What's Your Digital iQ

Putting technology and trends to work for healthcare marketing

#DigPharm Quotes: Metrics are key


Don’t forget metrics. Determine them up front. Track them. Communicate them.

- Joyce Ercolino, CSL Behring (@jearch)


How the Kinect could Retain Patient Motor Skills


Our first experiment Circuit, created by iQ back in June of 2010, was developed to make everyday interactions better. Because 15 minutes in the exam room is never enough time to treat and manage a chronic illness, physicians need to understand the patient’s daily journey. Circuit helped with this by utilizing the iPad’s accelerometer to do simple range of motion tests like moving a ball over a mountain to test relative dexterity. Tests like this, would be uploaded to a detailed dashboard that patients can view, share with their physician, or append to their electronic medical record.

Since developing Circuit, we’ve been following health related apps and games to see how we could enhance Circuit. Today we’re most interested in Microsoft’s Kinect PlayFit, a new dashboard that tracks fitness activity on the Xbox. Kinect PlayFit’s aggregation of data from games like Dance Central 2, Your Shape Fitness Evolved 2012, Kinect Star Wars, and others is used to provide personal fitness stats. This service allows players to earn achievements, gamerscores, and avatar awards.

As we looked into the Kinect PlayFit, we we’re excited to see their use of stats like calories burned and daily streak. We quickly started to see how these stats could be applied and modified to manage chronic illness. For instance, say a patient’s disease state affects their flexibility, the Kinect could be used to record their flexibility baseline. Each day, patients could try to match or beat this baseline in a game. During game play, data could be captured showing the retention or improvement of their flexibility over time. Achievements could be awarded for retention, improvement, and daily streaks. Buddy scores could be shown to motivate patients to retain or improve their flexibility.

So we asked, why can’t brands create their own Kinect game to help patients retain and even improve motor skills affected by their disease state?

Our latest prototype Circuit 2.0 contains our thoughts on how brands could do just that.


KPIs to ROI: What to Measure in Digital Marketing


You’ve probably noticed that we’ve got numbers on the brain this month. Lots of posts about data: where to find it, how to make sense of it, and when to use it.

It’s a conversation that’s bubbled out of our conference rooms and client meetings: How should we be using all this data? And how can we tell if what we’re doing is working?

The strategies to leverage data can be massive, but they often start with one unexpectedly difficult-to-answer question: What does success look like?

As digital tools become both more sophisticated and more mature, we might expect a go-to formula, like reach and frequency for the web. But in fact, the “right way” to measure has only become more customized and brand-specific over time. Creating a dashboard that actually tells you something meaningful (instead of just telling you everything) can feel incredibly complex. Read Full Entry


4 Easier-Than-You-Think Ways to Use Data to Make Marketing More Personal

Marketing Data & Analytics

The expectations of today’s healthcare consumers have been shaped by interactions with sophisticated retail, fashion, and technology brands. When these consumers tweet their complaints, they trust a company representative will be listening. When they buy this season’s brightly colored denim, they know recommendations (and coupons) for matching tees are on their way.

These experiences have set the new standards for brand engagement:

Marketing Data & Analytics Read Full Entry


Mid-Week Stat: Big Data = Big Potential


Data and Analytics

“Big data” refers to datasets whose size is beyond the ability of typical database software tools to capture, store, manage, and analyze. It is intentionally subjective and is expected to grow over time.


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