People are fascinating creatures. We have the ability to create, communicate and con. Even when someone excels at “reading the room” they can only read what has been “written”, and what if that turns about to be a bit more fiction than truth?
Empathy, especially through interviewing is a valuable tool in finding insight and inspiration. Both the interviewer and interviewee play an integral part in the process.Those interviews can drastically change the outputs
Why It’s Hot:
I think the line “It’s like 6 totally different people” really captures how we as people can receive and process information. The lesson to take is – dig deeper. We’re all humans, maybe the person you’re interviewing is having a bad day, maybe they just won the lottery…without going in for a deeper dive we may miss the true essence.
The Neurotransmitter 3000 is a homemade amusement ride experience that performs based on biometric data collected from on-body sensors:
Before riding the Neurotransmitter 3000, you clip a pulse rate sensor to your ear, stick muscle tension sensors onto your left arm, and fit a thermometer under your armpit. As it begins to spin, these measurements from your body feed into the machine, and its motor slows and speeds up to match your comfort.
As more machines enter our lives, its important explore how machines can understand how we feel, not just what we objectively do or say. This is all in the quest of figuring out how deeply machines will integrate into our lives.
Empathy is considered one of the high attributes of emotional intelligence; it is the foundation of strong relationships. These days, great brands work hard to align their message to provoke some emotion — joy, aspiration, sadness, outrage — but the hardest emotion to communicate is empathy. While it is used as a means to bond with a brand, it usually is packaged with cause-related marketing like raising money for a disease research.
What more apropos industry to embrace empathy as a differentiating strategy than Biopharma and healthcare? It is an industry that ranges from high science to high emotion. Why not use empathy to say to patients, “We get you. We care. Trust our medication. Trust our hospital.” What’s more is the government is rewarding doctors and hospitals on empathy.
Let’s go through some examples of how technology is creating the path to applying empathy as a business strategy. In fact, at many hospitals, they are training doctors to be mor empathetic. Patient satisfaction scores are now beingused to calculate Medicare reimbursementunder the Affordable Care Act. And more than 70 percent of hospitals and health networks are using patient satisfaction scores in physician compensation decisions.
First, Healthloop, an App that is in beta but has great promise. Hospitals in the post-Affordable Care Act world, have new metrics for both reimbursement and are rated (yes, up to 5 stars!); Biopharma companies are being judged by insurers on Outcomes (did the treatment actually work?) — it all comes down to being gaining competitive advantage for doctors, hospitals and even Biopharma.
This video for Healthloop says it pretty well:
Next is Ginger.io…a mental health support App. This is an amazingly human digital experience; unlike so many (abandoned) Apps, this one actually covers a 360 degree view of your day-to-day mental health. It stays relevant. It offers contact and human contact; advice that is simple, exercises that are based in cognitive behavioral sciences.
The Calm down Kit (above) is the best! How human can you get? If I were in a depressive funk, “watching cute puppies” may seem frivolous but it is reinforcing the need for positive thought.
Why is this hot? For CXM, how do we account for this? How do we understand that this is core emotional driver for patients in choosing hospitals and doctors — even treatments. Technology and good UX is finally enabling the ability to deliver an emotional experience. But all good strategies need measurement for validation and optimization: Do we need to evolve the definition of ROI? Should it be ROI which accounts for Empathy and UX? Return on Empathy? Can we measure this? Is this the ultimate Engagement metric? Healthloop caring, helpful content and interaction is reminding us who really cares. The patient testimonial on Healthloop says it all: