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From Plush Pets to Chatbots
Digital Nudges in Healthcare
April 11th 2018 | DayOne Innovation Hub Basel
Maurice Codourey
UNIT X | xperts on demand for Neurocommunications
2
Invitation to a learning world
The «didactic morpheme» as per
Kösel (1993); following a planned
structure & drift zones/learning
paths (chreodes), discovering &
collecting knowledge, the teacher
is a support unit
Kösel, E 1993, Die Modellierung von Lernwelten.
Ein Handbuch zur Subjektiven Didaktik, Laub, Elztal-Dallau.
Constructivistic Didactics
3
The hospital is an engaged neighbour > 7fold Parcours
bit.ly/TeddyKlinik
Nudge: Reduce fear
4
Playful encounter with simulated hospital processes
> at the hospital’s Open Door Days, 2011 (Big Day)
> 2700 visitors, 6 hours, 230 plush pets treated
> 2013: 1200 visitors, 205 plush pets treated (Small Day)
> Höngger Wümmetfäscht 2013: 10k+ festival visitors,
> 300+ plush pets treated, 2 days, the road show version
> Publication 2013: bit.ly/NudgeRocks
> Teddyklinik is a registered Trade Mark of Stadtspital Waid at ige.ch,
licenses agreed with other hospitals, additional strategy field «Quartier» embedded
Teddy Klinik Stadtspital Waid
From Unplugged to Mobile
The digitized Nudge Shift
6
2017 thenudgeawards.com; category People’s Choice
The Ogilvy Nudge Awards
The Quit Smoking Chatbot > bit.ly/NudgeBot
Challenge: Improve «Stoptober» Campaign
in its 5th year
The Nudge & the Chatbot
7
The yearly 4 weeks campaign
«We needed to distract them, boost their resolve and
help them beat those cravings»
World’s first quit smoking chatbot,
daily mobile messages to keep quitters
motivated - the bot shared hints & tips
interacting with quitters, SOS function
Outcome
3,000 people stay quit throughout Stoptober, no media spend,
92% of survey respondents found the tool helpful,
75% claimed they were now smokefree > general info NHS bit.ly/StoptoberHome
Public Health > Stoptober
Libertarian Paternalism,
Choice, Digital Shift
UNIT X | Workshops and Projects
imito.io | clinical documentation & collaboration project
West Pom. University of Technology Szczecin | Lectures
codourey@unit-x.ch

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Plush pets to chatbots digital nudges in healthcare

  • 1. From Plush Pets to Chatbots Digital Nudges in Healthcare April 11th 2018 | DayOne Innovation Hub Basel Maurice Codourey UNIT X | xperts on demand for Neurocommunications
  • 2. 2 Invitation to a learning world The «didactic morpheme» as per Kösel (1993); following a planned structure & drift zones/learning paths (chreodes), discovering & collecting knowledge, the teacher is a support unit Kösel, E 1993, Die Modellierung von Lernwelten. Ein Handbuch zur Subjektiven Didaktik, Laub, Elztal-Dallau. Constructivistic Didactics
  • 3. 3 The hospital is an engaged neighbour > 7fold Parcours bit.ly/TeddyKlinik Nudge: Reduce fear
  • 4. 4 Playful encounter with simulated hospital processes > at the hospital’s Open Door Days, 2011 (Big Day) > 2700 visitors, 6 hours, 230 plush pets treated > 2013: 1200 visitors, 205 plush pets treated (Small Day) > Höngger Wümmetfäscht 2013: 10k+ festival visitors, > 300+ plush pets treated, 2 days, the road show version > Publication 2013: bit.ly/NudgeRocks > Teddyklinik is a registered Trade Mark of Stadtspital Waid at ige.ch, licenses agreed with other hospitals, additional strategy field «Quartier» embedded Teddy Klinik Stadtspital Waid
  • 5. From Unplugged to Mobile The digitized Nudge Shift
  • 6. 6 2017 thenudgeawards.com; category People’s Choice The Ogilvy Nudge Awards The Quit Smoking Chatbot > bit.ly/NudgeBot Challenge: Improve «Stoptober» Campaign in its 5th year The Nudge & the Chatbot
  • 7. 7 The yearly 4 weeks campaign «We needed to distract them, boost their resolve and help them beat those cravings» World’s first quit smoking chatbot, daily mobile messages to keep quitters motivated - the bot shared hints & tips interacting with quitters, SOS function Outcome 3,000 people stay quit throughout Stoptober, no media spend, 92% of survey respondents found the tool helpful, 75% claimed they were now smokefree > general info NHS bit.ly/StoptoberHome Public Health > Stoptober
  • 8. Libertarian Paternalism, Choice, Digital Shift UNIT X | Workshops and Projects imito.io | clinical documentation & collaboration project West Pom. University of Technology Szczecin | Lectures codourey@unit-x.ch