We are living in a sci-fi world full of bionic limbs, wonder drugs, 3D-printed organs, lab-grown muscles, and brain-computer interfaces.
The quality and longevity of life have never been more assured, as the field of health reaches a new zenith every day.
Gene sequencing, brain mapping, and vitals tracking are quantifying and personalizing health faster than we can process it — and supercomputers are helping us make sense of it all, leading to new breakthroughs.
We are witnessing exponential growth in the field of health. We will all become citizen doctors, bionically enhanced and genetically hacked.
This coevolution of technology and biology — accelerated by culture — will lead us to become the masters of our evolutionary destiny.
2. 2
We are living in a sci-fi world full of bionic limbs, wonder drugs, 3D-printed
organs, lab-grown muscles, and brain-computer interfaces.
The quality and longevity of life have never been more assured, as the field of
health reaches a new zenith every day.
Gene sequencing, brain mapping, and vitals tracking are quantifying and
personalizing health faster than we can process it — and supercomputers are
helping us make sense of it all, leading to new breakthroughs.
We are witnessing exponential growth in the field of health. We will all become
citizen doctors, bionically enhanced and genetically hacked.
This coevolution of technology and biology — accelerated by culture — will lead
us to become the masters of our evolutionary destiny.
3. 3
THE MOBILE HOSPITAL
Hospitals will soon be able to outsource many of their current functions to
tech-empowered patients, ushering in the mobile hospital.
THE MOBILE HOSPITAL
Hospitals will soon be able to outsource many of their current functions
to tech-empowered patients, ushering in the mobile hospital.
4. 4
HOSPITALS ARE EMBRACING SILICON
VALLEY’S LATEST APPS & WEARABLES
70%
Percentage of health care organizations that will
invest in consumer-facing mobile apps, wearables, remote health monitoring,
and virtual care by 2018
More than a dozen top hospitals are already rolling out
pilot programs of Apple’s HealthKit service.
Meanwhile, Google and Samsung aren’t sitting idly by; they are securing
hospital partners of their own for Google Fit and S Health, respectively.
5. 5
THESE DEVICES ARE BECOMING OUR
GO-TO DIAGNOSTIC CENTERS…
Samsung is developing a
wearable sensor that can
monitor brainwaves to
detect the early stages
of a stroke.
Columbia University
biomedical engineers
invented a smartphone
attachment that can test
human blood for HIV or
syphilis in 15 minutes.
SniffPhone will employ
NaNose breathalyzer
technology that can “smell”
a user’s breath to diagnose
cancer or other serious
diseases.
6. 6
…AND BECOMING MORE SEAMLESS IN OUR
EVERYDAY LIVES
100+
Number of doctors and
researchers employed by
Google who are working
specifically on health
projects, including a contact
lens that can monitor
glucose levels
7. 7
SENSORS ARE TURNING OUR HOMES INTO
STATE-OF-THE-ART LABS
DynoSense launched a mobile
device that can measure more
than 50 vital signs with high
accuracy in less than a
minute.
Teague created a “doctor in
a box” concept — a smart
stethoscope and
teleconferencing camera that
can measure movement, heart
rate, and temperature — with
existing technology.
8. 8
MANIFESTATIONS IN WIDER CULTURE
Even in our day-to-day, we’re tracking movements with wearables and sensors.
“Quantified Self” Movement
Microsoft Kinect
Intel’s MICA
Fitness Trackers
9. 9
SO WHAT?
Self-tracking and monitoring have become
ingrained in our culture as we collect data
on nearly everything we do.
It’s a natural progression that apps, wearables,
and in-home sensors are becoming
sophisticated enough to be diagnostic centers
in the palms of our hands.
10. 10
THE MOBILE HOSPITAL
Hospitals will soon be able to outsource many of their current functions to
tech-empowered patients, ushering in the mobile hospital.
THE DAWN OF THE
SUPERHUMAN
Not only are we using our devices to track vitals, but we’ll be adding them to our
bodies, all the while growing organs, bones and tissue in labs as replacement parts.
11. 11
At Johns Hopkins
University, double amputee
Les Baugh was able to
control two robotic arms
with his thoughts by relying
on signals from surgically
reassigned nerve endings
on his shoulders.
WE CAN CONTROL BIONIC LIMBS WITH OUR
MINDS
12. 12
EXOSKELETONS ARE INCREASINGLY
SOPHISTICATED AND RELIABLE
In June 2014,
the U.S. Food
and Drug
Administration
cleared the
ReWalk™
Bionic Suit —
the first
personal
exoskeleton —
for marketing.
DARPA
granted
Harvard
researchers
$2.9 million to
develop a soft
exosuit which
resembles a
pair of black
leggings.
13. 13
A multidisciplinary team in
Switzerland will be running a
clinical trial of e-Dura — an
implant that has the
potential to allow paralyzed
patients to walk again
following a spinal cord
injury.
IMPLANTS WILL ENHANCE, OR IN SOME CASES
REPLACE, EXOSKELETONS
14. 14
WE ARE GROWING HUMAN TISSUE,
ORGANS AND BONES IN LABS
University of Tokyo hospital
researchers are creating a
bio-3D printer, which would
use stem cells, growth
proteins and a synthetic
substance to print bones,
cartilage and joints.
Duke University researchers
announced they have
grown human skeletal
muscle that responds to
different impulses, signals
and drugs.
EpiBone is working on
growing bones from a
patient’s own cells using a
CT scan, a decellularized
bone, the patient’s stem
cells and a bioreactor.
15. 15
MANIFESTATIONS IN WIDER CULTURE
From video games to runway shows, we are celebrating the augmented human.
Call of Duty: Advanced Warfare
Prosthetic-Pride Performers like Lisa Bufano (shown)
and Viktoria Modesta
Disabled Models in
Fashion & Media
16. 16
SO WHAT?
Exoskeletons and bionic limbs have long been
part of a wider cultural fascination, appearing in
a variety of media over the years. As these sci-fi
depictions become reality, artificial limbs are
becoming appreciated and even embraced;
amputees are developing “prosthetic pride.”
We will soon enter a world where replacing a
failing organ or augmenting a paralyzed limb will
be a readily available solution for all.
17. 17
THE MOBILE HOSPITAL
Hospitals will soon be able to outsource many of their current functions to
tech-empowered patients, ushering in the mobile hospital.
HACKING LIFE’S CODE
Scientists are mapping and scanning minds and bodies, sequencing genomes, and
studying microbiomes — collecting data that will make the human body entirely hackable.
18. 18
Brain scans can give doctors insight into a patient’s
behavior, allowing them to recognize which treatments may
or may not work — in a sense, doctors are able to
read the patient’s mind.
SEQUENCING AND MAPPING WILL LEAD
TO OUR GREATEST ADVANCEMENTS
800,000
Number of customers
who have handed over
their DNA to 23andMe
since 2006
$100M
Cost of sequencing a
human genome in 2001
$1,000
Cost of sequencing a
human genome today
19. 19
SCIENTISTS ARE SINGLING OUT AND
MANIPULATING GENES
Stanford University bioengineers,
with the help of others, have developed
programmable genetic code that allows for
the activation and deactivation of genes
in living cells.
At ETH Zurich, volunteers using a
wireless headset were able to use their
thoughts to send signals to an implant
embedded in a mouse. This allowed
them to turn the mouse’s genes on and off.
20. 20
WE WILL SOON LIVE IN A WORLD
OF “DESIGNER” BABIES
In February 2015, Britain became the first country to allow
a “three-parent” IVF technique that has the potential to prevent
inherited mitochondrial diseases. The process combines DNA
from the parents with healthy mitochondria from a female donor.
Scientists at the University of Bath were able to
precisely edit mouse DNA at the point of conception,
a first step toward allowing human parents to choose
their children’s genetic codes.
1 in 6,500
Number of babies
born with mitochondrial
disease
21. 21
SCIENTISTS ARE ALSO LOOKING TO USE THE
MICROBIOME TO FIGHT DISEASE
Gut bacteria has been linked to brain function and mental health,
as well as playing a role in obesity, cardiovascular disease,
and diabetes.
In a number of studies, modified C. noyvi bacteria have been
shown to produce an anti-tumor response.
100 trillion
Number of bacteria
in the human
gut microbiome
22. 22
MANIFESTATIONS IN WIDER CULTURE
Companies across categories are looking to exploit our genetic code and microbiome,
while we examine what these efforts will mean for society.
Google Genomics
Probiotic ShotProbiotics in Skin Care
Books on Genetically Engineered Babies
23. 23
SO WHAT?
As we learn more about the genome, neural
connections and microbiome, we grow closer to
being able to manipulate and control our health
at the most minute levels.
Today, some solutions are simple — such as
consuming probiotic foods — but scientists will
soon have the precision and technology to
produce only specific and intended results.
24. 24
THE MOBILE HOSPITAL
Hospitals will soon be able to outsource many of their current functions to
tech-empowered patients, ushering in the mobile hospital.
NEXT-GEN DRUGS
Next-gen drugs will consist of precision medicine, nanomedicine, and even
today’s illicit drugs, with supercomputers determining what will be the
most effective treatment for the individual.
25. 25
In President Obama’s 2015 State of the
Union address, he announced a call to
action for the U.S. to lead the way in
precision medicine — identifying and
treating diseases based on the patient’s
unique genome.
DOCTORS WILL USE OUR GENOMES TO
TAILOR UNIQUE DRUG COCKTAILS
26. 26
NANOMEDICINE WILL LET US DIAGNOSE
AND TREAT SPECIFIC SITES
Google is developing a nanoparticle pill with the
ability to identify cancers, diseases and heart
attacks before they cause irreparable damage.
University of California researchers have created
acid-fueled micro devices that can travel and drop
off payloads inside living mice, without producing
any negative effects.
27. 27
SCIENTISTS WILL IMPROVE EXISTING DRUGS
AND ANTIBIOTICS
Biologics — expensive treatments made
from living organisms — will soon be replaced
by biosimilars, copycats that will be a fraction
of the cost.
Scientists recently discovered a new antibiotic
called teixobactin, which is effective against
a number of drug-resistant bacteria that
are turning routine procedures and curable
diseases deadly once again.
28. 28
RESEARCHERS ARE REEVALUATING
MARIJUANA AND PSYCHEDELICS
"We have some preliminary data that for
certain medical conditions and symptoms,
that marijuana can be helpful.”
–Dr. Vivek Murthy, U.S. Surgeon General
"Classic psychedelics may hold promise in
the prevention of suicide, supporting the view
that classic psychedelics’ most highly
restricted legal status should be reconsidered
to facilitate scientific study.”
–Journal of Psychopharmacology
29. 29
SUPERCOMPUTERS WILL FIND THE MOST
EFFECTIVE TREATMENTS
German researchers have developed a
“synthetic organism on a miniature chip” that can simulate the
human body when testing new drugs.
10-20
Number of chemicals a
human scientist can check
for toxicity in a year
23 million
Number of medical
papers in the National
Library of Medicine
accessible to IBM’s
Watson in milliseconds
10,000
Number of chemicals a
robot scientist can check
for toxicity in a day
30. 30
MANIFESTATIONS IN WIDER CULTURE
IBM’s Watson introduced the general public to supercomputers, just as the SOTU did for precision medicine.
Meanwhile, drug culture has gradually become part of the mainstream.
State of the Union IBM’s Watson
Marijuana Legalization Films, Television, Books, etc.
31. 31
SO WHAT?
As we find ourselves in an evolutionary arms
race with bacteria and viruses, supercomputers
will give us an edge in quickly and accurately
determining the best formulas for success.
These drugs will lead to highly effective
treatments and reduce the need for invasive
procedures, saving countless lives.
Meanwhile, we will be more open to new
(or old) types of drugs, as we can
better pinpoint the results.
32. 32
THE MOBILE HOSPITAL
Hospitals will soon be able to outsource many of their current functions to
tech-empowered patients, ushering in the mobile hospital.
KILLING DEATH
Medical breakthroughs will lead to a day when life can be prolonged indefinitely,
forcing society to rethink its stance on death.
33. 33
DEBATE WILL INCREASE AROUND THE
PURSUIT OF DEATH WITH DIGNITY
In February 2015, Canada’s
Supreme Court overturned a
1993 ban that prohibited
doctors from helping facilitate
the deaths of patients with
severe and incurable
conditions.
54%
Percentage of U.S. doctors
who favor aid in dying
Brittany Maynard became the face of death with dignity
laws, publicizing her intention to take a fatal dose of
prescribed barbiturates after being diagnosed with
terminal brain cancer.
34. 34
SOME OF THE GREATEST MINDS ARE
EXPLORING WAYS TO END DEATH
In 2014, hedge fund manager Joon Yun launched the Palo Alto Longevity Prize,
a $1 million prize to "hack the code of life” and extend the human lifespan beyond 120 years.
15 scientific teams are now competing.
Genome-sequencing pioneer Craig Venter started Human Longevity, while Google
has invested heavily in Calico, which has the ultimate goal of extending human life.
Elysium Health is producing a pill containing
chemicals that lengthen the lives of mice and
worms in laboratory settings, and marketing it
as an over-the-counter vitamin pill that can
fight aging.
35. 35
SCIENTISTS ARE WORKING ON WAYS TO
UPLOAD OUR MINDS TO COMPUTERS
MIT researchers working in the new field of “connectomics” are
attempting to create a comprehensive map of the human brain’s
connections — the first step toward creating an artificial brain to
which we can upload memories.
OpenWorm is an open source project seeking
to create the world's first “organism in a
computer.” Scientists and programmers were
able to create software modeled on the
neurons of a worm's nervous system and use
it to independently control a Lego robot.
85 trillion
Individual neurons
comprising the human
brain, each with up to
10,000 connections
36. 36
MANIFESTATIONS IN WIDER CULTURE
Our culture is fascinated with immortality — whether through biological or technological intervention — yet we are
still exploring what it means to die with dignity.
Humanoid Robots Transcendence -
Artificial Intelligence
Immortality
37. 37
SO WHAT?
Our society will undergo fundamental changes
as we grapple with indefinite lifespans.
We need to reevaluate how we manage
resources, who can live indefinitely, and
when to eventually end life.
38. 38
WHAT OTHER DEVELOPMENTS ARE
OCCURRING IN HEALTH?
Mental Health Tracking Robot Caregivers
Pills That Mimic
The Immune System
Genetically Modified Insects
Fight Disease
Controlling Genes
With Our Thoughts
Using Parasites To Treat
Autoimmune Ailments
39. 39
WHAT’S NEXT FOR ORGANIZATIONS?
1. Consumers will be faced with an overwhelming amount of data. Help them contextualize it
and provide ways to take action based on the results.
2. Data privacy (or lack thereof) is top of mind for many consumers, so be transparent about how
you are using health records, DNA data, etc., especially since this information is highly personal.
3. Take inspiration from the latest medical advances for creative activations or products — there
might be more relevance for non-health care brands than it seems at first glance.
4. With marijuana gaining legitimacy in mainstream culture — partly from the backing of the
medical community — be prepared for nationwide marijuana legalization and the business
opportunities it will present.
5. Be aware that people are not only living longer, but better. Older generations will remain active
and expect products with the same high quality and impressive design as they used when they
were younger.
41. 41
SCANNING THE WORLD FOR CULTURE
Join us. Every day from 12-1PM EST we hold a culture briefing in our NYC office to
discuss the day’s most important 30-40 cultural signals (culled from 10,000 signals from all
over the world). We spend the hour connecting the signals to our clients’ businesses – i.e.,
how does the signal impact strategy, innovation and content?
The rigor of doing this every day allows us to see patterns and make horizontal
connections (think: cultural “muscle memory”), which enables us to formulate an informed
POV on where the world is headed and why.
42. 42
OPENING MINDS
& CREATING POSSIBILITIES
Sign up on our website to receive updates and future reports:
www.sparksandhoney.com
For more information:
212.894.5100
info@sparksandhoney.com
@sparksandhoney
facebook.com/sparksandhoney
43. 43
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(492067)” by Robert Linsdell https://www.flickr.com/
photos/boblinsdell/9450576292/ Licensed under (CC BY
2.0). http://creativecommons.org/licenses/by/2.0/
deed.en_GB
33. drKaczmar / Shutterstock
34. Juan Gaertner/ Shutterstock
35. "immortality in a can, among other things" by
CFAGELNYC / Flickr. Licensed under (CC BY 2.0).
http://creativecommons.org/licenses/by/2.0/deed.en_GB
"Bina48" by Jeremy Keith / Flickr. Licensed under (CC
BY 2.0). http://creativecommons.org/licenses/by/2.0/
deed.en_GB
Technology and Cyborg / Carloscastilla via iStockphoto
36.Sciencefreak / Pixabay
37. AstroStar/ Shutterstock
Willyam Bradberry / Shutterstock
“B12 antibody” by NIAID https://www.flickr.com/photos/
niaid/5149315400/ Licensed under (CC BY 2.0). http://
creativecommons.org/licenses/by/2.0/deed.en_GB
“mosquito” by John Tann https://www.flickr.com/photos/
31031835@N08/5731174564/ Licensed under (CC BY
2.0). http://creativecommons.org/licenses/by/2.0/
deed.en_GB
Gio.tto / Shutterstock
D. Kucharski K. Kucharska / Shutterstock
38. Nomad_Soul / Shutterstock
39. Nomad_Soul / Shutterstock
40. Nomad_Soul / Shutterstock
41. Nomad_Soul / Shutterstock
42. Nomad_Soul / Shutterstock