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Digital Innovation - Breast Cancer Care
- 1. Digital Innovation at Breast Cancer Care Jo Wolfe Twitter @msjowolfe
- 3. Every person affected by breast cancer, or motivated by our cause, is able to gain support and engage with us in a meaningful and tailored way through digital products and channels during their personal journey.
- 4. Digital Innovation is… The process of translating an idea or invention into a good or service that creates value.
- 5. The market • In 2014, UK smartphone penetration reached 70% • 75% of the UK population goes online for health information • There are over 100,000 health apps • By 2017 it’s estimated that the market will be worth $26 billion • There are an estimated 13.1 million users of wearables in the UK
- 7. iHobo achieved free media coverage, valued at £2.3m, and had 600,000 downloads.
- 9. Be My Eyes
- 14. Innovate with technology We will use digital to solve problems for our beneficiaries and supporters and co-create with our users whenever possible. 1. Establish an innovation lifecycle 2. Foster a culture of innovation 3. Co-create our digital innovations
- 16. IDEA Staff brainstorm User workshops Email/forum post Competitor Any member of any team COMPETITOR ANALYSIS Check the market WORKSHOPS INTERNALLY AND EXTERNALLY Share with Digital Board RAPID PROTOTYPE Simple proof of concept to demo idea BUSINESS CASE Form product steering group BUILD STAGE TEST & MEASURE Beta Version
- 17. Must have the potential to evolve
- 18. The pitfalls to avoid • Expect early ROI • Stagnant product that doesn’t change • Poor navigation • Not relevant – no one cares • It’s annoying – music, beeping, emailing, adverts & push notifications • Not customer driven or co-created • Lack of clarity over who made it – push the brand • Pulled from the App Store
- 19. Options for funding • Digital tools are expensive and have ongoing costs • Needs ongoing funding • Trusts • Philanthropists • Corporate sponsors • Advertising • Providing an option to Donate in all products
- 20. A big idea?
- 22. Moving Forward Course IRL Week 1 After treatment – what next? Managing menopausal symptoms Lymphoedema Week 2 Fatigue and physical activity Diet and healthy eating Week 3 Signs and symptoms of a possible recurrence Relationships and communication Week 4 Adjusting and adapting Goal Setting
- 24. Meet Glynis • 67 • Grandmother • Lives in Barnsley • Diagnosed with primary breast cancer in 2015 • Attended a Moving Forward Course in October
- 26. User workshops
- 28. “I learnt so much, not just about the after effects of treatment and how to deal with them but about myself and my body… you realise that it’s not just you these changes are happening to, helping you accept that this is the ‘new normal’ and to move on… Most of all I met a fantastic group of women who I am still in contact as we continue to support each other on the rest of our journey.”
Notes de l'éditeur
- <iframe width="560" height="315" src="https://www.youtube.com/embed/6xyZ3FW5QkI" frameborder="0" allowfullscreen></iframe> https://youtu.be/6xyZ3FW5QkI
- Link https://youtu.be/1bfIT9Ez1h0 In 2010, youth homelessness charity Depaul UK launched iHobo – a tamagotchi-style app where people had to look after a young person living rough on the streets for three days. The app used push notifications to let the user know that food, a sleeping bag or shelter from the cold was needed. By helping, you earned points; by neglecting, you not only lost points but you risked their life spiralling out of control. The aim of the app was to raise awareness of the complex and varied issues around youth homelessness in a way that you couldn't just ignore.
- Working with partners including digital agency Paper, Marie Curie has developed Tickety Boo, a new gaming website where supporters can play a number of free and paid-for games (including bingo, raffles, prize draws and a weekly lottery) in a timeframe and price point that’s appropriate for them; win prizes – either credits for in-game play or cash, and manage their winnings, donations and account preferences online. The goal was to create a new way of giving that’s compelling and appropriate for the charity’s user base, offer greater choice to potential supporters and re-deploy existing marketing spend more effectively. Marie Curie identified two giving challenges: How to attract a new demographic of donor, who may not otherwise give to charity, by tapping into people’s innate competitive nature (or, love of bingo) How to capitalise on the growing trend of using gaming in the not-for-profit sector cost-efficiently – while complying with the ‘80:20’ rule governing this type of fundraising (where 20% of all proceeds must be allocated for charitable purposes). Highlights Marie Curie expects the site to become self-sustainable, and aims to surpass 100,000 users in the first year. The award Marie Curie was awarded £120,000 through the Open Innovation Programme to support the scoping, design and testing of the platform, together with audience profiling and brand development. Marie Curie match funded £140,000 to cover marketing, licensing and research costs.
- Double diamond - The UK Design Council created it in 2005
- It needs to have an evolution plan http://mashable.com/2013/09/20/social-good-apps/#gallery/social-good-apps/52b4a938b589e444e000051f
- Red section: diagnosis and hospital-based treatment. Dotted line is mental and emotional well being, solid line is physical. ‘patient’ – life goverened by hospital appointments, consultations, surgery, treatment, chemo, radio…. ‘a full time job’, yet there is structure and some certainty here – reassarurance and support of being in close contact with clinical team. Family and friends – recognise that support and help needed – because you’re visibly a cancer patient. We come in as the spring step to the new normal equipping people with the practical skills, information and peer support NCSI (2013) Patients’ wellbeing will be greater and their demand for services lower if they get the support that is relevant to their particular needs, and which promotes healthy lifestyles and independence. In our survey 82% of patients felt that their care during treatment was excellent or baove average; this fell to 62% when asked about aftercare and follow up. In fact this has been indicated since as far back as 2002 – NICE BC guidleines – that appointment based FY is insuficient to meet outcomes Anec.. we hear that the patents become more self sufficient and able to move on and less contact time with the nurses.
- We designed our Moving Forward services because we understand that a person’s need for support doesn’t end when treatment finishes. The aim of these services is to help people live with and beyond breast cancer with increased confidence To do this effectively we know that it is imperative to work in partnership with NHS Trusts We speak with more people with BC than anyone else so we know the needs and this has helped us to build our program Refer to Packs How to talk about it Course programme
- Figure 4 shows the measure of participant outcomes before and after the Moving Forward course. Before the course, participant outcomes measures ranged between 42%-59%. After the course however this range increased to 87%-95%. The outcome area that had the biggest increase at 52% was in participant’s ability to keep more breast aware after the course, and to know which signs and symptoms to report. This increase was followed closely by participant’s ability to live better with and beyond breast cancer, which improved by 51% after the course. The outcome area with the lowest percentage increase was in the ability of participants to talk to family and friends. This area was one of the highest scoring outcomes before the course, indicating that participants already have a good support network around them, and it was also the lowest scoring outcomes after the course – indicating that the course did not have as much impact comparatively in this area. High % of participants wishing to meet others with similar experiences
- Discussion