daily feats mobile_health_presentation
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Building Partnerships with Major Brands to Influence and Support
Positive, Healthy Actions
Morley Ivers, COO, DailyFeats Inc.@morleyivers
Reward Partnerships Are Not New Doing It To Drive Better Health Is….
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)
1982: Get people to fly more 2007: Get people to do environmentally friendly actions
2011: Get people to live healthier and happier lives
Why Should You Consider Developing Partnerships To Impact Health Care?
MegaphonesOver 2 billion loyalty cards inAmerica (Colloquy, 2011)
Big ProblemsWe face problems that threatenthe foundations of our society
OpportunityThrough purposeful action, enmasse, we can change ourbehaviors and solve theseproblems
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
We are at war.
Our Enemy Lives in Every Home
And on over 80 million computers
This is DailyFeats
DailyFeats’ MissionTo spur positive actions among people
Lessons Learned From 6 Months Effort in Partnership Development
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
Surprise: commercial brands can push you in unexpected, positive directions
We presented some straightforward, obvious feats to Monster’s executives...
!careerplan!updateresume
Surprise: commercial brands can push you in unexpected, positive directions
...and they responded with a push for innovation
Brands are motivated by purpose
Mobile health is a huge opportunity for brands toexpress purpose in new ways
Create opportunities for them to share theirmotivation, explore it, and embrace it
Successful partnerships do this together, recognizingthe innate motivation that drives the brand’s actions
Nonprofits are motivated by purpose too
Lesson 2:
• Brands’ ability is defined by measurable returns
• Create real value that is both qualitative and quantitative
Challenge: Pharmacy partner demands ROI – Increase Average Basket Size of ~$12.50
1. Customer has been incentivized to take a positive action2. Brand has built affinity with that action Qualitative3. Member redeems points earned from positive action for $5
off $25 or more Doubling Partner’s average basket size
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
Lesson 3:
• Brands’ best triggers are opportunities for greatness
• Make the stakes high to create urgency
Inspiration: imagine the possibilities
Reduce obesity
Create employmentopportunities
Build civic engagement
Inspiration: causing real-life behavior change
Inspiration: causing real-life behavior change
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 arehigh: our lives and livelihoods hang in the balance
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