[Health 2.0 TV]
Now we're going to flip straight on and we're going to move to my pal
Roberto Ascione's deep dive with Publicis Healthware International,
if you folks want to come up on stage.
[Matthew Holt - Co-founder and Chairman @ Health 2.0]
A deep dive at Health 2.0 is a time which they sponsor an opportunity
for you to really get into and see some really cool new technology.
So the way we do it at Health 2.0 is that we have people apply to do a deep dive,
and if they have really interesting, cool technology we say,
"Yes, you can come on and do that."
And with that, I'm going to turn it over to Roberto.
He's going to introduce his team,
and for about half an hour you're going to see something
that I think you'll find really revolutionary.
So Roberto, do you guys have enough mics? I can give you one of these.
And away you take it.
[Ascione] Good morning, everybody.
My name is Roberto Ascione. I'm president of Publicis Healthware International.
Just a while we set up, a couple words on our company.
We are the digital healthcare branch of Publicis,
so we are a digital communication agency focusing wholly on healthcare,
and I'm honored to serve as global president for the company.
So today we have a team here to talk to you about Videum - Health in Any Language,
which is a brand new initiative that we are conducting in association with dotSUB
which we have the CEO and founder, Michael Smolens, here with us
that will speak in a minute.
And without subtracting any more time, we'll start this ride through this brand new solution,
[Roberto Ascione - President @ Publicis Healthware International]
which is not live yet. It will be live in a few weeks from now.
So this will be the first time we will fully unveil this solution
which aims, in short, to break the language barriers across education in healthcare.
So we'll walk you through in a minute.
As I was introducing a few seconds ago,
as a communication agency focused on healthcare,
we do believe that e-health is something which has the power to transform healthcare,
because the moment that education and communication starts to gather data,
starts to allow people to interact with applications, with doctors,
among each other, all of that is starting to have an impact
on the way we consume healthcare, on the compliance, thus on the outcome.
It's not really only about communication education.
It's part of the continuum of the healthcare and the help we provide to the people.
So that's why all the concept is around e-health communications
as a way, basically, to transform and have a bigger impact on healthcare.
Let me start with a few facts.
Online video is very big.
Basically, in the last 2 months in terms of digital video
has been uploaded online the equivalent of 60 years of continuous broadcasting
of all the known television broadcasters in the world.
So it's a big, big ecosystem which is growing at a very, very fast speed.
The surprising thing is that healthcare is very big in videos.
32% of the consumed videos--and remember that only on YouTube
you have 3 billion videos viewed per day--over 32% of those videos are about healthcare.
And long story short, healthcare is the 6th most consumed video type on the Web,
and it comes even before sports and celebrities.
So it's a huge ecosystem out there which is continuously expanding.
So the demand is definitely there.
This is true for consumers, but it's also true for healthcare professionals
because on a globalized base, 35% of healthcare professionals
already use some forms of videos for professional usage,
whether it's training, whether it's update education, etc.
As I was saying before, on YouTube only, which gives kind of the very quality of the data,
3 billion videos are viewed each day.
And this is a global thing.
This comes from all over the world where of course these video platforms have reach.
But there is a big barrier.
The big barrier, especially in healthcare, is that by far all these videos
are basically provided in English language only.
This prevents a huge number of people in the world
from the access to those video assets.
In the same time, there's a lot of videos that are created in different languages--
niche languages, if you wish, like it might be French, it might be Italian,
might be all of those languages,
without talking about all the languages that are spoken in India--
and those are not accessible to anybody else than basically the local community.
So what we are trying to do is to basically create an answer for this challenge,
and the rest of the deep dive is about this.
Before moving forward, I want to bring to your attention this painting
which comes from southern Italy.
This is something that is amazing to me because it comes from the city--
It is a painting of the year 1000,
and it's something that comes from the city where I was born.
This came all basically in a second time, but I think it's kind of amazing.
This is a painting that shows the foundation of the first medical school
known for sure in what we call the old continent in Europe.
It basically is a story very simple.
It's documented that 3 people from 3 different places traveling--
1 from Catholic religion, another one from Arab religion,
and another one from the local environment--found a wounded man
and decided to cure, we would say today, this man.
And once they succeeded--because at that time basically a wounded man was almost death--
they decided to stay in the city and try to repeat this and create a practice
in order to then teach the others how this would have done.
And this is basically the first form of multicultural interaction in healthcare
documented in history in Europe, which dates back to year 1000.
And this all came by chance, because in that city where we have one of the first offices
that we started at global level, it's where the design,
which is a user-centric design of the solution you are about to see,
is basically taking place.
So we found it very funny that 1,000 years after in the same place
something comparable, as you will see in a moment, is taking place.
We heard before about technology.
Of course technology is important.
And we at Publicis decided to partner with dotSUB.
dotSUB, which is represented here by Michael,
is basically a global leader in language enablement.
It's a technology that has been used for this solution
which allows--and you will see in action in a few minutes--
to enable from a language standpoint any kind of video material,
and that's basically the technology that is embedded into the solution
to allow what you will see in a moment.
So with this said, I would like to invite on the microphone Michael Smolens,
which is the founder and chairman of dotSUB.
He will walk us through a few of the accomplishments,
and then we will keep moving with Videum.
[Michael Smolens, CEO @ DotSUB] I created dotSUB 5 years ago
to solve a very deep and profound problem that all of you in India face every single day.
The goal is to remove language as a barrier to cross-cultural communication.
It's a very simple phrase but a very profound thought.
People from other cultures cannot understand what you mean, and there's problems.
People fly planes into buildings, etc.
So dotSUB is created using video to remove language as a barrier
to cross-cultural communication.
Now, a very common phrase is if a picture is worth a thousand words--
everybody knows that; a picture is worth a thousand words--
how many words is a video worth?
So as video technology allows people on mobile devices to create videos,
edit videos online for free, store videos, and distribute videos,
video has become the dominant,
and it will be used to tell stories, to train, to entertain, to enlighten, to inform,
to share messages across all cultures.
And India has a very unique situation in this world, as we know,
because there are somewhere between 700 and 1,000 different dialects spoken in India,
14 languages are spoken by more than 10 million people,
where Hindi is the most dominant.
The rest of the world thinks that India is an English language country,
but all of those in the room know how few people in India actually speak English
as their native language.
And most English speakers in India are English as a second language speakers.
So dotSUB and Videum are created to really, really think about this
and enable all of the important medical healthcare stories to be told across cultures.
This is the Tower of Babel. You all know about this.
God was trying to punish people by making multiple languages.
We are tearing this Tower of Babel down,
and we're going to be doing it using cutting/bleeding edge digital technology
that is being used hundreds of thousands of times a day by very large people.
And due to the brilliance of Roberto, who came together,
we're going to do this in the healthcare field.
Many of you probably know about TED.
TED is a very well-known conference.
dotSUB is being used to power the TED translation program.
Just very quickly, in 2½ years more than 25,000 TED Talks are available in 84 languages,
done by over 7,000 TED volunteers.
If you can see at the bottom of this screen, the languages in red
are the 5 most recent translations of the most translated talks.
I won't bother to read them because it's very small,
but those are very remote languages that I promise people in those cultures
never have large media companies spend money or time
to make things available in their language because they can't make money.
Our technology allows that to happen in native languages.
And we're going to see probably within a year
that you're going to have important healthcare stories available
in orders of magnitude more Indian languages than anyone has ever thought possible.
Here's a very interesting data point.
A full-length feature film was uploaded to dotSUB a couple years ago.
You can't see this pie chart. It's an English language 2-hour film.
It's been viewed more than a million times,
but only 13% of the views are in English.
87% of the views of an English language film are in languages other than English
because it's able to be done, and the marketplace is dictating what is happening.
These are amazing statistics.
This is a video that's a German language video uploaded to our site in Holland.
It started where you see it was very dead.
It was being viewed 10 times a day, and then in September--that spike--
it was subtitled in Czech.
In 3 weeks it was viewed 600,000 times in the Czech Republic.
It was then subtitled in Slovenian, Slovakian, Macedonian,
and then it started leveling out, and this chart started picking up
when it was subtitled in French.
So in 4 months, September through December 31, 2011,
an obscure video in German--not in English--was viewed 3.3 million times
in Czech, Slovakian, Slovenian, Macedonian, French, and German.
English isn't on that list.
That shows you what is possible by having it available,
embedding it, blogging about it, tweeting about it, and talking about it.
Mobile. Everything that we do is able to be viewed in multiple languages
on tablets and mobile devices.
And later in this presentation, Nand is going to talk to you about HealthPhone.
What I want to conclude with is all of you are aware
of the Asha volunteers throughout India--
880,000 women in villages around the country that are struggling
to understand how to have villagers receive healthcare information.
The Indira Gandhi Open University has 3 million students
where primarily the teaching is in English and Hindi.
All of these other people that speak all of these wonderful dialects
don't have access to that.
So dotSUB is going to enable healthcare information from pharmaceutical companies,
hospitals, doctors, and consumers who are telling their story,
and you will be very proud to see--I promise you--
that the market, the people, will be able to determine on their own
what languages this important data is in.
And at the end of a year, you're going to see the Telugu, Malayalam,
Gujarati, Bengali, and other languages
that most people have never, ever seen anything with
will be popping up with very relevant, important videos.
That is what Videum is going to do.
PHI, Publicis, is going to create the website, the interface,
it's going to be used with our technology,
and we are going to be dramatically changing the way 1.2 billion people in India
and 7 billion people of the world have access to healthcare information.
At this point I would like to introduce Abhijit.
Abhijit is based in Mumbai, and he runs Publicis Life Brands locally.
And with the occasion of this conference, we are announcing today
the Publicis Healthware, so the digital branch opening in Mumbai as well.
So good luck to Abhijit. And you can take the microphone.
Good morning to all of you.
When we're talking about Videum and when I demonstrate to you
this interesting health portal Videum,
before that I would like to say, how relevant is Videum to India?
Michael did mention that we have numerous dialects.
In Marathi there's a very nice proverb we say--
that with every 12 miles a dialect changes in India.
So with that, it's so very important for us to understand a lot of health videos
[Abhijit Shitut, Jr. Managing Director @ Publicis Life Brands Watermelon]
which are available.
Most of us here will definitely relate to this Bollywood superstar,
Amitabh Bachchan, and his famous dialogue in the movie Namak Halaal.
He says English is a funny language, and he very interestingly says that we all in India
try to read English, try to write English.
Let me be honest. We all learn English to pass in English.
We also work in English.
But heart to heart do we all really relate to this language?
I still think much in my mother tongue, Marathi.
So a lot of us here may not essentially relate to this language, English.
When it comes to entertainment, that's fine when you don't relate to English,
but when it comes to the finer nuances of understanding the healthcare dictionary,
I think it's so very important for all of us to relate to English videos.
In the other sectors, there have been some ideas which have broken this language barrier.
A few years back, there was this brilliant initiative by Idea
which tried to break the language barrier about having conversations
between various people between different states
where a Tamil couldn't understand a Malayalam
or a Malayalam couldn't understand a Bengali.
It was a wonderful, wonderful initiative which Idea had taken.
Even in the entertainment sector, though done in the same language subtitles,
I think it has worked wonders.
The viewership of English channels, especially HBO, STAR Movies,
or even a dedicated dubbed English movie channel, UTV Action,
has certainly increased viewership.
Has that happened in healthcare so far? Possibly, no.
The digital divide we all know exists in healthcare is poor access to Internet.
But more so, there's a larger digital health divide.
There might be access to information, but do we really understand the finer nuances
of the healthcare dictionary that exists in health videos?
All leading to immense healthcare challenges:
1, there is lesser information;
2, there is lesser information access.
If we try and see videos in our native language, maybe Hindi,
there are very few native videos available, so we have to watch English videos.
When we watch English videos, I'm sure there will be a lot of people in India
who do not understand the language.
And it doesn't essentially mean a low income group.
Even a high income group or people of higher age
may not be essentially able to comprehend this language.
That will lead to possibly a lesser patient engagement,
a lesser patient satisfaction, and all in all a much lesser health outcome.
With this intention in mind of how do we really increase the health outcome
by making health videos more language-enabled
across various languages in the country,
we would like to launch our health portal, Videum.
I would request Roberto to please take a turn.
What you basically have on screen in this moment is Videum.
As I said, it's the first time we will fully demo the portal in action.
I anticipate that we had a lot of bent fluctuation before,
so we'll see if the demo effect will come or will let us go.
So basically, as you can see on the screen,
this is completely user-centered designed.
It's something that is about healthcare.
It's not only about, I would say, consumers.
It's about consumers. It's about healthcare professionals.
This has the flexibility to allow videos to be perceived by the general users
or physicians only,
so in case of complicated procedures or when there are requirements
that these videos have to be perceived only by professionals.
Anybody will be able to browse the site. That will be open.
But of course there is a registration that now Abhijit is kind of logging in
which basically allows for expanded features and full experience.
As you can see on the screen, we have multiple videos available.
Scrolling down in the page you will see that there is a number of videos
that the platform will basically service to the logged on user
based on the profile and the areas of interest,
which as a user I'm able to basically tell the system.
And I will show you now immediately how the magic of Videum works.
There could be free videos and there could be channels.
If we pick frequencemtv, I'm picking this one because this is basically
a channel that is done by a company specialized in medical visual in France,
so it's basically something which is totally local.
And this talks about the best hospitals for the rare diseases.
So it is a collection of videos about that.
What basically we are doing now is you see the video in the page.
And now the video starts and, as you can see, the video,
as you will hear in a moment, it's in a specific language.
And this is how Videum works.
You see there is a menu, and the user can choose the language
that he wants to get the video in.
[video playing in background]
[video in French]
So the video is in French.
[video continues in French]
And in real time I can pick any other language that I want to perceive.
[video continues in French]
And this is true basically for many languages that you can see.
The number of languages supported is unlimited
because the platform has basically dealt already with all the font issues,
with all the site issues, so it's able to support any available language.
It makes this video--pick the English, please.
[video continues in French]
It makes this video which originally was recorded in French
to be understandable across the different languages.
If you scroll down in the page, please,
as you can see, the video proposes other related videos to the same topic area,
and the thing that it does, it doesn't matter in which language
or from which country those other visitors are coming
because those are neutralized by the language enablement.
So I can skip from a French video to a German video to a Chinese video
without having the language issue.
And I will not show you anything in any Indian language at the moment
because I leave this for the end
when we will talk about a special initiative that video is making possible.
Who will be able to contribute to Videum? Anyone.
There is a Share button over there.
So basically, anyone, as on YouTube, will be able to provide videos.
Not all videos will go instantly live because there will be a curation
to make sure that they are healthcare videos
and basically relevant to the subject of the portal.
This is true for everyone.
So a physician, any one of us, a patient will be able to do this.
What will happen in the meanwhile? Pick another video, just any one.
What will happen, this is what basically happened with the trailer video Videum.
This is something that we created. It's just a trailer of the portal, how it works.
We presented this in San Francisco.
We provided 8 languages, and we put online in a staging environment.
Basically, what happened, while we were the time between September and now,
now we have 26 languages. So what happened?
People from around the world went on and decided to take the challenge
to transcribe the video in other languages.
So we started with English, German, Portuguese, Chinese,
and now you can see the list of many other languages
that people decided to do spontaneously.
And this was only the 3-minute demo video of the portal.
So imagine what will happen in a few weeks when the videos will be open
and will be about relevant health matters.
We do expect that both patients and physicians will jump on
and will take on and basically make available in additional languages.
There are a number of features.
I will not walk you through all. I will save you the pleasure for the live.
But I want just to mention one, which is the Interactive Transcript you see down there.
What basically you will be able is that if you are interested in one part of the video,
you will be able to click on the phrase or the word that you are interested in,
and the video will move to the place where that gets said.
This, as you can imagine,
has a lot of applications in terms of search within the videos.
Search is also external, because the other thing that this system does
is that all these subtitles are readable by search engines.
So once this will be live, you will be searching something in Google,
Google will index the video in the local language
so you will get to the right page with the right video in the local language at the right moment.
This is something that so far hasn't been able
because video cannot be indexed by search engines unless you meter tag those.
So we believe that this will basically join together the power of search,
the power of the local enablement in terms of language, and the power of video,
which we believe all together is a really important asset for the healthcare field.
So with this said, if you can go on the HealthPhone, please,
Videum is about many things.
Videum will be of course about companies communicating their messages,
will be about hospitals promoting their best in care,
will be about governments, will be about institutions,
but it's also about NGOs and it's also about giving it back to the community.
So I'm really pleased to welcome Nand, which is the founder and creator of HealthPhone.
HealthPhone Nand will talk about,
but it's basically the first nonprofit organization which has a channel on Videum.
And while he will talk about it, I will in the background move the screen
to show you what he has done with the Videum team. Thank you.
Good morning and thank you all for being here.
We heard several of us speak here this morning
and James started out talking about the numbers of India, the mortality,
and the need that we have to move from disease control,
disease management, disease treatment, and the need to move into disease prevention.
There is a serious need for us to move into prevention.
And knowledge is at the heart of that.
Mr. Mittal also pointed it out very clearly--
the role that knowledge plays in this.
Knowledge is not so freely available today. It just isn't.
And with 1.2 billion people, 72% rural, 640,000 villages,
over 25 languages on the constitution and, as Michael said,
hundreds and hundreds of other dialects and so forth,
how do you build capacity?
How do you scale up programs with that kind of ecosystem that there is?
How do you do that?
It's just mind-boggling.
It's difficult to do that.
So with that, we have Videum.
We have Videum that allows us to be able to teach in your language, enabled.
It's totally language-enabled that allows you to be able to reach a much, much wider audience
than you could ever before reach ever, ever.
Content has been created by everyone.
Every one of you here in this room have created content.
Somewhere along the line you have created content.
And all of you have had limited reach. All of you have had limited reach, very limited reach.
And none of you had the budget to be able to produce content
in every language that you would want to be able to do it.
Nobody has that kind of budget, okay?
So Videum has allowed us to be able to take our message
and truly be able to reach a very wide--
Now, if you take this, for example-- >>[Ascione] Want to show how it works? >>Yes.
If you take this video which focuses on the initiation--
You've all heard about the value of breastfeeding,
but very few people speak about the initiation of breastfeeding.
How do you initiate breastfeeding?
This video focuses on that.
And if you read on the right-hand side,
evidence shows that early initiation can prevent 22% of all deaths among babies.
So it's an important aspect of when the child is born.
Here are all the languages at the moment that this content is available in.
Imagine how the audience has been expanded.
Just imagine that, okay?
Imagine every language that you see now is a language that was not available before.
All of those people were unreachable before.
This message is now able to be understood by hundreds of millions of people
that did not have this information before.
Enormously powerful. Enormously powerful.
We will save many, many, many lives with this.
I am honored that these gentlemen have chosen to allow us to be able to do this.
And we can do this on multiple platforms.
We can do this online over here, we can do it on iPads,
we can do it on tablets, we can do it on mobile phones.
We can do it on anything.
Imagine taking your message of health directly into the village,
directly to the people who need it, in the language that they need it.
It's a gift. It's a gift. It really is a gift.
We are able to shift into a place where we've never been able to shift before.
We could never have done this before.
So thank you. Thank you.
[Ascione] Thank you, Nand. [applause]
The first channel of this type that will be available videos is HealthPhone
in a few weeks online.
And as you can see, there are already a lot of Indian spoken languages available.
And what's happening at the moment is that the library that HealthPhone has available,
which is quite remarkable and is about a lot of important issues,
is being made available in all these Indian spoken languages.
So with this said, I hope that I've been able to give you an overview
of what Videum is doing.
We already ran out of time, so the only thing left to me is to invite you to log on
There is a landing page at the moment.
You can leave your email address to get the registration as soon as we will go live.
It will be in a few weeks.
Thank you for your attention, and see you online in Videum. Thank you.