Unilever submission for Million Hearts(TM) Risk Check Challenge. Presentation of Heart Age Application.

1. Heart Age is a Proven, Repeatable Tool that
Communicates Risk & Drives Prevention
VALIDATED BY OVER
Proven to Engage Consumers THE TOOL HELPS
CURRENT 6 M USERS
CONSUMERS
Understand Creates an
“Your Heart Age is 10 years older
their risk emotional response
than your calendar age”
(Understandable and Impactful message, Galvanizes them to
no-one wants to be older than they are) take action
Proven to Engage Physicians VALIDATED BY SCIENCE
THE TOOL HELPS AND PUBLISHED
“The scientifically validated way to PHYSICIANS
communicate risk – the age at Communicate Patient
risk meaningfully engagement
which a patients risk score would be
considered ‘normal’ (healthy risk Gets patient action
factors)” e.g. cholesterol testing
D’Agostino et al., 2008,
Circulation; Soureti et al., 2010
EJCPR; Soureti et al., 2011 JMIR

2. How the New Heart Age Application will Support
and Drive the Million Hearts™ Challenge
Unilever and Microsoft® have created a powerful new Heart Age Application that will improve heart
health literacy and awareness, drive engagement, and motivate action for the Million Hearts™
Challenge.
• The accompanying video demonstrates the Windows 8 user experience from initial engagement with the tool through the stages
of getting tested and taking action.
• Use of strong UX principles and exploiting Windows 8 features guide the user through the tool and make full use of the APIs made
available. This approach will be replicated on other platforms should we win the competition.
Risk scores are calculated using Users are provided with the Along with Heart Age the user is
RISK CALCULATION
TAKE ACTION
GET TESTED
the Archimedes API . Outputs are recommended pharmacy test provided with the number of
converted into a Heart Age centers (using the Surescripts API) “years” that would be reduced if
through a conversion table pre- on a localized map. they were to make lifestyle
populated from the API changes. Links to partners who can
enable change will be provided
Reminders to get tested or enter post launch.
Where no biomarker data is data are provided (with user
provided , a range of possible permission) through the user’s
Heart Ages are returned to the Elevated risk factors are
device.
user (based on range of risk from highlighted to the user with
the API) with messages to get educational content on health and
The user can re-enter their lifestyle change.
tested to obtain a more accurate
score. biomarkers later when known or
when they have updated results Recommendations to visit a
to get a new Heart Age physician are based on API
When all data is complete, a calculated. recommendations. Future options
single Heart Age is provided to will include saving data in
the user. Microsoft ® Health Vault™ or other
PHR systems.

3. We will Provide a Robust Technical Product
and Service Solution for the Challenge
• Microsoft® built the Heart Age Application, ensuring that it
meets the high QA standards required for Windows 8 and
conforms to data privacy standards and usability standards
A High Quality, Well • No server infrastructures, beyond the API’s, are required to allow
Maintained easy scalability.
Application • Mapping functions use Bing, which has the capacity to cope with
high volumes (much above the levels anticipated with this
application)
• Updates will be implemented and QA Tested when Archimedes
goes live and before launch in January 2013.
Updated Application • A website with same design, look and feel will be developed
before launch.
Releases
• Updates will be implemented throughout the year for bug-fixes
and innovations.
• We will use analytics tools to provide HHS with monthly reports . This
will include:-
•Number of consumers who download the application
•Number of consumers who take the test (short version and full)
Timely Release of •Number of consumers who look for test centers
Usage Data •Number of consumers who click through lifestyle change pages
and links.

4. We will Provide Consultancy on how the
Challenge can Leverage our Validated Consumer
and Health Care Professional Communication
Materials
• Validated consumer poster s and
media releases that quickly and
CONSUMER effectively explain the Heart Age
COMMUNICATION proposition
• Validated consumer advertorials
and communication materials for use
on websites and campaigns etc
• Validated Health Care Professional
HEALTH CARE communication materials, including
PROFESSIONAL posters , leaflets, research briefs and
COMMUNICATION publications

5. Unilever & Microsoft®: A Unique Partnership
that Can Reduce Millions of Heart Ages in the
United States
TOGETHER WE BRING:
Delivery of a Heart Age Reinvest prize money to
1. The Proven Heart Age Tool Application that uses
Windows 8 to reach across
deliver an Application
that can reach the
multiple digital touch- Hispanic population and
points (Tablet, Phone, PC, initiatives to reach the
2. World Class Consumer Insights & Laptop, Gaming, Testing lower ends of the socio-
Kiosk) economic spectrum
Marketing Materials
3. Access and Influence in Multiple
Promotional Channels, Digital Touch
Multi-channel marketing
Points & Partners Hosting and maintenance plan delivered through an
of the Application across ecosystem of partners:
different platforms Including validated
4. Published Science and Health Care (including Web),with
regular updates of the
marketing materials, retail
channels, corporate
Professional Credibility applications and reporting workplace wellness,
of usage to HHS health care professionals,
online and PR
5. Scale-able, Secure and Multi-feature
Operating System
EXPANDING REACH AND
SUSTAINING IMPACT