1. KINECT
IN HEALTHCARE
A look at the development and
applications of the Kinect in healthcare.

2. ABOUT IQ MINI WORKSHOPS
iQ is the innovation lab of GSW
Worldwide. We research emerging
trends in both how technology and
expectations are changing. Insight into
new consumer/ What early-mover
HCP expectations brands are doing
We use those findings to develop
perspectives on how our health care
marketing clients can gain
competitive advantage in fast-
changing areas like mobile, slate,
gaming, and social media.
Then we model innovative tools and Strategies and Innovation theater:
experiences designed just for health insights for brand A model of what
care marketers. planning could be
Mini workshops like this one include
a snapshot of each of those
elements.

3. MOST OF THE WAYS WE
INTERACT WITH HEALTH CARE
ARE UNINSPIRING
The interface of health care
is broken
We’re not engaging people…
• Advances in technology have not translated to
advances in care
• We give patients 7 minutes in the exam room
• Few options for easy, effective observation over time

4. WHAT IS KINECT?
How it works, statistics, and applications

5. Kinect
• Kinect is a motion sensing input device by
Microsoft, originally designed for the Xbox 360
video game system.

6. How It Works
Infrared Depth Sensor
3 Microphones
Microphone
RGB Camera

7. …Explained
Infrared Depth Sensor
Identifies depth of every pixel in frame
3 Microphones
Microphone
Physically
locates sound
RGB Camera
Works as standard webcam/camera

8. Software is the key
• Microsoft launched a non-commercial SDK in June 2011.
• Software Development Kit (SDK).
• Allows developers to build applications using C++, C#, or Visual
Basic.
The Big Idea
Create “hands-
free” features for
standard PCs.

9. KINECT STATISTICS
The launch of Kinect had an advertising budget of $500 million,
larger than the investment of the Xbox console launch.
8 Million units shipped in the first 60 days on market, a
Guinness World Record for consumer electronic devices.
Recipient of the 2011 MacRobert Award for engineering
innovation.
In addition to gaming, Kinect has been used
for:
• 3D mapping in archaeology
• Navigation in transportation

10. Applications
• GE Introduced “Visible You”
• Gesture based system that
capture body movements.
• Detailed modeling of 4
major biological systems:
Cardiovascular Muscular Nervous Skeletal

11. Healthcare Applications
• Access patient information,
MRIs, CT scans in operating
rooms.
– Eliminates need to leave
room to access documents
– Physician maintains focus
– Contamination risk decreases
– Time saved
• Facilitate virtual therapy
sessions
– Maintains anonymity and
privacy

12. Video Conferencing
Talking to Focus - Kinect Freezing Former Frames – Saves
recognizes person currently talking and displays previous frames.
and brings them to focus. Visual „mute‟ button.
Privacy Zone – With a gestural Spacial Augmented Reality –
command, render a person or Turn simple physical models into
specified area invisible. complex computer graphics.

13. AN INNOVATION THEATER IDEA:
KINECT IN HEALTHCARE
The iQ team creates models, prototypes and
storyboards that show how innovative applications of
technology can solve persistent healthcare challenges.
We always start with a common problem:

14. Medication Adherence is a
prevalent and expensive problem
in healthcare today.
50%Adherence Rate
$290,000,000,000
Cost of medication non-adherence in the United States per year
Medication Adherence and Care Teams, a report from the New England Healthcare Institute, Sept. 2010.

15. SO WE ASKED:
HOW COULD WE USE KINECT TO
IMPROVE MEDICATION & DISEASE
EDUCATION?

16. Improving Patient Education
Create an engaging and interactive learning experience
• Physicians can digitally demonstrate to a patient how the
body functions prior to taking a specific medication.
• Show the patient a time lapse with/without adhering to the
proper medication program.
• All demonstrations conducted using the patients own body.
Results:
• Promotes patient understanding of their disease and
effectiveness of medication.
• Motivates sustained adherence.

17. SO WE ASKED:
WHAT IF KINECT COULD CREATE MORE
ENGAGING BRAND EXPERIENCES AT
LARGE EVENTS?

18. Interactive Brand Experience
Attendee Enters
Booth
Using Kinect, the interactive
booth recognizes the
attendees face based on their
event registration profile.
Start personalized
event experience
Greets attendee with
personalized message, suggest
exhibit content and opportunity
to speak with a industry
professional.
Expand the
experience
Provide opportunity for the
attendee to share exhibit info
with their networks or request
more info for a later date.

19. Brand Experience Road Show
WHAT IF THE INTERACTIVE BRAND
EXPERIENCE ALLOWED PHYSICIANS
TO BECOME THE PATIENT?

20. Introducing…
The Brand Experience Road Show
• Utilizing a mobile trailer, brands can
create their own event.
• When entering the exhibit,
physicians steps into the life of a
patient in a specific disease state.
• Using Kinect’s voice and gesture
recognition, physician can customize
how they are educated about the
brand – as if they are the patient.
• The exhibit builds buzz and attracts
new visitors as it’s own, standalone
experience.

21. For more answers to pharma’s
marketing challenges visit
WhatsYourDigitaliQ.com
Twitter.com/iQlab
SlideShare.net/iQlab
YouTube.com/GSWiQlab