Seattle, WA — The hype around the Amazon Dash this week has already proclaimed its push-button ordering to be the height of modern convenience and the first big fiasco of the internet of things. I personally believe it’s the only way the woman in their promotional video is going to get anyone else in her family to reorder the Maxwell House.


The way it works is pretty simple. Brands like P&G sponsor a series of buttons (about the size of a USB drive) for different household products that people frequently run out of – like Tide or Colgate or that bright orange mac & cheese. Amazon Prime members stick the buttons near those consumables and when they’re running low, they push the button for a new delivery. The button uses your home wifi and all the details about sizes and smells and flavors and whatnot can be set up in your Prime account.

Let’s be real: Amazon isn’t going to stop until you can go your entire life without setting foot in an actual brick-and-mortar store. – Engadget

It may not be practical to have a fully branded pantry, but it probably doesn’t really equate to a “horror” – as The New Yorker called it – either.

It’s possible, though, that a push button of some sort will be the first real experience many consumers have with a connected household. Eventually their refrigerator will remind them to buy milk as they pass that aisle in their favorite grocery or a series of clever sensors will assure them that their aging relative is comfortably getting around her home, but a lot of those advances require big upfront spends. The buttons – not so much.

One we’re really interested in right now works with a smartphone. Bruce and I both funded the effort on Indiegogo. The product is called Flic: a wireless button that creates a shortcut to your favorite actions on your phone.

You could program one button to turn on your favorite music – or NPR – and leave it next your bed. One touch turns in on anywhere. Or, you could give the button to an aging relative who may not be as comfortable with a smartphone. One touch could bring the kids up via Facetime or text you for help.

It also seems easy for a doctor, support team or even telehealth resource to be just a push away.

Thanks to Jim Smith and Zach Gerber for reminding us to write about this one… what do you think, guys? Huge find? Or minor fiasco?

About the Author:

As Managing Director of Innovation for Syneos Health Communications, Leigh is responsible for shaping the company’s perspective on the next era of healthcare marketing. Through thought leadership, strategic innovation workshops and new products and capabilities, Leigh focuses on identifying marketing approaches that will fuel that new era and generate significant growth for clients. Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for over 17 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 had several leadership roles at one of our agencies, 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. Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice, 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.