1. FOR
Powered by
SELFIES TO HEALTHIES
How social technology will improve your health

2. Hello!
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
OgilvyRED
Gloria Gibbons
Global Practice Leader
Ogilvy Health & Wellness
OgilvyRED

3. What’s the weather like in your city?
Tell us where you’re dialing in from!

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5. Performance monitoring is not
just for video games and cars
We generate huge amounts of
data on the efficiency of
everything from our cars to jet
engines, but hardly track our
health with widely available
technology.
Beyond yoga
Why settle for yoga and
yoghurt when digital tools can
personalise medicine and
encourage healthier
behaviors?
Data for good, not selfies
Why do we share our location
for selfies, but block the
sharing of information that has
the potential to save lives?
TODAY’S CHALLENGE:

6. FRICTION TO
EFFICIENCYFOCUSED TO
HOLISTIC
FIXING TO
PREVENTING
SOCIAL TECHNOLOGY
SEGMENTS

7. FRICTION TO
EFFICIENCYFOCUSED TO
HOLISTIC
FIXING TO
PREVENTING

8. FRICTION TO EFFICIENCY
Transformative
Convenience
Accelerated
Insights

9. FRICTION TO EFFICIENCY
Accelerated
Insights
Transformative
Convenience
Faster access to professional
treatment improves
health outcomes

10. 10 to 30
minutes
85 percent have to wait
past their scheduled
appointment time to
actually see their doctor
7 out of 10
people say they spend
time researching their
condition online
before contacting
their health care
provider
1/2 of patients
and even more (63%), say, waiting is
the most stressful part of the doctor
appointment experience
70%… of people say they’d rather have a
virtual consulation than an office
visit to obtain a doctors prescription
13 or 27 days
average waiting time to see
the doctor in the UK or US
American Well Telehealth Consumer Survey 2015; Pulse Magazine Survey 2016; sequence Survey US 2016; Merritt Hawkins 2017 Survey

11. •Doctor on Demand patients can have video
visits with some of the best medical
professionals in the US on their
smartphone/computer at any time of day
•Consumers can use technology e.g.
CliniCloud’s connected medical kit to
transmit recordings to the doctor in the
course of a video visit
Telemedicine
http://www.doctorondemand.com/, https://clinicloud.com/

12. • Babylon Health taking telemedicine a step
further, integrating an AI diagnosis tool to
free up consultants from more routine
conditions, reducing consultation costs by
up to 80%
• AI triage tool currently being applied through
a chatbot easing the burden on NHS 111,
either referring the patient to hospital or
recommending a GP appointment based
on their symptoms & the tool’s algorithms
AI Triage Tool
https://www.babylonhealth.com/

13. FRICTION TO EFFICIENCY
Transformative
Convenience
Accelerated
Insights
Augmented
intelligence solves
medical issues at a
scale and speed
beyond humans

14. • The intelligent surgical knife (iKnife)
uses an electrical current to heat tissue,
to make incisions with minimal blood
loss.
• The vaporized smoke is analyzed to
detect the chemicals in the biological
sample - allowing it to identify whether
the tissue is malignant in real-time
• iKnife can significantly reduce the length
of operations.
Real-time Diagnostics

15. • AI program able to diagnose cancer much
faster, accelerating process of scanning
mass tissue samples
• Applies deep learning to digital pathology,
creating an automated detection algorithm –
detects 92.4% of the tumours vs. 73.2% by a
human
Alphabet AI
Tackling Cancer

16. FRICTION TO EFFICIENCY
Transformative
Convenience
Accelerated
Insights
Augmented
intelligence solves
medical issues at a
scale and speed
beyond humans
Faster access to professional
treatment improves
health outcomes

17. FRICTION TO
EFFICIENCYFOCUSED TO
HOLISTIC
FIXING TO
PREVENTING

18. FIXING TO PREVENTING
Proactive
Self-Monitoring
Data-enabled
Prevention

19. REACTIVE, EVIDENCE-BASED CARE
Traditionally…
of the global burden of disease
is chronic illness*50% *Diabetes, obesity and arthritis require
a more proactive, on-going approach
World Health Organization
But …

20. http://digitalhealth.whitecase.com/taking-the-pulse-of-digital-healthcare
Moving towards…
– Digital healthcare’s most significant role
over the next two decades.
PREVENTATIVE HEALTHCARE

21. “We tend not to use the biggest resource in
healthcare – the patients themselves.”
Lucien Engelen - Director REshape Center
for Health(care) Innovation
Digital tools collect an
unprecedented amount of data

22. FIXING TO PREVENTING
Proactive
Self-Monitoring
Data-enabled
Prevention
Bio-sensors delivering
data from consumers,
enabling preventative
treatment

23. REAL-TIME HEALTH MONITORING
http://aviationweek.com/; http://uk.businessinsider.com/ge-ceo-immelt-on-industrial-internet-2015-12?r=US&IR=T
10GB per second
Number of steps
walked per day
sensors data points
5,000
300
GE
locomotives
Pratt &
Whitney
engine
human 1
1TB per route
data volume
Altitude, temperature,
airflow, bearing, fuel
consumption, weather
fuel consumption,
emissions
performance, track
images to show
potentially cracks

24. https://www.23andme.com
Saliva-based direct-to-consumer genetic testing
business that allows customers to find out about
their carrier status (inherited conditions), genetic
health risks and genetic traits (from lactose
intolerance to male pattern baldness)
In 2013 the FDA prohibited 23andme’s personal
genome service as it was described as a medical
diagnostic tool.
In April 2017, the FDA approved ten tests: Late-
Onset Alzheimer’s Disease, Parkinson’s Disease,
Celiac disease, Hereditary Thrombophilia,
Alpha-1 Antitrypsin Deficiency, Glucose-6-
Phosphate Dehydrogenase deficiency, Early
onset of Dystonia, Factor XI deficiency and
Gaucher’s Disease.
The FDA clarified that it was only approving
genetic risk tests, not diagnostic tests.

25. • Tells you your temperature
• Offers personalized guidance on how to
soothe symptoms and when to call the
doctor
• Reminds you when to take medicine
and at what dosage
• Keeps your family’s health details in
your pocket whenever you need them
• Shows which illnesses are circulating
nearby for a better idea of what bug
you are fighting
https://www.kinsahealth.com/

26. FIXING TO PREVENTING
Data-enabled
Prevention
Proactive
Self-Monitoring
Wearables empowering
consumers to
proactively manage their
own health

27. Market value of the wearable device market from 2012 to 2018

28. K’Watch Glucose
• Bio-sensor which measures blood
glucose by collecting a tiny sample of
interstitial fluid
• Allows more consistent & regular
monitoring, helping user to better
manage blood glucose through proactive
lifestyle decisions
http://www.pkvitality.com/ktrack-glucose/

29. Wireless wrist blood pressure monitor
provides clinical accuracy for home blood
pressure monitoring
https://omronhealthcare.com
Omron Heartvue

30. SELF-MONITORING
ENABLES PROACTIVITY…
WHICH FUELS
BEHAVIOUR CHANGEEmpowered consumers have a better understanding of their health,
which has been shown to fuel behavior change

31. • A transparent adhesive patch that monitors
UV rays
• Photosensitive dyes change colour when
exposed to UV rays, gradually revealing a
heart shape
• Users take a photograph of the patch and
upload it to an app to find out about their
level of sun exposure

32. • Helps to lose weight & reduce risk for
chronic disease
• Uncovers habits and opportunities for
change
• Uses behavioural science to help
transform changes into habit
• Within 12 months, the average user loses
4-5% of weight
https://www.omadahealth.com/

33. Source: http://www.techrepublic.com/article/wearables-have-a-dirty-little-secret-most-people-lose-interest/
Yet, one third of consumers
stop using their wearable
within 6 months

34. FIXING TO PREVENTING
Proactive
Self-Monitoring
Data-enabled
Prevention
Bio-sensors delivering
data from consumers,
enabling preventative
treatment
Wearables empowering
consumers to
proactively manage their
own health

35. FRICTION TO
EFFICIENCYFOCUSED TO
HOLISTIC
FIXING TO
PREVENTING

36. FOCUSED TO HOLISTIC
Technology-
empowered cultural
shift to a more holistic
view on wellness,
solving problems
consumers didn’t know
they had

37. TRADITIONAL HEALTHCARE FOCUSES ON
URGENT NEEDS (EXAMPLE)
TODAY WELLNESS LOOKS AT LIVING WELL

38. Wellness [wel-nis], noun:
A state of complete physical, mental,
and social well-being.
Preamble to the Constitution of the WHO, www.who.int/about/definition/en/print.html.

40. EMPOWERED BY TECHNOLOGY,
PEOPLE ARE FINDING
NEW HEALTH PROBLEMS TO SOLVE

41. • Growing emphasis placed on mental wellbeing and
self-awareness
• Apps such as Headspace are helping consumers to
ease stress, focus more and get better sleep, by
providing a guided meditation program
• Website Design My Day crowdsources wellness-
enhancing advice
THE MINDFULNESS
MOVEMENT
https://www.headspace.com, https://www.designmyday.co/

42. • Consumers are increasingly concerned with their quality of
sleep
• Apps such as Sleep Cycle are helping consumers to
monitor their sleep quality and optimize their night’s rest
• Technology such as Sleep Number’s 360 Smart Bed
senses consumers’ breathing, heart rate and movement,
reacting in real-time to provide optimum comfort
THE SLEEP MOVEMENT
https://www.sleepnumber.com/360, https://www.sleepcycle.com/

43. • Consumers are now eager to be able to train and develop their
brains to learn new techniques or get rid of old habits
• Virtual Reality games aimed at curing consumers’ fears (e.g.
Arachnophobia) & developing consumers’ cognitive skills
(e.g. Cerevrum)
THE BRAIN OPTIMISATION
MOVEMENT
http://store.steampowered.com/app/485270/Arachnophobia/, https://cerevrumgame.com/

44. • Consumers are paying increasing attention to nutrition
• Apps such as Footprint by Neutrino provide Personal diet & weight loss
plans
• Influencers such as Rawveganblonde harness the power of social media to
spread their healthy-eating message
THE NUTRITION MOVEMENT
https://nutrino.co, https://www.instagram.com/deliciouslyella/

45. IN THE FUTURE WELLBEING WILL BE
EVEN MORE PRESENT
IN OUR EVERYDAY LIVES

46. • Philips Lighting cooperates with Starbucks to enhance
consumers wellbeing within their everyday lives
• Four Starbucks Cafés in the Netherlands were
transformed into EnergyUp cafés.
• Philips EnergyUp lamps, which imitate daylight, were
positioned in the cafés for customers to use while they
drank their coffee. They have a mood-lifting, revitalizing
effect after around 20 minutes of use.
http://trendwatching.com/blog/featured-innovator-philips-energyup/http://www.philips.co.uk/c-p/HF3420_03/energyup-energy-light

47. https://www.headspace.com/blog/2016/02/18/introducing-headspace-meditation-pods-making-the-invisible-visible/
• Headspace is cooperating with Los Angeles-
based architectural practice, Oyler Wu
Collaborative, for their latest innovation:
Headspace Meditation Pods.
• They are meant to create a private space for
meditation within public spaces (Headspace
say that they hope to place Meditation Pods
at airports, schools, parks and stations.)

48. FRICTION TO
EFFICIENCYFOCUSED TO
HOLISTIC
FIXING TO
PREVENTING
IN SUM

49. ROLE OF
SOCIAL
TECHNOLOGIES

50. SHARING
ACTION
ANTICIPATION
ROLE OF
SOCIAL
TECHNOLOGIES

51. A
tool
designed
to
help
solve
a
clearly
defined
problem,
with
a
bias
towards
taking
ac9on.
ACTION

52. A
tool
that
facilitates
an
ongoing
and
ac9ve
focus,
but
without
a
specific
problem
to
solve.
ANTICIPATION

53. Throughout
the
process,
informa9on
is
generated
and
used,
the
sharing
of
which
enables
improved
outcomes.
SHARING

54. FRICTION TO
EFFICIENCY
FOCUSED TO
HOLISTIC
FIXING TO
PREVENTING
Transformative
Convenience
Accelerated
Insights
Proactive
Self-Monitoring
Data-enabled
Prevention
SHARING
ACTION
ANTICIPATION

55. FRICTION TO EFFICIENCY
Accelerated
Insights
Transformative
Convenience
FOCUSED TO
HOLISTIC
FIXING TO
PREVENTING
SHARING
ACTION
ANTICIPATION

56. Antidote
connects
patients to
clinical trials for
their
conditions
Clinicloud facilitates tele
health etc. by allowing
home-measurement and
transmitting data to
doctors
Babylon Health uses AI
to increase consumers
access to healthcare
HCP expertise sharing
community
Exo-skeleton to help
people walk or
athletes to perform
FRICTION TO EFFICIENCY
Accelerated
Insights
Transformative
Convenience
Ingestible sensors that provide
insight into patient health patterns
and medication treatment
effectiveness
FOCUSED TO
HOLISTIC
FIXING TO
PREVENTING
SHARING
ACTION
ANTICIPATION

57. FIXING TO
PREVENTING
FRICTION TO
EFFICIENCY
Proactive
Self-Monitoring
Data-enabled
Prevention
FOCUSED TO
HOLISTIC
SHARING
ACTION
ANTICIPATION

58. FIXING TO
PREVENTING
FRICTION TO
EFFICIENCY
Uses genomics to identify
risk of certain diseases
allowing proactive
approach
Online health
community – digital
behavior change
program helping
consumers lose weight
Patients
sharing
information
and support
Proactive
Self-Monitoring
Data-enabled
Prevention
UV patch
Provides
information on
local bugs to
allow for early,
better treatment
FOCUSED TO
HOLISTIC
SHARING
ACTION
ANTICIPATION

59. FRICTION TO
EFFICIENCY
FOCUSED TO
HOLISTIC
FIXING TO
PREVENTING
SHARING
ACTION
ANTICIPATION

60. FRICTION TO
EFFICIENCY
Sleep Cycle to
monitors sleep
quality
Meditation
Pods in public
Crowdsources
wellness-enhancing
advice
FOCUSED TO
HOLISTIC
FIXING TO
PREVENTING
SHARING
ACTION
ANTICIPATION

61. FIXING TO
PREVENTING
Accelerated
Insights
Transformative
Convenience
FRICTION TO
EFFICIENCY
Proactive
Self-Monitoring
Data-enabled
Prevention
FOCUSED TO
HOLISTIC
SHARING
ACTION
ANTICIPATION

62. • Transformative Convenience:
ACTION
- Babylon Health
- VGO
- Heal
- Doctor on Demand
ANTICIPATION
- Clinicloud
SHARING
- Antidote
- Patient Fusion
- Zoc Doc
- Wellpass
- iWantGreatCare
• Accelerated Insights:
ACTION
- IBM Watson
- Google AI
- Bina
- Ekso Bionics
- Myomo
- Axsis
- TransEnterix
- CAE Healthcare
- ImmersiveTouch
- Foundation Medicine
- Wyss Institute
- WuXiNextCode
ANTICIPATION
- Proteus
SHARING
- Gem Health
- Sermo
- Ambra Health
- QuantiaMD
- Flatiron
FRICTION TO EFFICIENCY

63. FIXING TO PREVENTING
• Data-Enabled Prevention:
ACTION
- 23andme
- Counsyl
- Base Health
ANTICIPATION
- iRhythm
- Biotronik
- Kinsa
• Proactive Self-Monitoring:
ACTION
-Welldoc
- Omada
- Livongo
ANTICIPATION
- La Roche-Posay
- PKvitality
- Omron
SHARING
- Patients Know Best
- Healthvault
- Patiens like me
- Patient

64. ACTION
- Sleepio
- Headspace
- Cerevrum
- Psious
ANTICIPATION
- Tellspec
- Cue
- Night Train
- FitBit
- Sleep Cycle
- Nutrino
SHARING
- Headspace
Meditation Pods
FOCUSED TO HOLISTIC

65. FIXING TO
PREVENTING
Accelerated
Insights
Transformative
Convenience
FRICTION TO
EFFICIENCY
Proactive
Self-Monitoring
Data-enabled
Prevention
FOCUSED TO
HOLISTIC
SOCIAL TECHNOLOGY ECOSYSTEM FOR
HEALTH AND WELLNESS
SHARING
ACTION
ANTICIPATION

66. THANK
YOU

67. Questions?
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
OgilvyRED
Gloria Gibbons
Global Practice Leader
Ogilvy Health & Wellness
OgilvyRED

68. O G I L V Y O N W E L L N E S S
2 6 - 2 7 S E P T E M B E R 2 0 1 7
Ogilvy
Health & Wellness

69. The Ogilvy Health & Wellness practice looks at brand challenges through the lens of behavioral
and cultural shifts in health and wellness and focuses on two key areas:
1. Transformation. Helping our clients transform their brands and businesses to thrive in the
new healthcare economy
2. Wellness. Advancing proactive and personalized health and wellness for all, by defining
brand and business propositions
The Ogilvy On Wellness conference will provide new insights and business approaches to help
make your business a success. Pioneers and innovators from the Wellness industry will be
speaking on how they have built success in this rapidly growing sector. We will also be sharing
new bespoke research into the growing Wellness Movement worldwide with recommendations
on how to capitalise on these trends in your sector.
Contact:
Gloria Gibbons
Global Practice Leader
Ogilvy Health & Wellness
gloria.gibbons@ogilvy.com