Table of Content: • Understanding the patient’s behavioural shift • P4 Healthcare • Looking into technological trends • Health Focus: Behavioural Health • Psychosomatic symptoms • Looking into different kinds of stress • Opportunities • Looking into technology and limitations: • Thinking Process: 1. Learning outcomes 2. Building the creative brief 3. Target audience • Building on the initial Research
ANALYSIS
Understanding the patient’s behavioral shift HEALTHCARE CONSUMEr
HEALTHCARE PATIENT
Consumers purchase goods and services for personal use, indentify their needs, collect information, evaluate alternatives, and make decisions
From Latin patient = suffering Able to accept or tolerate delays, problems. A person receiving medical treatment. PASSIVE
ACTIVE
ONE WAY RELATIONSHIP
PARTNERSHIP
RECEIVE TREATMENT
INVOLVED IN TREATMENT DECISION
UNDERGOING DIAGNOSIS
VS
TAKING ACTION HEALTH PORTFOLIO
DEPENDANT
EDUCATED
information drawn from patient
consumer as supplier of information
UNDERSTANDING
P4 HEALTHCARE Predictive, Preventive, Personalised, Participatory
Personalised information + providing a unique health experience Focus around the cause instead of the symptoms
Consumers have access to information and have an increasing interest to manage their own health
OPPORTUNITIES OF P4: • Creates insightful data: looking at multiple sides of people’s experience of health • Digital innovation links scientific discoveries with institutions and patients. Individual care + monitoring create new insights that can help beneficiate other patients • Provides holistic information stored in personal data clouds: act as a medical portfolio • Medical care practice is expanded from hospitals to homes, workplaces and schools. • Motivates people with actionable and meaningful information to act positively on their lifestyle
Consumer’s power: WHAT INNOVATION MUST CONSIDER: Consumers no longer consider healthcare as an exclusive domain: they want to learn how to apply this accumulated personal knowledge to better take care of themselves and the people they love. Consumers have the power to reduce the risk of chronic disease if they learn how to be better caregivers. Social relationships can have an impact on health that is: • psychological • physiological • behavioral Social networks have the power to reinforce peer to peer healthcare. Health care is not an individualistic proccess Integrating science-based care + home wellness care Reassure in the security of patient’s data.
Keywords Timing Context
Home
Family Team
Personal
Caregiver
Connect
Relationships
Reward
Mobile
Educate Link
ANALYSIS
Looking into technological trends and how they will affect the consumer’s experience
“ the current issue with wearables
100,000 health apps in the Apple and Google Play app stores. Mostly food and exercises related
is that half of the people that buy
them
stop using the device after 3 months”
Smart Skin: ultra-light flexible strip, patches, temporary tattoos sensors you barely feel --> Discreet Less expensive technology --> more available and practical
Mobile prescription therapy Help health care app have a greater medical impact --> medically approved quality over quantity
PRESENT
“We are still discovering the fourth generation� Data Use to improve Analyse results in order to recommend in real time
Mobile Healh Care Mobile app are increasingly used and valued in health care. Smartphones remain the primary device for Mhealth apps
PRIVACY& SECURITY
Sensitive information on a increasingly large scale
FUTURE
Robots Used for repetitive, precise and physically demanding tasks. --> combining human touch and Technology Consider people over 80 as a separate age group: Technology has mainly been used to ensure their security but not necessary their well-being How can we improve their quality of life? (Loneliness for ex).
INTEREST: the relationship between the mind and body
ANALYSIS
Health Focus: Behavioural Health SOMATISATION
When physical symptoms are caused by mental (psychological) or emotional factors. For example: headaches, feeling sick (nauseated) abdominal pain, bowel problems, period problems, tiredness and sexual problems. People with “somatoform disorders” are convinced their symptoms have a physical cause. INTEREST: Often we do not realise the physical symptoms are due to mental factors. We may think we have a physical disease and see a doctor about it.
Who does it concern: • more women that men are affected • people fear that minor symptoms may be due to a serious disease • people who unconsciously convert their mental stress into physical symptoms that suggest a serious disease
Tensions: health information available online might worsen the condition. If the patient does not accept these symptoms are mental, he will unconsciously be looking for answers that support his theory --> more stress The relationship between the mind and body is complex and individual. We are still exploring the extent of how our mind affects our body
“We all respond physically to emotional distress at some time - None of us is immune”
Emontional sensitivity Hypochondriasis
Stress
Anxiety
“Society has not fully woken up to the frequency with which people unconsiously think themselves ill�
UNDERSTANDING
Psychosomatic symptoms
“The word psychosomatic refers to physical symptoms that occur for psychological reasons� There is a distinction between light and severe cases of mental health to understand (leading to more severe physical symptoms). This study will only explore the lighter cases. A medically unexplained symptom is not necessary psychosomatic. Most scientific breakthroughs were based on unexplained symptoms but there are scenarios where there is in fact no disease to find.
Most of the time doctors are pressured to find an explanation and do not want to risk a false diagnostic. Patients have a hard time admitting their symptoms could be psychologically fuelled.
Looking into different kinds of stress There are three types of ‘stressors’ that cause a stress reaction in the body:
Chemical:
caffeine, alcohol, nicotine, sugar, drug use, high fat diet, household or environmental poisons such as air pollution
Physical:
physical inactivity or overactivity, noise pollution, accidents, lack of sleep, barometric pressure changes
Emotional:
fear, anger, guilt, sorrow, jealousy, hurt, anxiety Most of the people add-up these “stressors” during the day which makes them highly likely to experience physical reaction. Each person has differrent tolerance levels for stress.
ANALYSIS
OPPORTUNITIES • Too much unnecessary care is one of the main problems in healthcare: helping the patient to discern futile from actually worrying symptoms could help specialists re-balance productivity. • The 24h news cycle and media violence/ negative news (anxiety) and our stressful lifestyles has an impact on our mood: understanding how we can take better care of our mental self seems like a priority. • Easy availability of healh information makes it worst for people with hypochondriacs tendancies: redirecting, facilitating their research process might help them better. • The relationship between the mind and body might vary from one individual to another: wearables and monitoring techs help applying scientific knowledge in a more personal way.
INTEREST: Technologies available to detect mood activity
ANALYSIS
Looking into technology and limitations:
EMOTIONSENSE
MOODMETRIC
What it does: The app collects relevant information from the user on his mood and feelings during different times of the day and given different circumstances: activities, locations, or people How it works: uses the user’s informaton to send out survey questions Benefit: get a better knowledge of what triggers their mood/ emotions
What it does: Moodmetric measures the activity level of your mind. Tells whether you are feeling strong emotions or being calm How it works: measures the electrodermal activity of the skin. Benefit: get a mood overview as a stimulator to control you emotions
Limitations: • The app is mostly obervational, it is ment to support therapists
Limitations: • It mesures intensity not actual emotions • Not convenient to way outside home • Does not keep track of emotion triggers
“Mental health experts say that the space has historically been overlooked by tech companies, but that’s beginning to change.”
APPLE HEALTH
PROJECT PRIORI
What it does: pulls together health and fitness data from consumer’s favorite apps. How it works: Users choose what they to share. For example, you allow your nutrition app to tell your fitness apps how many calories you consume each day. Benefit: apps become more powerful together: stronger outcome
What it does: The app runs in the background on an ordinary smartphone, and automatically monitors the patients’ voice patterns during any calls How it works: the program analyses many characteristics of the sounds and silences Benefit: aims to detect mood shifts in people’s voice. Families will be warned in case of any abnormal activities.
Limitations: • Includes health and fitness data but does not incorporate Mental health • Does not work with Androids apps.
Limitations: • Still being tested • Specifically targeting people with mental illnesses
Mood trackers explored so far: respiratory, voice. electro-dermal and facial activity
THINKING PROCESS LEARNING OUTCOMES STAGE 1 Thoughts based on : • • • •
the exploration of future healthcare trends understanding the future consumer’s needs overviewing the 100 top health and medical apps looking through what was being explored in terms of mental health apps + limitations
Mobiles remain the best device to monitor and store personal health information. Challenge of apps: step away from fitness oriented rewards -> providing stronger insights that have long term actionable benefits. There seems to be no apps that combine emotional activity monitoring with physical repercussions. One of the challenges with behavioral health is to quantify it into a single metric or set of metrics. Personalised messages, educative tips + reminder seems to have the most impact on behavior change
“We’re going to be creating a world that has a lot more health information that’s coming from the patient as opposed to coming from the electronic medical record. It’s going to create a need for more cloudbased services that are combining both sources of information and giving back to the consumer and tell them what might benefit them.” research2guidance managing director Ralf Jahns
Building on the initial Research There is a need to understand more about: Functionality: Further explore if the 3 categories of “stressors” identified are sufficient to get a comprehensive and accurate overview of what causes stress. That would also include understanding the limitations in “emotional stressors” monitoring. For example, are we really able to identify jealousy in a conversation? There will be a need for medical experts to support and update the technology with more physical repercussion data. Understand what would be the limits and opportunities of the algorithm translating the data in to “levels of stress”. Rationality: We have established that traditional wearable devices have an inevitable expiry date, but it would be important to uncover when will smart skin actually become public and how if it would be adapted for the app. Design: Lastly in terms of app design, it would be interesting to understand what are the creative risk you can afford to take while remaining medically appropriate but slightly less corporate oriented. Consumer: Conduct research in terms of intuitive design, better understanding what helps you stand out from the thousands of other apps: aiming for long term usage.
Olympia de Dietrich August 2016