CCA DMBA Rotman Business Design Challenge Submission
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The uploaded slides were the presentation material for Rotman's second annual Business Design Challenge in cooperation with the Mayo Clinic. CCA's team placed third amongst 19 international student teams and was comprised of 4 MBA in Design Strategy Students; Alvin Cheung, Anna Acquistapace, Eric Persha and Olivia Nava. The team created Zoom, a health education and socialization platform for women aged 65–75 who live alone. Using educational modules to teach current tools such as Facebook, Skype, and Meetup Groups, the platform facilitates online and real-world interactions between these women and their network of family, friends, and care providers. Zoom promotes better health outcomes within particular social groups by enabling them to share information and experiences about healthy aging, while ultimately paving the way for a future of online health solutions like telemedicine. Zoom provides aging women with the tools to achieve what they seek: a sense of belonging through improved connections with loved ones and the support to lead an autonomous life at home.
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CCA DMBA Rotman Business Design Challenge Submission
- 1. This concept was developed for the Rotman Business Design Challenge 2011 Rotman School of Management, University of Toronto Sponsored by the Center for Innovation at the Mayo Clinic by Alvin Cheung, Anna Acquistapace, Eric Persha & Olivia Nava MBA in Design Strategy at California College of Arts * Speaker notes contain additional information
- 2. ZOOM It’s not about health. It’s about being social.
- 3. THE AGING POPULATION IS GROWING…
- 4. 39 MIL 72 MIL PEOPLE 65+ IN 2009 PEOPLE 65+ BY 2030 SOURCE: FEDERAL INTERAGENCY FORUM ON AGING
- 5. THE HEALTHCARE SYSTEM IS NOT DESIGNED TO ACCOMMODATE THE AGING POPULATION
- 6. 139% 29% Estimated rise in income 65+ Estimated rise in health care costs 65+ SOURCE: URBAN INSTITUTE RETIREMENT POLICY PROGRAM
- 7. HOW WILL HEALTHCARE SYSTEMS PROVIDE “QUALITY OF LIFE” FOR AGING POPULATIONS? OUR FOCUS
- 8. OUR POPULATION: SINGLE/WIDOWED AGING WOMEN, LIVING ALONE AGES 65-75
- 9. 40% 61% of AGING women live alone vs. just 19 % of men Women account for 61% of all healthcare spending SOURCE: US CENSUS BUREAU
- 10. 1 FOCUS GROUP 2 EXPERT INTERVIEWS 2 INDUSTRY INTERVIEWS 11 POPULATION INTERVIEWS
- 11. WHAT DOES HEALTH MEAN TO YOU? SOCIAL CONNECTIONS STAY INFORMED STAY ACTIVE HEALTH TECHNOLOGY Health is more than physical well-being, health comes from an active lifestyle and community.
- 12. INSIGHT: STAY INFORMED SOCIAL CONNECTIONS STAY INFORMED STAY ACTIVE HEALTH TECHNOLOGY “I HAVE EMAIL AND I LIKE THAT BECAUSE IT KEEPS ME IN THE LOOP.” MAY, 66 YO
- 13. INSIGHT: STAY ACTIVE SOCIAL CONNECTIONS STAY INFORMED STAY ACTIVE HEALTH TECHNOLOGY “I TREAT MY BODY LIKE IT IS A DOG. I WALK THE DOG, FEED THE DOG.” GRETTA, 75 YO
- 14. INSIGHT: SOCIAL CONNECTIONS SOCIAL CONNECTIONS STAY INFORMED STAY ACTIVE HEALTH TECHNOLOGY “WE ARE SINGLE LADIES, WE NEED TO STICK TOGETHER AND CHECK IN ON EACHOTHER.” JULIE, 73 YO
- 15. INSIGHT: TECHNOLOGY SOCIAL CONNECTIONS STAY INFORMED STAY ACTIVE HEALTH TECHNOLOGY “I’M NOT TECHY, BUT I DO WANT TO LEARN.” DEB, 65 YO
- 16. AGING AT HOME Autonomy Belonging CIRCLE OF FRIENDS
- 17. SOCIAL NETWORKING IS ON THE RISE.
- 18. MEDICINE IS USING TECHNOLOGY.
- 19. TECHNOLOGY ON THE RISE + MEDICINE USING TECHNOLOGY = ENABLING AGING IN THE HOME VIA TECHNOLOGY TOOLS AND SERVICES
- 20. ZOOM AN EDUCATION + SOCIALIZATION PLATFORM FOR AGING WOMEN
- 22. 1 Educate Teach aging women how to use online tools EDUCATE SOCIALIZE PROMOTE
- 23. 2 Socialize Connect aging women to communities both online and offline EDUCATE SOCIALIZE PROMOTE
- 24. 3 PROMOTE Encourage healthy aging through behavior change EDUCATE SOCIALIZE PROMOTE
- 25. Virtuous Cycle EDUCATE SOCIALIZE PROMOTE
- 26. Result = AGING IN THE HOME EDUCATE SOCIALIZE PROMOTE
- 27. THE JOURNEY STARTS HERE.
- 41. CHANNELS VALUE ENABLE HEALTH VIA SOCIALIZATION AND EDUCATION IN-STORE KIOSK CLASSROOM CLOUD TOOL FACEBOOK SKYPE MEETUP LOCAL LIBRARY LOCAL SCHOOLS LOCAL PHARMACY Key partners Revenue streams IN-SCREEN ADVERTISING SPONSORED KIOSKS DOCTORS FREEMIUM FREE IN-BROWSER ADVERTISING SELECT FEATURES PREMIUM NO ADVERTISING PREMIUM FEATURES
- 42. ZOOMend thank you FOR MORE INFORMATION, PLEASE VISIT WWW.DMBA.US
Editor's Notes
- The aging population is growing fast.
- The US Population, ages 65+, is set to increase by 85% between 2009 and 2030. Increasing from 39 million people to 72 million people.
- Let’s just be honest, the healthcare system is not designed to accommodate the aging population.
- With estimated health care costs rising at a rate that outpaces the estimated rise in income, an obvious gap and future issue is presenting itself.
- So, we asked ourselves… how will the healthcare system provide “quality of life” for aging populations?
- We decided to focus on single/widowed aging women, living alone, ages 65-75. Every person in our group had a connection to this group, these women are our mothers and our grandmothers.
- This population is also much more likely to live alone and they account for the highest percent of healthcare spending in this age group.
- To learn more about this group and their needs, we went out and talked to people. We asked them about health experiences, behaviors and how they think about the future of their health.
- Here's what we found: For these women, health is more than doctor visits and physical conditions, although these are part of it. Health is a lifestyle supported by information, activity and social connections. We also asked about what role technology plays in their life to investigate a hypothesis about technology use and healthcare.
- May, age 66, said to us in an interview, "I have email and I like that, because it keeps me in the loop." Several women cited the importance of exchanging information on health with each other to encourage and educate. One woman wants a health club, like her book club, to share current news about health. As these women transition into old age, staying informed has become a health issue.
- Whether it's yoga, Spanish classes, gardening, walking or playing dominos, all these women believed activity, both mental and physical, is a key ingredient to their health. Rather humorously, Gretta, age 70, explained "I treat my body like it's a dog. I walk the dog, feed the dog." She also said, "I believe in maintenance, and make-up!"
- This final priority seemed the strongest. Despite living alone, these women are not on their own. Their circle of friends and family provide essential support. One woman whose family is not local felt it influenced her health. She also felt lonely. We know from our research that depression is a big issue for this demographic. Depression can make their health more vulnerable. One story we heard was about a woman who waited 28 years past the suggested time to get her first colonoscopy. It wasn't until her friend suggested they do it together that she went . They called it a colonoscopy party, and followed it with champagne. The strength these women got from their social networks was evident.
- When we asked about technology use, we found there was little adoption beyond email, low smartphone usage and one iPad, but the woman didn't know how to use it.
- Finally, we heard over and over that these women wanted to stay self-sufficient as long as possible. Aging at home was desirable. This is how they envision their future, with a strong circle of friends, supporting both autonomy and a sense of belonging. From these findings, we asked ourselves: how can we deliver a better chance of realizing this future health goal to these women?
- Two trends seemed relevant. We know social connections are happening on the web. In fact, a Pew Internet Research Report from 2010 showed that the number of seniors using social networking is on the rise and has doubled in the last year to 26 percent. This still shows a lot of people over 65 are not, but it's getting traction.
- In addition, medicine is using technology in new ways with the explosion of medical apps, monitoring devices that let you track your own health status and trends towards telemedicine.
- Looking at these trends and our findings, we see an opportunity to bridge the gap between the use of technology in our demographic and the development of technological health tools and services by enabling greater comfort through a targeted education and services platform.
- The Zoom platform is a targeted solution for aging women to increase their comfort level with technology through education and amplify their online and offline social networks using online tools.
- Through our research and findings we learned that women in this population want to live self-sufficiently and in their homes for as long as possible. They also want to meet new people and maintain robust connections with family and friends. Our team looked at what could most effectively facilitate a life full of belonging and autonomy and came up with Zoom.
- Zoom educates women in a classroom environment in the real world to teach them how to foster more connections by better utilizing existing online tools:Facebook connects seniors to far away children and grandchildrenby meeting them where they are already are: on Facebook. (view pictures at least)Meet-Up creates opportunities to meet people in the real world. This tools can help aging women find activity partners or start activity groups themselves.Video Skype is a more dynamic way than a phone call to interact with friends and family.Education promotes a healthy mind by constant cognitive stimulation.
- “Socially isolated individuals are less able to buffer the impact of health stressors and consequently are at greater risk for negative health outcomes.” – Harvard School of MedicineWomen are more motivation to change behaviors or seek health screening when you know someone who has been directly impacted by a health issue. Zoom leverages this socialization to promote healthier lifestyles.
- Health promoting benefits of Zoom:Connection to more resources and information on health and aging via internet usage, shared through Facebook.Online access to health providers improves quality of care in offline interaction via Video Skype.Cultivating “health clubs” with friends to promote healthy aging together via Meet UP.Raise up the status of “healthy living evangelists” within a social network. This is the person in a group of friends that wants to connect people to information, activities and ideas on how to live and age well. Zoom equips these “healthy living evangelists” with the tools to promote their message.
- Zoom promotes a virtuous cycle of education of new tools that facilitate greater socialization and more sophisticated usage of online tools to promote health. Zoom can always be built out to include more tools = more education, socialization and health promotion. Repeat!
- Live Purposefully: Zoom allows users to live with a sense of belonging by staying meaningfully connected to loved ones. It promotes learning for mental stimulation, socialization for emotional care, and active lifestyles for physical and mental health.Maintain Autonomy: Zoom prepares seniors for a life engaged with technology to support a long, self-sufficient and independent life at home.
- The Journey starts at the Doctors office, where Doctor Lee signs Rina and her friends up to the ZOOM platform.
- Rina signs in for the first time. Her doctor has already walked her through this process in person so it is easy for her to do.
- She is greeted with a friendly interface and by her friends who have just signed up with her.
- The experience is designed to be simple and accessible with each one of the learning modules being driven by Rina’s desire to connect with her friends and family.In this case, Rina wants to share the days events and photos with her friends and we teach her how to do this through Facebook.
- She clicks on the first lesson – Share with friends on Facebook.
- And this leads to her to a modified version of Facebook. This is a guided user experience that will lead Rina through the process of leaving a comment on her friends’ pages and communicating with her family. She can now see the photo highlights of her granddaughter’s soccer game, rather than waiting to hear about it over the phone later in the week.
- Once she’s done, ZOOM rewards her with positive feed back.Our goal is to build a safe, encouraging learning environment for Rina so that she can feel accomplished and to give her the confidence to master other technologies
- Feeling good after a successful interaction with her friends on Facebook, she ventures on to Skype.Wow. Rina just had her first ever video chat with one of her best friends. She is amazed at how easy it was and thinks about how great it would be to communicate with many of her friends and family via skype in the future.
- ZOOM is designed to grow with its users, with new deeper and more complicated lessons being unlocked once Rina has reached a certain level of mastery. After mastering Skype and Facebook, Rina can now use her new found skills to set up or attend a community event with MeetUp
- The real power of the ZOOM platform comes into play with Mayo sponsored learning modules.Here, Mayo suggests getting a health check up with friends.
- she can use her skills now to organize and schedule a meeting about health with ease, empowering and encouraging her and her friends to have discussions about their health and to provide the opportunity to talk about tough subjects in a safe environment.
- Our ultimate goal is to get Rina savvy and comfortable enough with technology so that she can start to interact with her doctor via the web, from her home.
- It is that level of comfort with technology that Rina gained with her friends and family over Skype that allows her to feel equally as comfortable leveraging tele-medicine so she can get treated right from the comfort of her own home.
- Now we are going to dive into how the Zoom platform is delivered to patients and how it sustains itself financially.
- We plan to deliver our value of “enabling health via socialization and education” through three different channels. Our plan is to financially sustain the tools for this program, as it will enable profitable tele-medicine and bio-metric monitoring tools to be used by adults looking to age effectively in their home. We chose three different platform distribution models to reach the widest range of socio-economic situations and to provide learning environments that provided hands-on guidance or a learn from the comfort of your home experience.A cloud based tool would form the backbone of our system and would allow for anytime and anyplace access. Our key partners in developing this tool would be those distributing current technology pieces that are widely used market solutions available today. We would attempt to monetize this portion of the tool by charging doctors a nominal monthly fee.The second channel would be taught in a classroom through local libraries or local schools. This option would provide participants with a hands on teaching approach and would engage them in their local aging community. The main monetization model for this channel would be to include discreet on-screen advertising.The third channel to the customer would be via in-store kiosks at the local pharmacy. Targeted brands would sponsor in-store kiosks that would provide patrons a place and way to learn technology tools while they waited for their prescription.The entire platform would be priced on a “freemium” model, which would charge for an advertising free, premium feature environment and provide a free experience with discreet in-browser advertising to those unwilling or unable to pay.
- Zoom gives users the piece of mind to know that they are connected to family, friends and care providers at any time they wish to seek them out. So they feel happy knowing that they are not alone. For more information, please visit www.dmba.us