3M helps fight chronic disease with data and technology – from enabling key health data insights to providing apps that help avoid triggers and manage respiratory disease, however many audiences don’t even realize 3M is in the healthcare industry.

1. 3M, data and healthThought-leadership program overview and early results
By Deirdre MacBean
Link to web page
11.10.2018

2. 2© 3M Company 2016. All Rights Reserved. 3M Confidential.
3M is relevant to big data and chronic disease
Population-focused
data insights that support
more effective
interventions (Health
Information Systems)
Intelligent inhalers and
other connected
health products (Drug
Delivery Systems, 3M
Ventures, 3M Connect)
Many connected
monitoring devices
use 3M skin adhesive
solutions (Medical
Device division)
Our global healthcare
customers are
struggling with the costs
of preventable chronic
disease

3. 3© 3M Company 2016. All Rights Reserved. 3M Confidential.
Social data reveals strong public interest in obesity threat

4. 4© 3M Company 2016. All Rights Reserved. 3M Confidential.
Research and data attracted
most mentions
Opportunities:
COPD as well as high-volume topics diabetes and obesity; and motivation
or “nudging” to better health
Opportunities to relay new research and partner with
influencers

5. Disrupting
Disease with
Data
Link to web page

6. 6© 3M Company 2016. All Rights Reserved. 3M Confidential.
Our content looks at how insights from health data and innovative delivery of
patient-centered programs are making it easier for us to choose health.
How to help people live longer, healthier
lives, whoever they are and wherever they
live

7. 7© 3M Company 2016. All Rights Reserved. 3M Confidential.
Awareness Build awareness that 3M operates in the progressive and popular field of big data
and connected health.
Familiarity Show the role of 3M’s science and data expertise in reducing risk and aiding
management of chronic disease – the world’s biggest health challenge.
Favorability Highlight 3M experts who are thought-leaders in the areas of prevention, data
science, value-based care and connected health.
Key Goals of Disrupting Disease with Data

8. 8© 3M Company 2016. All Rights Reserved. 3M Confidential.
Amplify existing 3M thought-leaders
Dr Gordon Moore, Senior
Medical Director at 3M HIS,
already has a great podcast and
an influential network
His theme:
Health data analytics are key to helping
health care institutions improve their
processes so that they can provide better,
more affordable care to all.

9. 3M Brand Audience for Disrupting Disease with Data
Audience:
Influential info-seeker + interests
in:
Public health, family health, children's health,
geriatric health, oral health, social equity,
staying healthy, helping the poor, physical
activity, wellness, fitness, data science,
behavioral science, computer science, digital
health, m-Health, big data analytics.
LinkedIn Audience
Size: 580,000
Facebook Audience Size:
12,000,000

10. Key Narratives and sub-topics to connect 3M + data + health
Why is it so hard to choose
health?
Narrative
How data is helping disrupt
disease
21
The big picture -
experts on hope data
brings
Data in action –
data insights driving
better health in a
community
How data and new
tech are bringing
hope for asthmatics
How data and new
tech are bringing
hope for diabetics
The science behind
building healthy
habits
Cool ways tech and
data are helping nudge
people to health
around the world

11. 11© 3M Company 2016. All Rights Reserved. 3M Confidential.
Thought-leadership page
Articles written for the initiative:
100 years young and still running – Deirdre MacBean
How creative science is making healthy living easier – Deirdre MacBean
How human listening and machine learning are helping patients – Deirdre MacBean
Intelligent inhalers to improve COPD treatment – Deirdre MacBean
Breathe easier: how technology is helping people with asthma symptoms – Deirdre MacBean
Videos produced for the initiative:
Social Factors Matter – directed by Deirdre MacBean
How Data and Tech Are Helping People With Asthma – directed by Deirdre MacBean
Link to web page

12. 12© 3M Company 2016. All Rights Reserved. 3M Confidential.
Promotion via social media
Oct –
LI - $15K
Instagram- $10K
Nov –
LI - $10K
Instagram - $10K

13. 13© 3M Company 2016. All Rights Reserved. 3M Confidential.
Influencers

14. Next steps

15. 15© 3M Company 2016. All Rights Reserved. 3M Confidential.
Go Global Build local stories of global interest
Use Influence Leverage global influencers in the data and health space
Start-ups
Tell the MedTech start-up and 3M Venture stories
How to take it further

16. Background

17. 17© 3M Company 2016. All Rights Reserved. 3M Confidential.
Stats –chronic disease/obesity
Health – Longevity, Number people with diabetes (Deloitte)
Obesity is linked to chronic disease
• Being overweight or obese are major risk factors for many
chronic diseases, including diabetes, cardiovascular
diseases and cancer.
• High body mass index (BMI) led to nearly 4 million deaths
worldwide
• in 2015, a nearly 20% increase since 2005.
• OECD projections show a steady increase in obesity rates
until at least 2030
• Global action plan to promote physical
activity

18. 18© 3M Company 2016. All Rights Reserved. 3M Confidential.
Stats – chronic disease/obesity
Key facts
• Worldwide obesity has nearly tripled since 1975.
• Most of the world's population live in countries where overweight and obesity kills more people than
underweight.
• 41 million children under the age of 5 were overweight or obese in 2016.
• Over 340 million children and adolescents aged 5-19 were overweight or obese in 2016.
• Obesity is preventable.
• Today, over half of all adults and nearly one in six children are overweight or obese in the OECD
(Organization of Economic Co-operation and Devpt) area.
• In the United States and Mexico, one in every three adults is obese
http://www.oecd.org/health/obesity-update.htm
http://www.who.int/en/news-room/fact-sheets/detail/obesity-and-overweight

19. 19© 3M Company 2016. All Rights Reserved. 3M Confidential.
Stats – digital & health
Key facts
• Mobile phones are a powerful tool with which to study large-scale population dynamics and health on a
global scale12,16, revealing the basic patterns of human movement17, mood rhythms18, the dynamics of the
spread of diseases such as malaria19, and socioeconomic status in developing countries20.
• Smartphones are now being used globally, with the adoption rate among adults at 69% in developed
countries and 46% in developing economies and growing rapidly21.
• With onboard accelerometers for automatic recording of activity throughout the day, smartphones provide a
scalable tool with which to measure physical activity worldwide.
•People are still increasing the amount of time they spend online.
•U.S. adults spent 5.9 hours per day on digital media in 2017, up from 5.6 hours the year before. Some 3.3 of
those hours were spent on mobile, which is responsible for overall growth in digital media consumption.
•The global average selling price of smartphones is continuing to decline. Lower costs help drive smartphone
adoption in less-developed markets.
https://www.nature.com/articles/nature23018
https://www.recode.net/2018/5/30/17385116/mary-meeker-slides-internet-trends-code-conference-2018

20. 20© 3M Company 2016. All Rights Reserved. 3M Confidential.
Stats – digital & health
M-health – apps downloads globally
https://www.statista.com/topics/2263/mhealth/
mHealth - Statistics & Facts
Mobile health or mHealth refers to medicine and
public health services through mobile device usage
and reinforcement.
The health and medical industry have been named
as one of the top three fields to accelerate the
growth of mobile devices.
Mobile health has the ability to improve the overall
healthcare system by improving efficiency,
communication, costs, and quality of healthcare
services.

21. Content narrative
Request
Story
Customer driven storyline
Story framing key details
Keywords
Audience
Insights from health data and innovative delivery of patient-
centered programs are making it easier for us and our families to
lead healthy lifestyles & be healthier.
Health & Data Campaign
3M helps fight chronic disease with data and technology –
from enabling key health data insights to providing apps that
help avoid triggers and manage respiratory disease,
however many audiences don’t even realize we’re in the
healthcare industry.
obesity, physical fitness, heart health, respiratory disease,
asthma, high blood pressure, diabetes, big data, behavioral
health, health apps, connected health, psychology, disease
prevention, patients, doctors, nurses, mental health, healthcare
providers, hospitals
Influential info-seeker interested in health, global public
health,
There are many connected health apps which track your
health and your behavior and help you to prevent getting
sick. (thought leadership /cool science angles)
Data and technology are driving some of the radical innovation
needed to increase “health spans” around the world and
combat increasing chronic disease.
(thought leadership angle)
- Patients can benefit from data and technology advances
by feeling listened to and understood. Additionally, there
is a psychological shift to ‘patient empowerment’ where
they are able to manage their health much better than
before. (proof point)
3M proof points
- For health professionals, using data insights can provide
vital clues at scale when you can’t talk to everyone one-
on-one. What if you could learn about how patients really
live outside the doctor’s office, and actually see where
things are going wrong? (proof point)
Media Budget
Activity months October & November
Invoicing November (25K) & December (20K)
Retargeting strategy of serving up Particles content to those
that engage in feed.
KPIS
#1 – Engagement in-feed
#2 – Traffic to Particles stories
3M Proof points
• HIS blog post “Machine learning and critical
care”
• Predictive Analytics Dr Barbara DeBueno
3M Proof points:
• 3M HIS value-based care website
• 3M Performance Matrix
• Predictive Analytics Dr Barbara
DeBueno
• Gordon Moore
• HIS Inside Angle blog
3M Proof points:
• Intelligent Inhaler article
• Respiratory Tracker article
• Hacking Your Health article
3M Proof points
• HIS blog post “Patient engagement
matters”
• HIS blog post “On the Frontlines of
Collaborative Care:

22. Assets connecting 3M + data + health – IIS + health + tech
Narrative
How data is
helping disrupt
disease
1
The big picture -
experts on hope data
brings
Data in action –
data insights driving
better health in a
community
How data and new
tech are bringing
hope for asthmatics
How data and new
tech are bringing
new insights and
hope for diabetics*
Short form Long form
LinkedIn post – UNHLM* 1500 wd Particles article
Insta post – Data and
health
Tw post - UNHLM
Short form Long form
LinkedIn post 1200 wd Particles article
FB post Short Inhaler video
Tw post
Short form Long form
LinkedIn post – World
Diabetes Day
Human listening and
machine learning
FB post – World Diabetes
Day
1200 wd article
Tw post – World
Diabetes Day
Short form Long form
LinkedIn post 1-2 min video Social
Factors Matter
Instagram post 1200 wd articles Data
driving healthier
communities
Tw post – 15s video x 2
* United Nations High-level meeting on NCDs - September * World Obesity Day – Oct 11th; World Diabetes Day – Nov 14th

23. Assets connecting 3M + data + health – IIS + health + tech
The science behind
building healthy
habits
Cool ways tech and
data are helping nudge
people to health
around the world
2
Why is it so hard to
choose health?
Short form – engagements in
feed
Long form – scroll depth
LinkedIn post – New Year’s 1200 wd Particles article w/
research experts in various
fields
FB post – New Year’s 500-750 wd articles specific
themes in more depth
Tw post – New Year’s
Short form Long form
LinkedIn post 1100 wd Particles article w/
research experts in various
fields
FB post 500-750 wd articles on the
experts’ themes in more depth
Tw post