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Talking of mobile and structured data... You know back in
1980 we were working on computer diagnostics, the aim being to replace the
intellect of the human physician because it's so limited. If I got a
Stem Cell Professor,
who's almost entirely ignorant of 85 percent
other stem cell research in his own specialty area
heaven help us, when it comes to anything else. What it means is,
that we are in the world of computer diagnostics, a complete rethink
about the competence of a physician to diagnose and treat. What it means is,
we're entering a new world. A world of cloud-based medicine,
where most physicians will find themselves in the future
overruled a by computer system. Why? Because, Daniel, you might be
the world's, let's suppose, the world's greatest expert
on, recovery from severe burns, from from 95 percent burns,
and how to manage this person in such a situation. If it's even humanly possible,
you are the person who knows. Actually, 10-20 years time,
we find a time, when even someone as
qualified as you might be in that area
is now up before the courts because some particular person has died,
we have an angry relative and now we have an attorney attacking you,
because he's saying,'Why didn't you follow algorithm? And you say, 'Well, I invented the
algorithm.'
'Yes I know, but you not always operating consistently
with the algorithm that you created.' 'Yes, but there is clinical judgment here.'
'Yes, but the patient died.'
This becomes an irresistible force, I promise you.
We will find that physicians, even though,
they are convinced the machine is wrong, will find themselves compelled to follow
it. Just look at the speed at which this is happening.
Just in the last few months Ottawa hospital has just order 3 thousand
iPads.
The Mayo Clinic 10 thousand iPhones and 2 thousand iPads. I promise you, these are not
so that physicians can communicate, but is to control what they do.
Is to make sure that they are aligned,
the decision-making processes are consistent and coherent. And, part of this,
of course, is virtual medicine.
And connected with the other massive trend, which is to keep people
out of hospital. We talked about into the office, yes, but actually that's not good
enough.
It's to bring them home. And that's really where medicine is going to be in the
future.
And we want to know where the biggest explosion is going to be in terms of the
volume of Medtech,
it's going to be in the home, I'm not saying in terms of turnover because these devices
will be cheap. It's all about trust.
I trust in a world where people no longer believe
the Medtech stories that you tell. In fact,
let me prove it to you. If we look at this site here, TripAdvisor.
Who has used TripAdvisor in the last year? OK.
I want to benchmark your responses against
another 50 thousand people I've recently polled on this. OK,
here is a hotel in London
which is doing very well or very badly depending on what you think.
You type in..see here is the deal: the more the hotel advertises in
the financial times, the more people just type in the name of the hotel into
Google.
And the more stories about rats they see. But here's the story,
real story, is this: Where'd you go first?
You see Google, the first thing you get when you type in hotel name
is
a wonderful story about the hotel. The second is the most diabolical story about the
same hotel,
rats scorpions and the rest. And then on the right hand side, because the hotel
logo can no longer be found on the listings it has to hit back
with a paid listing. OK, so you've got 3 choices and 1 click.
Which do you go for first? Put your hands up if you'd go for the honeymoon story.
Put your hands up if you
always go for the rats.
OK. Put your hands up if, you know neither of these are true, you go straight for
the official marketing site because you know they tell the truth. See, what you
told me something that's,
joking aside, is actually really serious. If you remember nothing else today
remember this that you've shown me about yourselves. I'm just holding a mirror up to
you,
what you're telling me, about yourselves..is actually very typical
of 95 percent of all audiences except Google itself.
By the way, who wrote this one:
this is the most beautiful hotel in the world?
Correct. Actually they had to be quite subtle about it. It's usually the
nephew's girlfriend, because otherwise they get struck out by
TripAdvisor. What about this one, who wrote this?
Competitor, now of course you knew that! You knew that! You're sophisticated,
intelligent, and extremely well educated people, but you still went for the
rats. See the future is not,
the future is not about logic. The future's not about science.
It's certainly not about technology or published papers.
The future's about, as you've shown me very well, futures about
emotion. And what you've shown me is that
even a sophisticated audience, and I do just the same,
even though you knew that they're both a pack of lies: this one is
written by the hotel, this one by a competitor. That even so,
you would still prefer to believe the lies of a competitor, perhaps,
it's so emotionally compelling. And you certainly wouldn't go near the official website.
So what that tells us is, if we're going to tell the story about Medtech,
yes, I believe Lisa because I know that you're here and I can breathe the same air as
you.
But, actually, if it's your website, it isn't going to tell the story.
The only thing that is going to tell the story is the YouTube video
of the mother who breaks down in tears, as she saw what happened to her daughter
who had a both her *** removed,
just like she had it, because she's got the same gene, and she saw
her 22-year-old have perfectly reconstructed ***
within the first 8 weeks.
And that kind of story drives power, passion
and it's based on the truth, it has that ring of authenticity.