Photo credit: Nelson Designs https://www.youtube.com/watch?v=jOrwlhBNu3Y
Takeaways:
- Technology attempts to solve problems of matter, energy, space, or time,
- To apply technology to mental health and emotional problems, look to make the abstract tangible
- Some of the best entrepreneurship was the conversion of abstract aspirations into tangible solutions
I have been working recently with a talented young professor on commercializing her mental health idea based in AI. This is just after finishing up a medical device project to design a wearable for monitoring symptoms of a particular disease. Both of these projects have the same challenge, and it is the biggest challenge in healthcare. Both company solutions have to change human behavior in order to have any benefit of value and that is a hard problem. It is also why so much of healthcare is so ineffective and eventually wasteful.
The question becomes why do some technologies in healthcare (and any industry) succeed and others fail. Yes, sometimes we get the problem wrong or the solution, but less well recognized is that the technology itself may never be purposeful. As stated so well in the blog Code Simplicity:
“In general, when technology attempts to solve problems of matter, energy, space, or time, it is successful. When it attempts to solve human problems of the mind, communication, ability, etc. it fails or backfires dangerously.”
If we look at the categories in healthcare with notable commercial success, we easily arrive at diagnostic devices and pharmaceuticals. Diagnostic devices give us a window into the human body (matter and energy) and pharmaceuticals change matter. If we look back at my two examples from the first paragraph, how could we turn changing human behavior challenges into problems of matter, energy, space and time. Although my solution follows, it should perhaps not be overlooked that these four factors related to technology mirror fundamental concepts from physics.
When we think about changing human behavior through healthcare technology, this is akin to taking abstract problems and making them tangible. If you are not following, remember Schopenhauer’s insight into art:
“Art makes the emotions tangible.”
Art is in effect a technology that translates the abstract emotion into a tangible form in matter. If we consider Maslow’s hierarchy and the highest level of satisfaction—self-actualization or aspirations, we realize that some of the greatest commercial successes translated abstract aspirations into tangible solutions. One might argue that the iPhone, the Model T Ford and photography made tangible respectively creativity, freedom of movement and self-esteem (at a whole new level).
If we can translate an abstract problem, changing human behavior, into something tangible, then we can apply the logic of the four factors from physics and effectively use technology. An example may help to illustrate. Before money we had barter, but in order to transition from barter to money what was the abstract thought that had to be made tangible? Value! Coins were the tangible vehicle, gold showed physically value and the monarch’s picture created trust (all consumer behavior is based on trust). If you did not notice we also just proved that money was a technology. Every change in money—bank accounts, credit cards, derivatives, etc.—were all changes in the tangible form of money. If you cannot see money as a technology, read Daniel Goetzmann’s excellent book, Money Changes Everything: How Finance Made Civilization Possible.
Now to consider how to use our abstract-tangible model in healthcare, lets think about smoking cessation. Suppose we put a $25 device on your wrist, which is only removable by a device that costs $500. The wrist device loudly alarms when it smells any smoke including cigarettes. We could add a CO2 monitor as well to add value for the customer. A loud embarrassing alarm would translate the desire to stop smoking into a tangible energy format—sound waves—and increase the likelihood to stop—especially if the smoke alarm continues throughout the entire cigarette. Chantix beware!
I like the concept of alarms to transfer intangible concepts like emotions and behaviors into tangible sound waves. With all the AI, sensors and cyber-physical research underway, many behaviors could eventually trigger alarms. I am sure there are other ways to make tangible desired behaviors, but the alarm illustrates the point. I think it is more energy efficient and effective than shocks on the wrist. The point, we only need some creativity around the solution to use the abstract-tangible framework in healthcare.