SXSW Interactive Journal: Day 1 Part 2

Observations and inspirations from the Ogilvy CommonHealth Worldwide team attending SXSW 2015 in Austin. Our healthcare specialists are reporting activity in real time. Our team will post updates as they become available. Check back daily for event coverage, local flavor, and insights that will help you accelerate your healthcare marketing efforts.

Report by Matt Balogh/

Dan Rutstein, Geoff McGrath,  &  Julian Jenkins

Dan Rutstein,
Julian Jenkins, &
Geoff McGrath

PRESENTATION SUMMARY: F1 Data Analysis Shifts Gears to Healthcare
Dan Rutstein, Director UK Trade & Investment, British Consulate General
Geoff McGrath, Vice President, McLaren Applied Technologies
Julian Jenkins, Vice President of Research & Development, GSK

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.

As Geoff McGrath of McLaren Applied Technologies says, “data is not there for simple insights, it’s there to change the way we think about the system.” You have to think about the system as a whole. You have to optimize the person and the machine, but you have to really think about how they work together.

To illustrate this point McGrath has partnered with Julian Jenkins, VP research & development at GSK, to leverage McLaren’s ability to measure, capture, and infer data into insights. Together they were able to leverage a sub $100 sensor to go from 2 data points to 20 data points and derive more insights in trials. This is a huge gain for researchers in both quantity and quality of the data.

Beyond that, there is a lot of data in trials already: lab, patient diary, physician notes, nurse notes, etc, ands then we add accelerometers and other sensors on top of that. And even if you can measure a lot of that, there are external variables, like how they eat and sleep, that can change things. So data can also be a trap, which makes it important to be thoughtful and understand the question you are trying to answer. Then see if there is a gap I you can fill with new pieces of technology.

When you have the right question to ask you will be effective.

/Report by Matt Balogh

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