points of innovation: rethinking innovation in digital health communication
TRANSCRIPT
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POINTS OF INNOVATION
RETHINKING INNOVATION IN DIGITAL HEALTH COMMUNICATION
CHRISTINA FREDERICK Sapient
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WHAT IS INNOVATION?
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SOMETHINGDIFFERENT?
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SOMETHINGDARING?
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SOMETHINGNEW?
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WHAT IF IT’S SOMETHING ELSE?
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INNOVATIONENABLING THE POTENTIAL OF PEOPLE
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AND WHAT IF THERE ARE POINTS OF INNOVATION?
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POINTS OF INNOVATIONWHAT HAPPENS IN LIFE MOMENTS AS INNOVATORS USE CREATIONS TO MEET THEIR NEEDS
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CREATORS AND INNOVATORS
ARE THE PEOPLE THAT MAKE THIS TYPE OF
INNOVATION POSSIBLE.
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CREATORSYOU AND YOUR TEAMS; THE ONES THAT PRODUCE CREATIONS THAT ENABLE THE POTENTIAL OF INNOVATORS
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INNOVATORSTHE PEOPLE THAT USE YOUR CREATIONS TO MEE THEIR NEEDS
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NEED A DIAGRAM?
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INNOVATORSPOINTS OF INNOVATION
CREATORS
INNOVATIONz
CREATE THINGS THAT PEOPLE USE; CONTINUALLY EVOLVE TO MEET PEOPLE’S
NEEDS
USE THE THINGS CREATORS CREATE TO
MEET THEIR OWN NEEDS
WHAT HAPPENS AS INNOVATORS USE THE CREATIONS; HOW & WHY
THE INNOVATORS USE THESE CREATIONS HELPS THE CREATORS
EVOLVE THEIR CREATIONS
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TO ENABLE THE POTENTIAL OF PEOPLE – THE CREATORS NEED TO
OFFER CREATIONS THAT HAVE INNOVATIVE CHARACTERISTICS.
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INNOVATIVE CHARACTERISTICS
EXPERIENCE CONVENIENCE PERSONALIZATIONPROVIDE THE
INNOVATORS WITH A RICH, ROBUST,
SEAMLESS, INTERESTING EXPERIENCE
MAKE THE CREATION EASY TO USE, IMMEDIATELY
ACCESIBLE & EASY TO UNDERSTAND
MATCH INNOVATORS’ NEEDS, WANTS & EXPECTATIONS &
ALLOW DEEP CUSTOMIZATION
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THE MORE INNOVATIVE CHARACTERISTICS A CREATION HAS, THE MORE OPPORTUNITY
THERE ARE FOR POINTS OF INNOVATION.
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AND GUESS WHAT . . .
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THIS TYPE OF INNOVATION IS HAPPENING IN DIGITAL
HEALTH COMMUNICATIONS!
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CHECK OUT THESE INSPIRING EXAMPLES . .
.
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KATHY
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• 26 YEARS OLD• 70 POUNDS OVERWEIGHT• DOCTOR MENTIONS
DIABETES…
SEPTEMBER 2011
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• ALMOST DIES FROM PNEUMONIA• DOCTORS SAY OBESITY PLAYED A
PART• SHE DECIDES TO CHANGE – STARTS
USING THE NIKE+ RUNNING APP
NOVEMBER 2011
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EXPERIENCE CONVENIENCE PERSONALIZATION• IN-RUN FEEDBACK
• FACEBOOK CHEERS• PLAY/PAUSE MUSIC• ANSWER CALLS
• FREE• EASY SET UP• EASY START• EASY TO USE
• CHALLENGE FRIENDS• PAIR WITH NIKE
SHOES• USE NIKE FUEL BAND• SOCIAL INTEGRATION
• SET GOALS
NIKE+ RUNNING APP INNOVATIVE CHARACTERISTICS EXAMPLES
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EXAMPLES OF HOW KATHY USES THE APP
EXPERIENCE CONVENIENCE
PERSONALIZATION
• RECEIVE MOTIVATION• RECEIVE IN-RUN
FEEDBACK• INTEGRATE WITH
NIKE.COM
• USE DAILY• IPHONE 4S WITH ARM
BAND• WIRELESS HEADPHONES
• SET GOALS• TRACK CALORIES BURNED
• INTEGRATE MUSIC
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EVERY TIME KATHY RUNS WITH THE NIKE+ APP THAT SHE CUSTOMIZED FOR HER NEEDS
POINT OF INNOVATION
z
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• 70 POUNDS LOST
• NEW DIET• NEW LIFESTYLE
JANUARY 2013
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DEBORAH
LEO
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MOTHER’S DAY 2011 • 4-YEAR OLD LEO WAKES UP WITH A
RASH• DEBORAH TAKES HIM TO THE DOCTOR• DOCTOR DOES A RAPID STREP TEST
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DEBORAH SNAPS THIS PHOTO & POSTS IT TO FACEBOOK"NOTHING SAYS HAPPY MOTHER'S DAY QUITE LIKE A SUNDAY MORNING AT THE PEDIATRICIAN'S."
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• RAPID STREP TEST COMES BACK NEGATIVE • LEO DOESN’T LOOK GOOD• DOCTOR TREATS HIM FOR STREP• TELLS DEBORAH TO SEE HER FAMILY DOCTOR
THE SAME DAY
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"BABY GETTING SICKER. EYES SWOLLEN SHUT. FEVER RISING. PENICILLIN NOT WORKING. MIGHT BE SCARLET FEVER. OR ROSEOLA."
DEBORAH SNAPS THIS PHOTO& POSTS IT TO FACEBOOK
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• DOCTOR SAYS LEO WILL BE FINE• 36 COMMENTS POSTED IN RESPONSE TO THE PHOTO• DEBORAH’S NEIGHBOR AND COUSIN (A PEDIATRIC
CARDIOLOGIST) HAVE HAD SIMILAIR EXPERIENCE AND TELL HER TO…
THE SAME DAY
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“GET TO THE HOSPITAL. NOW . ”
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NEXT 3 WEEKS• LEO IS DIAGNOSED WITH RARE KAWASAKI
DISEASE & LIVER DISEASE
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FACEBOOK INNOVATIVE CHARACTERISTICS EXAMPLES
EXPERIENCE CONVENIENCE
PERSONALIZATION• LIKE
• CHAT• VISUAL TIMELINE• WATCH VIDEOS• POST COMMENTS
• FREE• MOBILE APP• EASY SIGN UP
• JOIN GROUPS• POST TO TIMELINE• CREATE PHOTO
ALBUMS• CUSTOMIZE TIMELINE• CHANGE IMAGES
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EXAMPLES OF HOW DEBORAH USED FACEBOOK EXPERIENCE CONVENIENC
EPERSONALIZAT
ION• ENCOURAGED
COMMUNITY DISCUSSION
• USED AS STRESS OUTLET
• USED AT DOCTOR’S• RECEIVED IMMEDIATE
NOTIFICATIONS
• MADE POSTS TO TIMELINE• UPLOADED PHOTOS
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THE MOMENT DEBORAH USED FACEBOOK AS PLATFORM FOR AN OPEN DISCUSSION ABOUT LEO’S HEALTH
POINT OF INNOVATION
z
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• LEO IS RECOVERED• HE WILL HAVE CONTINOUS
MONITORING
JANUARY 2013
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DAN
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• HAITI EARTHQUAKE HITS• DAN IS TRAPPED UNDER THE RUBBLE OF HIS HOTEL• LEG IS SEVERELY INJURED• HE USES HIS IPHONE & “POCKET FIRST AID & CPR”
APP
JANUARY 2010
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IPHONE INNOVATIVE CHARACTERISTICS EXAMPLES
EXPERIENCE CONVENIENCE
PERSONALIZATION• APPS
• ONE TAP ACTIONS• ONE HOME BUTTON• VIDEO, VIBRATION,
SOUND
• MAC/TABLET INTEGRATION
• EASY CHARGE• EASY APP DOWNLOAD
• CHOOSE APPS• CUSTOMIZE PHONE
SETTINGS
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POCKET FIRST AID & CPR APP INNOVATIVE CHARACTERISTICS EXAMPLES
EXPERIENCE CONVENIENCE
PERSONALIZATION• 100S OF
ILLUSTRATIONS• DETAILED VIDEOS
• SIMPLE UX
• ANYWHERE/ANYTIME• EASY ACCESS TO
CONTENT• SEARCH FUNCTIONALITY• UP-TO-DATE AHA INFO
• LOVED ONE’S MEDICAL INFO
• BASIC INFO TO EMERGENCY HOW-TO
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HOW DAN USED IPHONE & FIRST AID APP TOGETHER
EXPERIENCE (APP)
CONVENIENCE (APP)
PERSONALIZATION
(IPHONE)• READ BANDAGE INSTRUCTIONS• GOT SHOCK
PREVENTION INFO
• USED WHILE UNDER RUBBLE
• EASYILY ACCESSED CONTENT
• DID SIMPLE SEARCHES
• OPENED SPECIFIC APP• SET ALARM• USED LIGHT
• TRACKED DATE/TIME
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THE MOMENT DAN USED HIS IPHONE AND “POCKET FIRST AID” APP TOGETHER TO SAVE HIS OWN LIFE
POINT OF INNOVATION
z
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• DAN IS RECOVERED• RELEASES “UNSHAKEN”
BOOK
JUNE 2011
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THESE AREN’T STORIES ABOUT FACEBOOK OR
IPHONES.
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THEY ARE EXAMPLES OF WHAT HAPPENS WHEN CREATORS
MAKE DIGITAL HEALTH COMMUNICATIONS WITH INNOVATIVE CHARACTERISTICS
THAT ENABLE PEOPLE’S POTENTIAL.
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REIMAGINE INNOVATION.
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CHRISTINA FREDERICK(SENIOR MANAGER MARKETING STRATEGY &
ANALYSIS)
THOUGHT LEADER & PRESENTER
MARCO AMBROSIO(SENIOR ASSOCIATE BUSINESS
CONSULTANT)
THOUGHT CONTRIBUTOR
THE MINDS BEHIND THE DECK
KATHY OHLHABER(SENIOR ASSOCIATE CONTENT STRATEGIST)
THOUGHT CONTRIBUTOR & DECK DESIGNER
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SAPIENTWWW.SAPIENTGOV.COM
WWW.SAPIENT.COM/NONPROFIT