Do-it-yourself health: A plea for technology and nudge mechanisms in health for UMC Utrecht

Do-it-yourself health.

A plea for technology and nudge mechanisms in health.

Polle de Maagt @polledemaagt

Polle de Maagt. The reason to move to GentThe love of my life. What better

reason is there?!

I sooooo love Blackberry ...... but recently switched to iPhone

(it’s not you, it’s me).

Yep. I know I look like 18.But I’m actually 29. Most old people

tell me I will be happy with them when I’m 50. I doubt that.

Changing companies to be more about acts, less about ads.


I work(ed) for companies like


For me, it all started with this bill.

Would this work?Would this make a difference

in their tips?

Yep.I should treat my nails better.


How can we change people’s behavior for the better?It isn’t so much about mobile, about social media or the next website. But how can

we use technology to change people’s behavior?


I would like to talk about 4 things today.(Don’t worry, I made them tweet-size, so you can easily remember them).


Managing expectations.

Create acts, not ads.Leo Burnett.“ “

The incredible force of nudge.

Creating momentum.


The growing challenge of managing expectations.It’s pretty basic: do more than people expect to stimulate word of mouth. However, be careful not to over-exceed expectations, that actually creates negative conversations.And it sets a new normal ...

A small experiment in happiness.“Do something with Foursquare”, that was the briefing for a pretty remarkable experiment. Over the course of

6 weeks, we surprised KLM passengers based on their social media profiles. To see how happiness spreads. And it did.

Something to proveKLM wanted to prove they recognize the

person behind every passenger.

Results?Over 1.000.000 impressions

on twitter alone. And a Cannes Lions Award for PR.

More?I will talk you through

that later :)

FoursquareEvery time a passenger told KLM

via twitter or Foursquare that he/she was at Schiphol airport,

we tried to surprise him/her in a most personal way.


A cost-efficiency experiment.How can we prove digital works? By showing our webcare department is more efficient than our regular call

center. Actually ... a whopping 50-75%.

A 365/7/24 team in 6 languagesReady to help clients all over the world.

50-75%And we’re not even counting the social media ripple effect.

A weekly reportFor all managers.


With more and more products that are marginally different and difficult to tell apart, comparison websites thrive. They drive an ever growing part of product sales and set their own rules. Their selection criteria

create a totally new battlefield.

In all this clutter: rise of filters.

Top 3Based on the comparison website variables, a top 3

or top 5 products emerges, a new evoked

set of products consumers choose from. Being number 4 or 6 is a

huge sales difference.

Effect?Companies (are

tempted to) adjust product variables to hack the comparison

websites and turn up in the new top 3 and top 5

lists.


Comparing hospitals.The more complex a decision, the more consumers will need comparison websites. Often third-party sites that

have their own rules, criteria and algoritms. You’re almost forced to hack their system and see how you can rank better ...

Biased?Third-party and

sponsored sites ... how biased are

they?

A clear winnerOnly 8 kilometers away and the best

performing hospital.


How can you be both coherent in customer service, invoices, tweets and wallposts?

So, where was the chapter on tweets and wallposts in our brand book again?


Need for an agile brand.Usually, brands are defined in vision documents. Or even worse, tag clouds. But with so many new

touchpoints between brands and consumers, we need an identity that both works in a tweet and an invoice. An identity that is coherent, media-neutral and that inspires rather than restricts.

Inspiring copyCopy that sets the tone,

restricts, inspires and shows company character.

Visual feelEyecandy support for the

copy and company feel.... and seriously

If a dog food company can do it, you can do it.





Creating momentum.


Avoiding the crowd, a true merry Christmas.Arrghhh ... the mobs that turn every shopping street into a Christmas-presents-war-zone. Amsterdam advertising

agency THEY turned to some technology to easy the pain. Enter the Avoid the Shopping Crowds (mobile) site which detects crowds based on geo-tweets and Foursquare checkins ... and helps you to avoid them. A true merry Christmas.


Detailed infoOpening hours, crowd averages.

Location informationHow crowded is it? Very busy?

Calm? All based on social media geo location data.

Nifty detailTHEY is Vodafone’s

agency.

Nike changed the way people run.

Running furtherTo run a decent figure, people

needed to run further than they were used to.

Running other routesNot the same round every day,

but a route worth running.

A club worth joiningConnected 24/7/365.

Results?Over 40.000 connected runners,

behavior change amongst runners. SpinAwards and Webby Award.


Nike+ as a platform.Nike+ is a pretty simple tool that tracks your running performance. Through a receiver in your shoe that is connected

to an iPhone, iPod or Nike watch. Or by just using the Nike+ iPhone app. It tracks your speed, location and distance. But that’s where the fun stuff starts: the mechanisms built on this infrastructure.


Goals & ChallengesRemember people

Nike+ Take the CityChallenging people to run create figures on top on the city; the Graffiti Challenge.

Nike+ TagPlay ‘tag’ with your friends.

Nike+ ?What’s next?

?Nike+ Paint with your feetRun-based art.

How to avoid people buying fake medicine?How can you tell real Viagra from fake? Normal consumers probably can’t. And that’s why they buy them

online. In masses. Shocking them doesn’t work; because they wouldn’t fall for it, right?The only way is to actually trick them.

Polle de Maagt @polledemaagtPolle de Maagt @polledemaagt




Creating momentum.


Nudge and hack yourself.

Seinfeld ApproachDon’t break the chain.


Foodzy helps you to eat healthy. Foodzy will help its users keep track of what products they eat during the day, and reward certain healthy eating

habits with badges. This way people are able to maintain a healthy lifestyle, start losing weight or simply keep track of their eating habits.


Can a piece of tape help to nudge people not to take the elevator but the stairs? Rationally, the stairs is the better option. Energy-saving, a small and simple workout and -often- even faster. But still, many prefer the elevator. How can

we change this with small interventions? That was the start of a remarkable experiment by Hivos and Boondoggle.

A piece of tape to save energy.

An experiment worth sharing

The experiment was caught on tape to turn

it into a video proof.

Results?The piece of tape (either in lines or

footsteps) nudged not less than 75% to take

the stairs.


Elevator vs StairsWill a piece of tape make a difference? Lines or footsteps?

That was the starting point of a small

experiment.

How can you nudge drivers to lower their speed? Obey the speed limit through fun. The idea is that every speeding car gets photographed and pays a fine. Every car that isn’t speeding gets photographed as well, but shares in the proceedings

of the speeding tickets.

Speed ticket lottery

Results?More than 20% speed

reduction.


The lottery.Speeding drivers would be

photographed and their fines would partially be

put in e lottery fund. Normal drivers would

enter this lottery to actually win a part of this

money.


Teen driving contract.Young drivers cause a lot of accidents. Shocking them really doesn’t work. What does? A teen driving contract

between parents and youngsters.


-21%

Gadgets to hack yourself.Monitoring your health and sleep? Tracking progress? Tips to live healthier? Gadgets like Jawbone and Fitbit

do just that. For under 100 euro, you have a pretty neat piece of technology that helps you to live better.





Creating momentum.


How can you help?


Find the 10.000 ways that don’t work.

My niece Marilien.She is finding the 10.000

ways that don’t work. Stumbles and falls.And gets up again.

And this is one of them.Feeding fluffy mini-

Bumba’s ... #fail.


Talk boring language.Define a range of small, manageable projects with clear project goals, KPIs and roadmaps. The small

projects will force you to take baby steps every day, will help to engage more internal people, will help you develop internal learnings and best practices and a track record of successful mini projects. All to fuel

momentum.

Define projectsDefine key challenges and chop them up into manageable projects. Projects

that test hypothesizes, show progress, make you learn and fuel

momentum in other ways.

RoadmapSketch a progessive roadmap

with main todos and milestones.

More on KPIsSee next slide for more on

defining the different KPIs.

Clear aimDefine a clear aim that describes the

main purpose of the project.


To change a company, define manageable projects with clear KPIs. Intrinsic, learning and change management KPIs. This, to challenge yourself to make the projects impactful in learning and change management, but also

to be able to make a project successful on several axes.

Define clear goals.Polle de Maagt @polledemaagt

CHANGE MANAGEMENT

INTRINSIC

LEARNING

Intrinsic KPIsYour ‘normal’ set of KPIs that are easy to measure. E.g. grow 50% in

number of followers.

Change management KPIsHow will this project help change the

organization E.g. convince manager X that LinkedIn is as converting as twitter,

gather a spearhead group of 50 internal enthousiasts.

Learning KPIsWhat can we learn from these

projects? E.g. learn which content works best to convert people to fans

or followers.

You can forget most of the things I said today. But please, remember 4 things.





Creating momentum.


48Help me change organisations. Act yourself.

Every little act is a step closer to leveraging unused potential. Every act is a little less ads. Do something in the next 48 hours that actually makes your company or your clients more customer connected.


Download the presentation at polle.me/nudgeUMCor contact me via twitter (@polledemaagt) or email ([email protected])

Thanks for your time.

http://polle.me/nudgeUMC


http://polle.me/BDMA2011

http://polle.me/BDMA2011

Health & Medicine

Do-it-yourself health: A plea for technology and nudge mechanisms in health for UMC Utrecht