Designing An Ecosystem of Care
There are many players in the healthcare ecosystem: payers, providers, healthcare technology companies, pharmaceutical companies, non-profits, and government. Each organization plays its part, addressing certain needs. Each have their own objectives, value propositions and methods of making money. Despite unique and sometimes conflicting goals, they all have a shared objective: to care for the patient and to improve their outcomes. However, the way that data and money flow through this system has created pathways that are hard to adjust. Some of the organizations work together and have built bridges, while others have not yet been able to do so. The healthcare industry spends a lot of time fixing the problems that it has created itself and struggles to move past that to addressing the true needs of the patient in a comprehensive and organized fashion. When working with clients, Mad*Pow’s research focuses on understanding the target audience and what they need to ensure that the new solution we create will deliver value for them AND deliver upon the client’s specific objectives. During that process, we discover outlying facts, gaps, frustrations, desires–representing unmet needs. However, the organizations we are working with may not be in a position to deliver upon these needs, so often they are not considered in the solution. In this presentation, we will discuss the unmet needs of a specific patient population, how we discovered them, and how this can lead to a deeper understanding of the healthcare ecosystem and opportunity for the organizations within it to truly improve patient experiences.
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Designing An Ecosystem of Care
- 1. 1 Designing an Ecosystem of Care @Amy Cueva @MadPow - Founder & Chief Experience Officer @HxRefactored - Chair of Design Track
- 2. Design can help improve the human condition.
- 3. 3 Meet Jim.
- 4. I was overwhelmed, confused, and alone. There was no one to talk to. I didn’t know what I should do first or what to expect.” 4 “
- 5. 5 Health is a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity. - World Health Organization
- 7. 7 It’s in our best interest to help Jim.
- 8. Masseuse PCP Support Network: Friends & Family Pharmacist Lawyer Chiropractor CSR Health Coach CSR CSR HR Cardiologist Nurse Weight Watchers Therapist Gym Lobbyists Social Worker Lobbyists Politicians Patient Advocate Translator Transportation Service Financial Entities Heart Health Start Up Hospital Network Hospital Cardiology Lab Pharmacy Pharma PBM Insurance Company Insurer for Hospital Federal Government HHS FDA CDC Legislature Executive Branch Employer Government Condition Management Companies Information: Google, Web MD, YouTube, iTunes Condition Management Start Up Walk in Clinic Organizations & Non-Profits Health Tech State Health Exchanges Local Agencies Health Communications Patient Community Who will help Jim?
- 9. 9 That need is neither our responsibility nor one that will be mitigated anytime soon in the industry.” “
- 10. Masseuse Weight Watchers The health ecosystem PCP Support Network: Friends & Family Pharmacist Lawyer Chiropractor CSR Health Coach CSR CSR HR Cardiologist Nurse Therapist Gym Lobbyists Social Worker Lobbyists Politicians Patient Advocate Translator Transportation Service Financial Entities Heart Health Start Up Hospital Network Hospital Cardiology Lab Pharmacy Pharma PBM Insurance Company Insurer for Hospital Federal Government HHS FDA CDC Legislature Executive Branch Employer Government Condition Management Companies Information: Google, Web MD, YouTube, iTunes Condition Management Start Up Walk in Clinic Organizations & Non-Profits Health Tech State Health Exchanges Local Agencies Health Communications Patient Community
- 11. Design an ecosystem focused on care.
- 12. 12 You think partnership is the answer? Many people have spent a lot of money trying and got nowhere. It simply won’t work.” “
- 13. 13 No.
- 14. 14 Why?
- 15. 15 Why Not?
- 16. 16 What if?
- 17. How can we identify & address unmet needs?
- 18. Do Research! It is the core of human-centered design.
- 19. Allow ourselves to feel.
- 21. Widen our lens.
- 22. Look for feelings, triggers, transitions, opportunities & patterns.
- 23. I didn’t know. I know I should. I want to, but I can’t.
- 24. Whose responsibility is this need? Look for orphaned needs.
- 25. Unmet Needs of Insurance Members Understanding their insurance Getting easy answers Knowing what to expect Understanding treatment options Knowing how to find the best care Getting support through transitions and stressful situations Knowing how much they will pay now and over time Funding alternative treatments and deductibles
- 26. shared values + shared action = shared profit (financial & social) - Cindy Gallop
- 27. I know. I will. I can.
- 28. Evidence-based maternity decision making for PregnantMe
- 29. CVS Unified consumer experience strategy for CVS Caremark
- 30. A Virtual Doctor’s Visit for MGH Patients
- 31. Joslin Digital diabetes weight management
- 32. What Motivates? CDC Designs for Medication Adherence
- 33. HOTSEAT tackles sitting disease through behavior change and game design HotSeat
- 34. Great things are happening but... We can do more.
- 35. For Jim. Photo Credits My Room – Michael Wyszomierski Coffee For One – David Hodgson Star Cluster – HuntingDesigns Dreaming above the Clouds – Becca Fawley @Amy Cueva @MadPow - Founder & Chief Experience Officer @HxRefactored - Chair of Design Track