POINTS OF INNOVATION

RETHINKING INNOVATION IN DIGITAL HEALTH COMMUNICATION

CHRISTINA FREDERICK Sapient

WHAT IS INNOVATION?

SOMETHINGDIFFERENT?

SOMETHINGDARING?

SOMETHINGNEW?

WHAT IF IT’S SOMETHING ELSE?

INNOVATIONENABLING THE POTENTIAL OF PEOPLE

AND WHAT IF THERE ARE POINTS OF INNOVATION?

POINTS OF INNOVATIONWHAT HAPPENS IN LIFE MOMENTS AS INNOVATORS USE CREATIONS TO MEET THEIR NEEDS

CREATORS AND INNOVATORS

ARE THE PEOPLE THAT MAKE THIS TYPE OF

INNOVATION POSSIBLE.

CREATORSYOU AND YOUR TEAMS; THE ONES THAT PRODUCE CREATIONS THAT ENABLE THE POTENTIAL OF INNOVATORS

INNOVATORSTHE PEOPLE THAT USE YOUR CREATIONS TO MEE THEIR NEEDS

NEED A DIAGRAM?

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

TO ENABLE THE POTENTIAL OF PEOPLE – THE CREATORS NEED TO

OFFER CREATIONS THAT HAVE INNOVATIVE CHARACTERISTICS.

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

THE MORE INNOVATIVE CHARACTERISTICS A CREATION HAS, THE MORE OPPORTUNITY

THERE ARE FOR POINTS OF INNOVATION.

AND GUESS WHAT . . .

THIS TYPE OF INNOVATION IS HAPPENING IN DIGITAL

HEALTH COMMUNICATIONS!

CHECK OUT THESE INSPIRING EXAMPLES . .

.

KATHY

• 26 YEARS OLD• 70 POUNDS OVERWEIGHT• DOCTOR MENTIONS

DIABETES…

SEPTEMBER 2011

• ALMOST DIES FROM PNEUMONIA• DOCTORS SAY OBESITY PLAYED A

PART• SHE DECIDES TO CHANGE – STARTS

USING THE NIKE+ RUNNING APP

NOVEMBER 2011

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

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

EVERY TIME KATHY RUNS WITH THE NIKE+ APP THAT SHE CUSTOMIZED FOR HER NEEDS

POINT OF INNOVATION

z

• 70 POUNDS LOST

• NEW DIET• NEW LIFESTYLE

JANUARY 2013

DEBORAH

LEO

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

DEBORAH SNAPS THIS PHOTO & POSTS IT TO FACEBOOK"NOTHING SAYS HAPPY MOTHER'S DAY QUITE LIKE A SUNDAY MORNING AT THE PEDIATRICIAN'S."

• 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

"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

• 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

“GET TO THE HOSPITAL. NOW . ”

NEXT 3 WEEKS• LEO IS DIAGNOSED WITH RARE KAWASAKI

DISEASE & LIVER DISEASE

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

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

THE MOMENT DEBORAH USED FACEBOOK AS PLATFORM FOR AN OPEN DISCUSSION ABOUT LEO’S HEALTH

POINT OF INNOVATION

z

• LEO IS RECOVERED• HE WILL HAVE CONTINOUS

MONITORING

JANUARY 2013

DAN

• 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

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

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

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

THE MOMENT DAN USED HIS IPHONE AND “POCKET FIRST AID” APP TOGETHER TO SAVE HIS OWN LIFE

POINT OF INNOVATION

z

• DAN IS RECOVERED• RELEASES “UNSHAKEN”

BOOK

JUNE 2011

THESE AREN’T STORIES ABOUT FACEBOOK OR

IPHONES.

THEY ARE EXAMPLES OF WHAT HAPPENS WHEN CREATORS

MAKE DIGITAL HEALTH COMMUNICATIONS WITH INNOVATIVE CHARACTERISTICS

THAT ENABLE PEOPLE’S POTENTIAL.

REIMAGINE INNOVATION.

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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