happiness spreads. And it did. Something to prove KLM wanted to prove they recognize the person behind every passenger. More? I will talk you through that later :) FoursquareEvery time a passenger told KLM via twitter or Foursquare that he/she was at Schiphol airport,we tried to surprise him/her in a most personal way. Results? Over 1.000.000 impressions on twitter alone. And a Cannes Lions Award for PR.
  • Polle de Maagt @polledemaagt A cost-efficiency experiment. How can we prove digital works? By showing our webcare department is more efficient than our regular call center. Actually ... a whopping 50-75%. A 365/7/24 team in 6 languagesReady to help clients all over the world. A weekly report For all managers. 50-75% And we’re not even counting the social media ripple effect.
  • Polle de Maagt @polledemaagt In all this clutter: rise of filters. With more and more products that are marginally different and difficult to tell apart, comparison websites thrive. They drive an ever growing part of product sales and set their own rules. Their selection criteria create a totally new battlefield. Top 3Based on the comparisonwebsite variables, a top 3 or top 5 products emerges, a new evoked set of productsconsumers choose from. Being number 4 or 6 is a huge sales difference. Effect? Companies (are tempted to) adjust product variables to hack the comparison websites and turn up in the new top 3 and top 5 lists.
  • Polle de Maagt @polledemaagt Comparing hospitals. The more complex a decision, the more consumers will need comparison websites. Often third-party sites that have their own rules, criteria and algoritms. You’re almost forced to hack their system and see how you can rank better ... Biased? Third-party and sponsored sites ... how biased are they? A clear winner Only 8 kilometers away and the bestperforming hospital.
  • Polle de Maagt @polledemaagt So, where was the chapter on tweets and wallposts in our brand book again? How can you be both coherent in customer service, invoices, tweets and wallposts?
  • Polle de Maagt @polledemaagt Need for an agile brand. Usually, brands are defined in vision documents. Or even worse, tag clouds. But with so many new touchpoints between brands and consumers, we need an identity that both works in a tweet and an invoice. An identity that is coherent, media-neutral and that inspires rather than restricts. Inspiring copy Copy that sets the tone, restricts, inspires and shows company character. Visual feelEyecandy support for the ... and seriously copy and company feel. If a dog food company can do it, you can do it.
  • Polle de Maagt @polledemaagt Managing expectations. “ Create acts, not ads. Leo Burnett. “ The incredible force of nudge. Creating momentum.
  • Polle de Maagt @polledemaagt Avoiding the crowd, a true merry Christmas. Arrghhh ... the mobs that turn every shopping street into a Christmas-presents-war-zone. Amsterdam advertising agency THEY turned to some technology to easy the pain. Enter the Avoid the Shopping Crowds (mobile) site whichdetects crowds based on geo-tweets and Foursquare checkins ... and helps you to avoid them. A true merry Christmas. Nifty detail THEY is Vodafone’s agency. Location information How crowded is it? Very busy? Calm? All based on social media geo location data. Detailed info Opening hours, crowd averages.
  • Polle de Maagt @polledemaagt Running other routes Not the same round every day, but a route worth running. Running further To run a decent figure, people needed to run further than they were used to. Nike changed the way people run. A club worth joining Connected 24/7/365. Results? Over 40.000 connected runners, behavior change amongst runners. SpinAwards and Webby Award.
  • Polle de Maagt @polledemaagt Nike+ as a platform.Nike+ is a pretty simple tool that tracks your running performance. Through a receiver in your shoe that is connected to an iPhone, iPod or Nike watch. Or by just using the Nike+ iPhone app. It tracks your speed, location and distance. But that’s where the fun stuff starts: the mechanisms built on this infrastructure. Nike+ Take the City Challenging people to run create figures on top on the city; the Graffiti Challenge. Goals & Challenges Remember people Nike+ Paint with your feet Run-based art. ? Nike+ Tag Play ‘tag’ with your friends. Nike+ ? What’s next?
  • Polle de Maagt @polledemaagt How to avoid people buying fake medicine? How can you tell real Viagra from fake? Normal consumers probably can’t. And that’s why they buy them online. In masses. Shocking them doesn’t work; because they wouldn’t fall for it, right? The only way is to actually trick them.
  • Polle de Maagt @polledemaagt Managing expectations. “ Create acts, not ads. Leo Burnett. “ The incredible force of nudge. Creating momentum.
  • Polle de Maagt @polledemaagt Seinfeld Approach Don’t break the chain. Nudge and hack yourself.
  • Polle de Maagt @polledemaagt Foodzy helps you to eat healthy. Foodzy will help its users keep track of what products they eat during the day, and reward certain healthy eating habits with badges. This way people are able to maintain a healthy lifestyle, start losing weight or simply keep track of their eating habits.
  • Polle de Maagt @polledemaagt A piece of tape to save energy. Can a piece of tape help to nudge people not to take the elevator but the stairs? Rationally, the stairs is the better option. Energy-saving, a small and simple workout and -often- even faster. But still, many prefer the elevator. How can we change this with small interventions? That was the start of a remarkable experiment by Hivos and Boondoggle. Elevator vs Stairs Will a piece of tape make a difference? Lines or footsteps? That was the starting point of a small experiment. An experiment worth sharing The experiment wascaught on tape to turn it into a video proof. Results? The piece of tape (either in lines or footsteps) nudged not less than 75% to take the stairs.
  • Polle de Maagt @polledemaagt Speed ticket lottery How can you nudge drivers to lower their speed? Obey the speed limit through fun. The idea is that every speeding car gets photographed and pays a fine. Every car that isn’t speeding gets photographed as well, but shares in the proceedings of the speeding tickets. The lottery.Speeding drivers would be photographed and their fines would partially be put in e lottery fund. Normal drivers would enter this lottery toactually win a part of this money. Results? More than 20% speed reduction.
  • Polle de Maagt @polledemaagt
  • Polle de Maagt @polledemaagt Teen driving contract. Young drivers cause a lot of accidents. Shocking them really doesn’t work. What does? A teen driving contract between parents and youngsters. -21%
  • Polle de Maagt @polledemaagt Gadgets to hack yourself. Monitoring your health and sleep? Tracking progress? Tips to live healthier? Gadgets like Jawbone and Fitbit do just that. For under 100 euro, you have a pretty neat piece of technology that helps you to live better.
  • Polle de Maagt @polledemaagt Managing expectations. “ Create acts, not ads. Leo Burnett. “ The incredible force of nudge. Creating momentum.
  • Polle de Maagt @polledemaagt How can you help?
  • Polle de Maagt @polledemaagt My niece Marilien.She is finding the 10.000 ways that don’t work. Stumbles and falls. And gets up again. And this is one of them. Feeding fluffy mini- Bumba’s ... #fail. Find the 10.000 ways that don’t work.
  • Polle de Maagt @polledemaagt Talk boring language. Define a range of small, manageable projects with clear project goals, KPIs and roadmaps. The small projects will force you to take baby steps every day, will help to engage more internal people, will help you develop internal learnings and best practices and a track record of successful mini projects. All to fuel momentum. Define projectsDefine key challenges and chop themup into manageable projects. Projects that test hypothesizes, show progress, make you learn and fuel momentum in other ways. More on KPIs Clear aim See next slide for more onDefine a clear aim that describes the defining the different main purpose of the project. KPIs. Roadmap Sketch a progessive roadmap with main todos and milestones.
  • Polle de Maagt @polledemaagt Define clear goals. To change a company, define manageable projects with clear KPIs. Intrinsic, learning and change management KPIs. This, to challenge yourself to make the projects impactful in learning and change management, but also to be able to make a project successful on several axes. Intrinsic KPIs Your ‘normal’ set of KPIs that are easy to measure. E.g. grow 50% in number of followers. INTRINSIC LEARNING CHANGE MANAGEMENT Learning KPIs Change management KPIs What can we learn from these How will this project help change the projects? E.g. learn which content organization E.g. convince manager X that works best to convert people to fans LinkedIn is as converting as twitter, or followers. gather a spearhead group of 50 internal enthousiasts.
  • Polle de Maagt @polledemaagt You can forget most of the things I said today. But please, remember 4 things.
  • Polle de Maagt @polledemaagt Managing expectations. “ Create acts, not ads. Leo Burnett. “ The incredible force of nudge. Creating momentum.
  • Polle de Maagt @polledemaagt 48 Help me change organisations. Act yourself. Every little act is a step closer to leveraging unused potential. Every act is a little less ads. Do something in the next 48 hours that actually makes your company or your clients more customer connected.
  • Polle de Maagt @polledemaagt Thanks for your time. Download the presentation at polle.me/nudgeUMC or contact me via twitter (@polledemaagt) or email (polle@polledemaagt.com) http://polle.me/nudgeUMC