New York, NY — It’s not every day I see someone I know pop up on the Daily Show; so, it was kind of a thrill to see David Rose, MIT researcher and Ditto Labs CEO, walk up to the interview desk (and a great reason not to fast forward through the interview section for once!) We first met Rose in 2010 at the ePatient conference. He was preaching the gospel then that eventually became the book (Enchanted Objects: Design, Human Desire, and the Internet of Things) he was talking to Stewart about last night . His core belief is that pervasive equals persuasive. When we take all our health, wellness and planning information off a single glowing screen and spread it throughout our lives, we expand our peripheral vision and accelerate better decision making. “I think about the cellphone and all the amazing things you can do with a cellphone and apps, but the problem is it monopolizes your attention. Most of us are staring into this most of the day,” Rose said. “There’s an opportunity to become unglued from this screen and spread the apps into everyday objects, including desks, clothes, jewelry. It’s a much nicer way to interact with technology.” He believes the future is in these kinds of enchanted objects – everyday things, everyday gestures that have functionality embedded into them. The GlowCap he invented is a great example of the change enchanted objects can affect. The caps screw onto a typical prescription bottle and use subtle lights and sound or even a text message to remind users to take an important medication. In previous trials, these smart caps have proven they can move adherence from 71% to 98% (without incentives) Stewart may have described the innovation the best: “So this is , in essence, my mother in a cap form.” Hey, she loves you, Jon. It’s for your own good. See the full interview:
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About the Author:
As Managing Director of Innovation and Insights for Syneos Health Communications, Leigh is responsible for building and scaling a global team of healthcare experts who together help life science leaders better understand the complex lives, influences and expectations of their customers. Specifically, they uncover actionable insights that fuel empathy and creativity; lead co-creation events that let marketers learn from peers, trends, and new possibilities; and help clients identify the most valuable and useful new customer experiences to create.
Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for nearly 20 years.She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she held several leadership roles at our largest agency, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business.
Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes.
A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. This year, she led over 250 experts to experts to focus on the most important changes in the commercial, consumer, marketing, digital and healthcare landscapes. (See reports at trends.health)
Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice and Top 10 Innovation Catalysts of 2017 by MM&M, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.
