RTC Blog

From inside information to far out ideas, here's what
has captured our attention and spurred us into action.

Owning Your Healthcare Data

After two days at SXSW, I am starting to see a data trend in healthcare: the importance of owning your own data. Three ideas have had great success in consumer healthcare: 23andMe, Blue Button, and PillPack. In addition, the FDA has recently announced that consumers can view their lab results without going through a doctor. It’s obvious that healthcare is changing, here are a few examples:

What role do genetics and personalized medicine play in the healthcare revolution? Can big data and community unlock secrets to a healthier life? Anne Wojcicki, CEO and co-founder of 23andMe, led a great keynote presentation. She challenged the audience to think about the impact of biotechnology and the role of genetic knowledge in our lives. Her company, 23andMe, wants you to find out what your DNA says about your family.

Wojcicki believes that everyone has the right to access and understand their personal data. This is especially timely as healthcare expenses continue to rise (to $2.7 trillion!). Now healthcare can be cheaper to treat the sick than to implement preventative care.

What 23andMe believes:
• Prevention is better than treatment
• Genetic information is the basis for personalized medicine
• Knowing your genetic health risks will help you make better decisions
• Big data will improve your health and accelerate research discoveries

What we can learn from DNA:
• Medication response
• Disease risk
• Inherited conditions
• Interesting traits
• Ancestry

Genetics is going to be part of our daily life, and having access to our own information can impact our behaviors. It is pretty powerful data, and 23andMe has been met with resistance from the FDA on their journey.

Two other innovators in consumer healthcare are Blue Button and PillPack. Blue Button provides consumers with electronic access to their health records without having going through a doctor. PillPack addresses challenges with patient adherence to prescribed medications by delivering your pre-packaged medications organized by date and time in individual packets to keep you on schedule.

The healthcare industry is ripe for change and these companies are pushing the boundaries of consumer health!

Add a Comment

Perspectives Treffpunkt
#VXSafetyVideo 2014 Winter Olympics 23andme 3-d printers 3-d printing Adboe Adobe Gadget Adobe Magpie Adverse Events advertising advertising careers agency Airbnb Amazon American Airlines Amgen analysis analytics antisocial network app apple aranesp ArsTechnica augmented reality Benicar Bitcoin black box drugs black box warning blue button boomers Box brand to customer relationships Browser Release Announcement business Business Insider Cancer Candy Crush captain kirk Caregivers Circulars Citius Pharmaceuticals Click-to-Chat CNN commercial space travel communication communities community management consumer research cover photo cross-interface culture customer engagement customer engagement agency Customer Experience customer experience design customer relationship marketing CX D.C. Daiichi Sankyo data data analysis data driven marketing data management data modeling data-drivem dc DC Advertising DC digital marketing DC marketing dc week 2012 Delta design Development Devin Fernandez diagnostics Diclegis Digital digital advertising digital behavior digital marketing display DMP doctors economics economy efficacy claims Elena Zamolodchikova Emily White engagement marketing executive leadership f*** cancer facebook FarmVille Fast Company FDA FDA guidelines FDA Letters Federal Aviation Administration Fire Phone FitBit Forsman Bodenfors fun Gamification gaming gen-x gen-y generation mashup generations GenY Geordi La Forge gesture technology gestures global google Google Chrome google goggles google hummingbird Google Translate Google Wallet Grey London hcp hcp marketing health healthcare hitchBOT holodeck Huffington Post HuffPost Live hypospray IBM Ice-cream injections innovation inrix insights Instagram iPad iPhone james tiberius kirk Jean-Claude Van Damme Jell-O jet-injection JetBlue John Gerzema Juxtapid Kadmon Kickstarter language leadership letter from the editor life marketing marketing careers marketing DC Marketing Innovation marketing mix marketing promotions Mashable Matt Kruse medical apps medication medicine millennials mobile Mobile App Mobile Apps mobile experience Mobile Marketing mobile phone mobile technology mobile-first companies Moscow Mt. Gox MTV multi-channel planning Multisensory music Music Productivity neil young New York Times Bestseller next mobile experience organic search Oxford English Dictionary paid search park me app party patient health patient targeting patient-doctor relationship patient-level data Pay Phone people perspectives pharma pharmaceutical advertising Pharmaceutical Marketing pharmaceuticals photography pillpack Pinterest ponomusic Popmoney prescribing information prime directive principles relationship marketing relationships replicators Retail Retale ReWalk ribapak Ribasphere RibaPak RM Roy Sekoff RTC RTC Agency RTC Blog RTC Chatter RTC Dev Team Safety Video sara collis scanning secure search encryption segmented data Selfie SEO simulator Snap Chat Snapchat soccer social engagement Social Fixer social listening social media social media marketing social network Songza space space x staff StandWith Star Trek storify Subway summer Sung Kim Suprenza SXSW sxsw interactive SXSW14 Synesthesia team building technology Telecommunications telemedicine The Athena Doctrine translate translation translator trekkies tricorder tumblr twitter Twitter #Below10KFeet Twitter changes Uber US WorldMeds Vending Machine Venmo Virgin America virgin galactic virtual reality Visor Vital Technologies Corporatio Volvo Trucks washington Washington DC Washington DC ad agency Watson wearable technology Winsha Chen Women wondervoice World Cup Wunderman Wunderman Reports wunreports Yahoo Yahoo Finance Yahoo Mail Yahoo News YouTube zipcar