Monthly Archive for May, 2010

New augmented reality experience points to real opportunities for healthcare

A new kind of ghost took up residence in the streets of London last night when the Museum of London launched an innovative new app that overlays the past on the present:

Here’s how it works:

The app leads you to various locations around London using either the map or GPS:

Once you’re there, click the “3D View” button, and the app will recognize the location and overlay the historical photograph over the live video feed of the real world, giving you a brief glimpse into how the past looked.

Pretty cool, right?

Jude – our innovation engineer – checked out the app shortly after it launched last night. As intriguing as it is for tourism, he also spotted three specific opportunities it points to for healthcare:

  • Medical device manufacturers could create an app that overlays their product on patients to help physicians plan for size and/or aesthetics adjustments
  • Hospitals could create new ways for physicians to view data, like placing a 3-D rendered MRI scan directly onto patient for evaluation or showing the growth of a tumor using 3-D layered oncological imaging which can be manipulated and peeled away
  • Medical campuses could create better navigation tools, but letting visitors peek inside buildings to see what services, professionals, and departments are inside
lhouseholder

Technology and pharma: SAP goes mobile

With its recent acquision of Sybase, global software leader SAP is betting big on mobile.

Everyone in high tech is pushing towards mobile (our theme since Google CEO Eric Schmidt’s presentation at Mobile World Congresss).

In the story in NetworkWorld there were the usual bits and bytes discussions, then this:

SAP will use Sybase’s mobile applications platform to let workers access their SAP business and analytics applications from all the major mobile device platforms. “This will literally connect the shop floor to the corner office,” said Bill McDermott, SAP’s other co-CEO.

With mobile technology it will become standard operating procedure for the shop floor to connect to the corner office. In healthcare, that could be HCPs expecting to directly connect with their corporate leaders, or, even, big pharma.

SAP makes supply chain software. So this mobile networked technology could allow the input of HCPs to actually change the allocation of product, right from their mobile devices.

How would that work?

  • A doctor in a local hospital in Manhattan realizes that flu cases are 3x what they were the previous day, so from his phone he alerts his network. At the same time the manufacturer gets an alert, picks and packs product and ships it to NYC, where flu vaccines are needed
  • A pandemic begins to spread in Virginia, so the supply chain software gathers inventory data from mulitple states and re-sets shipping alerts to move product to Virginia … at the same time the supplies headed to Viginia are replenished from regional centers
  • In both cases, supplies will be sent to regional satellite clinics and the software alerts local patients in that zip code where the local clinics are … and geo location directs patients entering the hospital exactly where they can get the shots.

Because SAP has integrated modules, all pricing, billing, manufacturing, etc., are all on the same page.

See how SAP addresses “the problem of getting older” it in SAPTV video.

mwallinger

In or out of the recession?

Either way, it’s affected the average American and how they shop.

I recently listened in on a webinar from Ogilvy and Communispace about their research on The Emerging Post-Recession Consumer Consciousness and here’s the key takeaway I discovered:

The brand with the better information wins.

The new consumer isn’t passive, and does not make the careless purchases they once did. The new consumer is deliberate, informed, and most importantly, active. According to the research from Ogilvy and Communispace 47% of consumers are spending more time researching items before buying.

The more transparent your brand, the better.

According to a study by Cisco the amount of IP traffic has more than doubled in the past 2 years. And consumers are utilizing the web in these uncertain times to do their research. So if your brand isn’t there to lay its claim, then you’re out of luck because today’s consumer is more complicated.

Research shows that consumers have gone from mindless to mindful. 92% are using coupons and shopping in discount stores. And more mindful means more informed. So the harder for the consumer to find your brand, the more likely it is to be left behind.

cpatton

The groundswell behind new social connection site Diaspora*

In concept, the walls of caves in Lascaux, France, and the human-body-as-canvas were (and are) social media channels well before there was electricity or that series of tubes known as the Internet. Or Facebook. Or Twitter. Or whatever Next Big Gig there will inevitably be.  The assertion of both individual identity and tribe has persisted—however fragmented and ever-changing it may be in our post-modern world.  In addition to the proclamation, “Here I am!”—we have always found “platforms” for the opportunity to fulfill the universal need to have answered those searching questions: “Are you there? Are you with me?”

Frankly, I am already hoping for that Next Big Gig that lures me and my 426 friends away from Facebook after learning that Mark Zuckerberg referred to his college friends as “dumb f**cks” for sharing so much of their personal information via his new invention.  I don’t think of myself as a “dumb f**ck.” Maybe I am. But I’ve turned off every conceivable default setting that would have automatically fed my profile information to unwanted entities (except Pandora, because I loved her long before I joined Facebook).

So for now, I’m an inconsistent devotee of this gathering place for soon-to-be 500 million users. That’s a mighty big campfire we are all gathered around to share our stories and connect. I’ve noticed a few folks have left—and not just my mom. Some of my friends. They’re done. They reconnected with high school friends, had a few moments of social media delight—and not so much do they feel the need to log on anymore. (I miss them.)

Maybe the Diaspora* project will bring us all together again via an open-source platform. The cerebral offspring of four self-proclaimed nerds—Max Salzberg, Dan Grippi, Raphael Sofaer and Ilya Zhitomirskiy—Diaspora* is one of several geeks-united responses to Facebook’s ever encroaching infringement upon users’ privacy and sharing decisions. The interesting difference is that this social platform is being funded by grants and contributions by potential users. On April 24th, they announced their plans and gave themselves 39 days to raise $10,000 with the help of Kickstarter. They met that goal in 12 days with only 3% of the funds coming from folks they know–and contributions continue to roll in.

As reported in The New York Times : The Diaspora* team intends to distribute the software free, and to make the code openly available so that other programmers can build on it. As they describe it, the Diaspora* software will let users set up their own personal servers, called seeds, create their own hubs and fully control the information they share. Raphael says that centralized networks like Facebook are not necessary. “In our real lives, we talk to each other,” he said. “We don’t need to hand our messages to a hub. What Facebook gives you as a user isn’t all that hard to do. All the little games, the little walls, the little chat, aren’t really rare things. The technology already exists.”

I’m rooting for Dan, Raphael, Max and Ilya. I have to love a site that features a dandelion for us all to make a wish and scatter our hopes for open-source connection like seeds all over our world that is so small, after all.

kbernish

What Pampers should do about their Dry Max dilemma

Early this week, Mark wrote about the Facebook fallout Pampers has been dealing with since the launch of their innovative Dry Max diaper brand.

That got me curious enough to read more – from the moms, from P&G and through the news coverage. Here’s my arm chair diagnosis:

By refusing to talk to one another, the brand and the social media activists have become entrenched camps. Each categorically denying the other’s experience and credibility. Not a good situation for anyone.

Here’s what P&G could do to turn it around:

  1. Speak to everyone in public; speak to individuals in private
    The message that you want to share with everyone should be relateable, empathetic, and positive. Think about the difference between P&G’s stark press releases and Southwest’s blog. Both used for crisis response, but one closed and directed; the other friendly and open.

    In P&G’s releases, they’ve sought to discredit the naysayers (“[It's] perpetuated by a small number of parents, some of whom are unhappy that we replaced our older Cruisers and Swaddlers products while others support competitive products and the use of cloth diapers”). Understandable. And, perhaps, to some significant extent, true. But, most people don’t participate in social media for nefarious purposes. Blogging particularly is a generous act by these moms – designed to make deeper connections, share experiences and help other women like them. Comments like those in the press release will make these bloggers feel attacked and misunderstood, furthering the divide.

  2. Listen to people. Even when it’s hard.
    Listening is never easy. Look back to the first brand that changed its fortunes by doing it (no matter how painful each interaction must have been): Dell. People hated those machines. They hated the service. They’d spent big bucks and got duds.  Jeff Jarvis’s famous quote was “Dell sucks. Dell lies.”

    His series of posts epitomized growing dissent against the company. Tens of thousands of people got involved in the very negative conversation. Then: Dell began participating with bloggers and social media experts. They listened to individual complaints and changed those social media foes into fans. A t start of program, 49% of blog posts were negative. Today, overall tonality is 22% negative.

  3. Get the product into more hands
    New moms have an average of 109 word-of-mouth conversations per week about products, services and brands. They are absolutely talking about what works and what doesn’t by name. They’re developing and sharing what will become life-long product loyalties. This Dry Max product is innovative and incredibly well tested. So, why not get it into a lot of hands?

    A blogger giveaway campaign (package for you, five packs to send to your readers) will create more trial and – importantly – more conversation. One of the reasons these social media firestorms don’t take off very often is that a brand’s fans usually come to its defense when negative comments are made. But, this is a new product with no strong fan base yet. So – let’s make one.

  4. Act as an advocate
    Let’s say you flat-out believe that the moms are wrong. I’m with you. The research is pretty solid. The expert backing, very impressive. Doesn’t matter. When it comes to making connections with today’s empowered consumer, it’s much more about being an advocate than an advertiser. The push message doesn’t work; you’ve got to change the mindset from “you thinking” to “we thinking.”

    Parents are scared and they’re scaring other parents. What do they need and want that you can deliver? Bring back the legacy brands? Commission new research? Open your own investigation? Whatever it is, consider doing it. Not to prove you’re right, but to prove you’re the #1 advocate of parents.

lhouseholder



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