Observations and inspirations from the Ogilvy CommonHealth Worldwide team that attended SXSW Interactive 2015 in Austin. From digital health and wearables to predictive analytics and robots, our team saw it all. Here we present the trends we saw and key takeaways from select sessions.

1. Trends and Takeaways
Matt Balogh | G. Kofi Annan | Martha Walz
2015
OCHWW
@SXSW

3. IT STARTED WITH WAITING IN LINE…

4. ...MORE LINES FOR EVERY SESSION...

5. …AND IT ENDED WITH MEAT EVERY NIGHT

6. HIGH-LEVEL
TRENDS

7. FORGET MOBILE
FIRST THINK
PATIENT FIRSTMyFitnessPal cuts the data it collects to understand why people
are doing what they are doing and then adjusts the experience
to help them meet their specific needs

8. ASK THE RIGHT
QUESTIONSBe thoughtful about what you are trying to accomplish
Start by understanding the questions you are trying to answer
Be willing to challenge your own position

9. CONNECTED
HEALTH IS
HERE TO STAYCurrent EMRs show one instance of a patient’s health
Patient-generated health data shows a patient’s health over time
Many wearable devices let you see your data,
but don’t let you download it
How do we get patient-generated health data into
EMRs for a holistic view of a patient’s health?
We have the opportunity to reinvent how
interactions in healthcare happen

10. 1. TEST
EVERYTHING
2. REPEATYou can’t get the answers from people who sit in
conference rooms and are not your target audience
Patient communities trade in information and experiences.
They may not be 100% accurate, but they play a key role in
vetting information and figuring out which questions to ask

11. ACCELERATION OF
IMMERSIVE VIDEO
EXPERIENCES
Meerkat app jumpstarted the real-time
disposable video trend
Stories are being told according to time
(real vs. stored) and screen size
(small, big, surround)

12. HUMAN AND
MACHINE
COEXISTENCEMachines are advancing, but
capabilities will continue to be limited
Quest to better understand how human
brain works and value vs. machine
Artificial intelligence is the next interface
Virtual reality is fueling a move
towards heightened experiences

13. SESSION
DETAILS

14. RADICAL HEALTHCARE:
WHAT DO CONSUMERS WANT?
How can diverse sectors like gaming, e-commerce, and academia inform
better design for healthcare decisions in a world where the statement
"healthcare is broken" has become cliche? In this panel of outside healthcare
experts Alejandro Foung, Jason Oberfest, Vinnie Ramesh, and Jennifer
Cheung apply their learnings to healthcare to focus on patient-centric design.
FORGET ABOUT MOBILE FIRST,
THINK ABOUT YOUR USERS FIRST
Overview

15. RADICAL HEALTHCARE:
WHAT DO CONSUMERS WANT?
Key Points
Real innovation needs to be focused on the user, not just on specific
parts of the journey, making people’s lives better every day
Wearables quantify parts, but humans are not just beacons of data –
they have to be factored into the equation
“You are not the consumer.” You need to have empathy for the user but,
for instance, if you've never had cancer before, it's harder to relate
to that than for something like commerce
FORGET ABOUT MOBILE FIRST,
THINK ABOUT YOUR USERS FIRST

16. UNCERTAINTY: PREDICTIVE
ANALYTICS IN HEALTHCARE
Overview
Venture funding for predictive analytics has grown >50% annually over the
last 4 years totaling over $2 billion. Taking advantage of growing sets of
healthcare data, new entrants are building predictive models in an attempt to
not only influence patient behavior, but also change how physicians make
diagnosis and treatment decisions.
WHAT REALLY MAKES A
DIFFERENCE TO ACHIEVING
GOALS IS THE CONSISTENCY
OF TRACKING OVER TIME

17. UNCERTAINTY: PREDICTIVE
ANALYTICS IN HEALTHCARE
Key Points
EHRs represent an interaction with the system. Doctors want
to marry EHR data with patient-generated data and genomics
data for a wider view of the patient
Delicate balance: asking a doctor to put structured data in EHR. Don't want to
change the nature of physician's work with menial processes
MyFitnessPal cuts the data to find the needs and creates
features that help meet those needs
Streaking – the number of days in a row you log in –
is one of the most engaging features
Always reduce it to the simplest, most digestible form
so they come back tomorrow
Consider the 45 year old mom in Wyoming with 3 kids and a partner
that works, has no easy access to good fruits and vegetables, and
who has been over weight for the last 25 years
WHAT REALLY MAKES A
DIFFERENCE TO ACHIEVING
GOALS IS THE CONSISTENCY
OF TRACKING OVER TIME

18. MIT HACKING MEDICINE:
HACK-IN-A-BOX
This session took us through MIT Hacking Medicine’s hack-a-thon and
healthcare innovation model and how hack-a-thons can inspire diverse
stakeholders to enter healthcare as entrepreneurs to help chip away at the
broken healthcare system.
HACKING IS TRADITIONALLY
VIEWED AS HIGHLY TECHNICAL,
BUT IT TAKES DIVERSITY TO
SUCCEED AT INNOVATION
Overview

19. MIT HACKING MEDICINE:
HACK-IN-A-BOX
Key Points
Hacking is a creative application of engineering, but the people who attend
should be diverse in background: engineers, healthcare professionals,
designers, entrepreneurs
Hack-a-thon is 48 hours of dedicating to a cause structured as problem
pitching, mingling, solutions pitching, team formation, hacking and
mentoring , and final presentations
There are many reasons to organize a health hack-a-thon:
Address specific healthcare challenges
Bridge silos and build an ecosystem of innovation
Develop your workforce or leverage as an informal interview
HACKING IS TRADITIONALLY
VIEWED AS HIGHLY TECHNICAL,
BUT IT TAKES DIVERSITY TO
SUCCEED AT INNOVATION

20. WOULD YOU
TORTURE A ROBOT?
Robots are just machines, or are they? Cruelty to robots seems like a
strange topic, and at first glance people tend not to consider it an issue. But
can humans have an affinity for a machine? Studies suggest that people
often feel uncomfortable when watching social robots tortured or harmed.
Why is this? And what role can something like this play in healthcare?
TO REALLY CREATE AN AFFINITY WE
NEED TO ADD CONTEXTUAL VALUE,
WHICH COMES FROM RESEARCH
AND PLENTY OF TESTING
Overview

21. WOULD YOU
TORTURE A ROBOT?
Key Points
Case after case of research show people can have
an affinity for a machine, whether it’s their car,
a robotic dog, or even a simple toy
How can we leverage this research to create
affinity for mHealth or remote doctor presence?
Both elder- and child-care robots have the ability to
become both companions and data collectors
that better enable caregivers
Simple acts, such as giving things a human name,
can create affinity
TO REALLY CREATE AN AFFINITY WE
NEED TO ADD CONTEXTUAL VALUE,
WHICH COMES FROM RESEARCH
AND PLENTY OF TESTING

22. WEB-SIDE MANNER: HOW THE
INTERNET SAVED MY LIFE
Overview
In a world where healthcare professionals have less time to spend with their
patients, social media has become the bedside resource patients are so
hungry for. And can we blame them? It’s no longer an exaggeration: the
internet is saving lives. But what does that mean for a patient’s journey
through sickness when they can now take their health into their own hands
thanks to Dr. Google and social media?
PATIENTS DON’T NEED ANOTHER
COMMUNITY, THEY NEED BETTER
INFORMATION AND CROSS-
COMMUNICATION BETWEEN THOSE
THAT EXIST ALREADY

23. WEB-SIDE MANNER: HOW THE
INTERNET SAVED MY LIFE
Key Points
The patient journey is entirely different than 5 years ago,
1 year ago, even a month ago
Communities on the web are tight and self-policing – they trade in
information and experiences, and they are less filtered than doctors
Social communities may not be 100% accurate in their information, but they play a
role in helping to understand what questions to ask, sharing what works and what
doesn’t – back in the day we relied on doctors for this information
To outsiders, ‘living out loud’ is putting too much information on the Internet,
but for patients it’s a conversation with those that are closer and more
supportive than family because they’ve been there
HCPs can go MIA, or only cross the patient journey sometimes,
social communities are always there
In healthcare today it’s too difficult for a doctor and patient to build the
kind of relationship they need to direct a patient’s life and have the
right outcome in a 7.5 minute conversation.PATIENTS DON’T NEED ANOTHER
COMMUNITY, THEY NEED BETTER
INFORMATION AND CROSS-
COMMUNICATION BETWEEN THOSE
THAT EXIST ALREADY

24. RAPID ITERATION ON MOBILE
Mobile is an increasingly important channel, but doing it right requires
iteration which can be difficult compared to web. Higher cost developers and
designers, complicated technologies, and longer development times are all
working against you. But the numbers are also against you. 22% of apps are
only opened one time, and 62% of users stop using an app within a month.
Just the development of an iOS app can cost up to $60k but average revenue
is only $4k. Android numbers are worse.
HEALTHCARE IS COMPLEX, WHICH
IS WHY ITERATIVE PROTOTYPING
EARLY AND OFTEN IS IMPORTANT
Overview

25. RAPID ITERATION ON MOBILE
Key Points
The first step is always finding the right
questions for the prototype to ask
Most people actually think about wireframes when
they say prototype – but wireframes answer design
questions, not experience questions
The best first questions are experiential:
Will people use it?
Will they come back to it?
Will they potentially pay for it?
HEALTHCARE IS COMPLEX, WHICH
IS WHY ITERATIVE PROTOTYPING
EARLY AND OFTEN IS IMPORTANT

26. RAPID ITERATION ON MOBILE
Key Points
A ‘Core Loop’ is a game developer term meaning those main set of actions
that will make both you and your users successful – and are usually only 3
steps, even for complex engagements
FarmVille: buy seeds, grow seeds, buy seeds
DropBox: get space, fill space, earn space
Amazon: read reviews, buy products, leave reviews
After you’ve created a core loop add and evolve features that support the
core loop
DropBox: add automatic photo upload for user convenience and to fill space
quicker
EVEN COMPLEX ENGAGEMENTS CAN
BE CULLED DOWN INTO CORE LOOPS

27. RAPID ITERATION ON MOBILE
Key Points
There are two ways to create a prototype that tests your core loop:
Hacking: Just like is sounds, find a coder and start coding
Hustling: Prototype without coding, leveraging creativity, insights, and mash-ups
Concierge: leverage experiences and back fill with manual labor
Instagram: have your friends email photos that you manually Photoshop and send back for posting,
then test engagement
Platform: leverage WYSIWYG platforms like Game Salad to point-and-click a prototype
Competitor: leverage competitors’ applications and open-source code to prototype
Creative: more for rich experiences, but relies on you thinking creatively about the
experience
Elmo’s Monster Mash leverage a huge cutout of an iPhone with a person behind it that was videoed
dancing
EVEN COMPLEX ENGAGEMENTS CAN
BE CULLED DOWN INTO CORE LOOPS

28. THE PROS AND CONS OF
CONSTANT CONNECTION
Overview
What is the true cost of being connected online 24/7? Is what we get worth
what we give up? Examine how technology is evolving human behavior in
business, education, advertising, pop culture, parenting and more, and how it
is changing our ideas of privacy, entertainment and our own sense of self.
Find the benefits and possible consequences of these emerging digital
experiences.
BEING CONSTANTLY CONNECTED IS
CHANGING THE WAY WE LIVE, AND WE
NEED TO FIGURE OUT HOW TO MAKE
MEANINGFUL DECISIONS FROM THE
LARGE QUANTITIES OF DATA WE ARE
PRODUCING.

29. THE PROS AND CONS OF
CONSTANT CONNECTION
Key Points
The Internet is an easy place to belong to, but it’s a big place to get lost in
Too much personal health information to be useful
Paradox: being constantly connected allows everyone to feel more
connected, but the more time people spend on social media,
the more disconnected they feel
In the next 5-10 years, we can expect:
Experiences will be quantified for marketers as well as
those people experiencing them
e.g., being able to track everywhere you went in Disneyworld to share with your
friends, but the marketer uses it to personalize ads/programs to you
Find ways to distill the mass quantities of information down into something useful
BEING CONSTANTLY CONNECTED IS
CHANGING THE WAY WE LIVE, AND WE
NEED TO FIGURE OUT HOW TO MAKE
MEANINGFUL DECISIONS FROM THE
LARGE QUANTITIES OF DATA WE ARE
PRODUCING.

30. F1 DATA ANALYSIS SHIFTS
GEARS TO HEALTHCARE
Formula 1 cars move at over 185 mph and have nearly 500 different sensors
between the car and driver collecting data to understand the conditions and
optimize. These same technologies and sensors can be applied to healthcare
and clinical trials to fight conditions and create products.
WEARABLES AND DATA CAN BE A
TRAP, SO BE THOUGHTFUL ABOUT
THE QUESTION BEFORE TRYING TO
COLLECT DATA TO GET THE ANSWER
Overview

31. F1 DATA ANALYSIS SHIFTS
GEARS TO HEALTHCARE
Key Points
Data is not there for simple insights, it’s there to change the way you think
about the system
You have to optimize for the person and the machine, but you have to really
optimize for how they work together
GSK leveraged $100 sensors to go from 2 data points to 20 data points in
clinical trials gaining both quantity and quality of data collected
There is already a lot of noise in data collection (lab, notes, patient
behavior, environmental, etc.) and we have sensors that can measure
everything
The technology must be made intrinsic to what people are already doing/
wearing, not a standalone wearable device
YOU WILL BE MOST EFFECTIVE WHEN
YOU ASK THE RIGHT QUESTIONS

32. HOW BIG PHARMA IS INTERACTING
WITH TECH STARTUPS
With declining revenues and regulatory hurdles, large pharma and biotech
organizations are looking for new ways to communicate with audiences and
make medications more effective. Health IT startups have the potential to
solve many of these problems, but pharma has been slow to adopt
innovation. What can we do better?
PHARMA IS NOT STRUCTURED TO TAKE
ADVANTAGE OF START-UPS AND START-
UPS ARE NOT STRUCTURED TO DO
BUSINESS WITH PHARMA – THE
OPPORTUNITY IS SITTING IN THE MIDDLE
Overview

33. HOW BIG PHARMA IS INTERACTING
WITH TECH STARTUPS
Key Points
Start by understanding the big problem, then articulate the problem
you are going to solve, and why you are right to solve it
Pharma will help with the pharma part if they have
confidence you can pull it through
Find someone who can understand your offering and will champion you
internally – understand who is incentivized to help you succeed
There are innovation dollars and real dollars, go for the innovation dollars
and frame it as a proof of concept, then go for the real dollars
PHARMA IS NOT STRUCTURED TO TAKE
ADVANTAGE OF START-UPS AND START-
UPS ARE NOT STRUCTURED TO DO
BUSINESS WITH PHARMA – THE
OPPORTUNITY IS SITTING IN THE MIDDLE

34. MOONSHOTS AND REALITY
Astro Teller, Captain of Google[x] (the “moonshot factory”), talks about the
part of innovation where you come into contact with the unpredictable realities
of weather, physics, humanity, and more, whose impact on your work won’t be
predicted by a book or taught in school yet stand between you and the
moment when your invention has made something in the world better.
FAILING DOESN’T MEAN NOT
SUCCEEDING. LEVERAGE FAILURE
IN YOUR PROCESS TO ITERATE
AND LEARN.
Overview

35. MOONSHOTS AND REALITY
Key Points
You have to experience what it’s like to try something, fail, learn, and try
again...relentlessly, dispassionately, creatively
Embrace failure: have a go at the hardest parts of the problem first. To
make progress you have to make mistakes first
Get out of the conference room – nothing beats getting in the real world to
test what simulators say is possible, and to create the list of 10,000 things
you didn’t anticipate
Laboriously come up with hypothesis. Prototype. Test. Repeat.
Most companies fear “failure”, but the reality is you can’t afford not to fail
FAILING DOESN’T MEAN NOT
SUCCEEDING. LEVERAGE FAILURE
IN YOUR PROCESS TO ITERATE
AND LEARN.

36. 7 DECISION SCIENCE SECRETS
THAT DRIVE BEHAVIOR
Overview
The emerging field of decision-science is having a game-changing effect on
how marketers communicate. Social scientists, neuroscientists, and
behavior economists prove how people are hard-wired to behave with 95%
of their purchase decisions being made subconsciously, automatically, and
instinctively. In this session Nancy Harhut discusses how we can
incorporate persuasive scientific principles to interactive marketing,
healthcare, and adherence.
DECISION AND BEHAVIORAL SCIENCE
ARE SCIENCES, AND WE SHOULD
LEVERAGE THEM IN OUR WORK

37. 7 DECISION SCIENCE SECRETS
THAT DRIVE BEHAVIOR
Key Points
Commitment Consistency: Once we make a decision we have a compelling
urge to stay consistent
Have users write it down, video it, and share it – promises, especially public ones,
go a long way
Loss Aversion: We are 2x as motivated to avoid pain as we are to seek
pleasure
Endowment Effect: We tend to place more value on things we own
We tend to stress the benefits, but the occasional well-placed loss aversion will go
a long way
Choice Architecture: The way our options are presented has an impact
on the way we decide
Most people go with the default choice
DECISION AND BEHAVIORAL SCIENCE
ARE SCIENCES, AND WE SHOULD
LEVERAGE THEM IN OUR WORK
1
2
3

38. 7 DECISION SCIENCE SECRETS
THAT DRIVE BEHAVIOR
Key Points
Cognitive Fluency: People prefer things that are easier to think about and
understand and believe them to be more truthful and accurate
The two components are how it looks and the words you use
Don’t get too clever, if it’s easy to read, people will read it
Pricing Perceptions: Having to part with money activates the same part of
the brain that controls physical pain
Bundling products works because the brain would rather one hit of parting with
money than multiple
Priming people with money makes them more selfish, self-reliant, and less likely to
help others
The dashed line around coupons is a signal to the brain of value and releases
oxytocin
DECISION AND BEHAVIORAL
SCIENCE STARTS WITH
UNDERSTANDING OUR
AUDIENCES
4
5

39. 7 DECISION SCIENCE SECRETS
THAT DRIVE BEHAVIOR
Key Points
Copy Nudges: The words you use and the order you use them can have a
huge influence on what they think about
Is it okay to smoke why you pray? (No) Is it okay to pray while you smoke? (Yes)
The word “because” drives compliance because it is associated with having a
good reason
Design Nudges: Our brain processes images 60k-times faster than text,
and we remember it better
Use faces, eyes can pull us in or direct us where to look
Progress bars are good – people have a better experience if they know what is
happening
Color can have a huge impact in recognition, readership, and comprehension
DECISION AND BEHAVIORAL
SCIENCE STARTS WITH
UNDERSTANDING OUR
AUDIENCES
6
7

40. DIGITAL AND THE
CONSUMERIZATION OF HEALTHCARE
The move towards a consumerized healthcare system gives patients more
control over their care and will have significant, lasting implications for the
sector.
WE HAVE THE OPPORTUNITY TO
REINVENT HOW INTERACTIONS IN
HEALTHCARE HAPPEN
Overview

41. DIGITAL AND THE
CONSUMERIZATION OF HEALTHCARE
Key Points
With technology and connectivity, we won't have to wait in the doctors office
for an hour to see the doctor for 5 minutes. We will be able to decide where
and when to see a doctor, without even leaving home
Obamacare has changed the landscape. Now that people are spending
their own money on healthcare, they are making different decisions
regarding their health than they did before
The government is now reimbursing tele health and remote patient
monitoring for >2 chronic conditions, this will drive uptake of mobile health
solutions
>50% of doctor interactions will happen online in the future via mobile
device. This will make healthcare faster and cheaper
Healthcare is a sensitive and personal space, people don't want to
give up data. So trust is critical. We need to be transparent about how
we are using consumers’ data
WE HAVE THE OPPORTUNITY TO
REINVENT HOW INTERACTIONS IN
HEALTHCARE HAPPEN

42. DECODING OUR BODIES:
A NEW ERA OF CITIZEN HEALTH
Health is no longer a spectator sport. In the new world of health and
medicine, we are the prime players in the decoding, understanding, and
accessing our own health and wellness. Open access to data will change the
way we monitor and impact our personal health. We can now be active
participants in our own healthcare.
WE WILL LEARN MORE ABOUT
OURSELVES THROUGH OPEN
ACCESS TO OUR HEALTH DATA
Overview

43. DECODING OUR BODIES:
A NEW ERA OF CITIZEN HEALTH
Key Points
With the data we collect from wearables and integrate into apps like Apple's
HealthKit, we will be able to look on our smartphones and learn anything
and everything we want to know about ourselves and our health
If we can understand the data coming out of our bodies, we can
then have better conversations with our doctors
With all of this information instantly at the doctor's fingertips, diagnoses
will be made more quickly which will lead to better health outcomes
WE WILL LEARN MORE ABOUT
OURSELVES THROUGH OPEN
ACCESS TO OUR HEALTH DATA

44. HOW VIDEO GAMES ARE
DISRUPTING MEDICINE
There are many preconceptions about video games, but
cutting edge research shows that if the right science is applied
to game development, sensitive neural assessments and
robust improvements in brain function can become a reality.
This technology also has the potential to be therapeutic
in various settings
IN THE NEAR FUTURE WE WILL SEE
DOCTORS PRESCRIBE VIDEO GAMES
INSTEAD OF PILLS TO RETRAIN AND
REWIRE THE BRAIN
Overview

45. HOW VIDEO GAMES ARE
DISRUPTING MEDICINE
Key Points
Action video games such as first-person shooters literally rewire the brain,
not just in improvements in game play but also in cognitive rotation,
attentional control, memory, and attention span
They enhance brain plasticity and our ability to learn
In trials, these benefits were still seen 6 months later, even though
participants hadn’t played the game during that time
Studies are ongoing in areas such as ADD, depression, traumatic brain
injury, Alzheimer's, and autism
IN THE NEAR FUTURE WE WILL SEE
DOCTORS PRESCRIBE VIDEO GAMES
INSTEAD OF PILLS TO RETRAIN AND
REWIRE THE BRAIN

46. GAMING THE HOSPITAL FOR
HIGH-QUALITY PATIENT CARE
Overview
Hospitals in the US are in crisis. Pressure and stress threaten to create
disengaged hospital workers — an unsettling prospect that can be
dangerous to patients. To ensure high-quality patient experiences, an
outcome dependent on the dedication, skill and compassion of healthcare
workers, interactive gaming may aid hospitals seeking to improve employee
engagement. Interactive platforms enabling real-time evaluation and game
mechanics that engage employees with friendly competition can solve
problems in the hospital workplace related to high stress and
low sense of community.
THE CULTURE OF TEAMWORK THAT
GAME PLAY WILL ENGENDER AMONG
HOSPITAL EMPLOYEES CAN LEAD TO
HAPPIER EMPLOYEES AND
HEALTHIER PATIENTS

47. GAMING THE HOSPITAL FOR
HIGH-QUALITY PATIENT CARE
Key Points
Using principles of game theory, hospitals can understand what drives their
employees to engage and adopt positive behaviors in the workplace
Having fun, goal-based "games" will lead to collaboration and a
sense of accomplishment which in turn will improve quality of care
Recognition, the drive to win, social interaction, and incentives motivate
people to keep playing a game, and these same strategies can be
applied within the hospital setting
Hospitals can take their employees’ passion and cultivate a
culture of quality care that is driven by its employees
THE CULTURE OF TEAMWORK THAT
GAME PLAY WILL ENGENDER AMONG
HOSPITAL EMPLOYEES CAN LEAD TO
HAPPIER EMPLOYEES AND
HEALTHIER PATIENTS

48. SEE YOU IN 2016