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4 Ways to Supercharge
Baby Steps
Rajiv Kumar, M.D.
Founder & CEO


                    Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
How can we increase motivation + ability?




                               Copyright © 2012 ShapeUp, Inc.   2
We’ve figured out a few effective ways




                                Copyright © 2012 ShapeUp, Inc.   3
Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
#1
Use Trusted
 Networks
         Copyright © 2012 ShapeUp, Inc.   5
Copyright © 2012 ShapeUp, Inc.   6
Behaviors spread among friends

                0                     • Being on a team with
                                        higher social influence
                                        increased weight loss by
                -1
                                        32%
% weight loss




                -2
                                      • Each unit of increase in
                                        social influence (scale of
                -3
                                        1-5) increased likelihood
                                        of a clinically significant
                -4   "Optimal" team     weight loss by 20%
                     environment
                     "Poor" team
                -5   environment




                                                  Copyright © 2012 ShapeUp, Inc.   7
How do you do this?
• Roll out interventions in existing trusted networks (schools,
  workplaces, places of worship, community organizations)
• If D2C, focus on connecting users to people they know
    • Email invitations, Facebook Connect, etc.
• Increase social influence through team-building activities
    • Sharing goals & results, group messaging, high-fives




                                               Copyright © 2012 ShapeUp, Inc.   8
#2
  Leverage
Key Influencers
            Copyright © 2012 ShapeUp, Inc.   9
Understanding social network maps

• Connections
• Degrees
• Centrality
• Influence




                             Copyright © 2012 ShapeUp, Inc.   10
Who are the key influencers in a network?




                               Copyright © 2012 ShapeUp, Inc.   11
What does the network really look like?
                                     Senior Vice President
                                               Hussan
                                              Mares

                                                                   Milavec
             Exploration                Hopper
                                           Drilling                     Production
               Avery                      McWatters                       Milavec

                                                               Waring
       Dhillon          Crossley             Ramirez                Hussan              Hopper

       Smith              Myers             Sutherland             Waring
     Dhillon                                        Mitchell                 Mares
       Keller                                Cordoza
                        Zaheer                                           Myers
       Angelo
          Smith                                                                           Avery
      Klimchuck                               Schultz
                         Keller
                                                               Cordoza
       Mitchell                                                                  McWatters
                                   Angelo
       Schultz
    Crossley

       Zaheer                                                                             Ramirez
                  Sutherland                 Klimchuck



                                                                                     Copyright © 2012 ShapeUp, Inc.   12
How do these networks relate to health?

                                               ‘Kevin Bacons’: central
                                             individuals with a short path
                                                    to anyone else




             ‘Steve McQueens’ = peripheral
                    non-participants


                                             Copyright © 2012 ShapeUp, Inc.   13
How does this boost engagement?

               Program Type                                            Avg. Engagement

               Solo Coaching Programs                                                   6%

               Solo Weight Management                                                   8%

               Solo Walking Program                                                    10%

               Social Wellness                                                       30%+

Source: 15th Annual National Business Group on Health/Towers Watson Employer Survey on Purchasing Value in Health Care.
(coaching, weight, and biometric data). Analysis based on an average company size of 7,500 employees with an average workforce
age of 43 years, 55% male population and average industry distribution with no financial incentives offered. Walking program and
ShapeUp data based on book-of-business client experience.



                                                                                               Copyright © 2012 ShapeUp, Inc.   14
How do you do this?
• If you can, map the network of your population
    • Identify central, highly connected individuals
    • Overlay health information (participation, BMI, etc.)
    • Target key influencers to spread the message

• If you can’t, invite individuals to play a more central role
    • Team captain, wellness champion
    • Key influencers will often self-identify




                                                 Copyright © 2012 ShapeUp, Inc.   15
#3
 Group People
By Shared Goals
           Copyright © 2012 ShapeUp, Inc.   16
Working toward a common goal works

• More teammates with a                                                 1.4




                                   Odds of achieving a 5% weight loss
                                                                                          "Optimal" team
  shared goal = more                                                                      environment
                                                                        1.2
  weight loss                                                                             "Average" team
                                                                                          environment
                                                                         1
                                                                                          "Poor" team
                                                                        0.8               environment
• Setting and discussion
  of team goals = more                                                  0.6
  weight loss                                                           0.4
                                                                        0.2
                                                                         0




Leahey et al., Obesity, in press


                                                                              Copyright © 2012 ShapeUp, Inc.   17
How do you do this?
• Ask upfront about a user’s goals
• Encourage them to invite like-
  minded friends
• Suggest connections to users
  with similar goals
• Allow team goal setting
• Show team progress toward goal




                                     Copyright © 2012 ShapeUp, Inc.   18
#4
Offer Simple,
Personalized
 Feedback
           Copyright © 2012 ShapeUp, Inc.   19
Simple, Personalized Feedback
• A weekly, automated message about
  user’s progress toward goal
• Red, yellow, green zones
• Simple strategies for reaching goals
• Average weight loss more than
  doubled (3.5 kg vs.1.4 kg)
• Individuals achieving a clinically
  significant weight loss tripled
  (40.5% vs. 13.2%)


Wing et al., AJPH, 2010


                                         Copyright © 2012 ShapeUp, Inc.   20
4 Ways to Supercharge Baby Steps


   1   • Use trusted social networks

   2   • Leverage key influencers

   3   • Group people by shared goals

   4   • Offer simple, personalized feedback


                                       Copyright © 2012 ShapeUp, Inc.   21
Thank you


    rkumar@shapeup.com

       @RajivKumarMD




                  Copyright © 2012 ShapeUp, Inc.   22

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Mobile health 2012 rajiv kumar md

  • 1. 4 Ways to Supercharge Baby Steps Rajiv Kumar, M.D. Founder & CEO Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
  • 2. How can we increase motivation + ability? Copyright © 2012 ShapeUp, Inc. 2
  • 3. We’ve figured out a few effective ways Copyright © 2012 ShapeUp, Inc. 3
  • 4. Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
  • 5. #1 Use Trusted Networks Copyright © 2012 ShapeUp, Inc. 5
  • 6. Copyright © 2012 ShapeUp, Inc. 6
  • 7. Behaviors spread among friends 0 • Being on a team with higher social influence increased weight loss by -1 32% % weight loss -2 • Each unit of increase in social influence (scale of -3 1-5) increased likelihood of a clinically significant -4 "Optimal" team weight loss by 20% environment "Poor" team -5 environment Copyright © 2012 ShapeUp, Inc. 7
  • 8. How do you do this? • Roll out interventions in existing trusted networks (schools, workplaces, places of worship, community organizations) • If D2C, focus on connecting users to people they know • Email invitations, Facebook Connect, etc. • Increase social influence through team-building activities • Sharing goals & results, group messaging, high-fives Copyright © 2012 ShapeUp, Inc. 8
  • 9. #2 Leverage Key Influencers Copyright © 2012 ShapeUp, Inc. 9
  • 10. Understanding social network maps • Connections • Degrees • Centrality • Influence Copyright © 2012 ShapeUp, Inc. 10
  • 11. Who are the key influencers in a network? Copyright © 2012 ShapeUp, Inc. 11
  • 12. What does the network really look like? Senior Vice President Hussan Mares Milavec Exploration Hopper Drilling Production Avery McWatters Milavec Waring Dhillon Crossley Ramirez Hussan Hopper Smith Myers Sutherland Waring Dhillon Mitchell Mares Keller Cordoza Zaheer Myers Angelo Smith Avery Klimchuck Schultz Keller Cordoza Mitchell McWatters Angelo Schultz Crossley Zaheer Ramirez Sutherland Klimchuck Copyright © 2012 ShapeUp, Inc. 12
  • 13. How do these networks relate to health? ‘Kevin Bacons’: central individuals with a short path to anyone else ‘Steve McQueens’ = peripheral non-participants Copyright © 2012 ShapeUp, Inc. 13
  • 14. How does this boost engagement? Program Type Avg. Engagement Solo Coaching Programs 6% Solo Weight Management 8% Solo Walking Program 10% Social Wellness 30%+ Source: 15th Annual National Business Group on Health/Towers Watson Employer Survey on Purchasing Value in Health Care. (coaching, weight, and biometric data). Analysis based on an average company size of 7,500 employees with an average workforce age of 43 years, 55% male population and average industry distribution with no financial incentives offered. Walking program and ShapeUp data based on book-of-business client experience. Copyright © 2012 ShapeUp, Inc. 14
  • 15. How do you do this? • If you can, map the network of your population • Identify central, highly connected individuals • Overlay health information (participation, BMI, etc.) • Target key influencers to spread the message • If you can’t, invite individuals to play a more central role • Team captain, wellness champion • Key influencers will often self-identify Copyright © 2012 ShapeUp, Inc. 15
  • 16. #3 Group People By Shared Goals Copyright © 2012 ShapeUp, Inc. 16
  • 17. Working toward a common goal works • More teammates with a 1.4 Odds of achieving a 5% weight loss "Optimal" team shared goal = more environment 1.2 weight loss "Average" team environment 1 "Poor" team 0.8 environment • Setting and discussion of team goals = more 0.6 weight loss 0.4 0.2 0 Leahey et al., Obesity, in press Copyright © 2012 ShapeUp, Inc. 17
  • 18. How do you do this? • Ask upfront about a user’s goals • Encourage them to invite like- minded friends • Suggest connections to users with similar goals • Allow team goal setting • Show team progress toward goal Copyright © 2012 ShapeUp, Inc. 18
  • 19. #4 Offer Simple, Personalized Feedback Copyright © 2012 ShapeUp, Inc. 19
  • 20. Simple, Personalized Feedback • A weekly, automated message about user’s progress toward goal • Red, yellow, green zones • Simple strategies for reaching goals • Average weight loss more than doubled (3.5 kg vs.1.4 kg) • Individuals achieving a clinically significant weight loss tripled (40.5% vs. 13.2%) Wing et al., AJPH, 2010 Copyright © 2012 ShapeUp, Inc. 20
  • 21. 4 Ways to Supercharge Baby Steps 1 • Use trusted social networks 2 • Leverage key influencers 3 • Group people by shared goals 4 • Offer simple, personalized feedback Copyright © 2012 ShapeUp, Inc. 21
  • 22. Thank you rkumar@shapeup.com @RajivKumarMD Copyright © 2012 ShapeUp, Inc. 22