no time for decline: where the action is now in the healthy living and aging market location: ...
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Brandon Daniell, Chief Innovator at i.e. healhcare spoke on the panel "No Time for Decline: Where the Action is Now in the Healthy Living and Aging Market Location: Murray Theater, Ruth Eckerd Hall" about the evolution of engagement in healthcare,TRANSCRIPT
innovating engagement
in health and healthcare
• Start with the consumer…. Live the “Day in the Life”
• Easy/convenient engagement where people live, work, and play
• Enhance push/pull communication
• Be Relevant, Original, Emotive
ROE = Return on Engagement
The healthcare industry knows how to listen to your heart.
.
But how does it listen to what the heart has to say?“
0
1
2
3
4
5
6
7
Global Penetration (billions)
6.8
4.0
1.4 1.0
population
What is the world’s most ubiquitous digital device?
Universe of Active Handsets in the U.S.
Featured Phones Smartphones
17% of market
49% have unlimited texting plan52% have unlimited data plan
83% of market
35% have unlimited texting plan12% have unlimited data plan
97% of mobile phones text enabled64% of mobile phones internet enabled
Source: Luth Research Survey June 2009; Comscore June 2009
259 263 267 272 277
200 203213
223 224
102 109 115127 130
57 60 64 66 71
135145
158 162174
15 16 18 19 20
Q2 2008 Q3 2008 Q4 2008 Q1 2009 Q2 2009
Mobile Subscribers (Millions)Q2 2008 - Q2 2009 U.S.
132M
68M
49M
Audio 39M Apps 27M Games 23M
UNIQUE USERS
235M
Mobile Consumption
Text messaging
Multimedia messaging
Internet
Downloads
Video 15M
Total U.S. Subscribers
Text messaging is widely used across all age groups
70% of 13-17 83% of 18-24 69% of 25-34 60% of 35-44 42% of 45-54 37% of 55-65
Text Messaging in the U.S. Today
Source: 1. Nielsen, “The Short Code Opportunity”, December 2008
Source: 2 Mobile Marketing Association Mobile Attitude & Usage Study 2008
Evolution and intersection of media
TV Radio Recordings Comms. Print Cinema
Source: Ahonen (2007)
Internet
Sponsored by
Evolution of Engagement in Healthcare
Pharma Hospitals Health Insurance
Health & Wellness Doctors Nurses Pharmacy
The 1st clinical trialed, peer reviewed & commercialized mobile smoking cessation program in the world … that is simple to use … supportive …creates sustained behavior change
KICK BUTSTM is built on a Mobile Health Messaging Engine flexible to be adapted for other health issues
A breakthrough mHealth solution
Delivery of Supportive Staged Customized Text Messages On Your Patient’s Mobile Phone …
to Sustain Behavior
Mobile Health Messaging Engine Protocol
STAGE PERIOD MESSAGE RATEMESSAGE
TYPE
Pre-Quit14 – 1 days prior to
Quitting1 – 2 per day Cessation
Quit Day 1 day 3 on day Cessation
Intensive Quit Day – 4 wks 3 per day Cessation
Maintenance Week 5 – End 1 every 3 days Cessation
RelapseEarly or Late
4 weeks – After Quit Day only
3 per day Relapse
Anytime50 Anytime – After
Quit DayImmediate
Response 24/7Crave
Slip Up
Anywhere … Anytime
Stay positive. Tell urself “I don’t need a smke,
I’m a nonsmkr”
How r ur quitting goals gng?Set a deadline 4 ur goals.
Celebr8 ech milestone as u go
Get ur frnds & familyBehind u. TXT ur m8s
& family 2 keep ur hands busy @ ur norml smke breaks
How r u doin? TXT “crave” to 3111 & we’ll snd u an idea
of how to beat a cravng
Supportive, Sustained Engagement
Based on individual opt-in informationAutomatically sends smoking cessation messages to participants
Automatically processes and sends responses to text messages received from participants
Allows participant to manage their profile and smoking cessation program online
Source: The Quit Group, funded by New Zealand Ministry of Health
FOCUS: Encourage more people to make more assisted quit attemptsAVAILABILITY: Integrated into Quit Group by Ministry of Health
ParticipantOutcomes 21.2% at 12 weeks 16.0% at 22 weeks
ParticipationRates
94.0% of people who registered went on to opt-in to the program
ReferralLevels
52% already recommended to a friend43% would recommend it to people in the future
NRT Support 73% requested NRT information 71% purchased NRT
CostEffectiveness
Program cost was reduced 37-51% vs. the traditional quit line
Resource Requirements
0.64 FTE resource required for client servicing & program monitoring
KICK BUTSTM Market Success in New Zealand
Vital Statistics
Let’s talk mobile strategy
“Reason leads to conclusions, emotion leads to action.”
- Neurologist Donald Calne
www.iehealthcare.com
[email protected]@iehealthcare.com
Chief Marketing OfficerChief Creative Dude Chief Innovator Chief Strategist
[email protected] [email protected]
thank you