innovation week 2018 summary

For the second year in a row, we proudly brought together a stellar group of experts from within the FCB Health Network and beyond to showcase the latest offerings in virtual and augmented reality, social media, technology, hardware, artificial intelligence, cloud computing services, data visualization, design, and more, in our Next: Innovation Week series.

It wouldn’t have been possible without the cooperation of Axios, Facebook, Future of Storytelling, Google, HP, IBM Research, Microsoft, The Mill, Peloton, Sayspring, Snap Inc., Twitter, and Veeva, as well as the passionate people who make up the FCB Health Network.

We would like to extend our most sincere thanks to the many people who contributed their time and effort to make this a reality, and to those who attended live, filling our meeting space to capacity.

We hope to see some great work spark off from these presentations and come to light over the next year. And we hope to see you again in 2019 for the third annual Next: Innovation Week conference. For those of you who weren’t able to attend, please enjoy this summary of the week’s sessions.

Innovation Week

“ The future we heard about 5 years ago is here, today.”

Graham Johnson Chief Product Officer

Companies today are succeeding by designing solutions that reduce the friction and barriers in healthcare.

Wearable sensors that integrate into everyday clothing and can survive being thrown in the washer and dryer make it possible to track the development of foot ulcers in people with diabetes, a common and debilitating problem. Blood glucose monitors slightly wider than a quarter ensure accurate levels of insulin without the need for continuously pricking a finger. Virtual Personal Assistants (VPAs) can be set up to allow a senior to send a message to a predetermined group of people if they’ve fallen in their home. VPAs also help emergency medical technicians in a speeding ambulance look up information by performing voice-based searches, saving valuable time that would have been spent removing safety gloves and typing. Drones deliver emergency medical supplies just in time to remote areas in Rwanda that don’t have easy access to them.

These companies have succeeded in finding ways to overcome barriers in the delivery of healthcare solutions that would have seemed fantastic 5 years ago. What’s next?

REDUCING FRICTION IN HEALTHCARE

“ Interactive worlds are closer than we think.”

Matt Hall Director of Content Creation

The immersive virtual world imagined in movies like “Ready Player One” is on the verge of changing from science fiction fantasy into our everyday reality. Advances in computer vision, headset displays, and real-time visualization are poised to bring on a new form of media.

Already, the average person in the United States is spending up to 5 hours on their smartphone each day, the intersection between “reality” and “virtual reality” blurring as people switch back and forth between the physical and virtual worlds. It seems likely that the next stage is where the phone goes away and we interact with that content directly.

The involvement of Facebook, Google, and gaming companies means that augmented reality (AR), virtual reality (VR), and mixed reality (MR) are becoming reality, and at price points and levels of fidelity that allow for a wide range of experiences, production approaches, and budgets.

Work that the FCB Health Network is doing now is taking advantage of these technologies to help our clients create content that would have been impossible a few years ago. For one client, actors were scanned and their images turned into realistic, three-dimensional characters for a key disease education awareness campaign. Another advancement has been to capture content during traditional photo shoots and productions for repurposing later as content for VR and AR experiences, allowing for the extension of our client’s creative campaigns into the “virtual” dimension.

THE FOURTH DIMENSION IS VIRTUAL

“ We see Azure as a cloud for good.”

Andrea McGonigle Health and Life Science Managing Director

Microsoft’s Azure cloud solutions platform and cognitive services tools are enabling an array of actors within the healthcare system to build solutions that are already changing people’s lives for the better.

HealthGrid is a mobile patient engagement platform that has achieved a 98% opt-in rate from patients upon discharge in the 350+ hospitals where it’s offered. It’s been so successful that Allscripts recently announced a purchase of the company.

In partnership with the University of Pittsburgh, the EmpowerMD Intelligent Scribe is helping to transcribe patient/doctor conversations, suggesting notes that can be incorporated into the electronic medical record (EMR). This is allowing physicians to spend more face-to-face time with their patients rather than looking at a computer screen. The Scribe does this by leveraging Azure cloud tools like custom speech services and language understanding to facilitate its recommendations. And because Microsoft has made sure to include appropriate compliance mechanisms (including ISO and HIPAA), confidentiality is maintained.

Another solution they’re proud of is the Cardiac High Acuity Monitoring Program (CHAMP) app, created by Children’s Mercy Hospital in Kansas City for babies with hypoplastic left heart syndrome (HLHS). This condition requires complex surgery to repair, and used to require difficult monitoring and hand-entry of data into bulky 3-ring binders. With the app, parents now enter information on a Microsoft Surface tablet, and data are sent immediately to the hospital care team, who can monitor remotely and recommend interventions if readings fall outside normal ranges. This approach has helped save the lives of 15 babies since the program began.

A CLOUD CAN BE A POWERFUL THING

“ The key is to interpret data in ways that are meaningful for clinicians.”

Tian Hao Researcher, Smart and Connected Health

This talk featured work being done at IBM Research to integrate data from a number of Internet of Things (IOT) sensors, combined with artificial intelligence (AI), to understand and predict different aspects of a number of disease states.

For patients with chronic obstructive pulmonary disease (COPD), anxiety and stress are two factors that impact the ability to breathe, in a self-fulfilling, “breathless anxiety circle” feedback loop. Tian spoke about research to monitor breathing and stress levels in different ways that will one day be able to make proactive recommendations. Because COPD is a degenerative disease, one goal of COPD management is to help patients live better with the lung function they have.

Through a number of different research projects testing remote monitoring of stress levels, breathing associated with specific tasks, the sounds associated with sleep, and the rhythms of everyday exercise, a library of knowledge is being developed that will one day be harnessed to make intelligent recommendations for patients with debilitating conditions like COPD.

WEAVING AI INTO EVERYDAY LIFE

“ Veeva’s passions are innovation and our customer’s success.”

Hilary Steiger Content Program Management

Veeva has become the leader in cloud-based solutions for the life sciences industry by constantly evolving a suite of offerings essential to the ways our clients communicate with their customers, and by facilitating the creation, review, and release of the content they create.

Veeva CRM is the suite of offerings within their closed-loop marketing (CLM) platform, facilitating field force interactions with healthcare professionals. Interactive content is distributed seamlessly, ensuring it’s always up to date. Approved Email allows for compliant and useful interactions between the company and its customers. Engage is used for online meetings, webinars, and portals, extending the life of interactive CLM content. MyInsights provides the sales force with recommendations to drive interactions with their customers in real-time. It can be used to manage custom account profiles, pre-call planning, and more, and is coming to the iPhone this summer.

Veeva’s data warehouse solution, Nitro, will allow clients to gain insights, and will form the foundation of their data infrastructure. It will eliminate the hassle of creating a custom data warehouse and provide the basis for artificial intelligence and analytics, speeding up the decision-making process.

Resources available to agencies include training, certification, sample code for developers, and materials for cross-functional team members like account managers and creatives, helping them understand Veeva’s different offerings and what’s required for successful design and execution.

THE LIFE SCIENCE INDUSTRY’S CLOUD INFRASTRUCTURE

“ Accessing health information has evolved to include online conversations.”

Mary Ann BelliveauHealth & Wellness National Director

Twitter is helping brands and agencies find ways to join in meaningful conversations, online, with their audiences and communities.

Some examples of companies doing this in unique ways include: reaching out in ways that are culturally relevant and of the moment (Gilead’s #WorldAIDSDay efforts and Sanofi’s recent response to Roseanne Barr); engaging with patients and healthcare professionals in a best-in-class way (Abbott’s @FreeStyleDiabet); reaching doctors at a conference, or those who can’t attend (Novartis’s @NovartisCancer); and taking advantage of Twitter user’s passion for answering polls (Lilly’s @LillyMigraine).

Because video ads are two times more memorable, and people are responding most to video on the platform, it’s no surprise that pharma brands are running TV spots and patient testimonials among the different ad units available on Twitter.

There are a wide range of ad types, sponsored opportunities, promoted content, and other options available, in addition to list-matching capabilities to ensure you’re reaching the right audiences. To understand what solutions are best for your brand, work directly with your media partner to learn more and create the best plan for your marketing goals. Twitter believes that the most exciting part of their next stage is what agencies come up with–this is a great opportunity to see new ideas come to life for your brands!

IDEAS THAT SPARK MOVEMENTS

“ We’re creating new and unique products that help our clients.”

Joe GraiffDirector of Technology

Ken BeattyChief Analytics Officer

The FCB Health Network has launched two products that help solve different challenges our clients face—recruiting patients for clinical trial programs and understanding customer motivations through the analysis of consumer and other data sets.

To help our clients recruit patients for their clinical trials, FCB Health has built an application programming interface (API) that pulls all data within ClinicalTrials.gov and makes that information available for use on our client’s websites. Updates are made every night, and additional automated tools ensure availability of the service and integrity of the information.

To understand our healthcare audiences more holistically, FCB Health has launched Q-ID, a service that can be thought of as ”segmentation on steroids,” which is addressable and actionable owing to the fact that we know who the healthcare professionals (HCPs) and consumers are within the datasets in a compliant way. This allows us to see these audiences as people, beyond the way they may treat a specific condition (in the case of HCPs), or deal with that condition (in the case of patients and caregivers). Historically, we’ve approached everyone as one audience. With Q-ID, we will become more personalized with each segment, customizing creative executions and media plans so that what we’re saying is more relevant to the individual.

There are also two products in the FCB Health development pipeline. One will create a database capturing information on US KOLs to speed up the time needed to identify prospective partners for future activities. The other is a standardized online knowledge base that integrates many different data sets together to speed up market opportunity assessments and decision making.

TWO PRODUCTS LAUNCHED AND MORE ON THE WAY

“ When done right, VR is a multisensory experience.”

Bill BourbeauDirector of Computer Graphics

Michelle FrancisAccount Management

In this riveting presentation, the FCB Health team that brought a virtual reality (VR) experience to life for one of its clients walked through how to take an idea to a fully executed deliverable on a compressed timeline. It was so successful that most HCPs ended up staying for the full 7-minute experiences in the booth!

As with any production, multiple components are critical to success. Characters need to be developed and approved before storyboarding and modeling can begin. A script (based on an approved outline) informs the voiceover, a key part of the overall experience, as it helps guide the participants, ensuring that key content in the story is absorbed. Previsualization and animatic creation lay the groundwork for later success with animation and video work.

Another key consideration is the level of fidelity required for the artwork. How true to life will it be? How conceptual? Knowing your audience informs the decision, as healthcare professionals are likely to want more physiologically realistic representations, while patients and caregivers may need a more conceptual depiction of complex biologic processes. Artwork should also be consistent with overall campaign elements (if relevant).

When creating experiences for a convention booth, make sure you’re working with the designers early. VR can require additional hardware, computing power, space, and storage that needs to be accounted for. If you’re using cables in the VR rig, consider swivel chairs to let people turn around easily (and safely). An attract reel created from the VR content and played on screens in the booth can help generate excitement about your VR experience. And, as with any multichannel experience, consider and evaluate the analytics you will want to capture and record in your planning phases, so that you’re capturing the right success metrics when the finished product debuts.

VIRTUAL REALITY FOR THE REAL WORLD

“ Our brains are processing information faster—this affects how content is created.”

Mark LoganClient Solutions

Patrick Sullivan Client Solutions

With people in the US checking their phones an average of 46 times a day, it’s no surprise these devices have become an important part of our healthcare-seeking behavior. Over half of smartphone owners use their phones to look up health-related information; 25% of US consumers rely on their phones as their primary digital device used to learn about health information; 70 million people on Facebook belong to a health-related group.

Facebook believes in designing content for its users by thinking about three key mobile engagements: “on the go,” when attention is hardest to earn; when people “lean forward” and are more engaged; and when they “lean back,” indicating more attention and time to spend consuming content. These three engagements require different levels and depths of content that brands should be planning and designing for.

For on the go, say one thing simply for quick absorption. For lean forward content, carousel ad units can provide opportunities for viewers to engage with more content and link out to one or more websites.

For lean back video content, consider using a “teaser” up front with a compelling message that pulls into longer-form video content. Capture additional content at video shoots for reuse on social ad campaigns. Recutting content is common, and will need to take into account how users engage with the Facebook app (in vertical/portrait orientation, versus horizontal/widescreen formats used on laptops or in exhibit booths).

PLAN AHEAD AND KNOW YOUR AUDIENCE

“ Performance matters.”

Dan SchneiderSolution Architect

There are different terms used to describe the kinds of solutions that fall under virtual reality, including augmented reality and mixed reality. To display this content properly requires computer hardware with enough processing and graphics power to provide the right resolution.

That means a minimum of 90 frames per second to allow the user to feel like the computer imagery is tracking with their body movements (and thus avoiding headaches and worse physical side effects). Sensors like accelerometers and gyroscopes, and high-resolution retinal displays, also enhance the end-user experience. Fortunately, these types of hardware and technology have come down enough in price to make the democratization of content creation possible.

VR “backpacks” have freed up the user so that cables connecting the headset to the computer running the content are no longer needed – instead, the user carries the computer on their back, freeing them to move around in space without needing to be aware of the cords that traditionally tether a headset to a computer.

Use cases in commercial applications run the gamut from architecture to production development, training, and healthcare. In healthcare, uses have included immersive healing, surgical planning, therapy, and patient engagement with their condition.

THE VR EXPERIENCE IS IN THE DETAILS

“ The future is real-time.”

Angus KnealeChief Creative Officer

The Mill describe themselves as an innovation development lab. Their clients range from TV (Game of Thrones, Stranger Things), film (Ready Player One, Justice League, Jurassic World), and music (Janelle Monáe, Beck, Katy Perry) to experiential (Corona, Nike, Gatorade) and more, as they’ve built up a portfolio of groundbreaking work for some of the largest brands in the world, designing multidimensional experiences and content.

Their approach to product design is to focus on areas of need, and build the glue that sticks off-the-shelf components together. By using what’s available, they keep their costs lower.

One of their first products is called the Blackbird, and it allows them to do automotive motion capture, recreating any car using computer generated imagery (CGI) in real-time. The device records live video of its surroundings so that the CGI rendering can apply the proper reflections and shadows to the car that’s being projected back to the viewer. It is nothing short of incredible.

Another product is called the Cyclops, and it enables real-time rendering and integration of digital assets into film and augmented reality at a level of fidelity never seen before.

Because end users want to interact with content that they’re consuming, The Mill is looking for new ways to integrate the participant into the experience. One example of this is using biometric feedback from users to alter their surroundings in virtual worlds. Heartbeats cause lights to pulse. The tone of music shifts with a user’s stress levels. As the user becomes calmer, they ascend higher into the virtual world, creating their own positive experience, in real time.

MAKING MAGIC HAPPEN

“Together, we go far.”

Carolyn Tisch Blodgett Head of Global Brand Marketing

Fitness as a category is still relatively young. People are spending more time working out. There’s also a trend of interest in things like receiving guidance, partaking in ritual, and being part of a community, trends that boutique health outlets like Pure Barre, Orangetheory, and SoulCycle have tapped into. Peloton’s key insight was realizing there is a large population wanting these experiences in their own home, using the Peloton bike with its 22” internet-connected tablet.

The Peloton “adherence” play is built from a combination of different elements. Live content is streamed out each day to bike owners across the US. Data inform updates to content schedules and offerings. CRM emails are used to check in with community members who haven’t participated in a while. Members are also very active online in private user groups outside the company’s control, which the company has learned how to tap into in ways supportive and positive, like their annual live meeting in New York City attended by 1,000 members.

One of the factors in Peloton’s success has been to always stay focused on their members, their experience with the brand, and their satisfaction.

WINNING HEARTS AND MINDS

“ Storytelling is innate in human nature.”

Matt ZogbyDirector of Strategic Analytics

Data-driven storytelling can help reduce the cognitive load required to absorb information, along with preserving the integrity of the message being conveyed. For this reason, it’s particularly conducive to topics within the healthcare arena and is an area that the Marketing Science team is adept at delivering.

Important for any storytelling is knowing your audience, having a clear story, and minimizing complexity. For data-driven storytelling, we need three components in order to be credible: the data, the visualization (how the information will be presented), and the medium (where the information will be presented, e.g., physical, digital, online/offline).

There are three main visual styles, each with their own benefits and considerations:

• Static: Meant for quick consumption. While it is easily customizable, its main limitation is its sometimes static nature, which means there’s a lack of direct engagement with the recipient.

• Dynamic: This brings interactivity to drive education, retention, and exploration among the viewer. They choose what they’re interested in and engage with it, allowing for self-discovery.

• Data Essay: This also allows interaction, but is used when the creator has a definite point of view to convey. It’s better suited to deep storytelling of ideas that are weighty and worthy of the effort required to engage with the content.

EVOLVING THE DATA STORY PARADIGM

“ For AR, make sure you have clear space around you.”

Bill Bourbeau Director of Computer Graphics

Mixed Reality is the digital world and the real world interacting with each other. This exciting medium extends from the overlay of information or objects (augmented reality, or AR) to the full, seamless integration of a lifelike hologram as seen in modern cinema. It does not include a fully computer-generated virtual reality, or VR.

To achieve these blends of the digital and real worlds, there are a number of solutions available, including hardware from Microsoft and Magic Leap, software development kits from the big smartphone players (Apple ARKit; Google ARCore), game developer engines (UnReal; Unity), and social media platform solutions (Snapchat’s Lens Studio; Facebook’s AR Studio). Of these, Snapchat’s solution is currently the most intuitive, being user friendly and fast.

A recent example using AR from the FCB Health Network is the work Area 23 did for one of their clients. They created the world’s smallest booth for an HCP conference, a unique experience that reps can use anywhere, anytime.

Examples of apps that are using mixed reality in nice ways:

• Pokémon Go: This was the first app to use AR that gained wide usage. It was recently upgraded using ARKit for a better user experience.

• IKEA Place: This is a perfect example of AR. It’s used to show how IKEA’s furniture looks in the user’s home, locking the furniture’s proportions so that objects appear correctly.

• NYTVR: This New York Times app uses AR to tell interactive stories on a range of topics.

MIXED REALITY HAS ARRIVED

“ Today I did my best. Tomorrow I’ll do better.”

Ryan Olohan Managing Director, Healthcare

The average attention span has decreased to 8 seconds today (from 12 in 2000). This has positive impacts like forcing us to focus on our website’s performance to improve things like bounce rates (healthcare average: 53%) and load times (healthcare average: 6 seconds, which is still too long). Google makes different tools available to help website owners test their sites and identify improvements in different areas. Before implementing paid search campaigns that will drive traffic to your site, make sure your site is optimized to provide the best experience. Try out your website’s URL here: bit.ly/fastworld.

Google is also helping people by taking into account the context of a person’s search. People searching for information on suicide are automatically shown information on suicide prevention resources as the first result. Searches on depression link to quizzes about the topic to help people understand if what they’re feeling could be depression. What can we do to make sure the link between search behavior and information we’re providing on our sites is helping our customers?

Analyzing data around searches can also uncover interesting insights. For example, searches for emergency rooms are now lower than searches for urgent care. These spike at 7 am across the US, when urgent-care centers are typically closed. Someone paying attention to these signals would ask, why not open urgent care centers earlier? What can you learn from analyzing the search behavior of the visitors to your website, and how will that inform the content you offer and other improvements you should make?

WORKING TODAY ON A BETTER TOMORROW

“ The camera is the communicator.”

Steve Horowitz VP, Technology

Whitney Derksen Brand Partnerships

Snap Inc. believes that the camera has become a communication tool because of the way our pictures have become a means of conveying information about us. The camera within Snapchat contains a massive amount of computational power, including geotagging of images, scanning real-world objects, and facial recognition. The addition of lenses within Snapchat adds additional, expressive layers that allow users to personalize how they communicate with their friends on the platform.

Positioning themselves as the most-used augmented reality (AR) platform in the world, Snapchat represents a way to let brands, and users, experience life through the camera. The use of AR within Snapchat affords opportunities to let those on Snapchat interact, engage, and play with brands in ways not available on other platforms. While this may not make sense for all brands, there are opportunities to use the AR features available within Snapchat to support brands that have close connections with their audiences. The Lens Studio helps brands create those experiences easily and intuitively.

Snapchat, coupling rich third-party data, location-based targeting, and their own data, are looking forward to partnering with more brands in the healthcare space.

PICTURES ARE WORTH A THOUSAND WORDS

“ Voice does not equal chatbots. Hearing is not reading. Speaking is not typing. Don’t think about speech, think about user intent.”

Mark Webster CEO/Founder

In the US today, 42% of adults use voice assistants on smartphones. If you think of what the mouse did for the desktop computer, and the touchscreen for mobile phones, voice-based interactions will be similar in terms of impact on the ways users interact with digital devices.

Voice can be broken down into three components: the devices we interact with (e.g., Amazon Echo, Google Home); the platforms powering those interactions (Amazon’s Alexa, Microsoft’s Cortana, Apple’s Siri); and the services that power those platforms (Amazon Web Services, Microsoft Azure, etc.).

Sayspring believes that all design will eventually be voice-first, much like today is mobile-first in website and app design. The foundation in everything is what the user wants to do and accomplish.

Creatives, strategists, and user-experience designers will need to consider voice and audio in the solutions they create for these platforms. Without buttons, images, or text, the importance of nonverbal audio increases. How will audio indicate different points in the user journey? How can audio be incorporated in ways that are elegant, emotional, and delightful without being obtrusive? Another consideration is search engine optimization (SEO) in voice-based solutions, as platforms like Alexa now let designers indicate a skill’s areas of understanding and fulfillment.

For use cases within healthcare, consider the doctor’s waiting room, nurses stations, and other areas where many people interact but the level of information exchanged is somewhat commodified. Voice is more similar to other mediums than people tend to think, so when thinking about it, start by creating wireframes, user fflows, and user intent, and build from there.

VOICE IS INESCAPABLE

To cap off the week, four multidisciplinary teams from the FCB Health Network (Area 23, FCBCURE, FCB Health, and Neon) competed for fame, glory, and bragging rights in the Amazon Alexa Hackathon.

The challenge was to create their own Amazon Alexa skills using Sayspring’s quick prototyping tools for a disease state of their choice. The only requirement was that their skills needed to focus on improving medication adherence. The teams were given 7 minutes to demonstrate their skills to our panel of judges, comprising FCB Health’s own Jonathan Brady as well as experts from Janssen and Sayspring.

Area 23 created AIDA, the artificial intelligence for Iron-Deficient Anemia skill for young millennials dealing with this condition, to help set expectations during pretreatment, treatment, and follow-up.

FCBCURE’s entry was Mettle, intended for millennials with HIV. This team mapped out their user journey and shared the paths a user could take through the skill.

FCB Health’s Heart Mate skill for heart-failure patients was meant to help patients track how they’re doing, monitor their medications, get activity suggestions, and more.

Neon created the ”Cystic Fibrosistant” skill to help younger patients with cystic fibrosis heading off to college manage the many medications, treatments, and other things a person with CF faces.

After a rigorous question period from our judges panel, the final winner was chosen, and FCB Health’s Heart Mate was named the victor!

AMAZON ALEXA HACKATHON

For new businessMichael.Guarino@fcb.comDana.Maiman@fcb.com

For everything elsehello@fcbhealthcare.com

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