PowerPoint Presentation

where will your nextbig idea come from

Lets look at this another way

Youve probably seen headlines like these

Theyre typically followed by research projects and studies that indicate that the best ideas the ones that are both innovative and doable, profitable and desirable dont come from big open-ended brainstorms

4

Staring at that glaring blank white board, Sharpie in hand limits us in powerful ways:

To what we already knowTo our personal experienceTo the current normalTo whats been done before

6

what you need isreal inspiration

product driven

We could focus on the product, and ask, What ideas could it inspire?

Uber casestudy = example of what happens in a product-driven innovation landscape: for years, the only innovation was minor/incremental because it was all done by players currently in the taxi/livery cab scene who were too focused on the product (incremental innovations were adding a viseo screen for passengers, and setting up credit card pay)it took an outsider-uber- to actually shake things up and provide real innovation10

technologydriven

We could look around to discover the latest technology being used and ask, How could we use it?

trenddriven

This is our approach. We discover your customers changing expectations and ask, How do we better connect?

trends are a change in expectationscan do

technology | services | experiences | connections

trends are not aboutgetting a mapon your phone

trends areabout the confidence togo anywhere

trends are the answer to the biggestquestion in all of marketingwhat do people want right now?

HEALTH

CONSUMER

MARKETING

DIGITAL

DIGITAL

see it,dont save it

After a decade of digital hoarding, todays sharers want to just live in the moment.trend 01trend 02trend 03trend 04trend 05trend 06trend 07trend 08

The scrapbookers went online and built multimedia life stories on Facebook

The article hoarders saved every link on Twitter

post-nostalgia social

Then, the people just living real life went on to Snapchat and *poof*

The recipe collectors cheffed up enormous personal cookbooks on Pinterest

More than 60%of 13- to 34-year-old smartphone users in the US are active on Snapchat and together view more than 2 billion videos a day

daily users1,000,000,000daily users100,000,000

the yearof the stream

frombroadcasting toto broadcastingwith

Will a cameo be the new selfie?

These live platforms are building on a stylepopularized on Youtube: Lets do something fun togetherYogscastPewDiePie

running in your background

Wonderful little tools and algorithms are making the Internetand all your devicesdo more for you before you even think to ask.trend 01trend 02trend 03trend 04trend 05trend 06trend 07trend 08

my dayin alerts

Why look up new news when anything important will likely be delivered to you?

7:10 cancer patients rely on alerts from websites to prompt them to check for the latest information on their condition or treatments.

7:10

tired of the algorithmic guessing game? create your own custom easy buttons.

Googles next transformation: software that is aware of everything around it

my robot

Name him Big Hero or R2D2.Just get ready: This is the year a robot might come home with you.trend 01trend 02trend 03trend 04trend 05trend 06trend 07trend 08

+

selfie stick on wheels?or a helper just whenyou need it?

the GiraffPlusProject isbetting onhelperTheir test: Can a robot inside a smart home system help people live independently longer?

90 personstudyFocused on4th vital sign100s ofiSpy games

humanin themachineRobots can even make scary grown-ups much more Huggable.

Who stole all the scientists?

Uber may be replacing the sharing economy with the robot economy- 40 researchers and scientists poached- Bonuses of hundreds of thousands of dollars- Doubled salaries

naked without it

Nearly half the people who own asmart phone say they couldnt live without it.Pew Research Centertrend 01trend 02trend 03trend 04trend 05trend 06trend 07trend 08

the perfect distraction from any moment that feels boring or unimportant

the perfect distraction from any moment that feels boring or unimportant

of those 18-29use their phone in public for no particular reason, just to do something.

Pew Research35%

60 lbs of pressure

2-4 hrsper day

700-1400 hrsper year

New York Spine Surgery and Rehabilitation Medicine Center

Pew Research Center, Google, Mary Meeker, 2015why the addiction? its the answers

Quick searches on cellphones increasingly help us finish our sentences, find a great place for dinner, or learn more about a health worry.of smartphone owners looking up info about a health condition last year

of smartphone owners looked up something they saw on a TV commercial

Consumer mobile usage outpaces mobile ad spend by 3x66% 62% 3x

theres more magic to come

Androidworld;

- Kantar WorldPanel, Manhattan Research, 2015USGermany

physicians25.0%45.0%75.0%56.0%7.0%12.0%USGermany

consumers73.7%65.6%30.1%15.2%3.8%10.1%

Applepractice

digital exclusion

Remember a time before the Internet?Turns out, millions of people are still living it.trend 01trend 02trend 03trend 04trend 05trend 06trend 07trend 08

quick quizhow many people in theUS use AOLdial-up?

2,100,100The smartphones in your pockets are~100x faster than dial-ups 56kps speed.

As ubiquitous as technologies are in many of our everyday lives, theyre virtually absent from the lives of many others.

Pew Research Center, Google, Mary Meeker, 2015digitallyexcluded

People who lack the basic online skills needed to send and receive email, use a search engine, browse the Internet, and complete online forms. 20%of UK population

9.5 millionpeople

3:4are poor, disabled,or elderly

the digital divide is still a thing

Percentage of individuals using the internet in 2015

*Commonwealth of Independent States | Source: ITU

66.0%The Americas

43.4%Worldwide

77.6%Europe

37.0%Arab States

20.7%Africa

59.9%CIS*

36.9%Asia & Pacific

the digital divide is still a thing

Percentage of individuals using the internet in 2015

*Commonwealth of Independent States | Source: ITU

66.0%The Americas

43.4%Worldwide

77.6%Europe

37.0%Arab States

20.7%Africa

59.9%CIS*

36.9%Asia & Pacific

For people with limited computer skills, online applications constitute one of the biggest obstacles to employment, even for fast-food jobs paying a few dollars above minimum wage. My colleagues and I often spend hours helping one person fill out an online application that has poorly written instructions or a feature that doesnt work no matter how you enter the data. - Stephan Barker, a librarian in Prince Georges County

leading brandsgetting involvedto bridge the gap

simplifying simple

How do you make somethingseem easier to use?Make it easier to use.trend 01trend 02trend 03trend 04trend 05trend 06trend 07trend 08

a whole world of easy buttons

but could it beeven easier?

the interfaceis disappearing

voice command is the growing expectation-Google

39%40%32%23%textmessagesask fordirectionsmake callswhile cooking

Adult smartphone owners use voice search:

40% to ask for directions39% to dictate a text message,32% to make a phone call,23% while they are cooking

even healthcare is hiding its complexity

do you really know me?

Consumers expect personalized experiences but get frustrated withbrands that act like false friends.trend 01trend 02trend 03trend 04trend 05trend 06trend 07trend 08

what weexpect in return: a little simple recognitionremember how long youve been a customersremember past purchasesany type of personalizationUSUK

0%10%20%30%40%50%60%70%80%what sort of personalization do you expect?

what weget in return: isnt alwaystoo relevant

3:4Most consumers and business travelers agreed that 75% of the travel offers they receive are completely irrelevant to their needs and preferences

Boxever, 2015

will unsubscribe from a company's content after receiving numerous, irrelevant offers50% 60% 40% would be less likely to open that company's next offerwould be less inclined to buy from that company

when personalization goes wrong

86% call bad ad retargeting irritating or intrusive to theirprivacy.

- Intent HQ, 201586%

64

of course sometimes retargeting is so right even when its wrong

16-bit rewind

Games used to be easy to pick up and play. Now, they are again. trend 01trend 02trend 03trend 04trend 05trend 06trend 07trend 08

RewardsHacksCompetitions with people we know

casual gamesare changing the people who play1 billionhours per day playing

5xmore time than they spend on Facebook or YouTube

8 to 80is the new demographic of gamers

Newszoo, 2015

And around the world When we were kids, we used to all sit around a table and play Crazy Eights. My cousins are all over the country and we all have busy lives. I probably wouldn't interact with them very often except maybe at family reunions, and Clash of Clans is just another way to play with them.

- Lisa Ann Colton-Fowler, a mom in Brownsville, TexasAt home75% of parents now play video games with their children. and how theyre playing together

are using their TV streaming boxes to bring casual gaming to the big screen.look up!

so where should healthcare marketersfocus in 2016?

Create one live event that lives entirely online. Experiment with technology that lets multiple geographies share that virtual stage. 01

Let your customers know when to come back. Push current news, knock on digital doors, be top of mind. 02

Embrace the distraction. Create content for people who are absently scrolling, not just ones who are actively searching. 03

Identify one way you can help bridge that digital divide. Bring the robust service and support to the people who need it most. 04

Take a hard look at your interface. How can you hide some of the complexity of interacting with your brand? What would Jeff Bezos say if he heard your reasons why not? 05

Get personalization right. Recognize something about your customer in every direct email, mail, or message you send. 06

Think about gaming. Learn about how people play together and how they learn in competitive environments. Explore solutions that could make your own med ed more compelling for patients and professionals alike. 07

Get your own robot. Not for marketing, just because they're awesome. 08

special thanksto our contributorsAbigail SchmelzerAlex BrockAllison PignatelliAmanda JolyAmardeep LallyAndreas ReinbolzAndrew GlennAnn ManousosBrooke GlanzbergChris DevineChris IafollaChristina BlosserChristopher CallahanDan SmithDave SondermanDuncan ArbourEd HammertonEduardo MenendezElizabeth StelzerEric DavisEric SaboFrancine CarrickHeather IrvineIlya TetelmanJames TomasinoJason SankeyJeffrey GiermekJennifer FleishmanJennifer OleskiJessie BrownJoanna VoorhisJoe DesalvoJohn MuchaJoy HartJuli CavnarKara KinseyKevin ColemanKevin NaltyKristianne ShankerLeigh HouseholderLiana FedericoLogan CooperMaggie JancoMarci PiaseckiMark JazvacMark StechschulteMatt MizerMatthew Bergen

Melissa MorrowMichael BonillaMichelle CasciolaNaseem AllafNate LemkeNicholas CapanearNick BartlettNicole SordellNina BressauPat EtterPatrick RichardsRupert DooleySalvatore CannizzaroSarah BrownScott PageStephanie JonesSusan PerlbachsTom CallanTom MullinsTyler SaxVaneeta VermaVanessa RiveraZach Gerber

keep your peekand get the full report

HealthExperienceProject.com/2016trends

information