OCHWW@SXSW Trends and Takeaways

48
Trends and Takeaways Matt Balogh | G. Kofi Annan | Martha Walz 2015 OCHWW @SXSW

Transcript of OCHWW@SXSW Trends and Takeaways

Trends and Takeaways

Matt Balogh | G. Kofi Annan | Martha Walz

2015

OCHWW @SXSW

IT STARTED WITH WAITING IN LINE…

...MORE LINES FOR EVERY SESSION...

…AND IT ENDED WITH MEAT EVERY NIGHT

HIGH-LEVEL TRENDS

FORGET MOBILE FIRST THINK

PATIENT FIRST MyFitnessPal cuts the data it collects to understand why people are doing what they are doing and then adjusts the experience

to help them meet their specific needs

ASK THE RIGHT QUESTIONS

Be thoughtful about what you are trying to accomplish

Start by understanding the questions you are trying to answer

Be willing to challenge your own position

CONNECTED HEALTH IS

HERE TO STAY Current EMRs show one instance of a patient’s health

Patient-generated health data shows a patient’s health over time Many wearable devices let you see your data,

but don’t let you download it How do we get patient-generated health data into

EMRs for a holistic view of a patient’s health? We have the opportunity to reinvent how

interactions in healthcare happen

1. TEST EVERYTHING

2. REPEAT You can’t get the answers from people who sit in

conference rooms and are not your target audience

Patient communities trade in information and experiences. They may not be 100% accurate, but they play a key role in

vetting information and figuring out which questions to ask

ACCELERATION OF IMMERSIVE VIDEO

EXPERIENCES Meerkat app jumpstarted the real-time

disposable video trend

Stories are being told according to time (real vs. stored) and screen size

(small, big, surround)

HUMAN AND MACHINE

COEXISTENCE Machines are advancing, but

capabilities will continue to be limited Quest to better understand how human

brain works and value vs. machine Artificial intelligence is the next interface

Virtual reality is fueling a move towards heightened experiences

SESSION DETAILS

RADICAL HEALTHCARE:

WHAT DO CONSUMERS WANT?

How can diverse sectors like gaming, e-commerce, and academia inform

better design for healthcare decisions in a world where the statement

"healthcare is broken" has become cliche? In this panel of outside healthcare

experts Alejandro Foung, Jason Oberfest, Vinnie Ramesh, and Jennifer

Cheung apply their learnings to healthcare to focus on patient-centric design.

FORGET ABOUT MOBILE FIRST,

THINK ABOUT YOUR USERS FIRST

Overview

RADICAL HEALTHCARE:

WHAT DO CONSUMERS WANT?

Key Points

  Real innovation needs to be focused on the user, not just on specific

parts of the journey, making people’s lives better every day

 Wearables quantify parts, but humans are not just beacons of data –

they have to be factored into the equation

  “You are not the consumer.” You need to have empathy for the user but,

for instance, if you've never had cancer before, it's harder to relate

to that than for something like commerce

FORGET ABOUT MOBILE FIRST,

THINK ABOUT YOUR USERS FIRST

UNCERTAINTY: PREDICTIVE

ANALYTICS IN HEALTHCARE

Overview

Venture funding for predictive analytics has grown >50% annually over the

last 4 years totaling over $2 billion. Taking advantage of growing sets of

healthcare data, new entrants are building predictive models in an attempt to

not only influence patient behavior, but also change how physicians make

diagnosis and treatment decisions.

WHAT REALLY MAKES A

DIFFERENCE TO ACHIEVING

GOALS IS THE CONSISTENCY

OF TRACKING OVER TIME

UNCERTAINTY: PREDICTIVE

ANALYTICS IN HEALTHCARE

Key Points

  EHRs represent an interaction with the system. Doctors want

to marry EHR data with patient-generated data and genomics

data for a wider view of the patient

  Delicate balance: asking a doctor to put structured data in EHR. Don't want to

change the nature of physician's work with menial processes

MyFitnessPal cuts the data to find the needs and creates

features that help meet those needs

  Streaking – the number of days in a row you log in –

is one of the most engaging features

  Always reduce it to the simplest, most digestible form

so they come back tomorrow

  Consider the 45 year old mom in Wyoming with 3 kids and a partner

that works, has no easy access to good fruits and vegetables, and

who has been over weight for the last 25 years WHAT REALLY MAKES A

DIFFERENCE TO ACHIEVING

GOALS IS THE CONSISTENCY

OF TRACKING OVER TIME

MIT HACKING MEDICINE:

HACK-IN-A-BOX This session took us through MIT Hacking Medicine’s hack-a-thon and

healthcare innovation model and how hack-a-thons can inspire diverse

stakeholders to enter healthcare as entrepreneurs to help chip away at the

broken healthcare system.

HACKING IS TRADITIONALLY

VIEWED AS HIGHLY TECHNICAL,

BUT IT TAKES DIVERSITY TO

SUCCEED AT INNOVATION

Overview

MIT HACKING MEDICINE:

HACK-IN-A-BOX

Key Points

  Hacking is a creative application of engineering, but the people who attend

should be diverse in background: engineers, healthcare professionals,

designers, entrepreneurs

  Hack-a-thon is 48 hours of dedicating to a cause structured as problem

pitching, mingling, solutions pitching, team formation, hacking and

mentoring , and final presentations

  There are many reasons to organize a health hack-a-thon:

  Address specific healthcare challenges

  Bridge silos and build an ecosystem of innovation

  Develop your workforce or leverage as an informal interview

HACKING IS TRADITIONALLY

VIEWED AS HIGHLY TECHNICAL,

BUT IT TAKES DIVERSITY TO

SUCCEED AT INNOVATION

WOULD YOU TORTURE A ROBOT? Robots are just machines, or are they? Cruelty to robots seems like a

strange topic, and at first glance people tend not to consider it an issue. But

can humans have an affinity for a machine? Studies suggest that people

often feel uncomfortable when watching social robots tortured or harmed.

Why is this? And what role can something like this play in healthcare?

TO REALLY CREATE AN AFFINITY WE

NEED TO ADD CONTEXTUAL VALUE,

WHICH COMES FROM RESEARCH

AND PLENTY OF TESTING

Overview

WOULD YOU TORTURE A ROBOT?

Key Points

  Case after case of research show people can have

an affinity for a machine, whether it’s their car,

a robotic dog, or even a simple toy

  How can we leverage this research to create

affinity for mHealth or remote doctor presence?

  Both elder- and child-care robots have the ability to

become both companions and data collectors

that better enable caregivers

  Simple acts, such as giving things a human name,

can create affinity

TO REALLY CREATE AN AFFINITY WE

NEED TO ADD CONTEXTUAL VALUE,

WHICH COMES FROM RESEARCH

AND PLENTY OF TESTING

WEB-SIDE MANNER: HOW THE

INTERNET SAVED MY LIFE

Overview

In a world where healthcare professionals have less time to spend with their

patients, social media has become the bedside resource patients are so

hungry for. And can we blame them? It’s no longer an exaggeration: the

internet is saving lives. But what does that mean for a patient’s journey

through sickness when they can now take their health into their own hands

thanks to Dr. Google and social media?

PATIENTS DON’T NEED ANOTHER

COMMUNITY, THEY NEED BETTER

INFORMATION AND CROSS-

COMMUNICATION BETWEEN THOSE

THAT EXIST ALREADY

WEB-SIDE MANNER: HOW THE

INTERNET SAVED MY LIFE

Key Points

  The patient journey is entirely different than 5 years ago,

1 year ago, even a month ago

  Communities on the web are tight and self-policing – they trade in

information and experiences, and they are less filtered than doctors

  Social communities may not be 100% accurate in their information, but they play a

role in helping to understand what questions to ask, sharing what works and what

doesn’t – back in the day we relied on doctors for this information

  To outsiders, ‘living out loud’ is putting too much information on the Internet,

but for patients it’s a conversation with those that are closer and more

supportive than family because they’ve been there

  HCPs can go MIA, or only cross the patient journey sometimes,

social communities are always there

  In healthcare today it’s too difficult for a doctor and patient to build the

kind of relationship they need to direct a patient’s life and have the

right outcome in a 7.5 minute conversation. PATIENTS DON’T NEED ANOTHER

COMMUNITY, THEY NEED BETTER

INFORMATION AND CROSS-

COMMUNICATION BETWEEN THOSE

THAT EXIST ALREADY

RAPID ITERATION ON MOBILE

Mobile is an increasingly important channel, but doing it right requires

iteration which can be difficult compared to web. Higher cost developers and

designers, complicated technologies, and longer development times are all

working against you. But the numbers are also against you. 22% of apps are

only opened one time, and 62% of users stop using an app within a month.

Just the development of an iOS app can cost up to $60k but average revenue

is only $4k. Android numbers are worse.

HEALTHCARE IS COMPLEX, WHICH

IS WHY ITERATIVE PROTOTYPING

EARLY AND OFTEN IS IMPORTANT

Overview

RAPID ITERATION ON MOBILE

Key Points

  The first step is always finding the right

questions for the prototype to ask

  Most people actually think about wireframes when

they say prototype – but wireframes answer design

questions, not experience questions

  The best first questions are experiential:

  Will people use it?

  Will they come back to it?

  Will they potentially pay for it?

HEALTHCARE IS COMPLEX, WHICH

IS WHY ITERATIVE PROTOTYPING

EARLY AND OFTEN IS IMPORTANT

RAPID ITERATION ON MOBILE

Key Points

  A ‘Core Loop’ is a game developer term meaning those main set of actions

that will make both you and your users successful – and are usually only 3

steps, even for complex engagements

FarmVille: buy seeds, grow seeds, buy seeds

DropBox: get space, fill space, earn space

  Amazon: read reviews, buy products, leave reviews

  After you’ve created a core loop add and evolve features that support the

core loop DropBox: add automatic photo upload for user convenience and to fill space

quicker

EVEN COMPLEX ENGAGEMENTS CAN

BE CULLED DOWN INTO CORE LOOPS

RAPID ITERATION ON MOBILE

Key Points

  There are two ways to create a prototype that tests your core loop:

  Hacking: Just like is sounds, find a coder and start coding

  Hustling: Prototype without coding, leveraging creativity, insights, and mash-ups

  Concierge: leverage experiences and back fill with manual labor

  Instagram: have your friends email photos that you manually Photoshop and send back for posting,

then test engagement

  Platform: leverage WYSIWYG platforms like Game Salad to point-and-click a prototype

  Competitor: leverage competitors’ applications and open-source code to prototype

  Creative: more for rich experiences, but relies on you thinking creatively about the

experience   Elmo’s Monster Mash leverage a huge cutout of an iPhone with a person behind it that was videoed

dancing

EVEN COMPLEX ENGAGEMENTS CAN

BE CULLED DOWN INTO CORE LOOPS

THE PROS AND CONS OF

CONSTANT CONNECTION

Overview

What is the true cost of being connected online 24/7? Is what we get worth

what we give up? Examine how technology is evolving human behavior in

business, education, advertising, pop culture, parenting and more, and how it

is changing our ideas of privacy, entertainment and our own sense of self.

Find the benefits and possible consequences of these emerging digital

experiences.

BEING CONSTANTLY CONNECTED IS

CHANGING THE WAY WE LIVE, AND WE

NEED TO FIGURE OUT HOW TO MAKE

MEANINGFUL DECISIONS FROM THE

LARGE QUANTITIES OF DATA WE ARE

PRODUCING.

THE PROS AND CONS OF

CONSTANT CONNECTION

Key Points

  The Internet is an easy place to belong to, but it’s a big place to get lost in

  Too much personal health information to be useful

  Paradox: being constantly connected allows everyone to feel more

connected, but the more time people spend on social media,

the more disconnected they feel

  In the next 5-10 years, we can expect:

  Experiences will be quantified for marketers as well as

those people experiencing them

  e.g., being able to track everywhere you went in Disneyworld to share with your

friends, but the marketer uses it to personalize ads/programs to you

  Find ways to distill the mass quantities of information down into something useful

BEING CONSTANTLY CONNECTED IS

CHANGING THE WAY WE LIVE, AND WE

NEED TO FIGURE OUT HOW TO MAKE

MEANINGFUL DECISIONS FROM THE

LARGE QUANTITIES OF DATA WE ARE

PRODUCING.

F1 DATA ANALYSIS SHIFTS

GEARS TO HEALTHCARE

Formula 1 cars move at over 185 mph and have nearly 500 different sensors

between the car and driver collecting data to understand the conditions and

optimize. These same technologies and sensors can be applied to healthcare

and clinical trials to fight conditions and create products.

WEARABLES AND DATA CAN BE A

TRAP, SO BE THOUGHTFUL ABOUT

THE QUESTION BEFORE TRYING TO

COLLECT DATA TO GET THE ANSWER

Overview

F1 DATA ANALYSIS SHIFTS

GEARS TO HEALTHCARE

Key Points

  Data is not there for simple insights, it’s there to change the way you think

about the system

  You have to optimize for the person and the machine, but you have to really

optimize for how they work together

  GSK leveraged $100 sensors to go from 2 data points to 20 data points in

clinical trials gaining both quantity and quality of data collected

  There is already a lot of noise in data collection (lab, notes, patient

behavior, environmental, etc.) and we have sensors that can measure

everything

  The technology must be made intrinsic to what people are already doing/

wearing, not a standalone wearable device

YOU WILL BE MOST EFFECTIVE WHEN

YOU ASK THE RIGHT QUESTIONS

HOW BIG PHARMA IS INTERACTING

WITH TECH STARTUPS

With declining revenues and regulatory hurdles, large pharma and biotech

organizations are looking for new ways to communicate with audiences and

make medications more effective. Health IT startups have the potential to

solve many of these problems, but pharma has been slow to adopt

innovation. What can we do better?

PHARMA IS NOT STRUCTURED TO TAKE

ADVANTAGE OF START-UPS AND START-

UPS ARE NOT STRUCTURED TO DO

BUSINESS WITH PHARMA – THE

OPPORTUNITY IS SITTING IN THE MIDDLE

Overview

HOW BIG PHARMA IS INTERACTING

WITH TECH STARTUPS

Key Points

  Start by understanding the big problem, then articulate the problem

you are going to solve, and why you are right to solve it

  Pharma will help with the pharma part if they have

confidence you can pull it through

  Find someone who can understand your offering and will champion you

internally – understand who is incentivized to help you succeed

  There are innovation dollars and real dollars, go for the innovation dollars

and frame it as a proof of concept, then go for the real dollars

PHARMA IS NOT STRUCTURED TO TAKE

ADVANTAGE OF START-UPS AND START-

UPS ARE NOT STRUCTURED TO DO

BUSINESS WITH PHARMA – THE

OPPORTUNITY IS SITTING IN THE MIDDLE

MOONSHOTS AND REALITY

Astro Teller, Captain of Google[x] (the “moonshot factory”), talks about the

part of innovation where you come into contact with the unpredictable realities

of weather, physics, humanity, and more, whose impact on your work won’t be

predicted by a book or taught in school yet stand between you and the

moment when your invention has made something in the world better.

FAILING DOESN’T MEAN NOT

SUCCEEDING. LEVERAGE FAILURE

IN YOUR PROCESS TO ITERATE

AND LEARN.

Overview

MOONSHOTS AND REALITY

Key Points

  You have to experience what it’s like to try something, fail, learn, and try

again...relentlessly, dispassionately, creatively

  Embrace failure: have a go at the hardest parts of the problem first. To

make progress you have to make mistakes first

  Get out of the conference room – nothing beats getting in the real world to

test what simulators say is possible, and to create the list of 10,000 things

you didn’t anticipate

  Laboriously come up with hypothesis. Prototype. Test. Repeat.

  Most companies fear “failure”, but the reality is you can’t afford not to fail

FAILING DOESN’T MEAN NOT

SUCCEEDING. LEVERAGE FAILURE

IN YOUR PROCESS TO ITERATE

AND LEARN.

7 DECISION SCIENCE SECRETS

THAT DRIVE BEHAVIOR

Overview

  The emerging field of decision-science is having a game-changing effect on

how marketers communicate. Social scientists, neuroscientists, and

behavior economists prove how people are hard-wired to behave with 95%

of their purchase decisions being made subconsciously, automatically, and

instinctively. In this session Nancy Harhut discusses how we can

incorporate persuasive scientific principles to interactive marketing,

healthcare, and adherence.

DECISION AND BEHAVIORAL SCIENCE

ARE SCIENCES, AND WE SHOULD

LEVERAGE THEM IN OUR WORK

7 DECISION SCIENCE SECRETS

THAT DRIVE BEHAVIOR

Key Points

  Commitment Consistency: Once we make a decision we have a compelling

urge to stay consistent

  Have users write it down, video it, and share it – promises, especially public ones,

go a long way

  Loss Aversion: We are 2x as motivated to avoid pain as we are to seek

pleasure   Endowment Effect: We tend to place more value on things we own

  We tend to stress the benefits, but the occasional well-placed loss aversion will go

a long way

  Choice Architecture: The way our options are presented has an impact

on the way we decide

  Most people go with the default choice

DECISION AND BEHAVIORAL SCIENCE

ARE SCIENCES, AND WE SHOULD

LEVERAGE THEM IN OUR WORK

1

2

3

7 DECISION SCIENCE SECRETS

THAT DRIVE BEHAVIOR

Key Points

  Cognitive Fluency: People prefer things that are easier to think about and

understand and believe them to be more truthful and accurate

  The two components are how it looks and the words you use

  Don’t get too clever, if it’s easy to read, people will read it

  Pricing Perceptions: Having to part with money activates the same part of

the brain that controls physical pain

  Bundling products works because the brain would rather one hit of parting with

money than multiple

  Priming people with money makes them more selfish, self-reliant, and less likely to

help others

  The dashed line around coupons is a signal to the brain of value and releases

oxytocin

DECISION AND BEHAVIORAL

SCIENCE STARTS WITH

UNDERSTANDING OUR

AUDIENCES

4

5

7 DECISION SCIENCE SECRETS

THAT DRIVE BEHAVIOR

Key Points

  Copy Nudges: The words you use and the order you use them can have a

huge influence on what they think about

  Is it okay to smoke why you pray? (No) Is it okay to pray while you smoke? (Yes)

  The word “because” drives compliance because it is associated with having a

good reason

  Design Nudges: Our brain processes images 60k-times faster than text,

and we remember it better

  Use faces, eyes can pull us in or direct us where to look

  Progress bars are good – people have a better experience if they know what is

happening

  Color can have a huge impact in recognition, readership, and comprehension

DECISION AND BEHAVIORAL

SCIENCE STARTS WITH

UNDERSTANDING OUR

AUDIENCES

6

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DIGITAL AND THE CONSUMERIZATION OF HEALTHCARE

The move towards a consumerized healthcare system gives patients more

control over their care and will have significant, lasting implications for the

sector.

WE HAVE THE OPPORTUNITY TO

REINVENT HOW INTERACTIONS IN

HEALTHCARE HAPPEN

Overview

DIGITAL AND THE CONSUMERIZATION OF HEALTHCARE

Key Points

 With technology and connectivity, we won't have to wait in the doctors office

for an hour to see the doctor for 5 minutes. We will be able to decide where

and when to see a doctor, without even leaving home

Obamacare has changed the landscape. Now that people are spending

their own money on healthcare, they are making different decisions

regarding their health than they did before

  The government is now reimbursing tele health and remote patient

monitoring for >2 chronic conditions, this will drive uptake of mobile health

solutions

  >50% of doctor interactions will happen online in the future via mobile

device. This will make healthcare faster and cheaper

  Healthcare is a sensitive and personal space, people don't want to

give up data. So trust is critical. We need to be transparent about how

we are using consumers’ data WE HAVE THE OPPORTUNITY TO

REINVENT HOW INTERACTIONS IN

HEALTHCARE HAPPEN

DECODING OUR BODIES:

A NEW ERA OF CITIZEN HEALTH

Health is no longer a spectator sport. In the new world of health and

medicine, we are the prime players in the decoding, understanding, and

accessing our own health and wellness. Open access to data will change the

way we monitor and impact our personal health. We can now be active

participants in our own healthcare.

WE WILL LEARN MORE ABOUT

OURSELVES THROUGH OPEN

ACCESS TO OUR HEALTH DATA

Overview

DECODING OUR BODIES:

A NEW ERA OF CITIZEN HEALTH

Key Points

 With the data we collect from wearables and integrate into apps like Apple's

HealthKit, we will be able to look on our smartphones and learn anything

and everything we want to know about ourselves and our health

  If we can understand the data coming out of our bodies, we can

then have better conversations with our doctors

 With all of this information instantly at the doctor's fingertips, diagnoses

will be made more quickly which will lead to better health outcomes

WE WILL LEARN MORE ABOUT

OURSELVES THROUGH OPEN

ACCESS TO OUR HEALTH DATA

HOW VIDEO GAMES ARE

DISRUPTING MEDICINE

There are many preconceptions about video games, but

cutting edge research shows that if the right science is applied

to game development, sensitive neural assessments and

robust improvements in brain function can become a reality.

This technology also has the potential to be therapeutic

in various settings

IN THE NEAR FUTURE WE WILL SEE

DOCTORS PRESCRIBE VIDEO GAMES

INSTEAD OF PILLS TO RETRAIN AND

REWIRE THE BRAIN

Overview

HOW VIDEO GAMES ARE

DISRUPTING MEDICINE

Key Points

  Action video games such as first-person shooters literally rewire the brain,

not just in improvements in game play but also in cognitive rotation,

attentional control, memory, and attention span

  They enhance brain plasticity and our ability to learn

  In trials, these benefits were still seen 6 months later, even though

participants hadn’t played the game during that time

  Studies are ongoing in areas such as ADD, depression, traumatic brain

injury, Alzheimer's, and autism

IN THE NEAR FUTURE WE WILL SEE

DOCTORS PRESCRIBE VIDEO GAMES

INSTEAD OF PILLS TO RETRAIN AND

REWIRE THE BRAIN

GAMING THE HOSPITAL FOR

HIGH-QUALITY PATIENT CARE

Overview

Hospitals in the US are in crisis. Pressure and stress threaten to create

disengaged hospital workers — an unsettling prospect that can be

dangerous to patients. To ensure high-quality patient experiences, an

outcome dependent on the dedication, skill and compassion of healthcare

workers, interactive gaming may aid hospitals seeking to improve employee

engagement. Interactive platforms enabling real-time evaluation and game

mechanics that engage employees with friendly competition can solve

problems in the hospital workplace related to high stress and

low sense of community.

THE CULTURE OF TEAMWORK THAT

GAME PLAY WILL ENGENDER AMONG

HOSPITAL EMPLOYEES CAN LEAD TO

HAPPIER EMPLOYEES AND

HEALTHIER PATIENTS

GAMING THE HOSPITAL FOR

HIGH-QUALITY PATIENT CARE

Key Points

  Using principles of game theory, hospitals can understand what drives their

employees to engage and adopt positive behaviors in the workplace

  Having fun, goal-based "games" will lead to collaboration and a

sense of accomplishment which in turn will improve quality of care

  Recognition, the drive to win, social interaction, and incentives motivate

people to keep playing a game, and these same strategies can be

applied within the hospital setting

  Hospitals can take their employees’ passion and cultivate a

culture of quality care that is driven by its employees

THE CULTURE OF TEAMWORK THAT

GAME PLAY WILL ENGENDER AMONG

HOSPITAL EMPLOYEES CAN LEAD TO

HAPPIER EMPLOYEES AND

HEALTHIER PATIENTS

SEE YOU IN 2016