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Transforming Healthcare with Service Design by Stefan Moritz & Montana Cherney - Veryday In recent years, we have seen unprecedented advances in health care. Thanks to ubiquitous connectivity and an increasing reliance on mobile devices, individuals, health care professionals, and brands are more empowered than ever to continue to revolutionize health care as we know it. Service Design can help the thoughtful and imaginative improvement of processes, services and interactions. Facilitating the ability for stakeholders as well as users to participate in the design process increases focus, saves time and money as well as creating new value propositions and revenue opportunities. But where are we stuck? Based on international examples we will discuss the principles we believe have the power to unlock a real transformation in the health care space.
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Transforming health care with Service Design
G L O B A L S E R V I C E D E S I G N C O N F E R E N C E 2 0 1 3 M O N T A N A C H E R N E Y & S T E F A N M O R I T Z
2
Significant paradigm shist
From the industrial socie To the networked socie
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 2
Image: hp://sealetimes.com/html/photogalleries/nationworld2020784937/30.html
Connectivi
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 3
Mobili
hp://www.asia.youth-leader.org/wp-content/uploads/2011/05/resized_281220101104.jpg
United Hatzalah of Israel
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 4
Image: hp://pakmed.net/college/forum/wp-content/uploads/2013/02/08-pakmed-net-february-01-2013-medical-education-86df.jpg
Between people, for people
Mobisante
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 5
Health and health care are changing.
Health today:
01. Reactive, disease-focused and episodic
Health Care today:
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 8
01. Reactive, disease-focused and episodic
Inefficient, ineffective and unintelligent 02.
Health Care today:
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 9
Health Care today:
Fragmented and disconnected 03.
Inefficient, ineffective and unintelligent 02.
01. Disease-focused, reactive and episodic
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 10
Technological & Scientific Advancements Adapted from The Creative Destruction of Medicine: How the Digital Revolution Will Create Beer Health Care by Eric Topol
Internet
Social Networking
Mobile Connectivi
Big Data
Wireless Sensors
Genomics
Imaging
Technological & Scientific Advancements
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 11
Technological & Scientific Advancements Adapted from The Creative Destruction of Medicine: How the Digital Revolution Will Create Beer Health Care by Eric Topol
Internet
Social Networking
Mobile Connectivi
Big Data
Wireless Sensors
Genomics
Imaging
Access
Control
Value
Convenience
Enjoyment
Users Needs & Expectations
Technological & Scientific Advancements
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 12
Potential for Transformation
Technological & Scientific Advancements Adapted from The Creative Destruction of Medicine: How the Digital Revolution Will Create Beer Health Care by Eric Topol
Users Needs & Expectations
Technological & Scientific Advancements
Internet
Social Networking
Mobile Connectivi
Big Data
Wireless Sensors
Genomics
Imaging
Access
Control
Value
Convenience
Enjoyment
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 13
Change is hard.
Faster service, beer outcomes, lower costs
Patients:
Greater efficiency for beer care
Doctors & Nurses:
Greater efficiency and reduced costs
Providers:
Increase value for their money
Payers:
More actively support their loved ones
Family & Friends:
Beer support the health of themselves and the communi
Communi:
Safe, cost-effective and differentiated products and services to meet users’ needs
Pharma / Bio Tech / Med Tech:
Serve more users whenever, wherever
IT / Tech / Telco:
Touch users in more and more areas of their lives
Others:
Not easy but possible.
User-Driven Change
COMMUNICATION BANKING MUSIC HEALTH CARE
It has happened before.
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 25
The time to act is now.
User-Driven Change
COMMUNICATION BANKING MUSIC HEALTH CARE
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 26
Access to care, access to data
Democratized Holistic picture of patients for individualized solutions
Personalized
Care happens all the time and everywhere
Anytime Anywhere
Anyone can be a care provider and everyone will work together to provide care
Collaborative
Health Care tomorrow:
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 27
A New Care Paradigm:
. Proactive
. Preemptive
. Preventative
. Predictive
Unlocking the transformation.
ECDC provides guidance to European member states to help prevent and control diseases. This is currently met by data analysis, knowledge management and communication best practise, which are distributed in reports, briefings and guidance documents.
Proactive guidance
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 30
The direct impact of ECDC is many steps removed from the patients in the local member state countries.
Many steps
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 31
We designed and tested to explore a fundamentally new way for ECDC to work with member states. It placed a temporary innovation lab close to a relevant health facili to engage with health professionals in generating insights and co-creating new solutions, test protopes around a selected issue.
Co-creation lab
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 32
Sharper focus
Faster results
Relationships
Internal engagement
Tangible ideas
Roadmaps
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 33
This intervention made clear that it’s possible to get far by pre small means. “ Participant
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 34
OPD Data Management Médecins Sans Frontières
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 35
MSF provides medical care in low-resource and emergency seings providing a wide varie of services where operational flexibili is one of our core competences.
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 36
Framing the problem together
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 37
Creating a tangible vision of the future to align and engage stakeholders
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 38
A national centre to test Service Design in health care – Experio Lab in Värmland coun council in Sweden.
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 39
EXPERIENCE Improving the patients experience
and creating knowledge.
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 40
TRANSFORMATION The process of geing beer and
the change of behaviour.
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 41
JOURNEY Patient journey over time and
maturi as well as scaling the lab.
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 42
Curiosi and empathy for real people
Courage to dream about a beer future
Collaboration to do something about it
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 43
Example project: The patient journey
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 44
Stakeholders that directly and indirectly influence the patient journey work in separate areas. The patient experience is disjointed and not satising for patients and not efficient for the system.
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 45
By moving out of the system one joint group was set up. For eight weeks this group met every Friday for a short intense workshop.
Eye opening. Improvements, ideas and insights along the way.
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 46
Each of three teams followed a real life patient case all the way through. Documenting each step, mapping out the journey, stepping back and making sense.
Team 1
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 47
Stop-motion film as a tool to document and communicate the journey.
| Stefan Moritz | 14 November 2013 | World Usabili Day, Berlin | @st_moritz 48
Think big. Start small.
Reflection What inspired you? What can you do tomorrow? What future would you like?
The 10-10-10 Rule: Evolve with users over time.
Evolve with Users over time
The 10-10-10 Rule
Change from Within: By the communi, for the communi.
Connect to Connect: Connected products connect patients to themselves, caregivers and providers.
Gather, Analyze, Apply: Big data made meaningful through intelligence.
Seamless Integration: Work with the flow, not against it.
S T O C K H O L M / N E W Y O R K / L O N D O N / S H A N G H A I / V E R Y D A Y . C O M