Points of Innovation: Rethinking Innovation in Digital Health Communication

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Sapient reimagines the definition of innovation by asking the question 'what if innovations means enabling human potential?' …

Sapient reimagines the definition of innovation by asking the question 'what if innovations means enabling human potential?'

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  • http://www.campaignasia.com/BlogEntry/339585,ad-agencies-do-they-really-need-a-8220head-of-innovation8221.aspx
  • http://www.campaignasia.com/BlogEntry/339585,ad-agencies-do-they-really-need-a-8220head-of-innovation8221.aspx
  • http://www.campaignasia.com/BlogEntry/339585,ad-agencies-do-they-really-need-a-8220head-of-innovation8221.aspx
  • http://www.businessinsider.com/photos-tumblr-office-nyc-2012-01?op=1
  • App – ObesityThis is not an app story
  • Transition – “Among diet and lifestyle changes, she downloads the Nike+ Running App”
  • Highlight that these are only examples – there are other things the app can doDuring run feedback: distance run, speed of run, timer per mile
  • Highlight that these are examples of how Kathy is innovating with the app to meet her needs
  • Kathy didn’t use the fuel band or challenge friends or get Facebook cheers – she used the app to track all her runs and help her see how many calories were burned – she customized it for herself
  • Social Network– Diseasehttp://www.slate.com/articles/double_x/doublex/2011/07/how_facebook_saved_my_sons_life.2.html
  • Transition: “the next day, Leo is looking worse so Deborah takes him into the family doctor”
  • Narration “ The doctor says Leo will be fine. 36 comments are posted in response to the photo – two coming from her neighbor whose son had similair symptoms and one coming from Deborah’s cousin – a pediatric cardiologist – they both tell her to…”
  • Narration: “In the next 3 weeks, Leo is diagnosed with Kawasaki disease, a rare and sometimes fatal disease in children. He is also diagnosed with liver disease”
  • Highlight that these are only examples – there are other things the app can do
  • Highlight that these are examples of how Deborah is innovating with the app to meet her needs
  • Highlight that these are only examples – there are other things the app can do

Transcript

  • 1. POINTS OF INNOVATIONRETHINKING INNOVATION IN DIGITAL HEALTH COMMUNICATION CHRISTINA FREDERICK Sapient
  • 2. WHAT IS INNOVATION?
  • 3. SOMETHING DIFFERENT?
  • 4. SOMETHING DARING?
  • 5. SOMETHING NEW?
  • 6. WHAT IF IT’S SOMETHING ELSE?
  • 7. INNOVATION ENABLING THE POTENTIAL OF PEOPLE
  • 8. AND WHAT IF THERE ARE POINTS OF INNOVATION?
  • 9. POINTS OF INNOVATION WHAT HAPPENS IN LIFE MOMENTS AS INNOVATORS USE CREATIONS TO MEET THEIR NEEDS
  • 10. CREATORS AND INNOVATORS ARE THE PEOPLE THAT MAKE THIS TYPE OF INNOVATION POSSIBLE.
  • 11. CREATORS YOU AND YOUR TEAMS; THE ONES THAT PRODUCE CREATIONS THAT ENABLE THE POTENTIAL OF INNOVATORS
  • 12. INNOVATORS THE PEOPLE THAT USE YOUR CREATIONS TO MEE THEIR NEEDS
  • 13. NEED A DIAGRAM?
  • 14. INNOVATORS POINTS OF INNOVATION CREATORS INNOVATIONz CREATE THINGS THAT PEOPLE USE; CONTINUALLY EVOLVE TO MEET PEOPLE’S NEEDS USE THE THINGS CREATORS CREATE TO MEET THEIR OWN NEEDS WHAT HAPPENS AS INNOVATORS USE THE CREATIONS; HOW & WHY THE INNOVATORS USE THESE CREATIONS HELPS THE CREATORS EVOLVE THEIR CREATIONS
  • 15. TO ENABLE THE POTENTIAL OF PEOPLE – THE CREATORS NEED TO OFFER CREATIONS THAT HAVE INNOVATIVE CHARACTERISTICS.
  • 16. INNOVATIVE CHARACTERISTICS EXPERIENCE CONVENIENCE PERSONALIZATION PROVIDE THE INNOVATORS WITH A RICH, ROBUST, SEAMLESS, INTERESTING EXPERIENCE MAKE THE CREATION EASY TO USE, IMMEDIATELY ACCESIBLE & EASY TO UNDERSTAND MATCH INNOVATORS’ NEEDS, WANTS & EXPECTATIONS & ALLOW DEEP CUSTOMIZATION
  • 17. THE MORE INNOVATIVE CHARACTERISTICS A CREATION HAS, THE MORE OPPORTUNITY THERE ARE FOR POINTS OF INNOVATION.
  • 18. AND GUESS WHAT . . .
  • 19. THIS TYPE OF INNOVATION IS HAPPENING IN DIGITAL HEALTH COMMUNICATIONS!
  • 20. CHECK OUT THESE INSPIRING EXAMPLES . . .
  • 21. KATHY
  • 22. • 26 YEARS OLD • 70 POUNDS OVERWEIGHT • DOCTOR MENTIONS DIABETES… SEPTEMBER 2011
  • 23. • ALMOST DIES FROM PNEUMONIA • DOCTORS SAY OBESITY PLAYED A PART • SHE DECIDES TO CHANGE – STARTS USING THE NIKE+ RUNNING APP NOVEMBER 2011
  • 24. EXPERIENCE CONVENIENCE PERSONALIZATION • IN-RUN FEEDBACK • FACEBOOK CHEERS • PLAY/PAUSE MUSIC • ANSWER CALLS • FREE • EASY SET UP • EASY START • EASY TO USE • CHALLENGE FRIENDS • PAIR WITH NIKE SHOES • USE NIKE FUEL BAND • SOCIAL INTEGRATION • SET GOALS NIKE+ RUNNING APP INNOVATIVE CHARACTERISTICS EXAMPLES
  • 25. EXAMPLES OF HOW KATHY USES THE APP EXPERIENCE CONVENIENCE PERSONALIZATION • RECEIVE MOTIVATION • RECEIVE IN-RUN FEEDBACK • INTEGRATE WITH NIKE.COM • USE DAILY • IPHONE 4S WITH ARM BAND • WIRELESS HEADPHONES • SET GOALS • TRACK CALORIES BURNED • INTEGRATE MUSIC
  • 26. EVERY TIME KATHY RUNS WITH THE NIKE+ APP THAT SHE CUSTOMIZED FOR HER NEEDS POINT OF INNOVATIONz
  • 27. • 70 POUNDS LOST • NEW DIET • NEW LIFESTYLE JANUARY 2013
  • 28. DEBORAH LEO
  • 29. MOTHER’S DAY 2011 • 4-YEAR OLD LEO WAKES UP WITH A RASH • DEBORAH TAKES HIM TO THE DOCTOR • DOCTOR DOES A RAPID STREP TEST
  • 30. DEBORAH SNAPS THIS PHOTO & POSTS IT TO FACEBOOK "NOTHING SAYS HAPPY MOTHER'S DAY QUITE LIKE A SUNDAY MORNING AT THE PEDIATRICIAN'S."
  • 31. • RAPID STREP TEST COMES BACK NEGATIVE • LEO DOESN’T LOOK GOOD • DOCTOR TREATS HIM FOR STREP • TELLS DEBORAH TO SEE HER FAMILY DOCTOR THE SAME DAY
  • 32. "BABY GETTING SICKER. EYES SWOLLEN SHUT. FEVER RISING. PENICILLIN NOT WORKING. MIGHT BE SCARLET FEVER. OR ROSEOLA." DEBORAH SNAPS THIS PHOTO & POSTS IT TO FACEBOOK
  • 33. • DOCTOR SAYS LEO WILL BE FINE • 36 COMMENTS POSTED IN RESPONSE TO THE PHOTO • DEBORAH’S NEIGHBOR AND COUSIN (A PEDIATRIC CARDIOLOGIST) HAVE HAD SIMILAIR EXPERIENCE AND TELL HER TO… THE SAME DAY
  • 34. “GET TO THE HOSPITAL. NOW . ”
  • 35. NEXT 3 WEEKS • LEO IS DIAGNOSED WITH RARE KAWASAKI DISEASE & LIVER DISEASE
  • 36. FACEBOOK INNOVATIVE CHARACTERISTICS EXAMPLES EXPERIENCE CONVENIENCE PERSONALIZATION • LIKE • CHAT • VISUAL TIMELINE • WATCH VIDEOS • POST COMMENTS • FREE • MOBILE APP • EASY SIGN UP • JOIN GROUPS • POST TO TIMELINE • CREATE PHOTO ALBUMS • CUSTOMIZE TIMELINE • CHANGE IMAGES
  • 37. EXAMPLES OF HOW DEBORAH USED FACEBOOK EXPERIENCE CONVENIENCE PERSONALIZATION • ENCOURAGED COMMUNITY DISCUSSION • USED AS STRESS OUTLET • USED AT DOCTOR’S • RECEIVED IMMEDIATE NOTIFICATIONS • MADE POSTS TO TIMELINE • UPLOADED PHOTOS
  • 38. THE MOMENT DEBORAH USED FACEBOOK AS PLATFORM FOR AN OPEN DISCUSSION ABOUT LEO’S HEALTH POINT OF INNOVATIONz
  • 39. • LEO IS RECOVERED • HE WILL HAVE CONTINOUS MONITORING JANUARY 2013
  • 40. DAN
  • 41. • HAITI EARTHQUAKE HITS • DAN IS TRAPPED UNDER THE RUBBLE OF HIS HOTEL • LEG IS SEVERELY INJURED • HE USES HIS IPHONE & “POCKET FIRST AID & CPR” APP JANUARY 2010
  • 42. IPHONE INNOVATIVE CHARACTERISTICS EXAMPLES EXPERIENCE CONVENIENCE PERSONALIZATION • APPS • ONE TAP ACTIONS • ONE HOME BUTTON • VIDEO, VIBRATION, SOUND • MAC/TABLET INTEGRATION • EASY CHARGE • EASY APP DOWNLOAD • CHOOSE APPS • CUSTOMIZE PHONE SETTINGS
  • 43. POCKET FIRST AID & CPR APP INNOVATIVE CHARACTERISTICS EXAMPLES EXPERIENCE CONVENIENCE PERSONALIZATION • 100S OF ILLUSTRATIONS • DETAILED VIDEOS • SIMPLE UX • ANYWHERE/ANYTIME • EASY ACCESS TO CONTENT • SEARCH FUNCTIONALITY • UP-TO-DATE AHA INFO • LOVED ONE’S MEDICAL INFO • BASIC INFO TO EMERGENCY HOW-TO
  • 44. HOW DAN USED IPHONE & FIRST AID APP TOGETHER EXPERIENCE (APP) CONVENIENCE (APP) PERSONALIZATION (IPHONE) • READ BANDAGE INSTRUCTIONS • GOT SHOCK PREVENTION INFO • USED WHILE UNDER RUBBLE • EASYILY ACCESSED CONTENT • DID SIMPLE SEARCHES • OPENED SPECIFIC APP • SET ALARM • USED LIGHT • TRACKED DATE/TIME
  • 45. THE MOMENT DAN USED HIS IPHONE AND “POCKET FIRST AID” APP TOGETHER TO SAVE HIS OWN LIFE POINT OF INNOVATIONz
  • 46. • DAN IS RECOVERED • RELEASES “UNSHAKEN” BOOK JUNE 2011
  • 47. THESE AREN’T STORIES ABOUT FACEBOOK OR IPHONES.
  • 48. THEY ARE EXAMPLES OF WHAT HAPPENS WHEN CREATORS MAKE DIGITAL HEALTH COMMUNICATIONS WITH INNOVATIVE CHARACTERISTICS THAT ENABLE PEOPLE’S POTENTIAL.
  • 49. REIMAGINE INNOVATION.
  • 50. CHRISTINA FREDERICK (SENIOR MANAGER MARKETING STRATEGY & ANALYSIS) THOUGHT LEADER & PRESENTER MARCO AMBROSIO (SENIOR ASSOCIATE BUSINESS CONSULTANT) THOUGHT CONTRIBUTOR THE MINDS BEHIND THE DECK KATHY OHLHABER (SENIOR ASSOCIATE CONTENT STRATEGIST) THOUGHT CONTRIBUTOR & DECK DESIGNER
  • 51. SAPIENT WWW.SAPIENTGOV.COM WWW.SAPIENT.COM/NONPROFIT