I&R in a Non-Verbal World Aaron G. Blackledge Technology Consultant / Change Architect

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Hilary Wade
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4 The Marketplace Changing Expectations Yesterday Tomorrow One of the biggest mistakes I have made during my career was coining the term profit center, around The truth is that inside the business, there are only cost centers. The only profit center is a customer whose check hasn t bounced. Peter Drucker Managing in the Next Society 2002 St. Martin s Press

5 "We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run. -Roy Amara, researcher, scientist and past president of the Institute for the Future

6 Offerings / Delivery Models In a sense Ford was the most brilliant and the most senseless marketer in American History. He was senseless because he refused to give the customers anything but a black car. He was brilliant because he fashioned a production system designed to fit market needs...our policy is to reduce the price, extend the operation, and improve the article. You will notice that the reduction of price comes first. Theodore Levitt (Marketing Myopia Marketing Imagination

7 Innovation of Process Leveraging Talent, Technology and Touch Cost-Driven Pricing Profit Cost Cost Cost Cost Cost Cost Cost Cost A process that leads to a result Price-Driven Costing Quality - A PRICE THE MARKET WILL PAY - $ A result that requires innovation of process. Copyright 2012 Aaron G. Blackledge

8 Marketplace - Yesterday The Big 3 Mass Production Mass Market

9 Marketplace Today Competing Manufacturers / Providers / Suppliers Mass Customization A Niche of One

10 Marketing Tomorrow By invitation only! Selected Product / Service providers Invited into the community not to sell but to facilitate buying. Products / services aligned with specific needs delivered at a price the market is willing to pay Individual members of community sharing affinity

11 What services are provided today? Instant Messaging: Emotional support. Suicide risk assessment. Crisis intervention. Exploration of positive next steps and referrals. This is only provided by a small number of I&Rs who also do crisis intervention. Currently running over 50% abandonment rate due to demand! Copyright 2012 Aaron G. Blackledge

Why provide I&R online? 79% of adults, 93% of teenagers (12-17 y.o.) in the US are online* People in crisis are reaching out using online services (e.g. Face Book, Twitter, Craigslist, personal blogs).

12 Why provide I&R online? 79% of adults, 93% of teenagers (12-17 y.o.) in the US are online* People in crisis are reaching out using online services (e.g. Face Book, Twitter, Craigslist, personal blogs). People who are suicidal and in crisis are online crisis centers need to be able to meet them where they are. * Internet & American Life Project: adult data as of May, 2010; teenage data as of September, Copyright 2012 Aaron G. Blackledge

13 Goals for I&R in Non-Verbal World Transform the existing national network of I&R centers by adding chat, SMS, and social media, increasing these centers capacity to serve younger and higher risk populations. Create standards, operational guidelines, and training and technology infrastructure that follow best practices. Create a national online portal for easy access to I&R. Implement an evaluation of service delivery.

14 What is the Crisis Chat National Pilot Project? The first national network of crisis centers providing online crisis support crisischat.org Instant Messaging service provided since November centers providing service - average chat is minutes

15 Chat Volume During Pilot Phase # Number of Chats No national marketing campaign for Crisis Chat during this pilot phase. Minimal ads on Google and Face book. From November to April the rate of chats coming into the portal increased five times.

16 Chats by Age & Gender (4%) (5%) (15%) (11%) (4%) (1%) (24%) 0-12 (2%) (18%) (16%) Key Points: 69% are under the age of out of 5 are 15 years or younger. 34% are teens 35% are in 20s Questioning (1%) Female (84%) Transgender (.4%) Male (15%)

17 Chats by Main Concern (self reported) Addictions (2%) Financial (3%) Physical Health (1%) Are you thinking about suicide today? Family (8%) Depression (36%) 12% of chat visitors also had a plan and means for suicide. Abuse (4%) Relationship (8%) It is estimated that 191 suicide attempts have been prevented on Crisis Chat during the pilot phase. Anxiety (9%) Other (29%) No 56% Yes 44%

Ears: 19 th Century Privileged technology until end of 20 th century Not

Ears: Late 20 th Century Personal computers Internet Email First chat rooms Remember when people

Ears: New millenium Mobile technology becomes widespread.

21 Putting the Social in Media 2010: More people visit Facebook than Google. Healthcare mostly commonly searched topic on Internet Twitter used to respond to Natural Disasters Copyright 2012 Aaron G. Blackledge

22 And then phones got smarter Our personal computers and mobile phones have a love child. Smart phone adoption rapidly accelerates in Ability to be social like never before. Copyright 2012 Aaron G. Blackledge

23 Future Funding Model for Non-Verbal I&R Blended Private and Public Sector Funding National Funding: Center Operational Support and Research Funding Gap: Creation of a National Initiative Current Funding: Local United Ways and other foundations

24 Game Plan Reach audience using many mediums - SMS - Chat - Social Media Look at current technology and determine what changes are necessary to accommodate new model.

25 I&R Game Changers This is not just a technology problem requires paradigm shift with processes Capture audience who otherwise may not reach out for I&R services Allows additional opportunities for community investment foundations want to fund innovation and private sector loves anything around technology Don t box your organization into Ford s Model T

26 Contact Information Aaron G. Blackledge

ADVERTISING ON THE WEB: ENGAGING HEALTHCARE CONSUMERS ONLINE

ADVERTISING ON THE WEB: ENGAGING HEALTHCARE CONSUMERS ONLINE Scott Samples Manager, Marketing Communications Martin Health System J.K. Lloyd President & Co-Founder Eruptr Stephen Moegling Partner, Account