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HEALTH & WELLNESS
Hello!
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
OgilvyRED
Harry Bellman
Associate Fellow
OgilvyRED
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How AI doctors & robo-nurses
will change your life
Mary Meeker
FRICTION TO 

EFFICIENCY
FIXING TO 

PREVENTING
FOCUSED TO 

HOLISTIC
OUR 

AGENDA
(and the three core trends)
FRICTION TO 

EFFICIENCY
FIXING TO 

PREVENTING
FOCUSED TO 

HOLISTIC
Digitisation of healthcare is enabling a faster,
more efficient system



Telemedicine overcoming the traditional physical speed-bumps
Advanced technology perform tasks at speeds impossible for humans
http://medicalfuturist.com/grand-challenges/prevention-focused-healthcare/
TRANSFORMATIVE
CONVENIENCE
Faster access to professional treatment improves
health outcomes
ACCELERATED
INSIGHT
Augmented intelligence solves medical issues at a
scale and speed beyond humans
TRANSFORMATIVE CONVENIENCE
3 weeks
average wait time to see a physician in the US
2-3 hours
taken from door to door to visit a doctor
25 days
average wait to see a psychiatrist/psychologist in the US
1/2 of patients
with mental health issues go without treatment in the US
TODAY
What's Next for Health & Wellness - Breaking down Mary Meeker's report
•Doctor on Demand patients can have
video visits with some of the best
medical professionals in the US on
their smartphone/computer at any
time of day
•Consumers can use technology e.g.
CliniCloud’s connected medical kit to
transmit recordings to the doctor in
the course of a video visit
Telemedicine
http://www.doctorondemand.com/, https://clinicloud.com/
•Babylon Health taking telemedicine a
step further, integrating an AI
diagnosis tool to free up consultants
from more routine conditions,
reducing consultation costs by up to
80%
•AI triage tool currently being applied
through a chatbot easing the burden
on NHS 111, either referring the patient
to hospital or recommending a GP
appointment based on their
symptoms & the tool’s algorithms
AI Triage Tool
https://www.babylonhealth.com/
ACCELERATED INSIGHT
•The intelligent surgical knife (iKnife)
uses an electrical current to heat
tissue, to make incisions with
minimal blood loss.
•The vaporized smoke is analyzed to
detect the chemicals in the
biological sample - allowing it to
identify whether the tissue is
malignant in real-time
•iKnife can significantly reduce the
length of operations.
Real-time Diagnostics
•AI program able to diagnose cancer
much faster, accelerating process of
scanning mass tissue samples
•Applies deep learning to digital
pathology, creating an automated
detection algorithm – detects 92.4% of
the tumours vs. 73.2% by a human
Alphabet AI
Tackling Cancer
FRICTION TO 

EFFICIENCY
FIXING TO 

PREVENTING
FOCUSED TO 

HOLISTIC
REACTIVE, EVIDENCE-BASED CARE
Traditionally…
of the global burden of disease
is chronic illness*50%
*Diabetes, obesity & arthritis require 

a more proactive, on-going approach
World Health Organization
REACTIVE, EVIDENCE-
BASED CARE
PROACTIVE, PREDICTIVE
& PREVENTATIVE CARE
Digital healthcare’s most
significant role over the next
two decades will be in
preventative healthcare.
http://digitalhealth.whitecase.com/taking-the-pulse-of-digital-healthcare
“We tend not to use the biggest resource in
healthcare – the patients themselves.”
Lucien Engelen - Director REshape Center 

for Health(care) Innovation
Digital tools collect an
unprecedented amount of data
DATA ENABLES
DISEASE PREVENTION
Bio-sensors delivering data from consumers, enabling preventative treatment
Number of steps
walked per day
(perhaps)
5,000 sensors generating
10GB of data per second
on altitude, temperature, airflow,
bearing, fuel consumption,
Pratt&Whitneyengine
AMOUNT OF REAL-TIME HEALTH DATA COLLECTED
http://aviationweek.com/connected-aerospace/internet-aircraft-things-industry-set-be-transformed
https://www.23andme.com
PLUS shows which illnesses are
circulating nearby for a better idea of
what bug you’re fighting
https://www.kinsahealth.com/
SELF-MONITORING 

ENABLES PROACTIVITY…
Wearables empowering consumers to proactively manage their own health
Market value of the wearable device market from 2012 to 2018
K’Watch Glucose
• Bio-sensor which measures blood
glucose by collecting a tiny sample
of interstitial fluid
• Allows more consistent & regular
monitoring, helping user to better
manage blood glucose through
proactive lifestyle decisions
http://www.pkvitality.com/ktrack-glucose/
Wireless wrist blood pressure monitor
provides clinical accuracy for home blood
pressure monitoring
https://omronhealthcare.com
Omron Heartvue
SELF-MONITORING 

ENABLES PROACTIVITY…
WHICH FUELS 

BEHAVIOUR CHANGEEmpowered consumers have a better understanding of their health,
which has been shown to fuel behavior change
• A transparent adhesive patch that
monitors UV rays
• Photosensitive dyes change colour
when exposed to UV rays, gradually
revealing a heart shape
• Users take a photograph of the patch
and upload it to an app to find out
about their level of sun exposure
• Helps to lose weight & reduce risk
for chronic disease
• Uncovers habits and opportunities
for change
• Uses behavioural science to help
transform changes into habit
• Within 12 months, the average user
loses 4-5% of weight
https://www.omadahealth.com/
Source: http://www.techrepublic.com/article/wearables-have-a-dirty-little-secret-most-people-lose-interest/
One third of consumers
stop using their wearables
within 6 months
FRICTION TO 

EFFICIENCY
FIXING TO 

PREVENTING
FOCUSED TO 

HOLISTIC
TRADITIONALLY, HEALTHCARE’S 

FOCUS HAS BEEN ON
THE MOST URGENT NEEDS
TODAY, HEALTHCARE IS LESS ABOUT LIFE
OR DEATH AND MORE ABOUT LIVING WELL
Wellness is a state of complete
physical, mental, and social well-being.
Preamble to the Constitution of the WHO, www.who.int/about/definition/en/print.html.
What's Next for Health & Wellness - Breaking down Mary Meeker's report
EMPOWERED BY TECHNOLOGY, PEOPLE
ARE FINDING NEW PROBLEMS TO SOLVE
• Growing emphasis placed on mental wellbeing
and self-awareness
• Apps such as Headspace are helping consumers
to ease stress, focus more and get better sleep,
by providing a guided meditation program
• Website Design My Day crowdsources wellness-
enhancing advice
THE MINDFULNESS
MOVEMENT
https://www.headspace.com, https://www.designmyday.co/
• Consumers are increasingly concerned with their
quality of sleep
• Apps such as Sleep Cycle are helping consumers to
monitor their sleep quality and optimize their
night’s rest
• Technology such as Sleep Number’s 360 Smart Bed
senses consumers’ breathing, heart rate and
movement, reacting in real-time to provide
optimum comfort
THE SLEEP MOVEMENT
https://www.sleepnumber.com/360, https://www.sleepcycle.com/
• Consumers are now eager to be able to train and
develop their brains to learn new techniques or get rid
of old habits
• Virtual Reality games aimed at curing consumers’ fears
(e.g. Arachnophobia) & developing consumers’
cognitive skills (e.g. Cerevrum)
THE BRAIN OPTIMISATION 

MOVEMENT
http://store.steampowered.com/app/485270/Arachnophobia/, https://cerevrumgame.com/
• Consumers are paying increasing attention to nutrition
• Apps such as Footprint by Neutrino provide Personal diet & weight
loss plans
• Influencers such as Rawveganblonde harness the power of social
media to spread their healthy-eating message
THE NUTRITION MOVEMENT
https://nutrino.co, https://www.instagram.com/deliciouslyella/
IN SUMMARY
FRICTION TO EFFICIENCY
Transformative Convenience: Faster access to professional treatment improves
health outcomes
Accelerated Insight: Augmented intelligence solves medical issues at a scale and
speed beyond humans
FIXING TO PREVENTING
Data-Enabled Prevention: Bio-sensors delivering data from consumers, enabling
preventative treatment
Proactive Self-Monitoring: Wearables empowering consumers to proactively manage
their own health
FOCUSED TO HOLISTIC
Technology-empowered cultural shift to a more holistic view on wellness, solving
problems consumers didn’t know they had
THANK
YOU
Questions?
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
OgilvyRED
Harry Bellman
Associate Fellow
OgilvyRED

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What's Next for Health & Wellness - Breaking down Mary Meeker's report

  • 2. Hello! Thomas Crampton Global Consulting Principal, Marketing Transformation OgilvyRED Harry Bellman Associate Fellow OgilvyRED
  • 3. What’s the weather like in your city? Tell us where you’re dialing in from!
  • 4. Want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com Are you on the go? You can join our webinars on mobile, too! Download the GoToWebinar app from the App Store or Google Play
  • 5. How AI doctors & robo-nurses will change your life
  • 7. FRICTION TO 
 EFFICIENCY FIXING TO 
 PREVENTING FOCUSED TO 
 HOLISTIC OUR 
 AGENDA (and the three core trends)
  • 8. FRICTION TO 
 EFFICIENCY FIXING TO 
 PREVENTING FOCUSED TO 
 HOLISTIC
  • 9. Digitisation of healthcare is enabling a faster, more efficient system
 
 Telemedicine overcoming the traditional physical speed-bumps Advanced technology perform tasks at speeds impossible for humans http://medicalfuturist.com/grand-challenges/prevention-focused-healthcare/
  • 10. TRANSFORMATIVE CONVENIENCE Faster access to professional treatment improves health outcomes ACCELERATED INSIGHT Augmented intelligence solves medical issues at a scale and speed beyond humans
  • 12. 3 weeks average wait time to see a physician in the US 2-3 hours taken from door to door to visit a doctor 25 days average wait to see a psychiatrist/psychologist in the US 1/2 of patients with mental health issues go without treatment in the US TODAY
  • 14. •Doctor on Demand patients can have video visits with some of the best medical professionals in the US on their smartphone/computer at any time of day •Consumers can use technology e.g. CliniCloud’s connected medical kit to transmit recordings to the doctor in the course of a video visit Telemedicine http://www.doctorondemand.com/, https://clinicloud.com/
  • 15. •Babylon Health taking telemedicine a step further, integrating an AI diagnosis tool to free up consultants from more routine conditions, reducing consultation costs by up to 80% •AI triage tool currently being applied through a chatbot easing the burden on NHS 111, either referring the patient to hospital or recommending a GP appointment based on their symptoms & the tool’s algorithms AI Triage Tool https://www.babylonhealth.com/
  • 17. •The intelligent surgical knife (iKnife) uses an electrical current to heat tissue, to make incisions with minimal blood loss. •The vaporized smoke is analyzed to detect the chemicals in the biological sample - allowing it to identify whether the tissue is malignant in real-time •iKnife can significantly reduce the length of operations. Real-time Diagnostics
  • 18. •AI program able to diagnose cancer much faster, accelerating process of scanning mass tissue samples •Applies deep learning to digital pathology, creating an automated detection algorithm – detects 92.4% of the tumours vs. 73.2% by a human Alphabet AI Tackling Cancer
  • 19. FRICTION TO 
 EFFICIENCY FIXING TO 
 PREVENTING FOCUSED TO 
 HOLISTIC
  • 21. of the global burden of disease is chronic illness*50% *Diabetes, obesity & arthritis require 
 a more proactive, on-going approach World Health Organization
  • 22. REACTIVE, EVIDENCE- BASED CARE PROACTIVE, PREDICTIVE & PREVENTATIVE CARE
  • 23. Digital healthcare’s most significant role over the next two decades will be in preventative healthcare. http://digitalhealth.whitecase.com/taking-the-pulse-of-digital-healthcare
  • 24. “We tend not to use the biggest resource in healthcare – the patients themselves.” Lucien Engelen - Director REshape Center 
 for Health(care) Innovation Digital tools collect an unprecedented amount of data
  • 25. DATA ENABLES DISEASE PREVENTION Bio-sensors delivering data from consumers, enabling preventative treatment
  • 26. Number of steps walked per day (perhaps) 5,000 sensors generating 10GB of data per second on altitude, temperature, airflow, bearing, fuel consumption, Pratt&Whitneyengine AMOUNT OF REAL-TIME HEALTH DATA COLLECTED http://aviationweek.com/connected-aerospace/internet-aircraft-things-industry-set-be-transformed
  • 28. PLUS shows which illnesses are circulating nearby for a better idea of what bug you’re fighting https://www.kinsahealth.com/
  • 29. SELF-MONITORING 
 ENABLES PROACTIVITY… Wearables empowering consumers to proactively manage their own health
  • 30. Market value of the wearable device market from 2012 to 2018
  • 31. K’Watch Glucose • Bio-sensor which measures blood glucose by collecting a tiny sample of interstitial fluid • Allows more consistent & regular monitoring, helping user to better manage blood glucose through proactive lifestyle decisions http://www.pkvitality.com/ktrack-glucose/
  • 32. Wireless wrist blood pressure monitor provides clinical accuracy for home blood pressure monitoring https://omronhealthcare.com Omron Heartvue
  • 33. SELF-MONITORING 
 ENABLES PROACTIVITY… WHICH FUELS 
 BEHAVIOUR CHANGEEmpowered consumers have a better understanding of their health, which has been shown to fuel behavior change
  • 34. • A transparent adhesive patch that monitors UV rays • Photosensitive dyes change colour when exposed to UV rays, gradually revealing a heart shape • Users take a photograph of the patch and upload it to an app to find out about their level of sun exposure
  • 35. • Helps to lose weight & reduce risk for chronic disease • Uncovers habits and opportunities for change • Uses behavioural science to help transform changes into habit • Within 12 months, the average user loses 4-5% of weight https://www.omadahealth.com/
  • 37. FRICTION TO 
 EFFICIENCY FIXING TO 
 PREVENTING FOCUSED TO 
 HOLISTIC
  • 38. TRADITIONALLY, HEALTHCARE’S 
 FOCUS HAS BEEN ON THE MOST URGENT NEEDS
  • 39. TODAY, HEALTHCARE IS LESS ABOUT LIFE OR DEATH AND MORE ABOUT LIVING WELL
  • 40. Wellness is a state of complete physical, mental, and social well-being. Preamble to the Constitution of the WHO, www.who.int/about/definition/en/print.html.
  • 42. EMPOWERED BY TECHNOLOGY, PEOPLE ARE FINDING NEW PROBLEMS TO SOLVE
  • 43. • Growing emphasis placed on mental wellbeing and self-awareness • Apps such as Headspace are helping consumers to ease stress, focus more and get better sleep, by providing a guided meditation program • Website Design My Day crowdsources wellness- enhancing advice THE MINDFULNESS MOVEMENT https://www.headspace.com, https://www.designmyday.co/
  • 44. • Consumers are increasingly concerned with their quality of sleep • Apps such as Sleep Cycle are helping consumers to monitor their sleep quality and optimize their night’s rest • Technology such as Sleep Number’s 360 Smart Bed senses consumers’ breathing, heart rate and movement, reacting in real-time to provide optimum comfort THE SLEEP MOVEMENT https://www.sleepnumber.com/360, https://www.sleepcycle.com/
  • 45. • Consumers are now eager to be able to train and develop their brains to learn new techniques or get rid of old habits • Virtual Reality games aimed at curing consumers’ fears (e.g. Arachnophobia) & developing consumers’ cognitive skills (e.g. Cerevrum) THE BRAIN OPTIMISATION 
 MOVEMENT http://store.steampowered.com/app/485270/Arachnophobia/, https://cerevrumgame.com/
  • 46. • Consumers are paying increasing attention to nutrition • Apps such as Footprint by Neutrino provide Personal diet & weight loss plans • Influencers such as Rawveganblonde harness the power of social media to spread their healthy-eating message THE NUTRITION MOVEMENT https://nutrino.co, https://www.instagram.com/deliciouslyella/
  • 48. FRICTION TO EFFICIENCY Transformative Convenience: Faster access to professional treatment improves health outcomes Accelerated Insight: Augmented intelligence solves medical issues at a scale and speed beyond humans FIXING TO PREVENTING Data-Enabled Prevention: Bio-sensors delivering data from consumers, enabling preventative treatment Proactive Self-Monitoring: Wearables empowering consumers to proactively manage their own health FOCUSED TO HOLISTIC Technology-empowered cultural shift to a more holistic view on wellness, solving problems consumers didn’t know they had
  • 50. Questions? Thomas Crampton Global Consulting Principal, Marketing Transformation OgilvyRED Harry Bellman Associate Fellow OgilvyRED