A disruptive technology or disruptive innovation is an innovation that improves a product or service in ways that the market does not expect, typically by being lower priced or designed for a different set of consumers.Disruptive innovations can be broadly classified into low-end and new-market disruptive innovations. A new-market disruptive innovation is often aimed at non-consumption (i.e., consumers who would not have used the products already on the market), whereas a lower-end disruptive innovation is aimed at mainstream customers for whom price is more important than quality.Disruptive technologies are particularly threatening to the leaders of an existing market, because they are competition coming from an unexpected direction. A disruptive technology can come to dominate an existing market by either filling a role in a new market that the older technology could not fill (as cheaper, lower capacity but smaller-sized flash memory is doing for personal data storage in the 2000s) or by successively moving up-market through performance improvements until finally displacing the market incumbents (as digital photography has largely replaced film photography).In contrast to "disruptive innovation", a "sustaining" innovation does not have an effect on existing markets. Sustaining innovations may be either "discontinuous" (i.e. "revolutionary") or "continuous" (i.e. "evolutionary"). Revolutionary innovations are not always disruptive. Although the automobile was a revolutionary innovation, it is not a disruptive innovation, because early automobiles were expensive luxury items that did not disrupt the market for horse-drawn vehicles. The market remained intact until the debut of the lower priced Ford Model T in 1908.The term disruptive technology was coined by Clayton M. Christensenhttp://en.wikipedia.org/wiki/Disruptive_technology
Evolved Definition:“…Web-based services for health care consumers, caregivers, patients, health professionals, and biomedical researchers, that use Web 2.0 technologies as well as semantic web and virtual reality tools, to enable and facilitate specifically social networking, participation…collaboration, and openness within and between these user groups.”
Eric Robertson, PT, DPT, OCSSocial Media and Physical Therapy
OBJECTIVES 1. Understand the role of social media in physical therapist branding and marketing. 2. Develop a strategy to respond appropriately to a changing consumer marketplace using Web 2.0 and social media tools.
Beyond payment policy reform, delivery is about to dramatically evolve.HEALTHCARE IS CHANGING
Health 2.0 - Defined “The use of social software and light-weight tools to promote collaboration between patients, their caregivers, medical professionals, and other stakeholders in health"Source: Adapted from Jane Sarasohn-Kahns "Wisdom of Patients" report, by Matthew Holt, Last updated June 6, 2008http://health20.org/wiki/Main_Page
Disruptive InnovationsDevelopment of new technologies can cause a reduction in performance.
DISRUPTIVE INNOVATIONS… “...it is often entirely rational for incumbent companies to ignore disruptive innovations, since they compare so badly with existing technologies or products, and the deceptively small market available for a disruptive innovation is often very small compared to the market for the established technology.” http://en.wikipedia.org/wiki/Disruptive_technology
Health 2.0 Accelerator www.h2anetwork.orgWhat does the utilization of these tools look like?HEALTH 2.0 USE EXAMPLES
Use of Web 2.0 Tools in HealthcareUse Role Example UsersGathering Stay up to date on RSS, Podcasts, Search HealthInformation latest developments in Tools, Social Networks Professionals, Public a field, managing a conditionEducation Delivery of E-Learning, Web Health Professionals professional and Seminars, Distance- continuing education based, podcastsCollaboration and Decision making in Wikis, literature HealthPractice, Care daily practice, searches, shared Professionals,Delivery collaborative research documents, distance- Consumers based interactions, videos, etc….. Adapted from Wikipedia.com: http://en.wikipedia.org/wiki/Health_2.0
Building a Community• Make friends, don’t sell• The message needs to be viral• No one comes over to your house for a sales pitch, so don’t treat your networks that way either
Twitter.com/EricRobertson Just WHAT, will we use Twitter for? •Microblogging •On-the-go communication •Crowdsourcing •Patient interactions?
Using TwitterThings I’ve done on Twitter:•Gotten directions through a hospital•Located a developer for iPhone apps•Met friends•Found a community of individuals interested in Health 2.0•Found new physical therapist friends online•Participated in debates of various topics•Became a mentor to PT students•Discovered new restaurants and coffee shops•Posted reviews of businesses•Linked to my web content
Using TwitterBest used with Twitter Apps, like Tweetdeck•Create Searches•Use Hash Tags
Using TwitterBest used with Twitter Apps, like Tweetdeck•Lists
Quality of Tweets• Analysis of Tweets during H1N1 Outbreak • Pre- and Post-pandemic, 2009 • Analyzed 1800 tweets per day • Coded for analysis (high-level, personal exp, etc) – 21% Personal experience – 16% Personal opinion – Of remainder, only 5% were unreferenced – <1% categorized as giving Mis-Information! • Caveat: Government and Public Health sites were not the main source of linked references. Cynthia Chew, Medicine 2.0 Congress Proceedings, 9/2009 www.infovigil.com
Changing Patient Behaviors Injury Injury ApomediationDiagnosis from the Physician Self-DiagnosisReferral to PT Seek out correct provider
Online Presence Social Website Media Value-SEO Interactivity Added Which one? Content
Social Media Strategy• Determine your client preferences• Be transparent and approachable, but not “too friendly”• Learn to use each tool in depth… – Example: Learn how to search make a Facebook fan page, learn how to use hash tags in Twitter or Digg an article• Deliver value with every posting – Physical therapy links, research reviews, links to podcasts
Social Media Strategy• Accept that you can’t measure ROI• But you can measure web activity – Alerts for your content – Google Analytics• Social media is about building a brand, not selling something!
Brand Social MediaCommunity BuildingInteractive Features