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HEALTH	
  
&WELLNESS	
  
@
Digital	
  Health	
  Trends	
  from	
  
the	
  Interactive	
  Festival
March	
  2018
2
SXSW	
  is	
  an	
  annual	
  forward-­‐focused	
  gathering	
  of	
  creative	
  minds	
  in	
  Austin,	
  
Texas.	
  Every	
  year	
  it	
  gathers	
  over	
  70,000	
  of	
  the	
  brightest	
  thinkers,	
  futurists	
  
and	
  creative	
  minds	
  from	
  nearly	
  every	
  industry.
The	
  purpose	
  of	
  the	
  event	
  is	
  to	
  “create	
  an	
  opportunity	
  for	
  creative	
  people	
  
and	
  the	
  companies	
  they	
  work	
  with	
  to	
  develop	
  their	
  careers,	
  to	
  bring	
  
together	
  people	
  from	
  a	
  wide	
  area	
  to	
  meet	
  and	
  share	
  ideas.”
Recently,	
  SXSW	
  began	
  offering	
  a	
  health	
  track	
  of	
  speakers	
  and	
  panels,	
  and	
  
this	
  year	
  offered	
  a	
  Wellness	
  Expo	
  for	
  the	
  first	
  time.
Fortunately	
  we	
  work	
  in	
  a	
  category	
  that	
  touches	
  every	
  person,	
  every	
  
industry,	
  every	
  technology	
  – and	
  truly	
  great	
  healthcare	
  communications	
  fall	
  
in	
  the	
  sweet	
  spot	
  between	
  science,	
  technology	
  and	
  art.	
  There	
  was	
  no	
  limit	
  
to	
  health	
  related	
  insights	
  to	
  be	
  had.	
  
SXSW	
  left	
  us	
  exhausted	
  and	
  inspired	
  – we	
  are	
  fortunate	
  to	
  be	
  working	
  at	
  
such	
  an	
  exciting	
  time.	
  We	
  hope	
  you	
  enjoy	
  the	
  following	
  recap	
  from	
  the	
  
event	
  and	
  find	
  it	
  useful	
  for	
  your	
  business.	
  You	
  are	
  likely	
  reading	
  this	
  
because	
  you	
  want	
  to	
  make	
  your	
  company	
  as	
  impactful	
  as	
  possible,	
  and	
  help	
  
as	
  many	
  people	
  as	
  possible	
  – which	
  is	
  why	
  we	
  love	
  working	
  with	
  people	
  in	
  
this	
  industry	
  like	
  you.
SXSW	
  2018
SXSW	
  year	
  by	
  year
A small	
  group	
  of	
  people	
  
met	
  to	
  chat	
  about	
  the	
  
future	
  of	
  entertainment	
  
and	
  media,	
  and	
  decided	
  to	
  
organize	
  an	
  official	
  event	
  
for	
  the	
  following	
  year.
1986
1987
The	
  inaugural	
  
SXSW	
  event	
  
had	
  172	
  acts	
  
and	
  700	
  
registrants
Film	
  &	
  
Multimedia	
  
events	
  
introduced
1994
The	
  internet	
  
contributes	
  a	
  
major	
  presence	
  
for	
  the	
  first	
  time	
  
1996
SXSW	
  
Multimedia	
  
becomes	
  
SXSW	
  
Interactive
1999
2015
SXSW	
  launches	
  Interactive	
  
Health	
  and	
  MedTech Expo	
  
Capitalizing	
  on	
  the	
  UT	
  
Austin	
  Dell	
  Medical	
  School	
  –
opened	
  in	
  2013	
  as	
  a	
  med	
  
school	
  based	
  on	
  the	
  best	
  
tech	
  in	
  the	
  world
2009
Foursquare	
  is	
  launched	
  
and	
  is	
  the	
  breakout	
  app	
  
of	
  the	
  festival
2012
Social	
  Discovery	
  Apps	
  are	
  
the	
  tech	
  to	
  watch	
  at	
  the	
  
Interactive	
  Festival
2018
Finalists	
  of	
  the	
  SXSW	
  
Accelerator	
  Pitch	
  
event	
  include	
  
Cambridge	
  Cancer	
  
Genomics,	
  Aetheris,	
  
HealthTensor,	
  
Nanowear,	
  
Nextbiotics
4
Differentiating	
  Trends	
  vs.	
  Trendy	
  Tech
In	
  a	
  not-­‐to-­‐be	
  missed	
  Keynote	
  address,	
  Amy	
  Webb,	
  Futurist	
  and	
  founder	
  of	
  The	
  Future	
  Today	
  Institute,	
  
presented	
  her	
  annual	
  tech	
  trends	
  report.	
  She	
  gifted	
  us	
  her	
  Four	
  Laws	
  of	
  Technology	
  Trends,	
  that	
  explains	
  the	
  
difference	
  between	
  a	
  technology	
  trend	
  and	
  technology	
  that	
  is	
  just	
  trendy.	
  
All	
  technology	
  trends	
  share	
  a	
  set	
  of	
  four	
  conspicuous,	
  universal	
  features:
1. Tech	
  trends	
  materialize	
  as	
  a	
  series	
  of	
  un-­‐connectable	
  dots	
  that	
  begin	
  as	
  weak	
  signals	
  on	
  the	
  fringe	
  
and	
  move	
  to	
  the	
  mainstream.	
  
2. Tech	
  trends	
  are	
  driven	
  by	
  basic	
  human	
  needs.	
  
3. Tech	
  trends	
  evolve	
  as	
  they	
  emerge.	
  They	
  are	
  not	
  static.
4. Tech	
  trends	
  are	
  timely,	
  but	
  they	
  persist	
  over	
  long	
  periods	
  of	
  time.	
  
5
2.	
  Social	
  
Responsibility	
  :	
  
Pharma	
  and	
  
healthcare	
  
companies	
  shared	
  
their	
  initiatives	
  
and	
  progress	
  to	
  
make	
  the	
  world	
  a	
  
better,	
  safer,	
  
healthier	
  place	
  to	
  
live.	
  	
  
3.	
  Science	
  +	
  Art	
  +	
  
Technology	
  
collaboration:	
  
Pharma	
  
companies	
  are	
  
leaning-­‐in	
  on	
  
innovation	
  
incubators	
  –
fostering	
  creative	
  
environments	
  for	
  
smart,	
  nimble	
  
startups	
  in	
  hopes	
  
of	
  evolving	
  their	
  
business	
  model.
1.	
  Patient	
  
centricity:	
  
Entrepreneurs	
  are	
  
coming	
  up	
  with	
  
health	
  solutions	
  to	
  
help	
  patients	
  first,	
  
but	
  also	
  help	
  
brands	
  reach	
  	
  
consumers	
  on	
  
their	
  terms,	
  where	
  
they	
  are.	
  
4.	
  Diversity	
  and	
  
Women	
  in	
  Tech:	
  
The	
  Women	
  in	
  
Tech	
  community	
  
was	
  out	
  in	
  full	
  
force	
  at	
  SXSW	
  –
presenting	
  
keynotes,	
  sharing	
  
creative	
  ideas	
  and	
  
generously	
  
offering	
  support	
  to	
  
other	
  women	
  in	
  
the	
  industry.	
  
2018	
  Trends
5.	
  VR	
  and	
  AR	
  
Become	
  Reality	
  
for	
  Healthcare:
VR	
  and	
  AR	
  are	
  
beginning	
  to	
  
realize	
  their	
  
potential	
  as	
  
relevant	
  and	
  useful	
  
technology	
  for	
  
healthcare	
  
marketers.
Serving	
  vs	
  selling,	
  putting	
  the	
  patient	
  first
It	
  isn’t	
  news	
  to	
  health	
  marketers	
  that	
  patients	
  have	
  become	
  increasingly	
  engaged	
  in	
  their	
  own	
  healthcare	
  decision	
  making,	
  
shifting	
  the	
  paradigm	
  of	
  control	
  and	
  demanding	
  healthcare	
  providers	
  and	
  stakeholders	
  to	
  shift	
  their	
  strategy	
  to	
  serve	
  the	
  
needs	
  of	
  patients	
  as	
  consumers	
  rather	
  than	
  sell.	
  
There	
  were	
  a	
  number	
  of	
  exhibitors	
  and	
  panelists	
  at	
  SXSW	
  this	
  year	
  sharing	
  their	
  own	
  version	
  of	
  using	
  technology	
  to	
  put	
  
“patient	
  at	
  the	
  center”	
  – offering	
  solutions	
  that	
  impact	
  and	
  improve	
  the	
  consumers	
  day-­‐to-­‐day	
  health	
  and	
  life.	
  This	
  means	
  
being	
  where	
  the	
  consumer	
  is	
  – offering	
  real	
  value,	
  not	
  just	
  tech	
  gimmicks.	
  
Patient	
  Centricity
1.
Patient	
  Data	
  Tracking:	
  Verily	
  – Project	
  Baseline
Google	
  owned	
  Verily	
  has	
  partnered	
  with	
  Duke	
  University	
  and	
  Stanford	
  medicine	
  on	
  first	
  of	
  it’s	
  kind	
  observational	
  study	
  to	
  
collect,	
  organize	
  and	
  analyze	
  broad	
  phenotypic	
  health	
  data	
  over	
  the	
  next	
  four	
  years.	
  The	
  goal	
  is	
  develop	
  a	
  well-­‐defined	
  
reference	
  of	
  good	
  health	
  and	
  a	
  rich	
  data	
  platform	
  to	
  better	
  understand	
  the	
  transition	
  from	
  health	
  to	
  disease	
  and	
  identify	
  
risk	
  factors	
  of	
  disease.	
  ‘The	
  study	
  includes	
  clinical,	
  molecular,	
  imagine,	
  sensor,	
  self-­‐reported,	
  behavioral,	
  psychological,	
  
environmental	
  health-­‐related	
  measurements	
  from	
  onsite	
  visits,	
  continuous	
  data	
  collection	
  through	
  sensor	
  technology	
  and	
  
regular	
  engagement	
  via	
  an	
  online	
  portal	
  and	
  mobile	
  app.’	
  
https://verily.com/projects/precision-­‐medicine/baseline-­‐study/
Chatbots
conversationHEALTH is a	
  digital	
  health	
  startup	
  that
delivers	
  personalized	
  conversations	
  between	
  healthcare	
  brands	
  
and	
  their	
  target	
  consumers,	
  patients,	
  and	
  HCPs.
Interactions	
  are	
  powered	
  by	
  human-­‐assisted	
  AI	
  to	
  drive	
  
engagement,	
  adherence,	
  loyalty,	
  and	
  outcomes,	
  through	
  both	
  
text	
  and	
  voice-­‐based	
  channels.
conversationHEALTH creates	
  conversational	
  solutions	
  for	
  
consumers,	
  patients	
  and	
  HCPs,	
  including:	
  consumer	
  awareness	
  
about	
  a	
  condition,	
  patient	
  support,	
  and	
  HCP	
  resources.
Wearables	
  – Motiv
San	
  Francisco	
  based	
  Motiv created	
  a	
  ring	
  that	
  
monitors	
  heart	
  rate	
  and	
  sleep	
  better	
  than	
  wrist-­‐
worn	
  trackers.	
  
A	
  recently	
  added	
  feature	
  is	
  Sleep	
  Restlessness	
  
tracking	
  which	
  can	
  monitor	
  how	
  often	
  you	
  toss	
  and	
  
turn	
  while	
  you	
  sleep.	
  It’s	
  heart	
  rate	
  tracking	
  
capabilities	
  have	
  also	
  become	
  much	
  more	
  
sophisticated.	
  
Hearables
Poppy	
  Crum,	
  Chief	
  Scientist,	
  Dolby,	
  introduced	
  the	
  new	
  wave	
  of	
  in-­‐ear	
  devices,	
  or	
  hearables,	
  which	
  can	
  pick	
  
up	
  stress,	
  heart	
  rate	
  level	
  and	
  speech.	
  A	
  hearable	
  device	
  can	
  help	
  predict	
  the	
  onset	
  of	
  psychosis	
  by	
  analyzing	
  
statistical	
  properties	
  in	
  your	
  language	
  and	
  heart	
  rate	
  data.	
  Using	
  just	
  our	
  voices,	
  scientists	
  can	
  predict	
  the	
  
onset	
  of	
  multiple	
  sclerosis	
  and	
  diabetes	
  (through	
  physiological	
  changes	
  that	
  affect	
  your	
  vocal	
  tract).	
  
Crum	
  sees	
  the	
  future	
  of	
  hearables	
  as	
  devices	
  to	
  help	
  provide	
  us	
  the	
  content	
  we	
  need	
  when	
  we	
  need	
  it.	
  
Walking	
  into	
  a	
  restaurant	
  and	
  dimming	
  background	
  noise	
  so	
  you	
  can	
  only	
  focus	
  on	
  the	
  person	
  you	
  are	
  talking	
  
to,	
  providing	
  search	
  content	
  from	
  audio	
  cues	
  -­‐ imagine	
  walking	
  down	
  the	
  street	
  and	
  asking	
  for	
  reviews	
  and	
  
getting	
  all	
  that	
  information	
  in	
  your	
  ears.
Everybody’s	
  talking	
  about	
  it…
We’ve	
  all	
  heard	
  the	
  stats…	
  1	
  in	
  5	
  adults	
  in	
  the	
  US	
  owns	
  a	
  voice-­‐activated	
  smart	
  speaker	
  (47.3	
  million	
  
people),	
  41%	
  of	
  adults	
  conduct	
  at	
  least	
  one	
  voice	
  search	
  per	
  day,	
  50%	
  of	
  all	
  searches	
  will	
  use	
  voice	
  by	
  
2020.	
  
So	
  what	
  does	
  that	
  mean	
  for	
  us	
  marketers?	
  It	
  is	
  important	
  to	
  start	
  thinking	
  about	
  this	
  now,	
  be	
  curious.	
  
Consider	
  developing	
  a	
  voice	
  strategy,	
  identify	
  business	
  problems.	
  Voice	
  technology	
  will	
  make	
  
brand	
  experiences	
  conversational	
  in	
  the	
  next	
  few	
  years.	
  Eventually,	
  we	
  will	
  have	
  ambient	
  
voice	
  technologies	
  embedded	
  in	
  our	
  environments.
Voice	
  – the	
  next	
  digital	
  disruption
Carnegie	
  
Mellon	
  
completes	
  
Harpy	
  Program.	
  
It	
  understood	
  
1000	
  words.
Microsoft	
  
introduces	
  
Clippy
Microsoft	
  
introduces	
  
speech	
  
recognition	
  
feature	
  for	
  
Office	
  XP
IBM’s	
  
Watson	
  
wins	
  
Jeopardy!
April	
  14:	
  
Apple	
  
introduces	
  
Siri
Microsoft	
  introduces	
  
Cortana	
  at	
  annual	
  
BUILD	
  developer	
  
conference
Amazon	
  officially	
  
launches	
  Amazon	
  
Echo	
  in	
  US
Microsoft	
  launches	
  
Cortana	
  on	
  
Windows	
  10	
  
desktops	
  and	
  
mobile	
  devices
Microsoft	
  
Cortana	
  added	
  
to	
  mobile	
  
platforms
Amazon	
  introduces	
  
Alexa	
  &	
  the	
  Amazon	
  
Echo,	
  available	
  to	
  
Prime	
  members	
  only
IBM	
  introduces	
  
the	
  IBM	
  
Shoebox,	
  the	
  
first	
  digital	
  
speech	
  
recognition	
  
tool.	
  It	
  
recognized	
  16	
  
words	
  and	
  
digits.
Dragon	
  launches	
  
Dragon	
  Dictate,	
  
the	
  first	
  speech	
  
recognition	
  
product	
  for	
  
consumers	
  (only	
  
$6,000)
Google	
  
launches	
  
Google	
  Now
Amazon	
  
introduces	
  the	
  
Alexa	
  Skills	
  kit
https://www.voicebot.ai/2017/07/14/timeline-­‐voice-­‐assistants-­‐short-­‐history-­‐voice-­‐revolution/
1961 1972 1990 1996 2001 2011 2012 2013 2014 2015 2016 2017 2018
SoundHound
launches	
  voice-­‐
powered	
  virtual	
  
assistant	
  app,	
  
HOUND
Amazon	
  launches	
  
Amazon	
  Echo	
  Dot	
  
&	
  Amazon	
  Tap
Google	
  introduces	
  
the	
  Google	
  
Assistant	
  as	
  part	
  of	
  
messaging	
  app,	
  Allo
Microsoft	
  
adds	
  Cortana	
  
voice	
  control	
  
to	
  Xbox	
  One
Amazon	
  
Launches	
  
Echo	
  in	
  UK	
  
&	
  Germany
Samsung	
  
acquires	
  virtual	
  
assistant	
  
startup	
  Viv
Amazon	
  cuts	
  price	
  
of	
  2nd gen	
  Echo	
  
making	
  it	
  even	
  more	
  
accessible	
  at	
  $49
Google	
  
launches	
  
Google	
  Home	
  &	
  
Smart	
  phone	
  
Pixel
Chinese	
  
Manufacturer	
  
LingLong
launches	
  Echo	
  
Competitor,	
  
DingDong
Actions	
  on	
  
Google	
  
Platform	
  
launches	
  
Google	
  
Home
Samsung	
  introduces	
  
Bixby	
  alongside	
  Galaxy	
  
S8	
  device
Alexa	
  skills	
  
surpass	
  10,000	
  
in	
  US
Google	
  Home	
  
launches	
  in	
  UK
Google	
  
introduces	
  
multi-­‐user	
  
support	
  for	
  
Google	
  Home;	
  
can	
  recognize	
  6	
  
different	
  voices
Amazon	
  
introduces	
  the	
  
Echo	
  Look
Baidu	
  unveils	
  its	
  
first	
  device,	
  
Xiaoyu,	
  in	
  China
Harman	
  Kardon
reveals	
  new	
  speaker,	
  
using	
  Cortana
Amazon	
  
introduces	
  
calling/messaging	
  
feature	
  for	
  Echo	
  
Devices
Apple	
  
introduces	
  
HomePod
Amazon	
  Echo	
  
Show	
  launches
Alibaba	
  
launches	
  
GenieX1	
  Smart	
  
Speaker
How	
  did	
  we	
  get	
  here?
The	
  Google	
  Fun	
  House
Google	
  went	
  all-­‐in	
  with	
  their	
  Google	
  Home	
  device,	
  looking	
  to	
  chip	
  away	
  at	
  the	
  Amazon	
  Echo	
  market	
  share.	
  Google	
  
showcased	
  quite	
  the	
  spectacle	
  with	
  their	
  Google	
  Fun	
  House,	
  with	
  different	
  AI	
  powered	
  functions	
  and	
  products	
  presented	
  
in	
  every	
  room.	
  There	
  was	
  a	
  bouncing	
  car	
  outside	
  (voice	
  activated),	
  dancing	
  flamingos	
  in	
  the	
  garden,	
  a	
  margarita	
  making	
  
machine	
  and	
  a	
  light	
  room.	
  These	
  may	
  seem	
  like	
  superficial	
  executions	
  of	
  voice,	
  but	
  the	
  point	
  was	
  to	
  show	
  the	
  visitors	
  that	
  
you	
  really	
  can	
  ask	
  for	
  and	
  do	
  almost	
  anything	
  using	
  voice	
  technology.	
  
https://9to5google.com/2018/03/10/google-­‐assistant-­‐fun-­‐house-­‐tour-­‐sxsw-­‐2018-­‐gallery/
Social	
  Responsibility
Working	
  in	
  healthcare	
  opens	
  our	
  eyes	
  to	
  many	
  of	
  the	
  problems	
  facing	
  our	
  communities	
  including	
  those	
  less	
  
fortunate	
  across	
  the	
  world.	
  We	
  have	
  the	
  responsibility	
  to	
  capitalize	
  on	
  our	
  resources	
  to	
  effect	
  change.	
  There	
  
were	
  a	
  number	
  of	
  booths	
  within	
  the	
  exhibit	
  hall	
  showcasing	
  the	
  good	
  work	
  that	
  non-­‐profits,	
  biopharmaceutical	
  
and	
  healthcare	
  companies	
  are	
  doing	
  to	
  help	
  those	
  in	
  need.	
  
The	
  energy	
  was	
  contagious	
  – many	
  booths	
  offering	
  opportunities	
  to	
  get	
  involved	
  or	
  even	
  participate	
  while	
  
attending	
  the	
  festival.	
  
2.
Social	
  Responsibility
Pfizer’s	
  booth	
  supporting	
  the	
  UN	
  Global	
  Goals	
  showcased	
  16	
  
global	
  initiatives	
  to	
  improve	
  population	
  health	
  and	
  offered	
  
attendees	
  the	
  chance	
  to	
  make	
  a	
  specific,	
  personal	
  commitment	
  to	
  
support	
  a	
  variety	
  of	
  related	
  causes,	
  and	
  document	
  the	
  
commitment	
  in	
  a	
  photo	
  booth.	
  
Sadiq Khan
Mayor	
  of	
  LondonPfizer
Sadiq Khan	
  – Mayor	
  of	
  London	
  – shared	
  his	
  thoughts	
  about	
  how	
  tech	
  and	
  
government	
  can	
  come	
  together	
  to	
  improve	
  outcomes	
  for	
  all.	
  He	
  focused	
  on	
  
burgeoning	
  issue	
  of	
  online	
  hate	
  speech,	
  reading	
  half	
  a	
  dozen	
  Tweets	
  he	
  has	
  received,	
  
showing	
  how	
  this	
  content	
  is	
  not	
  stopped	
  by	
  tech	
  companies,	
  impacting	
  victims	
  
mental	
  health	
  and	
  career	
  choices.	
  He	
  also	
  focused	
  on	
  how	
  big	
  tech	
  companies	
  can’t	
  
be	
  above	
  the	
  law,	
  citing	
  the	
  Uber/London	
  dispute.	
  Tech	
  moves	
  very	
  fast,	
  and	
  often	
  
regulations	
  don’t	
  exist	
  for	
  particular	
  technologies,	
  however	
  the	
  onus	
  should	
  be	
  on	
  
tech	
  to	
  work	
  with	
  regulators	
  to	
  reform	
  laws	
  to	
  make	
  business	
  fair	
  for	
  all	
  while	
  still	
  
allowing	
  growth	
  and	
  advancement.	
  	
  
Dr Fei-­‐Fei Li,	
  Megan	
  Smith	
  &	
  Joanne	
  Chen	
  spoke	
  about	
  the	
  importance	
  of	
  avoiding	
  perpetuation	
  of	
  
human	
  biases	
  through	
  AI.	
  We’re	
  at	
  a	
  historic	
  moment	
  in	
  our	
  development	
  of	
  AI	
  capabilities	
  and	
  have	
  
the	
  responsibility	
  to	
  make	
  AI	
  more	
  human	
  centric.	
  Because	
  AI	
  is	
  created	
  by	
  humans,	
  and	
  intended	
  to	
  
behave	
  like	
  humans,	
  it’s	
  incumbent	
  on	
  all	
  of	
  us	
  to	
  guide	
  its	
  development	
  with	
  human	
  concerns.	
  If	
  we	
  
build	
  our	
  AI	
  future	
  on	
  the	
  data	
  of	
  the	
  past	
  we	
  risk	
  perpetuating	
  societal	
  biases.	
  
A	
  compelling	
  example	
  of	
  an	
  analysis	
  using	
  facial	
  recognition	
  and	
  NLP	
  was	
  used	
  to	
  compare	
  male	
  and	
  
female	
  roles	
  in	
  movies	
  revealing	
  that	
  speaking	
  roles	
  are	
  consistently	
  dominated	
  by	
  men.	
  	
  Based	
  on	
  
data	
  sets	
  like	
  this,	
  machine	
  learning	
  will	
  be	
  trained	
  to	
  under-­‐represent	
  communities.	
  	
  
The	
  democratization	
  of	
  AI	
  requires	
  the	
  participation	
  of	
  more	
  people,	
  and	
  more	
  diverse	
  people,	
  in	
  its	
  
creation.	
  It’s	
  not	
  just	
  a	
  tool	
  for	
  the	
  technology	
  giants,	
  but	
  a	
  resource	
  for	
  all	
  walks	
  of	
  life.	
  	
  	
  We	
  need	
  to	
  
ensure	
  diversity	
  of	
  thought	
  with	
  disciplines	
  beyond	
  data	
  and	
  computer	
  science.	
  	
  We	
  also	
  need	
  to	
  
ensure	
  AI	
  education	
  is	
  part	
  of	
  early	
  childhood	
  education	
  curriculum	
  with	
  an	
  emphasis	
  on	
  girls,	
  racial	
  
minorities,	
  and	
  other	
  groups	
  whose	
  perspectives	
  have	
  been	
  underrepresented.	
  
Democratizing	
  AI	
  
True	
  Pharma	
  +	
  Tech	
  Collaboration
The	
  best	
  healthcare	
  communications	
  are	
  a	
  combination	
  of	
  science	
  +	
  technology	
  +	
  creative.	
  We	
  saw	
  many	
  
pharmaceutical	
  and	
  healthcare	
  companies	
  embracing	
  technology	
  partnerships	
  through	
  incubators	
  and	
  
accelerator	
  programs	
  where	
  collaboration	
  can	
  lead	
  to	
  programs	
  and	
  services	
  that	
  improve	
  patients	
  lives.	
  Novartis	
  
has	
  even	
  hired	
  a	
  new	
  Chief	
  Digital	
  Officer	
  to	
  lead	
  these	
  efforts	
  and	
  reports	
  directly	
  to	
  the	
  CEO.
Open	
  innovation	
  models	
  offer	
  the	
  ability	
  to	
  work	
  alongside	
  other	
  experts,	
  be	
  educated	
  and	
  find	
  inspiration	
  from	
  
people	
  outside	
  of	
  your	
  corporation’s	
  mindset.	
  
3.
Tech	
  +	
  Pharma	
  Collaboration
Bayer	
  Grants4Apps
Bayer	
  has	
  created	
  an	
  open	
  innovation	
  incubator,	
  looking	
  to	
  
collaborate	
  with	
  like-­‐minded	
  healthcare	
  innovators	
  on	
  self-­‐
care	
  initiatives.	
  They	
  had	
  representatives	
  speak	
  at	
  a	
  few	
  
events,	
  and	
  had	
  a	
  talent	
  recruitment	
  booth.
The	
  incubator	
  focuses	
  on	
  nutrition	
  support,	
  external	
  pain	
  
management,	
  digital	
  self-­‐care	
  solutions,	
  and	
  skin	
  and	
  sun	
  
protection.	
  
Fast	
  Company	
  Panel	
  demonstrating	
  real	
  alignment	
  btw	
  
Pharma,	
  Payor,	
  Provider:
• Panelists	
  focused	
  on	
  solving	
  well-­‐articulated	
  and	
  
documented	
  healthcare	
  quality,	
  cost,	
  and	
  access	
  
challenges
• Specific	
  topics	
  included	
  telemedicine	
  for	
  mental	
  health	
  
(Lantern	
  Health,	
  Pacifica),	
  where	
  all	
  3	
  stakeholders	
  are	
  
helping	
  get	
  the	
  services	
  up	
  and	
  running,	
  offered	
  to	
  
patients,	
  and	
  improving	
  access	
  to	
  both	
  providers	
  and	
  Rx
• Panelists	
  represented	
  Merck,	
  UPMC,	
  GE	
  Health	
  
Investment,	
  Telemedicine	
  App	
  Medici
Women	
  in	
  Tech	
  (and	
  HealthTech)
The	
  female	
  executive	
  and	
  entrepreneur	
  presence	
  at	
  SXSW	
  was	
  astounding	
  – delivering	
  
must-­‐see	
  keynotes	
  and	
  panels,	
  sharing	
  creative	
  technologies	
  at	
  booths	
  and	
  gatherings	
  for	
  
female	
  empowerment	
  and	
  networking	
  events.
Events	
  included:	
  Women	
  in	
  Blockchain Meet	
  Up,	
  Tech-­‐no-­‐color:	
  Advancing	
  Women	
  of	
  Color	
  in	
  Tech,	
  IEEE	
  
Women	
  in	
  Tech	
  Meet	
  Up,	
  2018	
  Women	
  in	
  Digital	
  SXSW	
  Official	
  Rally	
  +	
  Party,	
  Women	
  Led	
  Cities:	
  Co-­‐Creating	
  a	
  
Feminist	
  City,	
  Femtech:	
  Women	
  &	
  Health	
  Tech	
  in	
  the	
  Trump	
  Era,	
  Body	
  Politics:	
  The	
  War	
  on	
  Women’s	
  Health,	
  
The	
  Value	
  of	
  Women	
  Investing	
  in	
  Women	
  
4.
Notable	
  Female-­‐Led	
  Companies	
  in	
  Tech
Michelle	
  Longmire,	
  Founder	
  &	
  CEO	
  of	
  Medable: Apple	
  made	
  huge	
  inroads	
  
into	
  health	
  with	
  their	
  “kits”,	
  the	
  ResearchKit for	
  medical	
  researchers	
  
running	
  clinical	
  trials,	
  and	
  CareKit for	
  clinicians	
  who	
  want	
  to	
  engage	
  their	
  
patients	
  outside	
  the	
  office	
  setting	
  for	
  ongoing	
  care,	
  monitoring,	
  and	
  digital	
  
interventions.	
  The	
  major	
  barrier	
  to	
  uptake	
  for	
  these	
  kits	
  has	
  been	
  the	
  lack	
  
of	
  technical	
  capabilities	
  and	
  resources	
  on	
  the	
  clinical	
  side.	
  Hence,	
  Medable
has	
  created	
  a	
  portfolio	
  of	
  apps	
  that	
  enable	
  researchers	
  and	
  clinicians	
  to	
  roll	
  
out	
  these	
  services	
  without	
  needing	
  to	
  build	
  their	
  own	
  technology	
  
capabilities	
  – over	
  200,000	
  patients	
  are	
  already	
  using	
  the	
  apps	
  with	
  their	
  
clinicians,	
  and	
  the	
  line	
  of	
  academic	
  centers	
  and	
  biopharma	
  sponsors	
  
continues	
  to	
  ramp	
  up	
  quickly.	
  There	
  is	
  an	
  opportunity	
  to	
  leverage	
  this	
  
emerging	
  “channel”	
  of	
  HCP/patient	
  interaction	
  and	
  be	
  part	
  of	
  the	
  trend-­‐
setting	
  group	
  that	
  will	
  learn	
  what	
  works	
  best.
Meghan	
  Gaffney	
  Buck,	
  Founder	
  and	
  CEO	
  of	
  Veda	
  Data: a	
  
new	
  evolution	
  in	
  Big	
  Data/AI,	
  now	
  offering	
  “Data	
  Science	
  as	
  
a	
  Service”,	
  focused	
  on	
  payors who	
  generate	
  massive	
  
datasets	
  every	
  day	
  and	
  need	
  help	
  keeping	
  the	
  data	
  linked	
  
accurately	
  to	
  the	
  right	
  doctors	
  and	
  patients.	
  Machine	
  
learning	
  is	
  the	
  secret	
  sauce	
  that	
  uses	
  all	
  of	
  a	
  client’s	
  
historical	
  data	
  to	
  learn	
  how	
  to	
  most	
  accurately	
  create	
  and	
  
save	
  these	
  links	
  so	
  the	
  databases	
  can	
  deliver	
  actionable	
  
insights.	
  Interestingly	
  the	
  original	
  technology	
  was	
  used	
  to	
  
accurately	
  identify	
  stars	
  and	
  galaxies	
  across	
  different	
  views	
  
from	
  different	
  locations	
  and	
  organizations.
VR	
  and	
  AR	
  become	
  reality	
  for	
  healthcare	
  
2018	
  was	
  the	
  first	
  year	
  at	
  SXSW	
  where	
  we	
  saw	
  engaging	
  and	
  meaningful	
  
applications	
  of	
  the	
  technology	
  for	
  health.	
  We	
  are	
  years	
  away	
  from	
  mainstream	
  
adoption	
  of	
  these	
  technologies,	
  especially	
  VR,	
  but	
  should	
  continue	
  to	
  explore	
  
ways	
  to	
  utilize	
  the	
  immersive	
  nature	
  of	
  the	
  technology	
  to	
  solve	
  brand	
  experience	
  
problems	
  and	
  provide	
  value	
  to	
  the	
  user.	
  AR	
  adoption	
  is	
  much	
  higher	
  due	
  to	
  its	
  
transparent,	
  intuitive	
  and	
  constant	
  nature.	
  Not	
  until	
  immersive	
  technologies	
  are	
  
out	
  of	
  the	
  way	
  will	
  we	
  see	
  higher	
  adoption	
  rates.	
  
Ready	
  Player	
  One	
  shared	
  a	
  promotional	
  experience	
  where	
  two	
  users	
  played	
  in	
  
separate	
  rooms	
  in	
  real	
  life,	
  but	
  were	
  collaborating	
  on	
  the	
  same	
  tasks	
  side	
  by	
  side	
  
in	
  the	
  game.	
  This	
  example	
  brings	
  up	
  amazing	
  possibilities	
  and	
  implications	
  for	
  
healthcare	
  experiences,	
  especially	
  when	
  we	
  think	
  about	
  remote	
  patients	
  and	
  
virtual	
  care.	
  
5.
Cedar	
  Sinai	
  showed	
  how	
  they	
  are	
  using	
  VR	
  to	
  allow	
  patients	
  to	
  escape	
  the	
  
four	
  walls	
  of	
  their	
  hospital	
  room	
  while	
  going	
  through	
  treatment.	
  Several	
  
patients	
  suffering	
  from	
  severe	
  pain	
  were	
  better	
  able	
  to	
  deal	
  with	
  their	
  
pain	
  once	
  whey	
  strapped	
  on	
  the	
  VR	
  headsets.	
  An	
  older	
  woman	
  suffering	
  
from	
  chronic	
  liver	
  disease	
  and	
  intense	
  pain	
  was	
  able	
  to	
  fly	
  over	
  Iceland	
  in	
  
a	
  helicopter.	
  She	
  said	
  she	
  did	
  not	
  even	
  think	
  about	
  the	
  pain.	
  	
  
Other	
  health	
  issues	
  being	
  addressed	
  by	
  VR	
  for	
  hospital-­‐bound	
  patients	
  
include	
  social	
  isolation,	
  boredom,	
  fear,	
  anxiety	
  and	
  panic	
  attacks.	
  One	
  
application	
  utilized	
  heart	
  rate	
  and	
  breathing	
  data	
  to	
  identify	
  the	
  proper	
  
meditative	
  atmosphere	
  for	
  the	
  patient,	
  to	
  help	
  slow	
  their	
  breathing	
  and	
  
bring	
  their	
  heart	
  rate	
  back	
  to	
  normal.	
  
Empowered	
  Brain	
  is	
  using	
  AR	
  to	
  help	
  children	
  with	
  autism	
  learn	
  basic	
  skills	
  
and	
  help	
  with	
  behavior.	
  Oftentimes,	
  children	
  with	
  autism	
  have	
  a	
  difficult	
  
time	
  making	
  eye	
  contact	
  or	
  looking	
  at	
  people’s	
  faces.	
  
Using	
  Google	
  Glass	
  2,	
  children	
  are	
  able	
  to	
  see	
  filters	
  projected	
  on	
  people’s	
  
faces	
  in	
  augmented	
  reality	
  much	
  like	
  a	
  Facebook	
  or	
  Snapchat	
  filter.	
  
Features	
  included	
  the	
  game	
  Emotional	
  Charades	
  which	
  uses	
  emojis to	
  
help	
  them	
  learn	
  and	
  read	
  people’s	
  emotions.
What	
  else	
  did	
  you	
  miss?
Cleo	
  Wade	
  – Poetry	
  ReadingHeadspace Sony	
  -­‐ WOW
A	
  few	
  other	
  fun brands	
  we	
  interacted	
  with
Headspace, the meditation
app, offered SXSW attendees
“Room to Breathe” – a quiet,
private place to disengaged.
Cleo Wade, Instagram Poet and
“millennial” Oprah Winfrey, read poems
from her recently released book, Heart
Talk. A great reminder to never
underestimate the power of personal
branding (check out her Instagram) and
social media. Influencers are some of the
smartest people in the biz.
iVitamin .health
IVitamin is the UBER of IV
Vitamin therapy that features
unique IV drips, administered
by certified staff to replenish
your body of depleted
nutrients. Treatments include:
dehydration, wellness, weight
loss, low energy.
Launched in 2017, .health
is the new domain
extension for brands,
organizations, and people
who provide high-quality
health products, services
and information.
The Sony WOW house had
much to see and play with,
including but not limited to:
aibo the robotic dog, Xperia
communication robots, A(i)R
Hockey and VR soccer.
23
Questions?	
  Reach	
  out	
  to	
  Kristin.Mengel@WPPHealth.com
Thank	
  you	
  for	
  contributions	
  from:
Justin	
  Fried,	
  CMI/Compas
Eugene	
  Lee,	
  CMI/Compas
Chris	
  Millsom,	
  ghg |	
  greyhealth group
Tom	
  O’Connell,	
  WPP	
  Health	
  &	
  Wellness
Mark	
  Pappas,	
  CMI/Compas
Michele	
  Sirkin,	
  CMI/Compas
Destry Sulkes,	
  MD,	
  WPP	
  Health	
  &	
  Wellness
24
Read	
  on:
Check	
  out	
  WPPHealth.com
for	
  more	
  WPP	
  Health	
  &	
  Wellness	
  
insights	
  for	
  2018.

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WPP H&W @ sxsw 2018: Extended Edition

  • 1. WPP HEALTH   &WELLNESS   @ Digital  Health  Trends  from   the  Interactive  Festival March  2018
  • 2. 2 SXSW  is  an  annual  forward-­‐focused  gathering  of  creative  minds  in  Austin,   Texas.  Every  year  it  gathers  over  70,000  of  the  brightest  thinkers,  futurists   and  creative  minds  from  nearly  every  industry. The  purpose  of  the  event  is  to  “create  an  opportunity  for  creative  people   and  the  companies  they  work  with  to  develop  their  careers,  to  bring   together  people  from  a  wide  area  to  meet  and  share  ideas.” Recently,  SXSW  began  offering  a  health  track  of  speakers  and  panels,  and   this  year  offered  a  Wellness  Expo  for  the  first  time. Fortunately  we  work  in  a  category  that  touches  every  person,  every   industry,  every  technology  – and  truly  great  healthcare  communications  fall   in  the  sweet  spot  between  science,  technology  and  art.  There  was  no  limit   to  health  related  insights  to  be  had.   SXSW  left  us  exhausted  and  inspired  – we  are  fortunate  to  be  working  at   such  an  exciting  time.  We  hope  you  enjoy  the  following  recap  from  the   event  and  find  it  useful  for  your  business.  You  are  likely  reading  this   because  you  want  to  make  your  company  as  impactful  as  possible,  and  help   as  many  people  as  possible  – which  is  why  we  love  working  with  people  in   this  industry  like  you. SXSW  2018
  • 3. SXSW  year  by  year A small  group  of  people   met  to  chat  about  the   future  of  entertainment   and  media,  and  decided  to   organize  an  official  event   for  the  following  year. 1986 1987 The  inaugural   SXSW  event   had  172  acts   and  700   registrants Film  &   Multimedia   events   introduced 1994 The  internet   contributes  a   major  presence   for  the  first  time   1996 SXSW   Multimedia   becomes   SXSW   Interactive 1999 2015 SXSW  launches  Interactive   Health  and  MedTech Expo   Capitalizing  on  the  UT   Austin  Dell  Medical  School  – opened  in  2013  as  a  med   school  based  on  the  best   tech  in  the  world 2009 Foursquare  is  launched   and  is  the  breakout  app   of  the  festival 2012 Social  Discovery  Apps  are   the  tech  to  watch  at  the   Interactive  Festival 2018 Finalists  of  the  SXSW   Accelerator  Pitch   event  include   Cambridge  Cancer   Genomics,  Aetheris,   HealthTensor,   Nanowear,   Nextbiotics
  • 4. 4 Differentiating  Trends  vs.  Trendy  Tech In  a  not-­‐to-­‐be  missed  Keynote  address,  Amy  Webb,  Futurist  and  founder  of  The  Future  Today  Institute,   presented  her  annual  tech  trends  report.  She  gifted  us  her  Four  Laws  of  Technology  Trends,  that  explains  the   difference  between  a  technology  trend  and  technology  that  is  just  trendy.   All  technology  trends  share  a  set  of  four  conspicuous,  universal  features: 1. Tech  trends  materialize  as  a  series  of  un-­‐connectable  dots  that  begin  as  weak  signals  on  the  fringe   and  move  to  the  mainstream.   2. Tech  trends  are  driven  by  basic  human  needs.   3. Tech  trends  evolve  as  they  emerge.  They  are  not  static. 4. Tech  trends  are  timely,  but  they  persist  over  long  periods  of  time.  
  • 5. 5 2.  Social   Responsibility  :   Pharma  and   healthcare   companies  shared   their  initiatives   and  progress  to   make  the  world  a   better,  safer,   healthier  place  to   live.     3.  Science  +  Art  +   Technology   collaboration:   Pharma   companies  are   leaning-­‐in  on   innovation   incubators  – fostering  creative   environments  for   smart,  nimble   startups  in  hopes   of  evolving  their   business  model. 1.  Patient   centricity:   Entrepreneurs  are   coming  up  with   health  solutions  to   help  patients  first,   but  also  help   brands  reach     consumers  on   their  terms,  where   they  are.   4.  Diversity  and   Women  in  Tech:   The  Women  in   Tech  community   was  out  in  full   force  at  SXSW  – presenting   keynotes,  sharing   creative  ideas  and   generously   offering  support  to   other  women  in   the  industry.   2018  Trends 5.  VR  and  AR   Become  Reality   for  Healthcare: VR  and  AR  are   beginning  to   realize  their   potential  as   relevant  and  useful   technology  for   healthcare   marketers.
  • 6. Serving  vs  selling,  putting  the  patient  first It  isn’t  news  to  health  marketers  that  patients  have  become  increasingly  engaged  in  their  own  healthcare  decision  making,   shifting  the  paradigm  of  control  and  demanding  healthcare  providers  and  stakeholders  to  shift  their  strategy  to  serve  the   needs  of  patients  as  consumers  rather  than  sell.   There  were  a  number  of  exhibitors  and  panelists  at  SXSW  this  year  sharing  their  own  version  of  using  technology  to  put   “patient  at  the  center”  – offering  solutions  that  impact  and  improve  the  consumers  day-­‐to-­‐day  health  and  life.  This  means   being  where  the  consumer  is  – offering  real  value,  not  just  tech  gimmicks.   Patient  Centricity 1.
  • 7. Patient  Data  Tracking:  Verily  – Project  Baseline Google  owned  Verily  has  partnered  with  Duke  University  and  Stanford  medicine  on  first  of  it’s  kind  observational  study  to   collect,  organize  and  analyze  broad  phenotypic  health  data  over  the  next  four  years.  The  goal  is  develop  a  well-­‐defined   reference  of  good  health  and  a  rich  data  platform  to  better  understand  the  transition  from  health  to  disease  and  identify   risk  factors  of  disease.  ‘The  study  includes  clinical,  molecular,  imagine,  sensor,  self-­‐reported,  behavioral,  psychological,   environmental  health-­‐related  measurements  from  onsite  visits,  continuous  data  collection  through  sensor  technology  and   regular  engagement  via  an  online  portal  and  mobile  app.’   https://verily.com/projects/precision-­‐medicine/baseline-­‐study/
  • 8. Chatbots conversationHEALTH is a  digital  health  startup  that delivers  personalized  conversations  between  healthcare  brands   and  their  target  consumers,  patients,  and  HCPs. Interactions  are  powered  by  human-­‐assisted  AI  to  drive   engagement,  adherence,  loyalty,  and  outcomes,  through  both   text  and  voice-­‐based  channels. conversationHEALTH creates  conversational  solutions  for   consumers,  patients  and  HCPs,  including:  consumer  awareness   about  a  condition,  patient  support,  and  HCP  resources. Wearables  – Motiv San  Francisco  based  Motiv created  a  ring  that   monitors  heart  rate  and  sleep  better  than  wrist-­‐ worn  trackers.   A  recently  added  feature  is  Sleep  Restlessness   tracking  which  can  monitor  how  often  you  toss  and   turn  while  you  sleep.  It’s  heart  rate  tracking   capabilities  have  also  become  much  more   sophisticated.  
  • 9. Hearables Poppy  Crum,  Chief  Scientist,  Dolby,  introduced  the  new  wave  of  in-­‐ear  devices,  or  hearables,  which  can  pick   up  stress,  heart  rate  level  and  speech.  A  hearable  device  can  help  predict  the  onset  of  psychosis  by  analyzing   statistical  properties  in  your  language  and  heart  rate  data.  Using  just  our  voices,  scientists  can  predict  the   onset  of  multiple  sclerosis  and  diabetes  (through  physiological  changes  that  affect  your  vocal  tract).   Crum  sees  the  future  of  hearables  as  devices  to  help  provide  us  the  content  we  need  when  we  need  it.   Walking  into  a  restaurant  and  dimming  background  noise  so  you  can  only  focus  on  the  person  you  are  talking   to,  providing  search  content  from  audio  cues  -­‐ imagine  walking  down  the  street  and  asking  for  reviews  and   getting  all  that  information  in  your  ears.
  • 10. Everybody’s  talking  about  it… We’ve  all  heard  the  stats…  1  in  5  adults  in  the  US  owns  a  voice-­‐activated  smart  speaker  (47.3  million   people),  41%  of  adults  conduct  at  least  one  voice  search  per  day,  50%  of  all  searches  will  use  voice  by   2020.   So  what  does  that  mean  for  us  marketers?  It  is  important  to  start  thinking  about  this  now,  be  curious.   Consider  developing  a  voice  strategy,  identify  business  problems.  Voice  technology  will  make   brand  experiences  conversational  in  the  next  few  years.  Eventually,  we  will  have  ambient   voice  technologies  embedded  in  our  environments. Voice  – the  next  digital  disruption
  • 11. Carnegie   Mellon   completes   Harpy  Program.   It  understood   1000  words. Microsoft   introduces   Clippy Microsoft   introduces   speech   recognition   feature  for   Office  XP IBM’s   Watson   wins   Jeopardy! April  14:   Apple   introduces   Siri Microsoft  introduces   Cortana  at  annual   BUILD  developer   conference Amazon  officially   launches  Amazon   Echo  in  US Microsoft  launches   Cortana  on   Windows  10   desktops  and   mobile  devices Microsoft   Cortana  added   to  mobile   platforms Amazon  introduces   Alexa  &  the  Amazon   Echo,  available  to   Prime  members  only IBM  introduces   the  IBM   Shoebox,  the   first  digital   speech   recognition   tool.  It   recognized  16   words  and   digits. Dragon  launches   Dragon  Dictate,   the  first  speech   recognition   product  for   consumers  (only   $6,000) Google   launches   Google  Now Amazon   introduces  the   Alexa  Skills  kit https://www.voicebot.ai/2017/07/14/timeline-­‐voice-­‐assistants-­‐short-­‐history-­‐voice-­‐revolution/ 1961 1972 1990 1996 2001 2011 2012 2013 2014 2015 2016 2017 2018 SoundHound launches  voice-­‐ powered  virtual   assistant  app,   HOUND Amazon  launches   Amazon  Echo  Dot   &  Amazon  Tap Google  introduces   the  Google   Assistant  as  part  of   messaging  app,  Allo Microsoft   adds  Cortana   voice  control   to  Xbox  One Amazon   Launches   Echo  in  UK   &  Germany Samsung   acquires  virtual   assistant   startup  Viv Amazon  cuts  price   of  2nd gen  Echo   making  it  even  more   accessible  at  $49 Google   launches   Google  Home  &   Smart  phone   Pixel Chinese   Manufacturer   LingLong launches  Echo   Competitor,   DingDong Actions  on   Google   Platform   launches   Google   Home Samsung  introduces   Bixby  alongside  Galaxy   S8  device Alexa  skills   surpass  10,000   in  US Google  Home   launches  in  UK Google   introduces   multi-­‐user   support  for   Google  Home;   can  recognize  6   different  voices Amazon   introduces  the   Echo  Look Baidu  unveils  its   first  device,   Xiaoyu,  in  China Harman  Kardon reveals  new  speaker,   using  Cortana Amazon   introduces   calling/messaging   feature  for  Echo   Devices Apple   introduces   HomePod Amazon  Echo   Show  launches Alibaba   launches   GenieX1  Smart   Speaker How  did  we  get  here?
  • 12. The  Google  Fun  House Google  went  all-­‐in  with  their  Google  Home  device,  looking  to  chip  away  at  the  Amazon  Echo  market  share.  Google   showcased  quite  the  spectacle  with  their  Google  Fun  House,  with  different  AI  powered  functions  and  products  presented   in  every  room.  There  was  a  bouncing  car  outside  (voice  activated),  dancing  flamingos  in  the  garden,  a  margarita  making   machine  and  a  light  room.  These  may  seem  like  superficial  executions  of  voice,  but  the  point  was  to  show  the  visitors  that   you  really  can  ask  for  and  do  almost  anything  using  voice  technology.   https://9to5google.com/2018/03/10/google-­‐assistant-­‐fun-­‐house-­‐tour-­‐sxsw-­‐2018-­‐gallery/
  • 13. Social  Responsibility Working  in  healthcare  opens  our  eyes  to  many  of  the  problems  facing  our  communities  including  those  less   fortunate  across  the  world.  We  have  the  responsibility  to  capitalize  on  our  resources  to  effect  change.  There   were  a  number  of  booths  within  the  exhibit  hall  showcasing  the  good  work  that  non-­‐profits,  biopharmaceutical   and  healthcare  companies  are  doing  to  help  those  in  need.   The  energy  was  contagious  – many  booths  offering  opportunities  to  get  involved  or  even  participate  while   attending  the  festival.   2.
  • 14. Social  Responsibility Pfizer’s  booth  supporting  the  UN  Global  Goals  showcased  16   global  initiatives  to  improve  population  health  and  offered   attendees  the  chance  to  make  a  specific,  personal  commitment  to   support  a  variety  of  related  causes,  and  document  the   commitment  in  a  photo  booth.   Sadiq Khan Mayor  of  LondonPfizer Sadiq Khan  – Mayor  of  London  – shared  his  thoughts  about  how  tech  and   government  can  come  together  to  improve  outcomes  for  all.  He  focused  on   burgeoning  issue  of  online  hate  speech,  reading  half  a  dozen  Tweets  he  has  received,   showing  how  this  content  is  not  stopped  by  tech  companies,  impacting  victims   mental  health  and  career  choices.  He  also  focused  on  how  big  tech  companies  can’t   be  above  the  law,  citing  the  Uber/London  dispute.  Tech  moves  very  fast,  and  often   regulations  don’t  exist  for  particular  technologies,  however  the  onus  should  be  on   tech  to  work  with  regulators  to  reform  laws  to  make  business  fair  for  all  while  still   allowing  growth  and  advancement.    
  • 15. Dr Fei-­‐Fei Li,  Megan  Smith  &  Joanne  Chen  spoke  about  the  importance  of  avoiding  perpetuation  of   human  biases  through  AI.  We’re  at  a  historic  moment  in  our  development  of  AI  capabilities  and  have   the  responsibility  to  make  AI  more  human  centric.  Because  AI  is  created  by  humans,  and  intended  to   behave  like  humans,  it’s  incumbent  on  all  of  us  to  guide  its  development  with  human  concerns.  If  we   build  our  AI  future  on  the  data  of  the  past  we  risk  perpetuating  societal  biases.   A  compelling  example  of  an  analysis  using  facial  recognition  and  NLP  was  used  to  compare  male  and   female  roles  in  movies  revealing  that  speaking  roles  are  consistently  dominated  by  men.    Based  on   data  sets  like  this,  machine  learning  will  be  trained  to  under-­‐represent  communities.     The  democratization  of  AI  requires  the  participation  of  more  people,  and  more  diverse  people,  in  its   creation.  It’s  not  just  a  tool  for  the  technology  giants,  but  a  resource  for  all  walks  of  life.      We  need  to   ensure  diversity  of  thought  with  disciplines  beyond  data  and  computer  science.    We  also  need  to   ensure  AI  education  is  part  of  early  childhood  education  curriculum  with  an  emphasis  on  girls,  racial   minorities,  and  other  groups  whose  perspectives  have  been  underrepresented.   Democratizing  AI  
  • 16. True  Pharma  +  Tech  Collaboration The  best  healthcare  communications  are  a  combination  of  science  +  technology  +  creative.  We  saw  many   pharmaceutical  and  healthcare  companies  embracing  technology  partnerships  through  incubators  and   accelerator  programs  where  collaboration  can  lead  to  programs  and  services  that  improve  patients  lives.  Novartis   has  even  hired  a  new  Chief  Digital  Officer  to  lead  these  efforts  and  reports  directly  to  the  CEO. Open  innovation  models  offer  the  ability  to  work  alongside  other  experts,  be  educated  and  find  inspiration  from   people  outside  of  your  corporation’s  mindset.   3.
  • 17. Tech  +  Pharma  Collaboration Bayer  Grants4Apps Bayer  has  created  an  open  innovation  incubator,  looking  to   collaborate  with  like-­‐minded  healthcare  innovators  on  self-­‐ care  initiatives.  They  had  representatives  speak  at  a  few   events,  and  had  a  talent  recruitment  booth. The  incubator  focuses  on  nutrition  support,  external  pain   management,  digital  self-­‐care  solutions,  and  skin  and  sun   protection.   Fast  Company  Panel  demonstrating  real  alignment  btw   Pharma,  Payor,  Provider: • Panelists  focused  on  solving  well-­‐articulated  and   documented  healthcare  quality,  cost,  and  access   challenges • Specific  topics  included  telemedicine  for  mental  health   (Lantern  Health,  Pacifica),  where  all  3  stakeholders  are   helping  get  the  services  up  and  running,  offered  to   patients,  and  improving  access  to  both  providers  and  Rx • Panelists  represented  Merck,  UPMC,  GE  Health   Investment,  Telemedicine  App  Medici
  • 18. Women  in  Tech  (and  HealthTech) The  female  executive  and  entrepreneur  presence  at  SXSW  was  astounding  – delivering   must-­‐see  keynotes  and  panels,  sharing  creative  technologies  at  booths  and  gatherings  for   female  empowerment  and  networking  events. Events  included:  Women  in  Blockchain Meet  Up,  Tech-­‐no-­‐color:  Advancing  Women  of  Color  in  Tech,  IEEE   Women  in  Tech  Meet  Up,  2018  Women  in  Digital  SXSW  Official  Rally  +  Party,  Women  Led  Cities:  Co-­‐Creating  a   Feminist  City,  Femtech:  Women  &  Health  Tech  in  the  Trump  Era,  Body  Politics:  The  War  on  Women’s  Health,   The  Value  of  Women  Investing  in  Women   4.
  • 19. Notable  Female-­‐Led  Companies  in  Tech Michelle  Longmire,  Founder  &  CEO  of  Medable: Apple  made  huge  inroads   into  health  with  their  “kits”,  the  ResearchKit for  medical  researchers   running  clinical  trials,  and  CareKit for  clinicians  who  want  to  engage  their   patients  outside  the  office  setting  for  ongoing  care,  monitoring,  and  digital   interventions.  The  major  barrier  to  uptake  for  these  kits  has  been  the  lack   of  technical  capabilities  and  resources  on  the  clinical  side.  Hence,  Medable has  created  a  portfolio  of  apps  that  enable  researchers  and  clinicians  to  roll   out  these  services  without  needing  to  build  their  own  technology   capabilities  – over  200,000  patients  are  already  using  the  apps  with  their   clinicians,  and  the  line  of  academic  centers  and  biopharma  sponsors   continues  to  ramp  up  quickly.  There  is  an  opportunity  to  leverage  this   emerging  “channel”  of  HCP/patient  interaction  and  be  part  of  the  trend-­‐ setting  group  that  will  learn  what  works  best. Meghan  Gaffney  Buck,  Founder  and  CEO  of  Veda  Data: a   new  evolution  in  Big  Data/AI,  now  offering  “Data  Science  as   a  Service”,  focused  on  payors who  generate  massive   datasets  every  day  and  need  help  keeping  the  data  linked   accurately  to  the  right  doctors  and  patients.  Machine   learning  is  the  secret  sauce  that  uses  all  of  a  client’s   historical  data  to  learn  how  to  most  accurately  create  and   save  these  links  so  the  databases  can  deliver  actionable   insights.  Interestingly  the  original  technology  was  used  to   accurately  identify  stars  and  galaxies  across  different  views   from  different  locations  and  organizations.
  • 20. VR  and  AR  become  reality  for  healthcare   2018  was  the  first  year  at  SXSW  where  we  saw  engaging  and  meaningful   applications  of  the  technology  for  health.  We  are  years  away  from  mainstream   adoption  of  these  technologies,  especially  VR,  but  should  continue  to  explore   ways  to  utilize  the  immersive  nature  of  the  technology  to  solve  brand  experience   problems  and  provide  value  to  the  user.  AR  adoption  is  much  higher  due  to  its   transparent,  intuitive  and  constant  nature.  Not  until  immersive  technologies  are   out  of  the  way  will  we  see  higher  adoption  rates.   Ready  Player  One  shared  a  promotional  experience  where  two  users  played  in   separate  rooms  in  real  life,  but  were  collaborating  on  the  same  tasks  side  by  side   in  the  game.  This  example  brings  up  amazing  possibilities  and  implications  for   healthcare  experiences,  especially  when  we  think  about  remote  patients  and   virtual  care.   5.
  • 21. Cedar  Sinai  showed  how  they  are  using  VR  to  allow  patients  to  escape  the   four  walls  of  their  hospital  room  while  going  through  treatment.  Several   patients  suffering  from  severe  pain  were  better  able  to  deal  with  their   pain  once  whey  strapped  on  the  VR  headsets.  An  older  woman  suffering   from  chronic  liver  disease  and  intense  pain  was  able  to  fly  over  Iceland  in   a  helicopter.  She  said  she  did  not  even  think  about  the  pain.     Other  health  issues  being  addressed  by  VR  for  hospital-­‐bound  patients   include  social  isolation,  boredom,  fear,  anxiety  and  panic  attacks.  One   application  utilized  heart  rate  and  breathing  data  to  identify  the  proper   meditative  atmosphere  for  the  patient,  to  help  slow  their  breathing  and   bring  their  heart  rate  back  to  normal.   Empowered  Brain  is  using  AR  to  help  children  with  autism  learn  basic  skills   and  help  with  behavior.  Oftentimes,  children  with  autism  have  a  difficult   time  making  eye  contact  or  looking  at  people’s  faces.   Using  Google  Glass  2,  children  are  able  to  see  filters  projected  on  people’s   faces  in  augmented  reality  much  like  a  Facebook  or  Snapchat  filter.   Features  included  the  game  Emotional  Charades  which  uses  emojis to   help  them  learn  and  read  people’s  emotions.
  • 22. What  else  did  you  miss? Cleo  Wade  – Poetry  ReadingHeadspace Sony  -­‐ WOW A  few  other  fun brands  we  interacted  with Headspace, the meditation app, offered SXSW attendees “Room to Breathe” – a quiet, private place to disengaged. Cleo Wade, Instagram Poet and “millennial” Oprah Winfrey, read poems from her recently released book, Heart Talk. A great reminder to never underestimate the power of personal branding (check out her Instagram) and social media. Influencers are some of the smartest people in the biz. iVitamin .health IVitamin is the UBER of IV Vitamin therapy that features unique IV drips, administered by certified staff to replenish your body of depleted nutrients. Treatments include: dehydration, wellness, weight loss, low energy. Launched in 2017, .health is the new domain extension for brands, organizations, and people who provide high-quality health products, services and information. The Sony WOW house had much to see and play with, including but not limited to: aibo the robotic dog, Xperia communication robots, A(i)R Hockey and VR soccer.
  • 23. 23 Questions?  Reach  out  to  Kristin.Mengel@WPPHealth.com Thank  you  for  contributions  from: Justin  Fried,  CMI/Compas Eugene  Lee,  CMI/Compas Chris  Millsom,  ghg |  greyhealth group Tom  O’Connell,  WPP  Health  &  Wellness Mark  Pappas,  CMI/Compas Michele  Sirkin,  CMI/Compas Destry Sulkes,  MD,  WPP  Health  &  Wellness
  • 24. 24 Read  on: Check  out  WPPHealth.com for  more  WPP  Health  &  Wellness   insights  for  2018.