How can I use emerging technologies to improve my program’s effectiveness and efficiency, and design programs that are more equitable and sustainable?

WORLD SOCIAL MARKETING CONFERENCE - HEALTH PROMOTION PANEL - MAY 17TH

ROBERT S. GOLD

UNIVERSITY OF MARYLAND SCHOOL OF PUBLIC HEALTH

My objectives

• Describe several technologies not currently in widespread use in social marketing …

• With an eye towards contributing to planning & implementation of social marketing interventions …

• And provide indications of new measurement strategies.

Learning Outcomes

• Describe at least two new ways to contribute to your social marketing activities.

Overview

• 7 distinctly different technologies

• Not social media

• Not SMS / MMS texting

• Each can serve you in a variety of ways

• You’ve heard of most, if not all

• Some may be used in a different context

• Some may already be in use

Trends with power to influence social marketing

• Dominance of messengers

• Evolution of communication platforms

• Evolution of social video - live streaming / 360 degree video /

virtual reality

• Content vs. Engagement

• More meaningful measurement of ROI

Chatbots

…application of chatbots

• “… utilizing the power of ’chatbots’ improves engagement with customers and allows

companies to collate more valuable customer data from the interactions.”

Image and text source: Martin, G. (2017) Chatbot survey 2017. Available at https://www.slideshare.net/Mobileappszen/chatbots-survey-2017-chatbot-market-research-report?qid=219e3b25-37d4-4ada-86c1-00464b9734d8&v=&b=&from_search=6, page 29.

Image and text source: https://www.slideshare.net/TeeWeeAng/ai-assistant-and-chatbot-trends-for-enterprises

Geofencing / BeaconsGlobal Positioning Technologies

Image and text source: Location-based marketing. (2015). Available at: https://www.slideshare.net/starmarkintl/location-based-marketing-geofence-beacon-smart-posters-fanwise-live-video

…what is possible with geofencing & beacons

“… Geofencing is a way to engage consumers based on hyper-local location, and that can do a lot in

terms of triggering immediate behaviors as well as understanding consumer mindset..”

Image and text source: http://www.geomarketing.com/geomarketing-101-what-is-geofencing

Virtual Reality / Augmented Reality

Image and text source: BDMI (2015). Available at: https://www.slideshare.net/BDMIFund/the-emerging-virtual-reality-landscape-a-primer?qid=26629e61-b316-4ee4-953f-579d7b8cc085&v=&b=&from_search=4

Image and text source: BDMI (2015). Available at: https://www.slideshare.net/BDMIFund/the-emerging-virtual-reality-landscape-a-primer?qid=26629e61-b316-4ee4-953f-579d7b8cc085&v=&b=&from_search=4

Image and text source: http://cohlab.com/blog/enhance-digital-marketing-strategy-augmented-reality.html

Serious Games / Gamification

Image and text source: Wortley D. (2016) Available at: https://www.slideshare.net/dwortley/digital-health-and-gamification?qid=d2a34b05-f04b-4500-a6b2-ae75eda98ecd&v=&b=&from_search=5.

Image and text source: Arnab S. (2016) Available at: https://www.slideshare.net/sarnab75/quick-introduction-to-gamification-for-health.

Wearables / Ingestibles / Injectables /Digital Tattoos

Image source: Sarvint Technologies raises $6 million to develop a "smart shirt.” August 12, 2015.http://www.bizjournals.com/atlanta/blog/atlantech/2015/08/atlanta-startup-sarvint-technologies-raises-6m-to.html

…Wearables we all think about …

Image source: Maclay, W. Trends in Sensors, Wearable Devices and IoT . Mar 11, 2015http://bit.ly/2aeeFG4

Digital (electronic) tattoos / Engineered laboratories on new devices

Image and text source: Biostamp - http://cargocollective.com/futurehealth/BioStamp.

Image and text source: Contact Lens - http://medicalfuturist.com/googles-amazing-digital-contact-lens-can-transform-diabetes-care/.

Ingestibles…a go-pro for your guts!

Image source: Finally, a GoPro for your guts – the PillCam. https://gregswan.net/2014/02/10/finally-a-gopro-for-your-guts-the-pillcam/

Ingestible sensor can measure heart and breathing rates. https://www.youtube.com/watch?v=8zq8cfLv84Q

Mir Imran, With Google Backing, Hopes to Change Diabetes Treatment. http://stanfordreview.org/article/mir-imran-with-google-backing-hopes-

to-change-diabetes-treatment/

Biomarkers

Image and text source: https://www.bioanalysis-zone.com/2017/03/22/novel-autoantibody-biomarkers-may-aid-crohns-disease-diagnosis/

…definition of biomarkers

• The measures used to perform a clinical assessment

• Used to assess the health or disease state of an individual

• Characteristic that is objectively measured

Big Data / Data Science /Predictive Analytics

• “… is like teenage sex: everyone talks about it, nobody really knows how to do it,

everyone thinks everyone else is doing it, so everyone claims they are doing it.”

Image and text source: https://marketoonist.com/2014/01/big-data.html

…Predictive Analytics

Predictive modeling where we achieve behavior change by answering – How can we

achieve the best outcome including the effects of individual variability?

Image and text source: Colbert B. (2012).Big Data, Slideshare – https://www.slideshare.net/bcolbert1/big-data-overview-external

In closing,

SPEED OF CHANGE IS EVER INCREASING

Image source: http://sustainable-leaders.com/what-keeps-leaders-up-at-night/

THE MOST INNOVATIVE SPACE IS AT THE FRICTION POINTS BETWEEN DISCIPLINES

Image source: http://philmckinney.com/archives/2012/03/how-to-not-go-it-alone-when-it-comes-to-transforming-ideas-into-innovations.html/

Privacy, Confidentiality, & Security

• Privacy: right of individuals to hold

information about themselves in secret

• Confidentiality: assurance that information

about identifiable persons will not be

disclosed without consent, except as allowed

by law

• Security: the mechanisms through which

privacy and confidentiality policies are

implemented in computer systems