#SXSW Health 2013 Highlights


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Some of my favorite takeaways from 2013 South by Southwest's Health track on innovation, digital health, technology, social media, patient advocacy, and more.

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#SXSW Health 2013 Highlights

  1. 1. #SXSWh Highlights 2013 @RYANSTEPHENS
  2. 2. Key Data Points • 6 Days • 21 Pages of Notes • 207 Tweets • 25 Miles Walked • 25 Hours Slept
  3. 3. W20 Group’s Social Commerce Summit SOME APPLICABLE TAKEAWAYS FROM…
  4. 4. The PESO Model “Paid media becomes the supporting actor for earned media.” – Bob Pearson, President W20 Group PESO = Convergence of paid, earned, shared and owned media • Paid = Banner, pay-per-click, advertorials • Earned = Traditional media + blogger outreach • Shared = Social networks that facilitate WOM • Owned = Your company’s website, Facebook page, et al.
  5. 5. Educate Lawyers and Leaders
  6. 6. Other Social Commerce Summit Highlights • Digital data’s value should extend well beyond PR and marketing into HR, customer service, product teams, etc. • Vanity metrics aren’t enough anymore, we want to drive business results. • Customers review your product/service more than an R&D department ever will. • Adrian Parker (Intuit) delivers a killer presentation connecting his relationship with his wife to how you should measure the entire marketing funnel (link/slides)
  7. 7. Mobile + Social SOME APPLICABLE TAKEAWAYS FROM… (i.e. Day #1 in AT&T Conference Center before #sxsh and other panels got started)
  8. 8. Is Mobile Really a Branding Vehicle? • 75% of all consumers use 2 screens simultaneously • How do you reduce the friction? • Asking city/state when you already have zip • Online vs. Offline is an irrelevant argument now. • Mobile is an access point. It’s not a channel or a tactic in your media mix. • John Butterill’s Virtual Photo Walks
  9. 9. Is Mobile Really a Branding Vehicle?
  10. 10. What Marketers Should Ask Themselves About Social The move from mass communication to mass communicators represents the largest disruption in communication history. It requires a re-boot in the way we think about building brands. --- Jeff Dachis, @DachisGroup Founder
  11. 11. #SXSWh Highlights
  12. 12. The Innovation, Data & Health Care Ecosystem • Patients are increasingly becoming advocates for themselves. • The US Dept of Health is Innovative. (Who knew?) • http://www.hhs.gov/open/ • Technology is catalyst/accelerant, but tech isn’t solution if culture and processes aren’t in place. • The three prongs to an open data program: • Data liberation • Data Accessibility • Data Education • [Interesting]: Working w/ Code Academy to create classes for people who want to hack healthcare.
  13. 13. Contagious Content: Making Healthy Behavior Stick • “Health is the new hustle.” • We live in a culture that is pro-active about their own health.
  14. 14. Information Overload & Health Decisions
  15. 15. Following the Patient for Meaningful Change • Ethnographic research to find core issues & solve problems through design • Create profiles (ex: chronic vs. acute patient) • Patient Experience mapping to clinical adoption • The big brands don’t disrupt and small, mobile teams are nipping at margins (1) Systems are transparent & clear to all (2) Communication is productive & seamless (3) Decision-Making is informed Kaiser Permanente & Mayo Clinic are reinventing healthcare delivery
  16. 16. Digital Health Changes Everything
  17. 17. #MDigitalLife • MDigitalLife Trailer • Database of nearly 1,400 U.S. doctors on Twitter and linked to NPI (National Provider Identifier). • They tweet over 2x per day on average. • More than 50% of tweets sent between 9am & 5pm • 2/3 have at least 150 followers (the median is 306) • More than 1/3 of the doctors are followed by at least 20 other doctors in the database. • How innovative physicians are leveraging social media tools like Twitter to improve the health of their patients, to grow their practices, to connect with their peers, and to create a platform for influencing the future of healthcare. (Scientific & Quantitative) From @Chimoose at Social Commerce Summit, but fit better here.
  18. 18. Other #SXSWh Highlights • Healthcare is trusted less than banks and big business • Healthcare moves SLOW • Start small and find advocates to champion your efforts