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Consumers at the Center: Designing for a health revolution

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An overview of Humana's consumer-centered philosophy on designing for health (vs. managing sickness). Created and presented by Paul Puopolo, Tony Tomazic and Greg Matthews in November 2009

Publié dans : Technologie, Santé & Médecine
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Consumers at the Center: Designing for a health revolution

  1. 1. Consumers at the Center<br />Designing for a Health Revolution<br />
  2. 2. health insurance is …<br />“Big business” <br />“Fat cats looking down on the people” <br />“Corporate guys… where’s the money?”<br />“People at the top with big salaries”<br />“People who crunch numbers”<br />
  3. 3. consumer’s view of health<br />
  4. 4.
  5. 5. innovation at humana<br />Research and Development (skunkworks)<br />Marginal Improvement<br />Product “tweaking”<br />isn’t<br /><ul><li>Radical differentiation
  6. 6. A creator of trends
  7. 7. Changing an industry standard</li></ul>is<br />
  8. 8.
  9. 9. Set up the problem.<br />Step One:<br />
  10. 10. We’re getting Older<br />
  11. 11.
  12. 12.
  13. 13. So what do we do about the rest?<br />
  14. 14. It’s a symptom<br />
  15. 15.
  16. 16.
  17. 17.
  18. 18.
  19. 19.
  20. 20.
  21. 21. the numbers<br />In the US…<br />36% Higher inpatient/outpatient expenses for obese<br />77% Higher medication expenses for obese<br />2-3X Increase in mortality for obese<br />Total estimated obesity cost : $127 billion <br />Source: CDC Cost of Obesity<br />
  22. 22. 46 billion<br />
  23. 23. We’re getting sicker<br />
  24. 24. http://farm4.static.flickr.com/3147/2841694458_465eca8cdd_o.jpg <br />The cost of care is increasing<br />
  25. 25. The system is a mess<br />
  26. 26. It has been 100 years since the<br />Cubs Won The World Series<br />
  27. 27. Let’s move on.<br />Okay.<br />
  28. 28. Step two:<br />THE SOLUTION?<br />
  29. 29. 27<br />Going Where They Are<br />
  30. 30.
  31. 31.
  32. 32. why does it matter?<br />0ver 170 million play!<br /><ul><li>It’s about health not healthcare.
  33. 33. To engage consumers in healthy activity and connect them socially.
  34. 34. It can cover both “healthy” and “unhealthy” people. </li></li></ul><li>the market is growing<br />Games <br />Nintendo Wii<br />EA Active<br />Ubisoft Shape<br />Microsoft Natal<br />Hasbro & EA<br />Mattel & Neurosky<br />Entertainment<br />Disney <br />Jerry Bruckheimer<br />Warner<br />
  35. 35. current initiatives<br />Game Contest June - Sept<br />Guidance Centers <br />Feb <br />HPC Phase 2<br />Apr 27<br />Activity Support System Design <br />Brain games<br />Jan 16<br />2009<br />HPC UK<br />Jan 19 – Feb 13<br />D2C brand <br />launch 4Q<br />OPS game<br />May - Jun<br />BOTB Phase 2 <br />Jun 30<br />AHPC <br />Feb – May<br />iPhone Game 3Q & 4Q<br />
  36. 36. the hpc experience<br />
  37. 37. hpc specs*<br />6 challenges<br />Total number of players to date: 2,379 players<br />Total number of steps to date: 207 million steps<br />Total number of miles to date: 78,400 miles<br />More than 3 times the circumference of Earth<br />On average, each player walked 33 miles<br />Total CO2 footprint reduction: 34.48 tons<br />2 countries; 15 US states + District of Columbia<br />Average increase in physical activity as a result of Horsepower Challenge: 35% increase<br />*As of June 9, 2009<br />
  38. 38. May 27 – Louisville<br />May 30 – Los Angeles<br />May 30 - Chicago<br />
  39. 39. prototypes<br />YogaBall – replaces hand-controller with yoga-ball movements for tetris or pac man<br />Jumprope Challenge – one-on-one jumprope with modified wii accelerometers<br />Heartbeat orchestra – creates melody and harmonies from each employees’ heart rate measurement<br />
  40. 40. social robots research<br />
  41. 41. university partnerships<br /><ul><li>MIT
  42. 42. USC
  43. 43. Stanford
  44. 44. University of Miami
  45. 45. Georgia Tech
  46. 46. UK
  47. 47. U of L</li></li></ul><li>
  48. 48. MBMP research identified insights on consumer motivations…<br />
  49. 49. Those motivating insights were then clustered to create attitudes…<br />
  50. 50. Segmentation of attitudes determined alignment towards green or health<br />
  51. 51. Insight:<br />I want to be attractive and think exercising and watching what I eat can help me look my best<br />
  52. 52. Insight:<br />I believe I should do things like eat good food, drink water and rest to have a long and healthy life.<br />
  53. 53. Insight:<br />I believe feeling good inside and in harmony with the world around me will bring me happiness and health.<br />
  54. 54. Insight:<br />I believe leading an active life is the key to staying young and may even help the environment.<br />
  55. 55. Insight:<br />I believe fresh ingredients that are grown without chemicals and cooked from scratch are the healthiest option to sustain both a healthy body and a healthy environment.<br />
  56. 56. Insight:<br />I want clear, simple and enjoyable ways to make changes to my daily routine that improve my health and the environment.<br />
  57. 57. Insight:<br />We need to stop global warming to ensure there is always a hospitable planet for us to live in.<br />
  58. 58. Insight:<br />I believe we have to join our efforts as a community in order to make a significant impact towards the improvement of the planet’s health.<br />
  59. 59. Insight:<br />I need an information source that is objective and that helps me understand what is better for me and the planet without any vested interests.<br />
  60. 60. A difficult situation A simple solution<br />Freewheelin is a philosophy that is deployed through bicycle sharing<br />1<br />2<br />Transportation<br />& Economic<br />Health & Obesity <br />4<br />3<br />Environmental & Carbon Footprint<br />Social Networks & Emotional Connection<br />
  61. 61. Rides!<br />Ranking<br />1st - CO<br />2nd - KY<br />3rd - CA<br />DNC ridership statistics:<br /><ul><li> Rides 5,552
  62. 62. Miles 26,416
  63. 63. Calories 818,899
  64. 64. Carbon 9.2 metric tons</li></ul>Ranking<br />1st - MN<br />2nd - KY<br />3rd - NY<br />RNC ridership statistics:<br /><ul><li> Rides 1,971
  65. 65. Miles 15,308
  66. 66. Calories 474,530
  67. 67. Carbon 5.4 metric tons</li></ul>IdeaFest statistics:<br /><ul><li> Rides 512
  68. 68. Miles 3,002
  69. 69. Calories 93,059
  70. 70. Carbon 1.0 metric ton</li></ul>Ranking<br />1st - KY<br />2nd - IN<br />3rd - IL<br />
  71. 71. community innovation<br />
  72. 72.
  73. 73. healthy communities<br />
  74. 74. active communities<br />
  75. 75. customer service<br />
  76. 76. Fishtank<br />social platforms<br />
  77. 77. social tools<br />
  78. 78. THE<br />TOWN SQUARE<br />
  79. 79. chamber of commerce<br />
  80. 80. chamber of commerce<br />
  81. 81.
  82. 82. the end<br />Humana’s Innovation Center<br />http://CrumpleItUp.com<br />Greg Matthews @chimoose<br />Paul Puopolo @2ps<br />Tony Tomazic @tonahawk<br />
  83. 83. mobile<br />mobile<br />

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