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 NE...
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,
IN...
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 ...
EXPERIENCE CONVENIENCE PERSONALIZATION
• IN-RUN FEEDBACK
• FACEBOOK CHEERS
• PLAY/PAUSE MUSIC
• ANSWER CALLS
• FREE
• EASY...
EXAMPLES OF HOW
KATHY USES THE APP
EXPERIENCE CONVENIENCE PERSONALIZATION
• RECEIVE MOTIVATION
• RECEIVE IN-RUN FEEDBACK
•...
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 PEDIAT...
• RAPID STREP TEST COMES BACK NEGATIVE
• LEO DOESN’T LOOK GOOD
• DOCTOR TREATS HIM FOR STREP
• TELLS DEBORAH TO SEE HER FA...
"BABY GETTING SICKER. EYES SWOLLEN
SHUT. FEVER RISING. PENICILLIN NOT
WORKING. MIGHT BE SCARLET FEVER.
OR ROSEOLA."
DEBORA...
• DOCTOR SAYS LEO WILL BE FINE
• 36 COMMENTS POSTED IN RESPONSE TO THE PHOTO
• DEBORAH’S NEIGHBOR AND COUSIN (A PEDIATRIC
...
“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
• WATC...
EXAMPLES OF HOW DEBORAH
USED FACEBOOK
EXPERIENCE CONVENIENCE PERSONALIZATION
• ENCOURAGED
COMMUNITY DISCUSSION
• USED AS S...
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 & “P...
IPHONE INNOVATIVE
CHARACTERISTICS EXAMPLES
EXPERIENCE CONVENIENCE PERSONALIZATION
• APPS
• ONE TAP ACTIONS
• ONE HOME BUTT...
POCKET FIRST AID & CPR APP INNOVATIVE
CHARACTERISTICS EXAMPLES
EXPERIENCE CONVENIENCE PERSONALIZATION
• 100S OF ILLUSTRATI...
HOW DAN USED IPHONE & FIRST
AID APP TOGETHER
EXPERIENCE
(APP)
CONVENIENCE
(APP)
PERSONALIZATION
(IPHONE)
• READ BANDAGE
IN...
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
EN...
REIMAGINE INNOVATION.
CHRISTINA FREDERICK
(SENIOR MANAGER MARKETING STRATEGY & ANALYSIS)
THOUGHT LEADER & PRESENTER
MARCO AMBROSIO
(SENIOR ASSOC...
SAPIENT
WWW.SAPIENTGOV.COM
WWW.SAPIENT.COM/NONPROFIT
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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?'

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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

    1. 1. POINTS OF INNOVATIONRETHINKING INNOVATION IN DIGITAL HEALTH COMMUNICATION CHRISTINA FREDERICK Sapient
    2. 2. WHAT IS INNOVATION?
    3. 3. SOMETHING DIFFERENT?
    4. 4. SOMETHING DARING?
    5. 5. SOMETHING NEW?
    6. 6. WHAT IF IT’S SOMETHING ELSE?
    7. 7. INNOVATION ENABLING THE POTENTIAL OF PEOPLE
    8. 8. AND WHAT IF THERE ARE POINTS OF INNOVATION?
    9. 9. POINTS OF INNOVATION WHAT HAPPENS IN LIFE MOMENTS AS INNOVATORS USE CREATIONS TO MEET THEIR NEEDS
    10. 10. CREATORS AND INNOVATORS ARE THE PEOPLE THAT MAKE THIS TYPE OF INNOVATION POSSIBLE.
    11. 11. CREATORS YOU AND YOUR TEAMS; THE ONES THAT PRODUCE CREATIONS THAT ENABLE THE POTENTIAL OF INNOVATORS
    12. 12. INNOVATORS THE PEOPLE THAT USE YOUR CREATIONS TO MEE THEIR NEEDS
    13. 13. NEED A DIAGRAM?
    14. 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. 15. TO ENABLE THE POTENTIAL OF PEOPLE – THE CREATORS NEED TO OFFER CREATIONS THAT HAVE INNOVATIVE CHARACTERISTICS.
    16. 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. 17. THE MORE INNOVATIVE CHARACTERISTICS A CREATION HAS, THE MORE OPPORTUNITY THERE ARE FOR POINTS OF INNOVATION.
    18. 18. AND GUESS WHAT . . .
    19. 19. THIS TYPE OF INNOVATION IS HAPPENING IN DIGITAL HEALTH COMMUNICATIONS!
    20. 20. CHECK OUT THESE INSPIRING EXAMPLES . . .
    21. 21. KATHY
    22. 22. • 26 YEARS OLD • 70 POUNDS OVERWEIGHT • DOCTOR MENTIONS DIABETES… SEPTEMBER 2011
    23. 23. • ALMOST DIES FROM PNEUMONIA • DOCTORS SAY OBESITY PLAYED A PART • SHE DECIDES TO CHANGE – STARTS USING THE NIKE+ RUNNING APP NOVEMBER 2011
    24. 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. 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. 26. EVERY TIME KATHY RUNS WITH THE NIKE+ APP THAT SHE CUSTOMIZED FOR HER NEEDS POINT OF INNOVATIONz
    27. 27. • 70 POUNDS LOST • NEW DIET • NEW LIFESTYLE JANUARY 2013
    28. 28. DEBORAH LEO
    29. 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. 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. 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. 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. 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. 34. “GET TO THE HOSPITAL. NOW . ”
    35. 35. NEXT 3 WEEKS • LEO IS DIAGNOSED WITH RARE KAWASAKI DISEASE & LIVER DISEASE
    36. 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. 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. 38. THE MOMENT DEBORAH USED FACEBOOK AS PLATFORM FOR AN OPEN DISCUSSION ABOUT LEO’S HEALTH POINT OF INNOVATIONz
    39. 39. • LEO IS RECOVERED • HE WILL HAVE CONTINOUS MONITORING JANUARY 2013
    40. 40. DAN
    41. 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. 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. 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. 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. 45. THE MOMENT DAN USED HIS IPHONE AND “POCKET FIRST AID” APP TOGETHER TO SAVE HIS OWN LIFE POINT OF INNOVATIONz
    46. 46. • DAN IS RECOVERED • RELEASES “UNSHAKEN” BOOK JUNE 2011
    47. 47. THESE AREN’T STORIES ABOUT FACEBOOK OR IPHONES.
    48. 48. THEY ARE EXAMPLES OF WHAT HAPPENS WHEN CREATORS MAKE DIGITAL HEALTH COMMUNICATIONS WITH INNOVATIVE CHARACTERISTICS THAT ENABLE PEOPLE’S POTENTIAL.
    49. 49. REIMAGINE INNOVATION.
    50. 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. 51. SAPIENT WWW.SAPIENTGOV.COM WWW.SAPIENT.COM/NONPROFIT
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