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WPP H&W @ sxsw 2018: Extended Edition

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Every March, thousands of thinkers, futurists, and creative people from nearly every industry flock to Austin, Texas to take in the trends and innovations shaping the future of film, technology, and music. We were among them, taking it all in through a health focused lens, and SXSW 2018 left us exhausted and inspired. The growing ubiquity of health was evidenced by the surge of the festival’s health track, including its first ever Wellness Expo. Patient centricity, health data, social responsibility, and women in tech dominated the conversation. We’ve curated the all hot health topics, along with our POV on implications in this comprehensive recap. Hope you enjoy reading this report as much as we did curating it!

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WPP H&W @ sxsw 2018: Extended Edition

  1. 1. WPP HEALTH   &WELLNESS   @ Digital  Health  Trends  from   the  Interactive  Festival March  2018
  2. 2. 2 SXSW  is  an  annual  forward-­‐focused  gathering  of  creative  minds  in  Austin,   Texas.  Every  year  it  gathers  over  70,000  of  the  brightest  thinkers,  futurists   and  creative  minds  from  nearly  every  industry. The  purpose  of  the  event  is  to  “create  an  opportunity  for  creative  people   and  the  companies  they  work  with  to  develop  their  careers,  to  bring   together  people  from  a  wide  area  to  meet  and  share  ideas.” Recently,  SXSW  began  offering  a  health  track  of  speakers  and  panels,  and   this  year  offered  a  Wellness  Expo  for  the  first  time. Fortunately  we  work  in  a  category  that  touches  every  person,  every   industry,  every  technology  – and  truly  great  healthcare  communications  fall   in  the  sweet  spot  between  science,  technology  and  art.  There  was  no  limit   to  health  related  insights  to  be  had.   SXSW  left  us  exhausted  and  inspired  – we  are  fortunate  to  be  working  at   such  an  exciting  time.  We  hope  you  enjoy  the  following  recap  from  the   event  and  find  it  useful  for  your  business.  You  are  likely  reading  this   because  you  want  to  make  your  company  as  impactful  as  possible,  and  help   as  many  people  as  possible  – which  is  why  we  love  working  with  people  in   this  industry  like  you. SXSW  2018
  3. 3. SXSW  year  by  year A small  group  of  people   met  to  chat  about  the   future  of  entertainment   and  media,  and  decided  to   organize  an  official  event   for  the  following  year. 1986 1987 The  inaugural   SXSW  event   had  172  acts   and  700   registrants Film  &   Multimedia   events   introduced 1994 The  internet   contributes  a   major  presence   for  the  first  time   1996 SXSW   Multimedia   becomes   SXSW   Interactive 1999 2015 SXSW  launches  Interactive   Health  and  MedTech Expo   Capitalizing  on  the  UT   Austin  Dell  Medical  School  – opened  in  2013  as  a  med   school  based  on  the  best   tech  in  the  world 2009 Foursquare  is  launched   and  is  the  breakout  app   of  the  festival 2012 Social  Discovery  Apps  are   the  tech  to  watch  at  the   Interactive  Festival 2018 Finalists  of  the  SXSW   Accelerator  Pitch   event  include   Cambridge  Cancer   Genomics,  Aetheris,   HealthTensor,   Nanowear,   Nextbiotics
  4. 4. 4 Differentiating  Trends  vs.  Trendy  Tech In  a  not-­‐to-­‐be  missed  Keynote  address,  Amy  Webb,  Futurist  and  founder  of  The  Future  Today  Institute,   presented  her  annual  tech  trends  report.  She  gifted  us  her  Four  Laws  of  Technology  Trends,  that  explains  the   difference  between  a  technology  trend  and  technology  that  is  just  trendy.   All  technology  trends  share  a  set  of  four  conspicuous,  universal  features: 1. Tech  trends  materialize  as  a  series  of  un-­‐connectable  dots  that  begin  as  weak  signals  on  the  fringe   and  move  to  the  mainstream.   2. Tech  trends  are  driven  by  basic  human  needs.   3. Tech  trends  evolve  as  they  emerge.  They  are  not  static. 4. Tech  trends  are  timely,  but  they  persist  over  long  periods  of  time.  
  5. 5. 5 2.  Social   Responsibility  :   Pharma  and   healthcare   companies  shared   their  initiatives   and  progress  to   make  the  world  a   better,  safer,   healthier  place  to   live.     3.  Science  +  Art  +   Technology   collaboration:   Pharma   companies  are   leaning-­‐in  on   innovation   incubators  – fostering  creative   environments  for   smart,  nimble   startups  in  hopes   of  evolving  their   business  model. 1.  Patient   centricity:   Entrepreneurs  are   coming  up  with   health  solutions  to   help  patients  first,   but  also  help   brands  reach     consumers  on   their  terms,  where   they  are.   4.  Diversity  and   Women  in  Tech:   The  Women  in   Tech  community   was  out  in  full   force  at  SXSW  – presenting   keynotes,  sharing   creative  ideas  and   generously   offering  support  to   other  women  in   the  industry.   2018  Trends 5.  VR  and  AR   Become  Reality   for  Healthcare: VR  and  AR  are   beginning  to   realize  their   potential  as   relevant  and  useful   technology  for   healthcare   marketers.
  6. 6. Serving  vs  selling,  putting  the  patient  first It  isn’t  news  to  health  marketers  that  patients  have  become  increasingly  engaged  in  their  own  healthcare  decision  making,   shifting  the  paradigm  of  control  and  demanding  healthcare  providers  and  stakeholders  to  shift  their  strategy  to  serve  the   needs  of  patients  as  consumers  rather  than  sell.   There  were  a  number  of  exhibitors  and  panelists  at  SXSW  this  year  sharing  their  own  version  of  using  technology  to  put   “patient  at  the  center”  – offering  solutions  that  impact  and  improve  the  consumers  day-­‐to-­‐day  health  and  life.  This  means   being  where  the  consumer  is  – offering  real  value,  not  just  tech  gimmicks.   Patient  Centricity 1.
  7. 7. Patient  Data  Tracking:  Verily  – Project  Baseline Google  owned  Verily  has  partnered  with  Duke  University  and  Stanford  medicine  on  first  of  it’s  kind  observational  study  to   collect,  organize  and  analyze  broad  phenotypic  health  data  over  the  next  four  years.  The  goal  is  develop  a  well-­‐defined   reference  of  good  health  and  a  rich  data  platform  to  better  understand  the  transition  from  health  to  disease  and  identify   risk  factors  of  disease.  ‘The  study  includes  clinical,  molecular,  imagine,  sensor,  self-­‐reported,  behavioral,  psychological,   environmental  health-­‐related  measurements  from  onsite  visits,  continuous  data  collection  through  sensor  technology  and   regular  engagement  via  an  online  portal  and  mobile  app.’   https://verily.com/projects/precision-­‐medicine/baseline-­‐study/
  8. 8. Chatbots conversationHEALTH is a  digital  health  startup  that delivers  personalized  conversations  between  healthcare  brands   and  their  target  consumers,  patients,  and  HCPs. Interactions  are  powered  by  human-­‐assisted  AI  to  drive   engagement,  adherence,  loyalty,  and  outcomes,  through  both   text  and  voice-­‐based  channels. conversationHEALTH creates  conversational  solutions  for   consumers,  patients  and  HCPs,  including:  consumer  awareness   about  a  condition,  patient  support,  and  HCP  resources. Wearables  – Motiv San  Francisco  based  Motiv created  a  ring  that   monitors  heart  rate  and  sleep  better  than  wrist-­‐ worn  trackers.   A  recently  added  feature  is  Sleep  Restlessness   tracking  which  can  monitor  how  often  you  toss  and   turn  while  you  sleep.  It’s  heart  rate  tracking   capabilities  have  also  become  much  more   sophisticated.  
  9. 9. Hearables Poppy  Crum,  Chief  Scientist,  Dolby,  introduced  the  new  wave  of  in-­‐ear  devices,  or  hearables,  which  can  pick   up  stress,  heart  rate  level  and  speech.  A  hearable  device  can  help  predict  the  onset  of  psychosis  by  analyzing   statistical  properties  in  your  language  and  heart  rate  data.  Using  just  our  voices,  scientists  can  predict  the   onset  of  multiple  sclerosis  and  diabetes  (through  physiological  changes  that  affect  your  vocal  tract).   Crum  sees  the  future  of  hearables  as  devices  to  help  provide  us  the  content  we  need  when  we  need  it.   Walking  into  a  restaurant  and  dimming  background  noise  so  you  can  only  focus  on  the  person  you  are  talking   to,  providing  search  content  from  audio  cues  -­‐ imagine  walking  down  the  street  and  asking  for  reviews  and   getting  all  that  information  in  your  ears.
  10. 10. Everybody’s  talking  about  it… We’ve  all  heard  the  stats…  1  in  5  adults  in  the  US  owns  a  voice-­‐activated  smart  speaker  (47.3  million   people),  41%  of  adults  conduct  at  least  one  voice  search  per  day,  50%  of  all  searches  will  use  voice  by   2020.   So  what  does  that  mean  for  us  marketers?  It  is  important  to  start  thinking  about  this  now,  be  curious.   Consider  developing  a  voice  strategy,  identify  business  problems.  Voice  technology  will  make   brand  experiences  conversational  in  the  next  few  years.  Eventually,  we  will  have  ambient   voice  technologies  embedded  in  our  environments. Voice  – the  next  digital  disruption
  11. 11. Carnegie   Mellon   completes   Harpy  Program.   It  understood   1000  words. Microsoft   introduces   Clippy Microsoft   introduces   speech   recognition   feature  for   Office  XP IBM’s   Watson   wins   Jeopardy! April  14:   Apple   introduces   Siri Microsoft  introduces   Cortana  at  annual   BUILD  developer   conference Amazon  officially   launches  Amazon   Echo  in  US Microsoft  launches   Cortana  on   Windows  10   desktops  and   mobile  devices Microsoft   Cortana  added   to  mobile   platforms Amazon  introduces   Alexa  &  the  Amazon   Echo,  available  to   Prime  members  only IBM  introduces   the  IBM   Shoebox,  the   first  digital   speech   recognition   tool.  It   recognized  16   words  and   digits. Dragon  launches   Dragon  Dictate,   the  first  speech   recognition   product  for   consumers  (only   $6,000) Google   launches   Google  Now Amazon   introduces  the   Alexa  Skills  kit https://www.voicebot.ai/2017/07/14/timeline-­‐voice-­‐assistants-­‐short-­‐history-­‐voice-­‐revolution/ 1961 1972 1990 1996 2001 2011 2012 2013 2014 2015 2016 2017 2018 SoundHound launches  voice-­‐ powered  virtual   assistant  app,   HOUND Amazon  launches   Amazon  Echo  Dot   &  Amazon  Tap Google  introduces   the  Google   Assistant  as  part  of   messaging  app,  Allo Microsoft   adds  Cortana   voice  control   to  Xbox  One Amazon   Launches   Echo  in  UK   &  Germany Samsung   acquires  virtual   assistant   startup  Viv Amazon  cuts  price   of  2nd gen  Echo   making  it  even  more   accessible  at  $49 Google   launches   Google  Home  &   Smart  phone   Pixel Chinese   Manufacturer   LingLong launches  Echo   Competitor,   DingDong Actions  on   Google   Platform   launches   Google   Home Samsung  introduces   Bixby  alongside  Galaxy   S8  device Alexa  skills   surpass  10,000   in  US Google  Home   launches  in  UK Google   introduces   multi-­‐user   support  for   Google  Home;   can  recognize  6   different  voices Amazon   introduces  the   Echo  Look Baidu  unveils  its   first  device,   Xiaoyu,  in  China Harman  Kardon reveals  new  speaker,   using  Cortana Amazon   introduces   calling/messaging   feature  for  Echo   Devices Apple   introduces   HomePod Amazon  Echo   Show  launches Alibaba   launches   GenieX1  Smart   Speaker How  did  we  get  here?
  12. 12. The  Google  Fun  House Google  went  all-­‐in  with  their  Google  Home  device,  looking  to  chip  away  at  the  Amazon  Echo  market  share.  Google   showcased  quite  the  spectacle  with  their  Google  Fun  House,  with  different  AI  powered  functions  and  products  presented   in  every  room.  There  was  a  bouncing  car  outside  (voice  activated),  dancing  flamingos  in  the  garden,  a  margarita  making   machine  and  a  light  room.  These  may  seem  like  superficial  executions  of  voice,  but  the  point  was  to  show  the  visitors  that   you  really  can  ask  for  and  do  almost  anything  using  voice  technology.   https://9to5google.com/2018/03/10/google-­‐assistant-­‐fun-­‐house-­‐tour-­‐sxsw-­‐2018-­‐gallery/
  13. 13. Social  Responsibility Working  in  healthcare  opens  our  eyes  to  many  of  the  problems  facing  our  communities  including  those  less   fortunate  across  the  world.  We  have  the  responsibility  to  capitalize  on  our  resources  to  effect  change.  There   were  a  number  of  booths  within  the  exhibit  hall  showcasing  the  good  work  that  non-­‐profits,  biopharmaceutical   and  healthcare  companies  are  doing  to  help  those  in  need.   The  energy  was  contagious  – many  booths  offering  opportunities  to  get  involved  or  even  participate  while   attending  the  festival.   2.
  14. 14. Social  Responsibility Pfizer’s  booth  supporting  the  UN  Global  Goals  showcased  16   global  initiatives  to  improve  population  health  and  offered   attendees  the  chance  to  make  a  specific,  personal  commitment  to   support  a  variety  of  related  causes,  and  document  the   commitment  in  a  photo  booth.   Sadiq Khan Mayor  of  LondonPfizer Sadiq Khan  – Mayor  of  London  – shared  his  thoughts  about  how  tech  and   government  can  come  together  to  improve  outcomes  for  all.  He  focused  on   burgeoning  issue  of  online  hate  speech,  reading  half  a  dozen  Tweets  he  has  received,   showing  how  this  content  is  not  stopped  by  tech  companies,  impacting  victims   mental  health  and  career  choices.  He  also  focused  on  how  big  tech  companies  can’t   be  above  the  law,  citing  the  Uber/London  dispute.  Tech  moves  very  fast,  and  often   regulations  don’t  exist  for  particular  technologies,  however  the  onus  should  be  on   tech  to  work  with  regulators  to  reform  laws  to  make  business  fair  for  all  while  still   allowing  growth  and  advancement.    
  15. 15. Dr Fei-­‐Fei Li,  Megan  Smith  &  Joanne  Chen  spoke  about  the  importance  of  avoiding  perpetuation  of   human  biases  through  AI.  We’re  at  a  historic  moment  in  our  development  of  AI  capabilities  and  have   the  responsibility  to  make  AI  more  human  centric.  Because  AI  is  created  by  humans,  and  intended  to   behave  like  humans,  it’s  incumbent  on  all  of  us  to  guide  its  development  with  human  concerns.  If  we   build  our  AI  future  on  the  data  of  the  past  we  risk  perpetuating  societal  biases.   A  compelling  example  of  an  analysis  using  facial  recognition  and  NLP  was  used  to  compare  male  and   female  roles  in  movies  revealing  that  speaking  roles  are  consistently  dominated  by  men.    Based  on   data  sets  like  this,  machine  learning  will  be  trained  to  under-­‐represent  communities.     The  democratization  of  AI  requires  the  participation  of  more  people,  and  more  diverse  people,  in  its   creation.  It’s  not  just  a  tool  for  the  technology  giants,  but  a  resource  for  all  walks  of  life.      We  need  to   ensure  diversity  of  thought  with  disciplines  beyond  data  and  computer  science.    We  also  need  to   ensure  AI  education  is  part  of  early  childhood  education  curriculum  with  an  emphasis  on  girls,  racial   minorities,  and  other  groups  whose  perspectives  have  been  underrepresented.   Democratizing  AI  
  16. 16. True  Pharma  +  Tech  Collaboration The  best  healthcare  communications  are  a  combination  of  science  +  technology  +  creative.  We  saw  many   pharmaceutical  and  healthcare  companies  embracing  technology  partnerships  through  incubators  and   accelerator  programs  where  collaboration  can  lead  to  programs  and  services  that  improve  patients  lives.  Novartis   has  even  hired  a  new  Chief  Digital  Officer  to  lead  these  efforts  and  reports  directly  to  the  CEO. Open  innovation  models  offer  the  ability  to  work  alongside  other  experts,  be  educated  and  find  inspiration  from   people  outside  of  your  corporation’s  mindset.   3.
  17. 17. Tech  +  Pharma  Collaboration Bayer  Grants4Apps Bayer  has  created  an  open  innovation  incubator,  looking  to   collaborate  with  like-­‐minded  healthcare  innovators  on  self-­‐ care  initiatives.  They  had  representatives  speak  at  a  few   events,  and  had  a  talent  recruitment  booth. The  incubator  focuses  on  nutrition  support,  external  pain   management,  digital  self-­‐care  solutions,  and  skin  and  sun   protection.   Fast  Company  Panel  demonstrating  real  alignment  btw   Pharma,  Payor,  Provider: • Panelists  focused  on  solving  well-­‐articulated  and   documented  healthcare  quality,  cost,  and  access   challenges • Specific  topics  included  telemedicine  for  mental  health   (Lantern  Health,  Pacifica),  where  all  3  stakeholders  are   helping  get  the  services  up  and  running,  offered  to   patients,  and  improving  access  to  both  providers  and  Rx • Panelists  represented  Merck,  UPMC,  GE  Health   Investment,  Telemedicine  App  Medici
  18. 18. Women  in  Tech  (and  HealthTech) The  female  executive  and  entrepreneur  presence  at  SXSW  was  astounding  – delivering   must-­‐see  keynotes  and  panels,  sharing  creative  technologies  at  booths  and  gatherings  for   female  empowerment  and  networking  events. Events  included:  Women  in  Blockchain Meet  Up,  Tech-­‐no-­‐color:  Advancing  Women  of  Color  in  Tech,  IEEE   Women  in  Tech  Meet  Up,  2018  Women  in  Digital  SXSW  Official  Rally  +  Party,  Women  Led  Cities:  Co-­‐Creating  a   Feminist  City,  Femtech:  Women  &  Health  Tech  in  the  Trump  Era,  Body  Politics:  The  War  on  Women’s  Health,   The  Value  of  Women  Investing  in  Women   4.
  19. 19. Notable  Female-­‐Led  Companies  in  Tech Michelle  Longmire,  Founder  &  CEO  of  Medable: Apple  made  huge  inroads   into  health  with  their  “kits”,  the  ResearchKit for  medical  researchers   running  clinical  trials,  and  CareKit for  clinicians  who  want  to  engage  their   patients  outside  the  office  setting  for  ongoing  care,  monitoring,  and  digital   interventions.  The  major  barrier  to  uptake  for  these  kits  has  been  the  lack   of  technical  capabilities  and  resources  on  the  clinical  side.  Hence,  Medable has  created  a  portfolio  of  apps  that  enable  researchers  and  clinicians  to  roll   out  these  services  without  needing  to  build  their  own  technology   capabilities  – over  200,000  patients  are  already  using  the  apps  with  their   clinicians,  and  the  line  of  academic  centers  and  biopharma  sponsors   continues  to  ramp  up  quickly.  There  is  an  opportunity  to  leverage  this   emerging  “channel”  of  HCP/patient  interaction  and  be  part  of  the  trend-­‐ setting  group  that  will  learn  what  works  best. Meghan  Gaffney  Buck,  Founder  and  CEO  of  Veda  Data: a   new  evolution  in  Big  Data/AI,  now  offering  “Data  Science  as   a  Service”,  focused  on  payors who  generate  massive   datasets  every  day  and  need  help  keeping  the  data  linked   accurately  to  the  right  doctors  and  patients.  Machine   learning  is  the  secret  sauce  that  uses  all  of  a  client’s   historical  data  to  learn  how  to  most  accurately  create  and   save  these  links  so  the  databases  can  deliver  actionable   insights.  Interestingly  the  original  technology  was  used  to   accurately  identify  stars  and  galaxies  across  different  views   from  different  locations  and  organizations.
  20. 20. VR  and  AR  become  reality  for  healthcare   2018  was  the  first  year  at  SXSW  where  we  saw  engaging  and  meaningful   applications  of  the  technology  for  health.  We  are  years  away  from  mainstream   adoption  of  these  technologies,  especially  VR,  but  should  continue  to  explore   ways  to  utilize  the  immersive  nature  of  the  technology  to  solve  brand  experience   problems  and  provide  value  to  the  user.  AR  adoption  is  much  higher  due  to  its   transparent,  intuitive  and  constant  nature.  Not  until  immersive  technologies  are   out  of  the  way  will  we  see  higher  adoption  rates.   Ready  Player  One  shared  a  promotional  experience  where  two  users  played  in   separate  rooms  in  real  life,  but  were  collaborating  on  the  same  tasks  side  by  side   in  the  game.  This  example  brings  up  amazing  possibilities  and  implications  for   healthcare  experiences,  especially  when  we  think  about  remote  patients  and   virtual  care.   5.
  21. 21. Cedar  Sinai  showed  how  they  are  using  VR  to  allow  patients  to  escape  the   four  walls  of  their  hospital  room  while  going  through  treatment.  Several   patients  suffering  from  severe  pain  were  better  able  to  deal  with  their   pain  once  whey  strapped  on  the  VR  headsets.  An  older  woman  suffering   from  chronic  liver  disease  and  intense  pain  was  able  to  fly  over  Iceland  in   a  helicopter.  She  said  she  did  not  even  think  about  the  pain.     Other  health  issues  being  addressed  by  VR  for  hospital-­‐bound  patients   include  social  isolation,  boredom,  fear,  anxiety  and  panic  attacks.  One   application  utilized  heart  rate  and  breathing  data  to  identify  the  proper   meditative  atmosphere  for  the  patient,  to  help  slow  their  breathing  and   bring  their  heart  rate  back  to  normal.   Empowered  Brain  is  using  AR  to  help  children  with  autism  learn  basic  skills   and  help  with  behavior.  Oftentimes,  children  with  autism  have  a  difficult   time  making  eye  contact  or  looking  at  people’s  faces.   Using  Google  Glass  2,  children  are  able  to  see  filters  projected  on  people’s   faces  in  augmented  reality  much  like  a  Facebook  or  Snapchat  filter.   Features  included  the  game  Emotional  Charades  which  uses  emojis to   help  them  learn  and  read  people’s  emotions.
  22. 22. What  else  did  you  miss? Cleo  Wade  – Poetry  ReadingHeadspace Sony  -­‐ WOW A  few  other  fun brands  we  interacted  with Headspace, the meditation app, offered SXSW attendees “Room to Breathe” – a quiet, private place to disengaged. Cleo Wade, Instagram Poet and “millennial” Oprah Winfrey, read poems from her recently released book, Heart Talk. A great reminder to never underestimate the power of personal branding (check out her Instagram) and social media. Influencers are some of the smartest people in the biz. iVitamin .health IVitamin is the UBER of IV Vitamin therapy that features unique IV drips, administered by certified staff to replenish your body of depleted nutrients. Treatments include: dehydration, wellness, weight loss, low energy. Launched in 2017, .health is the new domain extension for brands, organizations, and people who provide high-quality health products, services and information. The Sony WOW house had much to see and play with, including but not limited to: aibo the robotic dog, Xperia communication robots, A(i)R Hockey and VR soccer.
  23. 23. 23 Questions?  Reach  out  to  Kristin.Mengel@WPPHealth.com Thank  you  for  contributions  from: Justin  Fried,  CMI/Compas Eugene  Lee,  CMI/Compas Chris  Millsom,  ghg |  greyhealth group Tom  O’Connell,  WPP  Health  &  Wellness Mark  Pappas,  CMI/Compas Michele  Sirkin,  CMI/Compas Destry Sulkes,  MD,  WPP  Health  &  Wellness
  24. 24. 24 Read  on: Check  out  WPPHealth.com for  more  WPP  Health  &  Wellness   insights  for  2018.

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