Design Thinking and Disruptive Innovation in Healthcare Marketing

Design Thinking and Disruptive Innovation in HealthcareDrivers for progress in the global society European Interdisciplinary Forum (EIF 2014)June 18-19, 2014, Vilnius, Lithuania

[email protected] Directorate Support Stadtspital Waid Zurich Switzerland (case studies) Visiting Professor West Pomeranian University of Technology Szczecin Poland President Scaph Swiss Communication and Marketing Ass. of Public Health

ZRH - 1 City, 10 Hospitals2of17

European Interdisciplinary Forum (EIF 2014) Vilnius Lithuania

June 18-19, Maurice Codourey

Zurich | 88 km2, 380‘000 People Biggest Swiss City (Claim: „World Class.Swiss Made.“)

10 Hospitals | From 40 to 850 beds Public and private hospitals/clinics

Stadtspital Waid | since 1953, 260 beds1000 employees, draw area 180‘000 people 3 clinics, 3 institutes, emergency wardin a cooperation with general practitionersClaim since 2014: „The hospital of your choice“waidspital.ch

3European Interdisciplinary Forum (EIF 2014) Vilnius Lithuania


Pre-Driver: SwissDRGèDiagnostic Related Groups since 1st january 2012 New tariff system SwissDRG (swissdrg.org) for stationary patients. 26 cantons, associations of physicians, insurance companies - Flat rate for any case, as per canton, as per hospital, as per diagnosis - some 1100 cases already set canton Zurich, Stadtspital Waid = 9480 CHF/7800 Euro Processesmoreefficient,lengthofstayshortened

2012: medicine = 9799 CHF, surgery = 10385 CHF, cost weight about 1.08



Unleash unexpected uniqueæMarch 2013: Waid Privatstation (private ward) 38 beds for private and semi-private insured patients in one place & some decentralized single rooms

Upgrades for semi-private and general insured patients = Upsell strategy Additional services (therapy, beauty) = add-on selling

Last of 10 hospitals in the City of Zurich with a private ward, 90 meters above lake level, stunning view



Design ThinkingèStanford University Institute of Design User Centered Design at the d.school http://dschool.stanford.edu

èCreative Confidence David & Tom Kelley (2013), David - IDEO founder, Stanford Professor about „unleashing the creativity within everyone“èChange by Design: How Design Thinking Transforms Organizations and Inspires Innovation Tim Brown (2009) about



The wooden floor story

æCosts: 1 Mio CHF first6months: + 1% more patients = 1 Mio CHF more reimbursements



Who‘s afraid of the hospital?æThe reduce fear machine: teddy-clinic Plush toy course for kids and grown-ups UnpluggedGamification Check-in, waiting area, kids&physician‘s diagnosis, x-ray, anesthesia, surgery, bandage, plastering, physiotherapy, check-out with gummy bear medicine

æThe specification of unlogic No children‘s ward Sceptic employees about lighthouse strategy Successful registration as a trade-mark in Switzerland (3 licences sold to other hospitals so far)

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Perception shift

Ganz viel Neues im Stadtspital Waid. Erleben Sie hautnah den 365-Tage-Betrieb.23. März 2013, 10.00–16.00 Uhr.

Mit Teddy-Klinik

Mit Teddy-Klinik

Stadtspital WaidStadt Zürich

æApril 2011: Open-door day, 2700 guests, 230 toys March 2013: Smaller day, 1200 guests, 205 toys September 2013: Quarter event, 280 kids, 300 toys



èNudge: Improving Decisions About Health, Wealth and Happiness Richard H. Thaler and Cass R. Sunstein (2008) about „libertarian paternalism - pushing the public opinion mildly in a certain direction“ èThe Risk-Driven Business Model: Four Questions That Will Define Your Company Karan Girotra and Serguei Netessine (2014) about „...the potential for losing something of value which could be your original investment or your expected future returns“

Nudge



Collaboration vs. stagnationèKommunale Intelligenz: Potenzialentfaltung in Städten und Gemeinden Gerald Hüther (2013) about „Municipal Intelligence - unfolding potential in cities and communities - „community education“ There is only a togehter...on the way to a new culture of relationship...our brain is socially formed construct... of certain neuronal and synaptic patterns of relationship... the intense social experiences we made, have the been the ones we did in a close emotional relationships to others...“



æ11 non-medical public presentations: Waidfokus+ September 2011 til May 2014, about unknown city services, direct mailings to 35‘000 surrounding households5th September 2011: Security and elderly people, tips&tricks about street robbers, City Police Zurich. 14th February 2012 (record with 250 guests): Wild animals within the city limits, from wild boar and foxes to deers, Green City Zurich.26thJune2012:TheflightynightlifeofZurich,aboutbatswithinthecity,Foundation of the protection of bats. 10th October 2012: How to create a street name for the city of Zurich, Street Naming Comission of the City Police. 13th December 2012 (lowest, 25 guests): Christmas withoutstress,whattodowhenthereisafire,City Fire Department. 5th March 2013: Lake-dwelling ar-chaeology at the lake of Zurich, 5000 years of history, Underwater-archaeology of the city of Zurich. 23rd May 2013: Fountains of the City, the art and history of fountains in Zurich, Waterworks Dept. of the City. 5th September 2013: Pest at home, about tips & dealing with insects and other intruders, Pest Consulting Office of the Dept. of Health and Environment Protection. 26th November 2013: Construction safety, the danger and joy within the department of civil engineering, 5th February 2014: Registry office, all about marriage, brith and death in the City, 21st and 22nd may 2014 – FINALE, 2 evenings: The Zurich Succu-lent Plant Collection, the thorny secrets of one of the largest and most important speciality collections.

The engaged neighbour



Iconic emotional avalancheæ50 minutes Input, Apéro, Questions and answers A5 sized invitations, fan club of 100 guests forcing to receive invitation by e-mail, no brochures from the hospital, personal handshakes



æWaidfokus+: 11 presentations sept 2011 - may 2014 average guests: 83 (total 915) - 50.8% women Number 1 „i saw the invitation there“: Letterbox Mailing - 55.5%, recommendation 13.7% First time in City Hospital Waid: 48% Ages: 33.7% = 66 - 75 years, 27.2% = 51 - 65 years, 16,2% = 76 - 85 years From the new questionnaire since october 2012 With how many people did you talk about that? None = 11.4%, 1 to 3 = 56.6% and more than 3 = 28.9% 50% live within a range of 15 to 30 minutes, 64% arrive by public transport Do you recommend the hospital? 70.2% yes / Do you recommend Waidfokus+? 88.6% yesæWaidforum (medical): 20 presentations since may 2009 average guests: 109 (total 2182) - 67% women Number 1 „i saw the invitation there“: Newspaper ads = 66.5%, recommendation 11.3% First time in City Hospital Waid: 49.9% Ages: 27.7% = 66 - 75 years, 25.7% = 51 - 65 years, 22.4% = 76 - 85 years

Findings from the gossip lab



èThe Innovator‘s Dilemma: The Revolutionary Book That Will Change the Way You Do Business Clayton M. Christensen (Reprint 2011) about „Based on a truly radical idea—that great companies can fail precisely because they do everything right“ èThe Innovator‘s DNA: Mastering the Five Skills of Disruptive Innovators Jeff Dyer, Hal Gregersen, Clayton M. Christensen and MelFoster(2012)about„fivediscoveryskills:Associating, Questioning, Observing, Networking, and Experimenting“

Class of disruption



The NephrolatoræiPad App and HTML 5 calculators For the institute of nephrology in the hospital Target group: General practitioner iPad App: free at the Apple Store 7 languages: DE, FR, IT, ES, EN and local Swiss German and Rhaeto-Romanic (Swiss mountains) Downloads since October 2013: 412 - US 106, 60 Switzerland, 55 Mexico, UK 11, UAE 8, Russia 7... Web version since january 2011: 10‘024 calculations Press: Article at Swiss Physicians Magazine, Swiss Tele- vision Interview August 2014



æScreenshots - one function, one App

Mobile Health made in Zurich

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æNo development without pain But at the same time having a lot of fun There is no revolution, there is additional evolution

Poster all over Zurich from first Employer Branding Campaign May 14 „Your health is close to our hearts, the one of our employees as well“ (Heart-QR-Code)

The driver is in our heart.

Drivers Recap