Making Health Tech Human: Key Insights from Lions Health 2017
Monday, July 3, 2017
In mid-June, and set on the beautiful beaches of Cannes, France, Lions Health brought together global professionals and peer experts from across healthcare and pharma communications to celebrate innovation and the intersection of health, creativity, and technology. Aside from the spectacular views and cuisine, I was honored to co-host and co-present a dynamic panel on creativity and its intersection with health technology. Elizabeth Elfenbein, Partner and Chief Creative Officer of The Bloc, and I were chosen by Lions Health to present a session on “Making Health Tech Human.”
I shared a story about taking my father to the ER at 2am and not knowing the answer to the first question the doctor asked, “What medications is he on?” This caught me off guard, and as a professional in the pharmaceutical industry for more than a decade, I was surprised I didn’t know the answer. It took this emergency with my father to realize there is a huge unmet need for the 65 million caregivers in the US providing care to loved ones: we want help in managing medications. We’re worried about the deterioration of our loved one’s health and independence, and we need a solution to help provide peace of mind.
This story is important as it turned a personal experience into a professional journey to help make health tech human. We set out to create a brand persona with The Bloc that at its core is “human.” We aimed to create a brand that garners inclusion and engages our parents in their homes, across any platform they choose to use. The theme of friendly, engaging, and non-judgmental imagery and content carries through the brand.
During our presentation, we showcased five ways to use creativity and innovation to humanize health technology. spencer, our advanced in-home medication dispenser and seriously connected health partner, also made an appearance.
Elizabeth emphasized the value in creating ideas that focus on the patient’s feelings—because when you do, you connect with them on an emotional level and better understand their health struggles. Imagine a future world where there’s an empathy experience linked to every condition!
When trying to improve patient engagement, it’s best to be real and human in your brand approach. Connecting authentically with patients means you’re speaking their language and staying down-to-earth. Simple, large graphics, a user-friendly interface and language, and a personalized experience allows patients to connect with you, your brand, and in turn, other patients.
3. Humanize tech.
Let’s face it, most technology is “cold”, while humans are warm (at least, for the most part!). Think of elderly patients who may be desperately trying to maintain independence. We can provide technology that not only helps care for them, but also supports the caregiver. Humanizing health technology offers the potential to make health gadgetry desirable, enabling trust and empathy while connecting patients with their extended care network.
4. Put a face on compliance
As we seek new creative ways to change health-related behaviors to improve outcomes, patient compliance and adherence continues to be a challenge. Wearables have had relative penetration in the market and apps have become standard practice. By playing and creating in spaces where patients already live, we have a greater change of driving “stickiness”, which could lead to improved compliance and adherence to a medicine, treatment plan, or health routine.
5. Create experiences
When you create a brand experience, put the patient at the center, not the brand. Create experiences that touch and strike emotional chords with the patient. Create value-added services as key differentiators of your product, which demonstrates that you (as a brand) are there to support their health. If you combine this with empathy, an authentic voice, and through a highly-engaging user experience, you’re more likely to turn a patient into your advocate.
To learn more about spencer and how its humanized persona is driving the future of connected care, contact us today.