Philadelphia, PA — Fabrizio Caranci, Director of Channel Innovation at Merck, started out with this super fact from John Chambers, CEO at Cisco: by 2020 over 30 billion objects will wirelessly be connected to the internet. Even if you count everyone in the world, that’s 4 to 5 devices each. Many of the people in the room were already over that number when they added internet-connected televisions, wearables, alarm systems and even baby monitors to their more obvious lists of smartphones, computers and tablets.
Caranci says this is creating new expectations. People expect to be able to pick up their internet-connected devices to do anything. Of course, one of the most picked up devices is the smartphone. The average person picks up their phone more than 200 times a day to cary out tasks (Forrester, “The Future of Mobile Engagement”). Many have high expectations for native brand experiences there:
- 62% expect a mobile-friendly website
- 42% expect to find mobile app
- 23% expect that experience to change based on location.
To evaluate new technologies and new expectations, Merck uses a program called BYOBC: bring your own business challenge. Caranci invited 35 Merck attendees and 8 outside speakers to define the most significants business challenges the brand teams were facing, including issues in adherence, reimbursement and access.
They ultimately identified 8 shared challenges and developed a point of view about how digital health trends might impact solutions for each. The solutions were plotted by business impact and feasibility of implementation. The resulting chart looked a bit like the how, wow, now framework:
The workshop launched a variety of pilots and new ideas including one with virtual reality that will be coming to market soon. They’re also looking at possibilities in personalization and data-driven intelligence.