KINECTIN HEALTHCAREA look at the development and applications of the Kinect in healthcare.

ABOUT IQ MINI WORKSHOPS

iQ is the innovation lab of GSW Worldwide. We research emerging trends in both how technology and expectations are changing.

We use those findings to develop perspectives on how our health care marketing clients can gain competitive advantage in fast-changing areas like mobile, slate, gaming, and social media.

Then we model innovative tools and experiences designed just for health care marketers.

Mini workshops like this one include a snapshot of each of those elements.

Innovation theater: A model of what

could be

What early-moverbrands are doing

Insight intonew consumer/

HCP expectations

Strategies and insights for brand

planning

MOST OF THE WAYS WE INTERACT WITH HEALTH CARE ARE UNINSPIRING

We’re not engaging people…• Advances in technology have not translated to

advances in care• We give patients 7 minutes in the exam room• Few options for easy, effective observation over time

The interface of health careis broken

WHAT IS KINECT?How it works, statistics, and applications

Kinect

• Kinect is a motion sensing input device by Microsoft, originally designed for the Xbox 360 video game system.

How It Works

Infrared Depth Sensor

RGB Camera

Microphone3 Microphones

…Explained

Infrared Depth Sensor

RGB Camera

Microphone3 Microphones

Identifies depth of every pixel in frame

Physically locates sound

Works as standard webcam/camera

Software is the key• Microsoft launched a non-commercial SDK in June 2011.

• Software Development Kit (SDK).

• Allows developers to build applications using C++, C#, or Visual Basic.

The Big Idea

Create “hands-free” features for

standard PCs.

The launch of Kinect had an advertising budget of $500 million, larger than the investment of the Xbox console launch.

KINECT STATISTICS

8 Million units shipped in the first 60 days on market, a Guinness World Record for consumer electronic devices.

Recipient of the 2011 MacRobert Award for engineering innovation.

In addition to gaming, Kinect has been used for:

• 3D mapping in archaeology• Navigation in transportation

Applications

• GE Introduced “Visible You”

• Gesture based system that capture body movements.

• Detailed modeling of 4 major biological systems:

Cardiovascular Muscular Nervous Skeletal

Healthcare Applications

• Access patient information, MRIs, CT scans in operating rooms.– Eliminates need to leave room to

access documents

– Physician maintains focus

– Contamination risk decreases

– Time saved

• Facilitate virtual therapy sessions– Maintains anonymity and privacy

Video Conferencing

Talking to Focus - Kinect recognizes person currently talking and brings them to focus.

Freezing Former Frames – Saves and displays previous frames. Visual ‘mute’ button.

Spacial Augmented Reality – Turn simple physical models into complex computer graphics.

Privacy Zone – With a gestural command, render a person or specified area invisible.

AN INNOVATION THEATER IDEA:

KINECT IN HEALTHCAREThe iQ team creates models, prototypes and storyboards that show how innovative applications of technology can solve persistent healthcare challenges. We always start with a common problem:

Medication Adherence is a prevalent and expensive problem in healthcare today.

50%Adherence Rate

$290,000,000,000Cost of medication non-adherence in the United States per year

Medication Adherence and Care Teams, a report from the New England Healthcare Institute, Sept. 2010.

HOW COULD WE USE KINECT TO IMPROVE MEDICATION & DISEASE EDUCATION?

SO WE ASKED:

Improving Patient Education

• Physicians can digitally demonstrate to a patient how the body functions prior to taking a specific medication.

• Show the patient a time lapse with/without adhering to the proper medication program.

• All demonstrations conducted using the patients own body.

Results:

• Promotes patient understanding of their disease and effectiveness of medication.

• Motivates sustained adherence.

Create an engaging and interactive learning experience

WHAT IF KINECT COULD CREATE MORE ENGAGING BRAND EXPERIENCES AT LARGE EVENTS?

SO WE ASKED:

Interactive Brand ExperienceAttendee Enters

Booth

Using Kinect, the interactive booth recognizes the attendees face based on their event registration profile.

Start personalized event experience

Greets attendee with personalized message, suggest exhibit content and opportunity to speak with a industry professional.

Expand the experience

Provide opportunity for the attendee to share exhibit info with their networks or request more info for a later date.

Brand Experience Road ShowWHAT IF THE INTERACTIVE BRAND EXPERIENCE ALLOWED PHYSICIANS TO BECOME THE PATIENT?

Introducing…The Brand Experience Road Show

• Utilizing a mobile trailer, brands can create their own event.

• When entering the exhibit, physicians steps into the life of a patient in a specific disease state.

• Using Kinect’s voice and gesture recognition, physician can customize how they are educated about the brand – as if they are the patient.

• The exhibit builds buzz and attracts new visitors as it’s own, standalone experience.

For more answers to pharma’s marketing challenges visit

WhatsYourDigitaliQ.com

Twitter.com/iQlab

SlideShare.net/iQlab

YouTube.com/GSWiQlab