Daily feats mobile_health_presentation
•Download as PPTX, PDF•
0 likes•490 views
1) Building partnerships with major brands can influence positive health behaviors through established loyalty programs. DailyFeats aims to partner with brands to motivate consumers to complete healthy actions and earn rewards. 2) Successful partnerships align each party's motivations. Brands are motivated by their purpose, so partnerships should explore this. Partnerships also require measurable returns through increased sales or other benefits. 3) Effective triggers for action emphasize high stakes that are greater than any single partner, like improving public health or economic opportunities. This creates urgency by connecting to partners' motivations to achieve important goals.
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (6)
Similar to Daily feats mobile_health_presentation
Similar to Daily feats mobile_health_presentation (20)
More from Mobile Health at Stanford
More from Mobile Health at Stanford (20)
Recently uploaded
Recently uploaded (20)
Daily feats mobile_health_presentation
- 1. Building Partnerships with Major Brands to Influence and Support Positive, Healthy Actions Morley Ivers, COO, DailyFeats Inc. @morleyiversmorley@dailyfeats.com
- 2. Reward Partnerships Are Not New Doing It To Drive Better Health Is…. 2007: Get people to do environmentally friendly actions 2011: Get people to live healthier and happier lives 1982: Get people to fly more The average American is a member of 18 different loyalty programs (Colloquy, April 2011) “The total stock of unredeemed frequent-flyer miles is now worth more than all the dollar bills in circulation around the globe.” (Economist, 1/6/05) Over$9 billion of points were sold in 2010 to encourage purchases (Colloquy, April 2011)
- 3. Why Should You Consider Developing Partnerships To Impact Health Care? Megaphones Over 2 billion loyalty cards in America (Colloquy, 2011) Big Problems We face problems that threaten the foundations of our society Opportunity Through purposeful action, en masse, we can change our behaviors and solve these problems
- 4. The Formula For Success In Partnering To Encourage Consumer Behavior Change=Motivation + Ability + Trigger Motivation: Explore your prospective partner’s own needs and create an environment where everyone wins Ability: Make your business part of your prospective partner’s business Trigger: Create a sense of urgency by inviting partners to join you at the foundation level
- 5. We are at war.
- 6. Our Enemy Lives in Every Home
- 7. And on over 80 million computers
- 9. DailyFeats’ Mission To spur positive actions among people
- 10. Lessons Learned From 6 Months Effort in Partnership Development
- 11. Lesson 1: Brands’ motivation stems from their purpose. Did you know that each and every billion dollar brand at P&G has a purpose? Find what matters to them and let them lead
- 12. Surprise: commercial brands can push you in unexpected, positive directions We presented some straightforward, obvious feats to Monster’s executives... !careerplan !updateresume
- 13. Surprise: commercial brands can push you in unexpected, positive directions ...and they responded with a push for innovation
- 14. Brands are motivated by purpose Mobile health is a huge opportunity for brands to express purpose in new ways Create opportunities for them to share their motivation, explore it, and embrace it Successful partnerships do this together, recognizing the innate motivation that drives the brand’s actions
- 15. Nonprofits are motivated by purpose too
- 16. Lesson 2: Brands’ ability is defined by measurable returns Create real value that is both qualitative and quantitative
- 17. Challenge: Pharmacy partner demands ROI – Increase Average Basket Size of ~$12.50
- 19. Customer has been incentivized to take a positive action Brand has built affinity with that action Qualitative Member redeems points earned from positive action for $5 off $25 or more Doubling Partner’s average basket size
- 20. Unlock Value When everyone benefits Brand Partners Gain heartfelt affinity towards positive actions ROI through rewards Competitive advantage in marketing Members Build a better, healthier life Enjoy rewards DailyFeats Succeeds at its mission
- 21. Lesson 3: Brands’ best triggers are opportunities for greatness Make the stakes high to create urgency
- 22. Inspiration: imagine the possibilities Reduce obesity Create employment opportunities Build civic engagement
- 23. Inspiration: causing real-life behavior change
- 24. Inspiration: causing real-life behavior change
- 25. Hint: brands are motivated by purpose Purpose should be greater than, but must include, benefit to the brand They’re driven to achieve greatness So the trigger is more effective when the stakes are high: our lives and livelihoods hang in the balance
- 26. Summary Behavior = Motivation + Ability + Trigger Motivation: your partner’s purpose Explore it with them, let them lead Ability: your partnership’s financial sustainability Create ROI, benefit everyone involved Trigger: your shared mission Show a big opportunity, make it urgent
- 27. Thank You Morley Ivers morley@dailyfeats.com Twitter: @morleyivers Mobile: (917) 992-9232
Editor's Notes
- Brands are an essential part of promoting any health message on a mass scale. If your mobile health application isn’t working with brands, you’re missing out.
- We are at war. Our enemies are:
- The couch
- FarmVille and Internet interactions that don't create meaning.
- They connect a large audience (their fans) with powerful motivators (purpose, rewards and trust). By supporting the actions that matter to them, they put their brand's essential purposes into real-life practice.
- Working in social media is a good start, but to create long-term sustainable relationships it’s important to build ROI. Seeing a direct gain is what makes a for-profit business able to execute a partnership. This is a big challenge, especially when you’re using emerging technology. Here’s our thesis of how this could work for an as-yet-unnamed pharmacy partner.
- One of several feats Acme Pharmacy sponsors is a flu shot. A customer gets a flu shot at Acme, checks it in for points, and uses those points to redeem a reward to increase her basket size at Acme.
- This is powerful because it creates value for everyone. All the incentives are aligned for the organization: it not only wants to, but can afford to, take on the partnership.
- What triggers these partnerships to happen and thrive is also what inspires us. We’ve found that it is possible to make a substantial difference in the world. by connecting these organizations to a purpose greater than themselves. That purpose is implicit in the consequences of people taking positive action.
- Consequences at scale:Child obesity could shrink through healthy, homemade snacks.Employment opportunity could grow through learning and skill development.Civic engagement could flower through active neighborhoods.
- Brands are triggered by the opportunity to connect to these actions and create this difference. Let me take a sidebar to show two examples of how brands can do that within DailyFeats – it’s these events, happening daily, that serve as triggers to make brands fully engage in partnerships.
- Brands are triggered by the opportunity to connect to these actions and create this difference. Let me take a sidebar to show two examples of how brands can do that within DailyFeats – it’s these events, happening daily, that serve as triggers to make brands fully engage in partnerships.