Points of Innovation: Rethinking Innovation in Digital Health Communication
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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

Points of Innovation: Rethinking Innovation in Digital Health Communication Points of Innovation: Rethinking Innovation in Digital Health Communication Presentation Transcript

  • POINTS OF INNOVATIONRETHINKING INNOVATION IN DIGITAL HEALTH COMMUNICATION CHRISTINA FREDERICK Sapient
  • WHAT IS INNOVATION?
  • SOMETHING DIFFERENT?
  • SOMETHING DARING?
  • SOMETHING NEW?
  • WHAT IF IT’S SOMETHING ELSE?
  • INNOVATION ENABLING THE POTENTIAL OF PEOPLE
  • AND WHAT IF THERE ARE POINTS OF INNOVATION?
  • POINTS OF INNOVATION WHAT HAPPENS IN LIFE MOMENTS AS INNOVATORS USE CREATIONS TO MEET THEIR NEEDS
  • CREATORS AND INNOVATORS ARE THE PEOPLE THAT MAKE THIS TYPE OF INNOVATION POSSIBLE.
  • CREATORS YOU AND YOUR TEAMS; THE ONES THAT PRODUCE CREATIONS THAT ENABLE THE POTENTIAL OF INNOVATORS
  • INNOVATORS THE PEOPLE THAT USE YOUR CREATIONS TO MEE THEIR NEEDS
  • NEED A DIAGRAM?
  • 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
  • TO ENABLE THE POTENTIAL OF PEOPLE – THE CREATORS NEED TO OFFER CREATIONS THAT HAVE INNOVATIVE CHARACTERISTICS.
  • 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
  • THE MORE INNOVATIVE CHARACTERISTICS A CREATION HAS, THE MORE OPPORTUNITY THERE ARE FOR POINTS OF INNOVATION.
  • AND GUESS WHAT . . .
  • THIS TYPE OF INNOVATION IS HAPPENING IN DIGITAL HEALTH COMMUNICATIONS!
  • CHECK OUT THESE INSPIRING EXAMPLES . . .
  • KATHY
  • • 26 YEARS OLD • 70 POUNDS OVERWEIGHT • DOCTOR MENTIONS DIABETES… SEPTEMBER 2011
  • • ALMOST DIES FROM PNEUMONIA • DOCTORS SAY OBESITY PLAYED A PART • SHE DECIDES TO CHANGE – STARTS USING THE NIKE+ RUNNING APP NOVEMBER 2011
  • 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
  • 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
  • EVERY TIME KATHY RUNS WITH THE NIKE+ APP THAT SHE CUSTOMIZED FOR HER NEEDS POINT OF INNOVATIONz
  • • 70 POUNDS LOST • NEW DIET • NEW LIFESTYLE JANUARY 2013
  • DEBORAH LEO
  • 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
  • DEBORAH SNAPS THIS PHOTO & POSTS IT TO FACEBOOK "NOTHING SAYS HAPPY MOTHER'S DAY QUITE LIKE A SUNDAY MORNING AT THE PEDIATRICIAN'S."
  • • 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
  • "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
  • • 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
  • “GET TO THE HOSPITAL. NOW . ”
  • NEXT 3 WEEKS • LEO IS DIAGNOSED WITH RARE KAWASAKI DISEASE & LIVER DISEASE
  • 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
  • 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
  • THE MOMENT DEBORAH USED FACEBOOK AS PLATFORM FOR AN OPEN DISCUSSION ABOUT LEO’S HEALTH POINT OF INNOVATIONz
  • • LEO IS RECOVERED • HE WILL HAVE CONTINOUS MONITORING JANUARY 2013
  • DAN
  • • 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
  • 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
  • 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
  • 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
  • THE MOMENT DAN USED HIS IPHONE AND “POCKET FIRST AID” APP TOGETHER TO SAVE HIS OWN LIFE POINT OF INNOVATIONz
  • • DAN IS RECOVERED • RELEASES “UNSHAKEN” BOOK JUNE 2011
  • THESE AREN’T STORIES ABOUT FACEBOOK OR IPHONES.
  • THEY ARE EXAMPLES OF WHAT HAPPENS WHEN CREATORS MAKE DIGITAL HEALTH COMMUNICATIONS WITH INNOVATIVE CHARACTERISTICS THAT ENABLE PEOPLE’S POTENTIAL.
  • REIMAGINE INNOVATION.
  • 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
  • SAPIENT WWW.SAPIENTGOV.COM WWW.SAPIENT.COM/NONPROFIT