Chris Cullmann, SVP, engagement strategy at Ogilvy CommonHealth Worldwide, alongside our team of experts took to the South by Southwest festival experiencing the latest and greatest in creativity, technology, and innovation. During SXSW, Chris Cullmann developed sketchnotes about key takeaways from the festival. Take a look at the top moments from SXSW through his visual note-taking.

1. Chris Cullmann│ @cullmann
March 2017

3. RECORDING SXSW
WITH DRAWINGS
The following ”sketchnotes” are a
combination of what was presented, our
interpretation, and key takeaways from
speaker sessions at SXSW.
Sketchnotes are as much a method of
note taking as they are a form of creative
expression.
Visual notetaking can be a much more
effective and valuable way to record
presentations, meetings, and information
than traditional notes.

4. continues
START-UP
VILLAGE
Start-Up alley was an event providing the
opportunity for independent
entrepreneurs from around the world to
pitch their unique business proposals to
venture capitalist and industry leaders.
Healthcare was a major focus for start-
ups throughout the SXSW festival.
This specific session was centered on VR
technology and products.
Highlights included:
• AXON Virtual Health’s pediatric
product in clinical trials aimed at
improving healthcare experiences for
children through VR.
• HAUOLI VR experiences that used
phones as a tracking mechanism
through audio tracking.

6. HACKING YOUR
HEALTH:
FUTURE OR FAIL?
What are best practices to facilitating a
hackathon for your organization or client?
• Identify a problem to solve—articulate it
specifically and make it easy to understand.
• Find an expert—someone who can speak
to the problem and answer specific
questions as they arise.
• Make it personal—Highlight a patient,
caregiver, or physician with a story to tell.
• Don’t “Fail Fast”—this process is
expensive and emotionally hard:
AIM TO WIN!

7. ACCURACY:
CONSUMER
WEARABLES &
RESEARCH
CONVERGE
A tremendous amount of criticism
was aimed at the accuracy of
wearables’ data for clinical
purposes—wearable data should
be looked at for its longitudinal
benefit for an individual not single-
instance clinical accuracy.
• Never before have we had
access to so much consistent
data for individuals.
• The scale of individuals’ data
can help shape population
studies, regional studies, and
help proactively respond to
epidemics and local outbreaks.

8. THE ART OF
PRE-SUASION
There is an art and science to the
process of conditioning audiences
to positively receive messages and
take action with that messaging.
The speakers encouraged
communicators to:
• Use images to condition a
specific behavior.
• Precede a communication with
a conflicting message to shape
outcome.
• “I have good news and I have
bad news”
• Look for opportunities to
validate decisions with broader
audiences or peers.

9. THE CANCER
MOONSHOT
• Presented by former US Vice President, Joe
Biden, the fight to end Cancer is seen as
this generation’s “space race”.
• Freeing access to data, insights, and the
lowering risk from competitive actions are
critical to our mission to cure cancer.
• Collaboration from every discipline of
innovation is critical to success: NASA,
Veteran Affairs, Department of Energy—all
must approach this issue with a single
mission.

10. SOCIAL MEDIA
ADVOCACY FOR
HEALTHCARE
INSTITUTIONS
• Social media is the new “word of mouth” for
institutions—it is a place where patients and
communities are sharing their stories, triumphs,
and losses.
• Users must look past the fear of saying the
“wrong thing” in order to encourage sharing on
social sites.
• The speakers stressed that patients are
reaching out and desiring engagement from
their physicians, nurses, and hospitals.

11. USE BEHAVIOR CHANGE
SCIENCE TO IMPROVE
YOUR HEALTH
What if we could create a monetary reward system
for being healthy? Would that change your day-to-
day behavior?
Studies (and our speakers) say YES!
• Patients rarely see the monetary consequences
for their day-to-day health behavior.
• Gamification of these experiences can creative
incentives for patients to reach desired
solutions.
• Reward systems can be financially beneficial to
all parties from patient to payer.

12. FIVE USE-CASES
DEFINING VR
AND MIXED
REALITY
• The possibilities for VR experiences
are largely unrealized.
• From the benefits of escape, to
providing a new set of synthetic
stimuli to address depression and
psychosis.
• Communications must rethink
sharing, teaching, and learning, to
account for near-infinite space and
new social context.
• The idea of “experts” will change
through high-value access to
trained people to assist you in
virtual experiences and augmented
vision.

13. BRAIN.
BEHAVIOR.
STORY.
• According to the speaker, humans are
‘feeling machines’ that think—we are
optimized to ‘feel’ first and draw upon logic
second.
• Narratives continue to drive decision
making and engagement—but those
stories need to include fact to push
decisions.
• As communications, we must understand
the importance and nuances of storytelling
to deliver an influential message.

15. TO BUILD IN HEALTH,
FOLLOW THE $, NOT
THE PATIENT
When our biggest customers are the sickest
ones, how do we create “marketing” and a
greater experience for our patients?
• Hospitals and providers are focused on
searching for ways to create behavior
change.
• The biggest challenges are calculating
an “ROI” on the efforts to establish a
culture of wellness and health for
communities.
• There are no guarantees against
providing care, even optimally for
healthcare businesses.