SXSW Interactive Journal: Day 2 Part 1

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 Martha Walz/

Day 2 Part 1

The Wolfram mascot & Martha Walz celebrating Pi Day at SXSW

PRESENTATION SUMMARY: Digital Health and the Consumerization of Healthcare
Presenters:
Ray Bradford, Founder & CEO, Spruce Health
Mike Lee, Co-Founder & CEO, The Future Market, founded myfitnesspal
Nathan Olivarez-Giles, Technology Reporter, The Wall Street Journal
Glen Tullman, Chairman & CEO, Livongo Health

Overview
The move towards a consumerized healthcare system gives patients more control over their care and will have significant, lasting implications for the sector.

We live in a world today where it’s easier to be unhealthy than healthy. But now that we have the technology and connectivity, we won’t have to wait in the doctors office for an hour to see the doctor for 5 minutes. Now healthcare can work the way everything else in our lives work. We can 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.

>50% of doctor interactions will happen online in the future via mobile device. This will make healthcare faster and cheaper.

The government is now reimbursing tele-health and remote patient monitoring for >2 chronic conditions, this will drive uptake of mobile health solutions.

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 the consumer’s data. We need to provide value to the consumer. Patients will authorize who will see data and what they can do with it.

People are analog. Getting them to change behavior is an art, not a science. Be thoughtful about how you present information to users. Don’t make people feel bad, encourage them, and give them actionable information.

Understand the behaviors of the people who will be using the app and design it for them. Be planner or coach, help consumers reach their goals. Dashboards are good for diagnostic info, and we will see more human interaction in these apps. Build trust to reach goals.

There are opportunities to reinvent how interactions in healthcare happen, and improve these interactions. Patients don’t feel rushed when using an app because they aren’t under a time constraint with a doctor. Doctors can give personalized response because all the info is collected and presented to them; they don’t have to spend the time asking these type of questions. These opportunities can increase compliance because the doctor’s orders are with you all the time on your mobile device.

/Report by Martha Walz

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