Consumers at the Center

Designing for a Health Revolution

“Big business”

“Fat cats looking down on the people”

“Corporate guys… where’s the money?”

“People at the top with big salaries”

“People who crunch numbers”

health insurance is …

consumer’s view of health

• Research and Development (skunkworks)• Marginal Improvement• Product “tweaking”

• Radical differentiation• A creator of trends• Changing an industry standard

innovation at humana

isn’t

is

SET UP THE PROBLEM.Step One:

We’re getting Older

So what do we do about the rest?

It’s a symptom

In the US…• 36% Higher inpatient/outpatient

expenses for obese• 77% Higher medication expenses

for obese• 2-3X Increase in mortality for obese• Total estimated obesity cost : $127

billion

Source: CDC Cost of Obesity

the numbers

46 billion

We’re getting sicker

The cost of care is increasing

http://farm4.static.flickr.com/3147/2841694458_465eca8cdd_o.jpg

The system is a mess

It has been 100 years since the

Cubs Won The World Series

LET’S MOVE ON.Okay.

THE SOLUTION?Step two:

27

Going Where They Are

• It’s about health not healthcare.• To engage consumers in healthy

activity and connect them socially.• It can cover both “healthy” and

“unhealthy” people.

0ver 170 million play!

why does it matter?

• Games – Nintendo Wii– EA Active– Ubisoft Shape– Microsoft Natal– Hasbro & EA– Mattel & Neurosky

• Entertainment– Disney – Jerry Bruckheimer– Warner

the market is growing

Activity Support System Design

HPC UKJan 19 – Feb 13

BOTB Phase 2 Jun 30

AHPC Feb – May

OPS gameMay - Jun

Guidance Centers Feb HPC Phase 2

Apr 27

Game Contest

June - Sept

Brain gamesJan 16

D2C brand launch 4QiPhone Game 3Q & 4Q

2009

current initiatives

the hpc experience

• 6 challenges• Total number of players to date: 2,379 players• Total number of steps to date: 207 million steps• Total number of miles to date: 78,400 miles

– More than 3 times the circumference of Earth– On average, each player walked 33 miles

• Total CO2 footprint reduction: 34.48 tons• 2 countries; 15 US states + District of Columbia• Average increase in physical activity as a result of

Horsepower Challenge: 35% increase*As of June 9, 2009

hpc specs*

May 27 – Louisville

May 30 – Los Angeles

May 30 - Chicago

prototypes

Heartbeat orchestra – creates melody and harmonies from each employees’ heart rate measurement

YogaBall – replaces hand-controller with

yoga-ball movements for

tetris or pac man

Jumprope Challenge – one-on-one jumprope with modified wii accelerometers

social robots research

• MIT• USC• Stanford• University of Miami• Georgia Tech• UK• U of L

university partnerships

MBMP research identified insights on consumer motivations…

Those motivating insights were then clustered to create attitudes…

Segmentation of attitudes determined alignment towards green or health

Insight:I want to be attractive and think exercising and watching what I eat can help me look my best

Insight:I believe I should do things like eat good food, drink

water and rest to have a long and healthy life.

Insight:I believe feeling good inside and in harmony with the world around me will bring me happiness and health.

Insight:I believe leading an active life is the key to staying

young and may even help the environment.

Insight:I believe fresh ingredients that are grown without chemicals and cooked from scratch are the healthiest option to sustain both a healthy body and a healthy environment.

Insight:I want clear, simple and enjoyable ways to make changes to my daily routine that improve my health and the environment.

Insight:We need to stop global warming to ensure there

is always a hospitable planet for us to live in.

Insight:I believe we have to join our efforts as a community in order to make a

significant impact towards the improvement of the planet’s health.

Insight:I need an information source that is objective and that helps me understand

what is better for me and the planet without any vested interests.

Health & Obesity 1 Transportation& Economic2

Environmental & Carbon Footprint34Social Networks & Emotional Connection

A difficult situation A simple solutionFreewheelin is a philosophy that is deployed through bicycle sharing

RNC ridership statistics:• Rides 1,971• Miles 15,308• Calories 474,530• Carbon 5.4 metric

tons

DNC ridership statistics:• Rides 5,552• Miles 26,416• Calories 818,899• Carbon 9.2 metric

tons

IdeaFest statistics:• Rides 512• Miles 3,002• Calories 93,059• Carbon 1.0 metric

ton

Ranking1st - CO2nd - KY3rd - CA

Ranking1st - MN2nd - KY3rd - NY

Ranking1st - KY2nd - IN3rd - IL

Rides!

community innovation

healthy communities

active communities

customer service

Fishtanksocial platforms

social tools

THE

TOWN SQUARE

chamber of commerce

chamber of commerce

the end

Humana’s Innovation Centerhttp://CrumpleItUp.com

Greg Matthews @chimoosePaul Puopolo @2psTony Tomazic @tonahawk

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