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2018 - 2019
Personalized Medicine by
DESIGN
OVERLAPSCHOOL OF
THE POSSIBLE
A Self-Organized Purposeful Network To Transform Healthcare With Individuals and Families at the Core
It delivers a fragmented, confusing, over-specialized, unaffordable and painful experience for far too many of us.
Healthcare institutions are slow to disrupt themselves by leveraging new emerging technologies to transform the customer experience.
The healthcare system as currently comprised is unsustainable financially.
Healthcare is ripe for disruption. It is up to us to imagine a new healthcare model that puts individuals and families first.
From Tweaks to Transformation
Our U.S. healthcare system is leaving too many individuals and families behind.
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Our Design Challenge
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Our Design Principles
Customer experience will be at the center of our exploration and design
Our design objective is transformation not tweaks
We will design a new healthcare model not just point solutions
Our design process will be unconstrained by the current healthcare system
We prioritize learning from consumers over healthcare experts
We allow ourselves the freedom to explore without rushing to solutions
We will leverage emerging tech but through the lens of the consumer
Our exploration will be organic and open sourced
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Our Design Methodology
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SHIFT COMMERCIALIZECONCEPTUAL DESIGN PROTOTYPE & TEST
CREATE DELIVER CAPTURE
EXISTING BUSINESS MODEL
PATH TO MARKET
Our Learning Expedition Starts With a Series of Immersive Community Visits to Help Us Shift Our Lens
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Transformation starts when we change our lens. We have to see, really see, the opportunity to reimagine healthcare through the lens of individuals and families. We will start by developing a deep understanding of customer experience as an actionable foundation for design.
A Webinar Series Hosted by Network Members Will Help Us Assess Emerging Tech Through a Consumer Lens
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A Series of Design Sprints Hosted by Network Members Will Help Us Imagine a New Personalized Medicine Model
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Personalized Medicine By Design:2019 Implementation Roadmap
12 Month Project Work Plan
Key Activities● Community visits to gain deep
customer experience understanding● Identify key consumer pain points
and job-to-be-done● Assess emerging tech readiness
through consumer lens● Develop an actionable foundation for
design
Key DeliverablesUnderstanding of the Current Customer Experience as a Design Foundation● Key Customer Pain Points and
Actionable Insights● Target Job-to-be-Done
Customer Experience as a Foundation for Design
Phase 1
(3 Months)
Prototype & Test
(5 Months)
Conceptual Business Model Design
Phase 2
(2 Months)
Key Activities● Imagine a new customer
experience that solves the target JTBD
● Develop a conceptual business model including:
○ Value proposition (customer promise)
○ Lynchpin capabilities to deliver on the customer promise
○ Process, People, and Technology for each lynchpin capability
○ Operating Model defining how lynchpin capabilities work together
○ Potential revenue impact/cost drivers
Key DeliverablesConceptual Business Model Design ● Create Value (customer promise)● Deliver Value (lynchpin capabilities
and operating model)● Capture Value (revenue/cost
drivers)
Key Activities● Develop low fidelity prototype and
strategy for real world testing● Recruit individuals and families to
participate in the Prototype● Run prototype with engaged
participants● Iterate Prototype leveraging
responsive feedback based on the actual needs of the customer
● Incorporate key learnings and update conceptual model
Key Deliverables● Minimum Viable Business Model
Key Activities● Evaluate alternative
commercialization strategies to scale new model
● Identify commercialization and resource requirements for selected strategy
● Develop implementation roadmap detailing roles, timeframe, milestones, and key activities
Key Deliverables● Commercialization Plan
Phase 3 Phase 4Commercialization
Plan(2 Months)
Join Us! Multiple Pathways to Engage In Our Personalized Medicine By Design Exploration
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Personalized Medicine By Design
Saul Kaplan
