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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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@Amy Cueva @MadPow - Founder & Chief Experience Officer
@HxRefactored - Chair of Design Track
Designing an Ecosystem of Care
Design can help improve the human condition.
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Meet Jim.
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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.”
“
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Health is a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity.
- World Health Organization
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Emotion matters.
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It’s in our best interest to
help Jim.
Masseuse
PCP
Support Network: Friends & Family
Pharmacist
Lawyer
Chiropractor
Health Coach
CSR
CSR
CSR
HR
Cardiologist
Nurse
Therapist
Weight Watchers
Gym
Lobbyists
Social Worker
Politicians
Lobbyists
Patient Advocate
Translator
Financial Entities
Transportation Service
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
Condition Management
Companies
Information: Google, Web MD, YouTube,
iTunes
Condition Management Start Up
Walk in Clinic
Organizations & Non-Profits
Health Tech
Health Exchanges
State Government
Local Agencies
Health Communications
Patient Community
Who will help Jim?
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That need is neither our responsibility nor one that will be mitigated anytime soon in the industry.”
“
The health ecosystem
Masseuse
PCP
Support Network: Friends & Family
Pharmacist
Lawyer
Chiropractor
Health Coach
CSR
CSR
CSR
HR
Cardiologist
Nurse
Therapist
Weight Watchers
Gym
Lobbyists
Social Worker
Politicians
Lobbyists
Patient Advocate
Translator
Financial Entities
Transportation Service
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
Condition Management
Companies
Information: Google, Web MD, YouTube,
iTunes
Condition Management Start Up
Walk in Clinic
Organizations & Non-Profits
Health Tech
Health Exchanges
State Government
Local Agencies
Health Communications
Patient Community
Design an ecosystem focused on care.
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You think partnership is the answer? Many people have spent a lot of money trying and got nowhere.
It simply won’t work.”
“
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No.
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Why?
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Why Not?
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What if?
How can we identify & address unmet needs?
Do Research! It is the core of human-centered design.
Allow ourselves to
feel.
Envision their journey.
Widen our lens.
Look for feelings, triggers, transitions, opportunities & patterns.
I didn’t know.
I know I should.
I want to, but I can’t.
Whose responsibility is this need?
Look for orphaned needs.
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
shared values + shared action
= shared profit (financial & social)
- Cindy Gallop
I know.
I will.
I can.
Evidence-based maternity decision making for PregnantMe
CVS
Unified consumer experience strategy for CVS Caremark
A Virtual Doctor’s Visit for MGH Patients
Joslin Digital diabetes weight management
What Motivates? CDC Designs for Medication Adherence
HotSeat
HOTSEAT tackles sitting disease through behavior change and game design
Great things are happening but...
We can do more.
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
