DDB Health is turning 10 - Digital transformation - Jo Caudron

1. Digital Transformation
Online, social and mobile are changing Healthcare.
!
December, 2013
jo@dearmedia.be
@jcaudron
00 32 475 43 80 98

2. Jo Caudron
°1968
Founder & CEO
Co-Founder
Digital Consulting Firm
Social Media
Campaigning Platform
President

3. To get this started...
•
Who is using?
-
@jcaudron
Twitter
Facebook
Google+, ...
LinkedIn, Plaxo
Pinterest
Email
LBS
Augmented Reality
!
•
Who is using?
-
a smartphone
a tablet
a media-center (connected to
your TV?)

4. Do YOU
have a real Social
Media Strategy?
Are you ready
for Mobile?
Do you have a future
2020 vision on how
digital is transforming
the/your world?

5. Insights:
Understanding the Power
of Digital Transformation

6. A short history of everything (in digital)
Analogue
Digital
Connected (internet)
Social
Everything is getting mobile
And the mobile eco-system will go to the living room very soon ...
@jcaudron

7. The Speed of Change…
Mobile
Social
Digital
Analogue
Connected (internet)

8. The Internet in 2012
@jcaudron
7.000.000.000

9. The Internet in 2012
@jcaudron
3.000.000.000
7.000.000.000

10. The Internet in 2012
@jcaudron
1.700.000.000
3.000.000.000
7.000.000.000

11. The Internet in 2012
@jcaudron
7.000.000.000
1.700.000.000
3.000.000.000
7.000.000.000

12. Digital
Transformation is
really happening

13. Digital in
the core
The Business
Digital (at
the sideline)
From ...
@jcaudron
... to
Digital Transformation Modeling

14. The Business
The Business
Digital (at
the sideline)
Digital (at
the sideline)
From ...
@jcaudron
... to
Digital Transformation Modeling

15. Digital in
the core
Digital in
the core
Digital in
the core
The Business
The Business
Digital (at
the sideline)
Digital in
the core
Digital (at
the sideline)
From ...
@jcaudron
... to
Digital Transformation Modeling

16. Digital Transformation
From ...
@jcaudron
... to
Digital Transformation Modeling
R&D & Enterprise 2.0
PR & External Commun.
IT
HR
Service & Support
Sales
Marketing & Communication
Digital Media
DM
Billboards
Print
TV
Radio

17. How big should CHANGE be?
In order to change
the world?
@jcaudron

20. @jcaudron

23. 7 metaphors to
understand
the impact of change

24. Imagine a world with increased transparency and
higher accountability, with a new form of proximity
and the need for responsiveness…
That is the world we live in today.
… a world in which technology
becomes part of everything we
do, where every object
(including ourselves) is
connected to the internet.
… a world in which large monolithic
structures are challenged by new
(smaller) players, operating online,
worldwide and according to new
rules…
The Glass House
The Cyborg
The Package
… a world in which
traditional partners
becomes competitors and
where everyone is trying
to by-pass someone else…
THE WHEEL OF
CHANGE
… a world in which people want
to participate and co-create
the future…
The Participant
The Frog
… a world in which mobile access is
dominating everything else. Where people
have access to everything, everywhere,
every time they want it…
… a world in which we have new opinion
leaders deciding what is important and
what is not: new experts, our peers, but
also driven by technology…
The Traveller
The Gatekeeper

25. The Glass House
The Cyborg
The Package
CHANGING
HEALTHCARE
The Participant
The Frog
The Traveller
The Gatekeeper

26. The Glass House
Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity
Accountability
Bi-directional
Humanization

27. The Glass House
Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity
Accountability
Bi-directional
Humanization

28. The Glass House
Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity
Accountability
Bi-directional
Humanization
148K

29. The Glass House
Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity
Accountability
Bi-directional
Humanization

30. The Glass House
Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity
Accountability
Bi-directional
Humanization
Showing the human face of people behind the mask…

31. The Glass House
Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity
Accountability
Bi-directional
Humanization
Ouch!
Ouch!
Oops!

32. The Glass House
Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity
Accountability
Bi-directional
Humanization

33. The Glass House
What do you think?
Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity
Accountability
Bi-directional
Humanization

34. The Package
From monolithic to
atomic
Small & Simple
APPification
Long Tail
Personalized
Real-Time
Utility / Usability
Value for Money
Agile/Cloud/SaaS

35. The Package
TV
Fun
Breaking
news
culture
In-depth
analysis
Discovery
Sports
From monolithic to
atomic
Small & Simple
APPification
Long Tail
Personalized
Real-Time
Utility / Usability
Value for Money
Agile/Cloud/SaaS
Specials
Jobs
Services
Classifieds
Weather
Trends &
Lifestyle

36. The Package
Angry Birds
Digg.be
Yelo App
Boxee
TV
Twitter,
Facebook
Fun
RSS
CNN online /
app
Breaking
news
culture
Spotify + Metafy
Twitter,
Facebook
Sporza.be
From monolithic to
atomic
Small & Simple
APPification
Long Tail
Personalized
Real-Time
Utility / Usability
Value for Money
Agile/Cloud/SaaS
Newspaper
Website
In-depth
analysis
Discovery
Blogs
Sports
LinkedIn, Monster, ...
Specials
Jobs
Services
Classifieds
eBay
Weather
Trends &
Lifestyle
Weather Pro (iPhone)
Vertical sites and
specialties portals
Traffic: Inrix +
iCoyote (iPhone)
Pinterest,
blogs

37. The Package
Any good idea
might become a
reality.
As a
bootstrapped
atomic service.
With its own
business logic.
!
From monolithic to
atomic
Small & Simple
APPification
Long Tail
Personalized
Real-Time
Utility / Usability
Value for Money
Agile/Cloud/SaaS
Often in direct
competition with
big international
players that offer
a broad range of
products and
solutions.

38. The Package
From monolithic to
atomic
Small & Simple
APPification
Long Tail
Personalized
Real-Time
Utility / Usability
Value for Money
Agile/Cloud/SaaS

39. The Package
What do you think?
From monolithic to
atomic
Small & Simple
APPification
Long Tail
Personalized
Real-Time
Utility / Usability
Value for Money
Agile/Cloud/SaaS

40. The Frog
By-passing
Virtualization
(services, products,
support,
distribution, ...)
Distortion of the
value chain

41. The Frog
By-passing
Virtualization
(services, products,
support,
distribution, ...)
Distortion of the
value chain

42. The Frog
By-passing
Virtualization
(services, products,
support,
distribution, ...)
Distortion of the
value chain
Brands by-passing the media to directly connect
with the audience

43. The Frog
By-passing
Virtualization
(services, products,
support,
distribution, ...)
Distortion of the
value chain
If you can sell expensive cars
online, you can sell anything
online.

44. The Frog
By-passing
Virtualization
(services, products,
support,
distribution, ...)
Distortion of the
value chain
Over the top sales of (OTC)
drugs and products

45. The Frog
By-passing
Virtualization
(services, products,
support,
distribution, ...)
Distortion of the
value chain
Who needs a doctor when you have the Internet?

46. The Frog
By-passing
Virtualization
(services, products,
support,
distribution, ...)
Distortion of the
value chain
Yes, this too…

47. The Frog
What do you think?
By-passing
Virtualization
(services, products,
support,
distribution, ...)
Distortion of the
value chain

48. The Gatekeeper
Gatekeeper meets
the Second
Gatekeeper (the
power of social
media)
Fragmentation of
(communication)
touchpoints
Recommendations
Ambassadorship

49. The Gatekeeper
Gatekeeper meets
the Second
Gatekeeper (the
power of social
media)
Fragmentation of
(communication)
touchpoints
Recommendations
Ambassadorship
They used to be
your healthcare
gatekeepers

50. The Gatekeeper
Gatekeeper meets
the Second
Gatekeeper (the
power of social
media)
Fragmentation of
(communication)
touchpoints
Recommendations
Ambassadorship
But now the internet is your gatekeeper.
Who judges what is right and what is wrong?

51. The Gatekeeper
Gatekeeper meets
the Second
Gatekeeper (the
power of social
media)
Fragmentation of
(communication)
touchpoints
Recommendations
Ambassadorship
Hospitals are providing public information to guide patients

52. The Gatekeeper
Gatekeeper meets
the Second
Gatekeeper (the
power of social
media)
Fragmentation of
(communication)
touchpoints
Recommendations
Ambassadorship
People connecting to each other, learning from each
other, informing each other…

53. The Gatekeeper
The Network is
the Second Gatekeeper
Gatekeeper meets
the Second
Gatekeeper (the
power of social
media)
Fragmentation of
(communication)
touchpoints
Recommendations
Ambassadorship
The Gatekeeper
Can traditional companies find new models where they stay the first gatekeeper while facilitating the
second gatekeeper?

54. The Gatekeeper
What do you think?
Gatekeeper meets
the Second
Gatekeeper (the
power of social
media)
Fragmentation of
(communication)
touchpoints
Recommendations
Ambassadorship

55. The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data

56. The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data

57. The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data

58. The Traveller
All the knowledge in the world,
anytime, anyplace, in your pocket
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data

59. The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data
An app to
remind you
which medicine
you need to
take when and
when do you
an appointment
with your
doctor.

60. The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data
“Patient Empowerment” through technology. Flipping the funnel.

61. The Traveller
What do you think?
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data

62. The Participant
Community
Gamification
Co-creation /
Collaboration
The power of the
crowd
Empowered Self
(Self-)service

63. The Participant
Community
Gamification
Co-creation /
Collaboration
The power of the
crowd
Empowered Self
(Self-)service

64. The Participant
Community
Gamification
Co-creation /
Collaboration
The power of the
crowd
Empowered Self
(Self-)service
Communities, gamification, … for behavioral change

65. The Participant
Community
Gamification
Co-creation /
Collaboration
The power of the
crowd
Empowered Self
(Self-)service
Online communities
for patients and
caregivers

66. The Participant
Community
Gamification
Co-creation /
Collaboration
The power of the
crowd
Empowered Self
(Self-)service
Check online
where flu is
trending or
use a
Facebook
app to see
who may
infected you

67. The Participant
What do you think?
Community
Gamification
Co-creation /
Collaboration
The power of the
crowd
Empowered Self
(Self-)service

68. The Cyborg
Quantified Self
Wearable Computing
Internet of Things
Big Data
Open Data
Monitoring
Even Smaller

69. The Cyborg
Quantified Self
Wearable Computing
Internet of Things
Big Data
Open Data
Monitoring
Even Smaller
Track your health (number of steps,
calories, etc) with an elegant device

70. The Cyborg
Quantified Self
Wearable Computing
Internet of Things
Big Data
Open Data
Monitoring
Even Smaller

71. The Cyborg
Smart pills send
information to a
mobile app so you
can follow your
treatment
Quantified Self
Wearable Computing
Internet of Things
Big Data
Open Data
Monitoring
Even Smaller

72. The Cyborg
Check your baby’s
moves whenever
you want with a
smartphone enabled
ultrasound machine
Quantified Self
Wearable Computing
Internet of Things
Big Data
Open Data
Monitoring
Even Smaller

73. The Cyborg
Quantified Self
Wearable Computing
Internet of Things
Big Data
Open Data
Monitoring
Even Smaller
Or if your don’t
want to wear a
device, there are
now even temporary
tattoos that can help
you track your
health status

74. The Cyborg
The future?
Quantified Self
Wearable Computing
Internet of Things
Big Data
Open Data
Monitoring
Even Smaller

75. The Cyborg
What do you think?
Quantified Self
Wearable Computing
Internet of Things
Big Data
Open Data
Monitoring
Even Smaller

76. Transparency
Closeness
Responsiveness
Speed / Agility
Quantified Self
Wearable Computing
Internet of Things
Big Data
Open Data
Monitoring
Even Smaller
Authenticity
Accountability
Bi-directional
Humanization
From monolithic to atomic
Small & Simple
APPification
Long Tail
Personalized
Real-Time
Utility / Usability
Value for Money
Agile/Cloud/SaaS
The Glass House
The Cyborg
The Package
Are YOU Ready
for this?
Community
Gamification
Co-creation / Collaboration
The power of the crowd
Empowered Self
(Self-)service
The Participant
By-passing
Virtualization (services,
products, support,
distribution, ...)
Distortion of the value chain
The Frog
Mobile technology
Location / Local
Always on / Instant gratification
Decreased mobility (for society)
De-centralized / NWOW
“Good is good enough”
Small Data
Gatekeeper meets the Second Gatekeeper
(the power of social media)
Fragmentation of (communication)
touchpoints
Recommendations
Ambassadorship
The Traveller
The Gatekeeper

77. Remember them?
Could this happen
to you too?

78. Are you next?
Because the world
is changing!
Music - Newspapers - TV -
Retail - Automotive Education - Government Healthcare?
@jcaudron

79. Be ready for Mobile
Be ready for Social
Strategy
Concepts &
Channels
Policy,
Teams &
Ownership
Offline
Roll-out
Be ready for Your Future
(Digital Transformation Modeling)
Strategy
Implementation
Online
Integration

80. What do I do for a living?

81. DearMedia, Consultants for the Digital Age
Online
Mobile
Media
Social
!
Digital Transformation Modeling:
Digital impact on traditional communication, media, business, ...
@jcaudron

82. @jcaudron

83. Our Services
Our Domains
Consulting
Online
Trendwatching
Mobile
Presentations
Social
Trainings
@jcaudron
Digital
Transformation

84. Contact me.
@jcaudron
jo@dearmedia.be
00 32 475 43 80 98

85. Digital Transformation
Online, social and mobile are changing Healthcare.
!
December, 2013
jo@dearmedia.be
@jcaudron
00 32 475 43 80 98