ogilvyfkh-blog

[ogilvyfkh-blog]

See You Next Year, SXSW!

Cheers to a great week of learning and growing!

We’re so happy we got a chance to share with you all things health @ SXSW this year, and hope you found our insight and information useful and fulfilling.

We (Craig, Jen and Lauren) thank you for following along, and we can’t wait to see you next year! #SXSW2018

Smooches! Ogilvy | FKH team

[ogilvyfkh-blog]

Where Has The Week Gone?

An Elegy to SXSW

Lauren Sinclair, Account Director Ogilvy | FKH

I am #continually #thinking in #hashtags thanks to the confluence of information my lady brain sweetly absorbed, tweeted, and experienced throughout my week in Austin.

As a SXSW neophyte, I noticed the conference really is one of the only places my world as a healthcare specialist gets a true chance to converge with the so-called ‘hipper’ brethren of consumer tech and brand communication -- and I soaked up as many tweetless minutes of that as I could.

For my decade plus experience in agency, healthcare can sometimes wrongly be classified as a less-sexy industry to go into as a digital and social media marketer. This, of course, couldn’t be further from the truth. The passion, commitment and interest I saw from all my sessions to truly transform and improve health outcomes for patients showed me that health really is the new wealth. Consumer habits are changing, and a focus on self-care is coming to the forefront.

I loved being able to see May-December panelists, or companies you wouldn’t naturally think would cohesively combine forces to solve complex health conundrums, such as Uber and Aetna.

As a data nerd at heart, I was really struck by the results of our Morning Consult polling. I was encouraged by how many people are embracing tech to improve their self-care, and so willing to share their #data with clinical researchers to find cures for diseases that affect those we love. We don’t ever want to lose the connection to ‘why we do what we do’, in the end, it’s all about people, and these polls were an excellent reminder of that.

While the panels were incredible, what I loved most was being able to see the interest on social from all over the world. People were truly chuffed to hear from us, and really wanted more insight into what was going on at SXSW in health. As a social media person, this made me realize how the crave for information on health tech is there, and the appetite has not quite been satiated.

For the time being, I’m going to ice my thumbs, sleep for 27 hours straight, and look forward to next year @SXSW.

-Lauren

[ogilvyfkh-blog]

So Long SXSW

A Perspective From Craig Martin

CEO Ogilvy | FKH

My time is done at SXSW ‘17.  A few takeaways to share….

Health pretty much rocked it as a headliner.  While Biden got top billing, there were several top notch keynotes and good, provocative panels.  Best new artist goes to Health!

What I heard, and didn’t.  Here’s one word I probably heard as much as health: Data.  Also tops on the SX playlist were:  AI and machine learning; cancer; collaboration; CRISPR and gene editing; personalized medicine; apps and health tech; disparity and diversity; and cost.  One word I didn’t hear:  Impossible.

A few favorites.  Always a tough call, and biased by my own tastes, but really liked Jennifer Doudna on CRISPR and the Gorsky (JNJ) / Rometty (IBM) talk on Collaborative Innovation in the Digital Age; Sequence Me:  A Tragically Uncommon Cancer Battle; and Personalized Medicine:  Trends, Challenges & Future.  

Naughty girl.  This year’s SXSW worst-actress-in-a-disrupting-role award goes to Stella, who decided to get her groove on and blast the NE with snow right when many, like me, were trying to get home.   She was a widely discussed, and wildly unpopular side show at SXSW ‘17.  She won’t be invited back next year!

Looking forward to next year!  Goodbye SX!

-Craig

[ogilvyfkh-blog]

A Big Thanks to Morning Consult

What’s up with all those graphs?!

In the lead up to SXSW we wanted to see what consumers really thought of the top trends that were positioned to be discussed during the panels, keynotes and sessions throughout the conference.

If you were keeping up with our coverage throughout the week here, or on Twitter, chances are you already got to see some of the amazing polling Morning Consult conducted in partnership with us.

For those of you who don't know, Morning Consult is a leading survey research and media company that is changing the way companies use and understand data.

We’d like to say a HUGE thank you to the team there that allowed us to augment our insight and takeaways with clear, concise data on the current state of consumer attitudes towards all things digital and health. 

[ogilvyfkh-blog]

Top Tweets of #SXSW

What a week! While we’re pulling together our recap, we wanted to showcase the top tweets of our time down @ SXSW. 

Take a look to see what was trending, and what people cared about most in health!

How can emerging tech improve patient experience? We're learning w/ @ChambersCIO @markrolstonargo @ashwinpushpala @fawnlopez #SXSW pic.twitter.com/613Dssrile

Cancer survivor @glfceo "Tech & social media give patients info & support" but must be personalized for unique needs @sxsw #SXSWHealth pic.twitter.com/yTfnpYKrNU

Gene editing, wearables, & big data, Oh My! Check out our recap of today @sxsw at https://t.co/PPda7bU0Mj #SXSWHealth #HealthBeatsATX pic.twitter.com/lKjckB4dcJ

Tech innovators in full force on day one of #SXSW. Soaking in the brilliance of Social Media Alley. #HealthBeatsATX pic.twitter.com/xmN4Tn5ezJ

Confused about #personalizedmedicine? According to Ogilvy | FKH @MorningConsult poll, you're not alone. Only 29% have heard about it. #SXSW pic.twitter.com/P4whuMEZMw

Can data cure cancer? Turns out, the majority of ppl want to share their consumer health #data with clinical researchers #endcanceratsxsw pic.twitter.com/grFZh6vFdu

Just kicked off #endcanceratsxsw expert panel, how can we secure #data, foster #innovation, improve access to healthcare #SXSW pic.twitter.com/hueinRnYVc

[ogilvyfkh-blog]

Decoding Differences to Improve Health

Digital responsibility is a topic that has been widely publicized, researched and debated among the tech industry since the advent of the computer. Even with technology becoming more accessible, internet more reliable, and smartphone usage seemingly ubiquitous, bridging the “digital divide” among different demographics is no easy task.

The wealthy and educated are still more likely than others to have the highest access to digital resources, according to research from the Pew Internet & American Life Project. If these trends are not addressed, the digital divide could potentially have especially far-reaching consequences when it comes to health. For Americans in low-income and rural areas, inadequate access to technology can hinder their access to an equal level of healthcare.

Today’s sessions covered some of the biggest issues with healthcare delivery and how to create systems that patients from every walk of life can equally access.

Sometimes Simple Tech is the Best Tech

One of the biggest criticisms of the latest and greatest tech trends is that they can sometimes forget the end user – and not just in healthcare. The panelists at Think “Consumers” Instead of “Patients” challenged all of us, as leaders in the healthcare world, to put ourselves in the mindset of the person embarking on a treatment journey.

Dr. Alan Lotvin, Executive Vice President of CVS Specialty Pharmacy at CVS Health, explained that “people become consumers of health out of necessity, not by choice.” He stressed it is the job of those trusted partners in the health space to ensure that educational efforts are not passing by those who are most vulnerable, and to provide solutions that all people can access to improve health outcomes.

One way to do this is by providing simple reminders. Actionable technologies can help! According to a survey in Managed Care, “nearly 40% of patients say they would follow their doctors’ orders if they received some sort of reminder or nudge between visits either by text message, email, or voice mail between visits.”

Panelists also stressed the importance of social networks for those who have been diagnosed with a disease. Eric Peacock, CEO of MyHealthTeams, a digital startup that builds social networks for chronic conditions, shared how simple human communication through online forums can make a difference. Connecting people to talk with other people who are going through their same or similar health journey has resulted in vast improvements in treatment adherence and health outcomes.

When talking about how to provide better care for the what Eric Peacock called the ‘whole body”, he said, “Social networks are absolutely necessary for anyone battling a condition. Social isolation is not an option.”

Sometimes the simplest tech can have the greatest impact on helping people manage chronic conditions.

Inform, Incentivize and Improve Access

We moved from simple tech to far more complex applications during the Dunking on Disparity: Health Tech for All panel where we heard from IBM Watson and providers about how they’re using the latest tech innovations to ensure no one is left behind in the digital ether.

Panelists showcased how health technology can be deployed to address some of the more pressing problems in chronic diseases among underserved populations, such as medication adherence and lack of physical activity.  

The widespread adoption of smartphones, even among economically disadvantaged populations, provides an important channel to reach and engage individuals. Apps are being developed to streamline access to information for populations who need it most. Platforms such as ZocDoc, allow consumers to research healthcare provider ratings in their area, filter by what languages they speak and what insurance they accept, and allow direct appointment booking, encouraging and informing patients with a multitude of choices. Even more localized and tailored applications are being employed to help inform those individuals interested in free health and wellness activities happening throughout their regions to encourage physical activity.

We learned from our Ogilvy | FKH Morning Consult poll that income level and education relate to people’s willingness to use mobile applications or online portals to talk about their health. For people with less than a college education, only 53% say they felt comfortable using the technology versus 62% of those with post-graduate degrees.

This polling indicates that while the aforementioned, practical applications are a good first step to improve health outcomes, we still need to learn more about the differences in access to create tailored programs.

Given that many chronic diseases have contributing behavioral factors, employing complex new technologies like Artificial Intelligence (AI), can help us identify what will incentivize people to take advantage of health and wellness programs and target these efforts toward their specific needs. Based on what we can predict through machine learning, we have the potential to hone in on the biggest pain points of a population, and better understand how they access and use information. These learnings can be applied to help create far more tailored programs to improve health outcomes.

Using health technologies (when properly deployed and backed by AI-curated data on what really works to target and change behavior within specific groups) is perhaps our best shot at changing the course and impact of chronic diseases among the underserved and the broader population at large.

 If we learned one thing today, it was that “one-size technology does not fit all.”

[ogilvyfkh-blog]

Au Revoir (In a Bit!)

Good Morning from our final day of coverage from SXSW in Austin! 

We’ve learned an incredible amount of information, we’ve heard from some of the biggest innovators in the tech and health space, and we’ve even had a T-Rex aggressively run at us (For realsies - see below). BUT! We’re not done yet. 

Today’s final day opens us to diversity in healthcare delivery. Here are our sessions:

Think "Consumers" Instead of "Patients"

Dunking on Disparity: Health Tech for All

Merging Senior Care and Technology at Home

Grrrr.

[ogilvyfkh-blog]

How Emerging Technologies Can Change the Paradigm of Health

South by Southwest has continually been the hub for groundbreaking conversations surrounding new and breakthrough technologies that not just change, but truly disrupt the way we live our lives. Today, panelists converged in Austin to talk about how these innovative ideas and emerging technologies can be applied and used in the ever-changing world of health.

How can Big Data, virtual reality and other digital technologies transform the way we conduct research, discovery treatments, prevent disease, and maintain our health and wellness?

Today’s sessions sought to answer that very question. Global companies, like IBM and Johnson & Johnson, are working together or in tandem with other global leaders, entrepreneurs and start-ups to foster innovative thinking and pioneer new frontiers in health and science.

Virtual Laboratories with Real-Life Patients   

One of the most daunting problems facing researchers today is how they can best recruit and maintain patient participation in clinical research. In today’s session Digital Discovery: Health Research in Virtual Labs, we were introduced to software and technology companies that are trying to bridge the gap between patient ease and access to clinical trials with the need to disseminate data with extreme accuracy.    

Validic CEO, Drew Schiller, challenged participants to address the complexities of mobile data collection so that research goes to the patient rather than patients going to the researchers, “We must find a way to make trials easier for patients. We have to find them where they already are.”

When addressing the subject of data accuracy from mobile and digital trials, Medidata Managing Director for Mobile Health, Kara Dennis, showcased sophisticated software systems being used with a ‘virtual patient’ in a mobile trial. The system can decipher between valid and invalid data provided directly from the patient – allowing for user error to effectively be ruled out.

Virtual clinical trials have the potential to increase patient participation in and reduce the cost of clinical research if we can leverage current technologies and overcome regulatory barriers that exist today.

 But do people really want to participate in mobile and/or digital trials?

In our Ogilvy | FKH Morning Consult poll conducted last week, we found people were less likely to participate in a clinical trial if it was conducted online – but only just slightly. When asked if they would participate in a clinical trial, 51% of those polled responded yes, but when inquired if they’d be willing to partake in a clinical trial through online means, 46% said yes.

 Improving Patients Lives Through Innovative Tech

Big picture ideation and foresight is important, but being able to see new technology truly changing the lives of patients was what we learned at From Holodeck to Healthcare. In this session, we got to see firsthand an example of a piece of health technology providing real-time (and potentially life-changing) feedback to patients – Sano. Sano is a sensor that patients can wear on their bodies that helps them understand their individual metabolic characteristics, such as blood sugar.

Technologies like this have the ability to free patients from everyday issues they face like painful finger pricks, and better manage nutritional choices, vastly improving quality of life. 

More Big Data, Blockchain, Collaboration

With the vast amounts of clinical trials data, personal health data, payer data, supply chain data, and more and more data now at our fingertips, today’s main stage panel Collaborative Innovation in the Digital Health Age was a hot ticket! Innovation powerhouses Alex Gorsky, CEO of Johnson & Johnson, and Ginni Rometty, CEO of IBM, shared their perspectives on what technologies they believe are having the biggest impact on health today and in the future.

Integrating Artificial Intelligence, or AI, holds great potential for healthcare and life science research. But as Ginni Rometty said, “In AI, you must ask: Who trained it and with what data?” This transparency is imperative for the success of any program. By the end of this year, IBM Watson will be trained on 80% of known cancers. Question: Who trained Watson? Answer: 20 of the best cancer centers.

The impact of Blockchain on the healthcare industry is also far reaching. Blockchain technology allows for the trusted transfer of virtually anything between entities. You can imagine its applications in the areas of electronic health data, clinical trials, drug safety, compliance, and supply chain visibility. Companies are already seeing rapid adoption of this technology to increase productivity, improve efficiencies, and save on costs.

Alex Gorsky also believes disease ‘interception’ is possible with proper collection and translation of health data. Using a sports analogy, Gorsky describes, “We are getting to these diseases in the 9th inning and we need to get to them in the 1st and 2nd innings.” By collecting data early, we can leverage these insights to develop next-generation therapies that will lead to more cures and prevent diseases from occurring in the first place.

Both leaders agreed that collaboration is key to future innovation. As Ginni Rometty described, the complexities of solving global health issues is “not a problem you can solve alone.”

If day one of our coverage focused on Convergence, the common theme weaved throughout the day today is Collaboration. Something Alex Gorsky summed up best, “Through science and technology, we have the opportunity to create the healthiest generation in history.”

[ogilvyfkh-blog]

I think as employers, we have a wonderful opportunity to set and be role models for how technology will be used to make our people healthier, better, better able to contribute and to really be cognizant of these new ways to do things.

Ginni Rometty, Chief Executive Officer, IBM

[ogilvyfkh-blog]

#EndCancerAtSXSW

Yesterday, in a multi-part series, SXSW was all about curing cancer. Conference attendees were encouraged to use a unique, this-day-only hashtag -- #EndCancerAtSXSW -- to raise their voices to help ruminate on the top issues surrounding the day.

Everyone from Merck to MD Anderson were part of the conversation on social. Take a look at the top trends on social surrounding this important day in innovation.

[ogilvyfkh-blog]

What’s On Today?

Helllllllo from Austin!

Today we’re all about the Virtual Patient. We’re finding out how tech advancements are helping patient experience and participation in clinical trials, research and care.

Stay tuned as we bring you coverage on the following panels throughout the day on social, and with a recap later in the day!

Digital Discovery: Health Research in Virtual Labs

Collaborative Innovation in the Digital Health Age

Doctoring Up Your Social Media Advocacy

From Holodeck to Healthcare

It's Like Uber for Healthcare

[ogilvyfkh-blog]

Let’s End Cancer As We Know It…And, Here’s How We Can Do It

Dr. Jill Biden and former Vice President Joe Biden took the main stage at SXSW Sunday afternoon to call upon all innovators in attendance to join them in the fight to “eliminate cancer as we know it.” Committed to picking up the work he started in the last year of the Obama Administration through the Cancer Moonshot Taskforce, the 47th Vice President of the United States is currently raising funds to establish the Biden Cancer Initiative within the private sector.

Biden believes that with the ingenuity found in the audience – from tech, media, film and communications – we can be the first generation to see cancer as a “preventable and controllable disease” and not a death sentence.

“I see the day, when patients get the right therapy, the first time. It’s in our power to do that now...I see the day where prevention is more effective and where care is personalized and more effective with less harmful side effects.” – Joseph R. Biden, Jr.

While a recent FKH | Ogilvy Morning Consult poll revealed that only 29% of consumers have heard “a lot” or “some” about personalized medicine – where medical decisions, practices, and treatments are tailored to a patient’s specific genetic and clinical needs – 61% of them want to know more and 59% are willing to take a genetic test to diagnose a current illness.

So how are we going to fix this?

Innovation Across the Ecosystem

Experts in technology, healthcare, academia, and venture capital met throughout the day in the Connect to End Cancer sessions focused on how we unite innovators, ideas, and health technology to identify solutions to advance our progress against cancer.

We learned that cross-sector efforts continue to create data-sharing environments that can leverage advances in technology and analytics. Connect to End Cancer, Session 2 speakers emphasized the need to:

-        Create the highways for the flow of information and the tools to understand and use health data (John Donovan, AT&T)

-        Invest in innovation hubs especially in places of need to ensure access to health tech advances (Pierre Theodore, Johnson & Johnson Medical Devices)

-        Understand and incorporate data insights into the doctor’s workflow to keep up with “Dr. Google” and consumer demands for information (Rebecca Kaul, MD Anderson Cancer Center)

-        Guard against losing the value created through data insights because of data breakdowns (Jay Rajda, Aetna)

It Begins and Ends With Patients

At the crossroad where advances in scientific research and technology meet, we also face cultural and policy challenges. During Connect to End Cancer, Session 3, expert panelists shared their thoughts on the current innovation environment, political and cultural influences, and the greatest challenges we face to maintain progress. Here’s what they said:

“We are fighting cancer as it is, not what it will be.” [education and prevention are part of the solution] (Jeff Hammerbacher, Hammer Labs)

“We need a wholesale change in culture…” [where we involve patients, have an open flow of data, and where we share our learnings] (Greg Simon, The Biden Foundation)

“We need data liquidity.” [so that information flows, leading to greater and faster insights] (Aman Bhadari, Merck)

We heard you! The time is now to combine our efforts, share our knowledge, and put the best minds to work to improve the lives of those individuals and families faced with cancer and change the course of the disease.

[ogilvyfkh-blog]

How Do We Get To a Cancer-Free World?

According to Greg Simon, Director of the Biden Initiative:

“Breakdown barriers. Today information lives and dies where it is created. If we change that, we end cancer.”

[ogilvyfkh-blog]

The quantified me is much more interesting than the real me, but I can't do anything with my health data!

John Donovan, Chief Strategy Officer, AT&T

[ogilvyfkh-blog]

Big Data and Clinical Research

We asked if consumers would be ok with sharing their wearables data with clinical researchers this week with our Ogilvy | FKH Morning Consult poll.

Turns out, consumers are totally cool with with clinical researchers -- a stark difference between what they’re willing to share with the federal government. 

[ogilvyfkh-blog]

Excuse me, Mister Vice President.

Good morning from Austin! We may have lost an hour of sleep, but It has finally stopped raining, so the team is ready to start what should be another insightful day here at SXSW.

Today is all about Cancer.  We’re going to hear from a multitude of industry leading experts, including Vice President ‘Uncle Joe’ Biden, who are all focusing on what it takes to finally cure the disease. 

Here is what is on the docket today:

Connect to End Cancer, 1, 2 & 3

Interactive Keynote: Vice President Joe Biden

Personalized Medicine: Trends, Challenges, & Future

The Urgency of Now: Launching the Biden Cancer Initiative

Cancer Data: Driving Medication Purchase Decisions

We’re going to bring you the conversation, sessions and insight throughout the day, so stay tuned!

[ogilvyfkh-blog]

Word of the Day: Convergence.

The genesis for SXSW lies in the convergence of ideas, people, and technology. For those of you searching for hints about the next waves of innovation in health, today’s SXSW Interactive did not disappoint.

If you work in healthcare, medicine, and science, you’ve heard much of this before:

Advances in science, particularly our understanding of the human genome, are leading to cutting-edge treatments to detect, treat, and even prevent disease.

New technologies are increasing the speed of scientific discovery and improving access for patients.

Our health data are unlocking secrets that can enhance our health and wellness.

Through collaboration, we’ll accelerate the discovery of new medicines to treat diseases.

We are indeed seeing this transformation every day, and all agree that we have a bit more work to do.

But, how do we continue to push the limits of our understanding, identify the next big target in our quest to improve health and eliminate disease, and work collectively to ensure patients have access to the latest and greatest information to improve their health and engage in their care?

Culture Must Be Part of Convergence

How we track, understand, and communicate about our health is undergoing a revolution of its own. Patient Centric Healthcare: The Future of Health panel got us all thinking…and hugging. Did you know that research has shown that hugs can boost your immune system? It may not be surprising to you that having strong social support contributes to your overall health and well-being. Panelists argued that to truly deliver integrated, value-based healthcare to patients, we must not only have the science, the technology, the collaboration, but a culture shift where these elements work in harmony. By taking a holistic view of the patient – understanding what’s important to them, tailoring information to account for their physical, emotional, and social needs, and leveraging new technologies platforms to meet and communicate with patients where they are – we will push ourselves to truly deliver value to patients.

Personal Health Data, Wearables, and Public Health

New wearable technologies and apps that track individual’s health hold great potential to bridge the culture gap. As earlier reported, 73% of Americans surveyed said that their wearables were important for monitoring their health.

During the Accuracy: Consumer Wearables & Research Converge panel, the idea that at a population level, health data from wearables can provide the evidence needed to accurately track public health reporting and increase our understanding of what tracking your heart rate even means. Researchers have collected more data about heart rates and activity monitoring in the past two years than in the past 40 combined.

Such types of collaborations are underway between academia and industry to help develop new means of sharing data, drafting more accurate public health guidelines on activity, and creating new avenues for clinical trial participation.

Data-Sharing, Not So Much

Interoperability and regulation were also big topics discussed at the Health Data: WTF? We’ve Been to the Moon But… in a patient consent-driven, data sharing environment, trust can be a barrier too and may explain why people don’t have their health plan’s app on their phones or want to share their data with the federal government.

In the Ogilvy |FKH Morning Consult national poll conducted this week, 63% of adults over 18 years of age would support letting their doctors have access to their consumer health data to improve public health in the United States. Of the same people polled, only 36% would support letting their healthcare insurance companies have the same access and only 23% would allow the federal government.

As major transformations in technology and healthcare continue, we must listen to what matters to patients, learn how to utilize the vast amounts of data readily available, and apply these learnings to successful solutions to our greatest healthcare challenges.