Designing for Patient-Centred Innovation

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From the 67th Annual Meeting of the Association Medical Illustrators, 27 July 2012. http://www.ami.org/meetings/2012/program.htm

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Designing for Patient-Centred Innovation

  1. 1. Designing forPatient-centredInnovationSusan Bartlett & Chris FergusonCooler Solutions Inc.AMI 2012 Annual Meeting
  2. 2. Overview Patient- Our Approach Some Case Centred Care to Innovation Studies Cooler Solutions Inc. 2
  3. 3. Take-Aways• What is design?• What is patient centred care?• How is it relevant to medical illustrators? Cooler Solutions Inc. 3
  4. 4. Cooler Solutions Inc. 4
  5. 5. “ Innovation is creativity with a job to do. ” —John Emmerling Innovation Consultant Cooler Solutions Inc. 5
  6. 6. innovation ≠ invention Cooler Solutions Inc. 6
  7. 7. innovation ≠ improvement Cooler Solutions Inc. 7
  8. 8. Technology Research & Development Human Business Values Management Design ConsultingCitation: Stanford D School. http://dschool.stanford.edu/our-point-of-view/#innovators Cooler Solutions Inc. 8
  9. 9. Technology Research & Development Human Business Values Management Design ConsultingCitation: Stanford D School. http://dschool.stanford.edu/our-point-of-view/#innovators Cooler Solutions Inc. 8
  10. 10. Technology Research & Development Human Business Values Management Design ConsultingCitation: Stanford D School. http://dschool.stanford.edu/our-point-of-view/#innovators Cooler Solutions Inc. 8
  11. 11. Technology Research & Development Human Business Values Management Design ConsultingCitation: Stanford D School. http://dschool.stanford.edu/our-point-of-view/#innovators Cooler Solutions Inc. 8
  12. 12. Technology Design Research & Development Innovation Human Business Values Management Design ConsultingCitation: Stanford D School. http://dschool.stanford.edu/our-point-of-view/#innovators Cooler Solutions Inc. 8
  13. 13. TransplantsVaccines AntibioticsHealthcare Technology Innovation Robot-assistedMRIs Surgeries Nano-technology Cooler Solutions Inc. 9
  14. 14. Electronic Health Records Healthcare Business Innovation Multi-disciplinary PharmaceuticalsFamily Health Teams with Value-add Services Cooler Solutions Inc. 10
  15. 15. “ If a physician from the 1950s were magically brought back to life today, he would recognize none of the technology that a contemporary doctor uses, but he would feel quite at home in the settings in which the technology is used.” —David Cutler Professor of Economics, Harvard Cooler Solutions Inc. 11
  16. 16. Patient-centredCare Cooler Solutions Inc. 12
  17. 17. Bechtel, C., & Ness, D. L. (2010). If you build it, will they come? Designing truly patient-centered health care. Health affairs (Project Hope), 29(5),914-20. doi:10.1377/hlthaff.2010.0305 Cooler Solutions Inc. 13
  18. 18. Bechtel, C., & Ness, D. L. (2010). If you build it, will they come? Designing truly patient-centered health care. Health affairs (Project Hope), 29(5),914-20. doi:10.1377/hlthaff.2010.0305 Cooler Solutions Inc. 13
  19. 19. Bechtel, C., & Ness, D. L. (2010). If you build it, will they come? Designing truly patient-centered health care. Health affairs (Project Hope), 29(5),914-20. doi:10.1377/hlthaff.2010.0305 Cooler Solutions Inc. 13
  20. 20. Whole Person CareBechtel, C., & Ness, D. L. (2010). If you build it, will they come? Designing truly patient-centered health care. Health affairs (Project Hope), 29(5),914-20. doi:10.1377/hlthaff.2010.0305 Cooler Solutions Inc. 13
  21. 21. Whole Collaborative, Person Care CoordinatedBechtel, C., & Ness, D. L. (2010). If you build it, will they come? Designing truly patient-centered health care. Health affairs (Project Hope), 29(5),914-20. doi:10.1377/hlthaff.2010.0305 Cooler Solutions Inc. 13
  22. 22. Whole Collaborative, Person Care Coordinated Supportive, EmpoweringBechtel, C., & Ness, D. L. (2010). If you build it, will they come? Designing truly patient-centered health care. Health affairs (Project Hope), 29(5),914-20. doi:10.1377/hlthaff.2010.0305 Cooler Solutions Inc. 13
  23. 23. Whole Collaborative, Person Care Coordinated Supportive, Ready Empowering AccessBechtel, C., & Ness, D. L. (2010). If you build it, will they come? Designing truly patient-centered health care. Health affairs (Project Hope), 29(5),914-20. doi:10.1377/hlthaff.2010.0305 Cooler Solutions Inc. 13
  24. 24. Retail Banking Telecom Cooler Solutions Inc. 14
  25. 25. Journey Through Healthcare Cooler Solutions Inc. 15
  26. 26. Journey Through Healthcare Cooler Solutions Inc. 15
  27. 27. Cooler Solutions Inc. 16
  28. 28. Cooler Solutions Inc. 16
  29. 29. Cooler Solutions Inc. 17
  30. 30. Cooler Solutions Inc. 17
  31. 31. Cooler Solutions Inc. 18
  32. 32. Cooler Solutions Inc. 19
  33. 33. Cooler Solutions Inc. 19
  34. 34. Cartoon Removed due to Licensing Restrictions Cooler Solutions Inc. 20
  35. 35. Patient-centred Model Fee-for-service Model $ $ $ $ Cooler Solutions Inc. 21
  36. 36. Information Silos Poor Collaboration Tools Cooler Solutions Inc. 22
  37. 37. Healthcare ITPatient and Healthcare Clinician Business Needs Models Cooler Solutions Inc. 23
  38. 38. Healthcare ITPatient and Healthcare Clinician Business Needs Models Cooler Solutions Inc. 23
  39. 39. Healthcare ITPatient and Healthcare Clinician Business Needs Models Cooler Solutions Inc. 23
  40. 40. Healthcare IT Patient-Centred CarePatient and Healthcare Clinician Business Needs Models Cooler Solutions Inc. 23
  41. 41. Healthcare IT Design InnovationPatient and Healthcare Clinician Business Needs Models Cooler Solutions Inc. 23
  42. 42. Innovation requires POSSIBILITY OF FAILURE POSSIBILITY OF FAILURE = RISK Cooler Solutions Inc. 24
  43. 43. “ If youre not failing every now and again, its a sign youre not doing anything very innovative. ” — Woody Allen Filmmaker Cooler Solutions Inc. 25
  44. 44. “ The way to succeed is to double your failure rate. ” — Thomas J. Watson, Sr. IBM founder Cooler Solutions Inc. 26
  45. 45. Cooler Solutions Inc. 27
  46. 46. Cooler Solutions Inc. 27
  47. 47. Healthcare Innovative decision makers = want evidence BUT No evidence ofthat innovation will its working work. elsewhere Cooler Solutions Inc. 28
  48. 48. Healthcare decision Innovation: makers want No good ways toquantified promises BUT quantify for about return on something that investment hasn’t been done Cooler Solutions Inc. 29
  49. 49. Healthcare decision Innovations makers aren’t often require lots of BUT comfortable with small failures before failure they get to success Cooler Solutions Inc. 30
  50. 50. $8,000 Growth in Total Health Expenditure Per Capita, $7,000 US, 1970-2008 $6,000 Per Capita Spending $5,000 $4,000 $3,000 $2,000 $1,000 $0 1970 2005Organisation for Economic Cooperation and Development (2010), “OECD Health Data”, OECDHealth Statistics (database). doi: 10.1787/data-00350-en (Accessed on 14 February 2011). Cooler Solutions Inc. 31
  51. 51. Elderly patients discharged with Adverse Drug Events: 18% Before Program 4% After ProgramSource: Harvard Business Review Cooler Solutions Inc. 32
  52. 52. “ Healthcare organizations are the most complex form of human organization. ” —Peter Drucker Cooler Solutions Inc. 33
  53. 53. Our Approachto Innovation Cooler Solutions Inc. 34
  54. 54. RESEARCH + DESIGN Cooler Solutions Inc. 35
  55. 55. RESEARCH DESIGN_____________________________________ _____________________________________ Social Scientists Biomedical Communicators Strategists Industrial Designers Biomedical Scientists Service Designers Documentary Film-makers Graphic Designers Cooler Solutions Inc. 36
  56. 56. Audience ParticipationGame Cooler Solutions Inc. 37
  57. 57. One-Word Letter ... ...• Pair Up• Choose person A and B• Write a letter with each person using only one word at a time Cooler Solutions Inc. 38
  58. 58. One-Word Letter ... ...• Convince your aunt that you should be added back to the will even though you ran over her cat. Cooler Solutions Inc. 39
  59. 59. One-Word Letter ... ...• Convince your aunt that you should be added back to the will even though you ran over her cat. On purpose. Cooler Solutions Inc. 39
  60. 60. Ground Rules• Listen to what the other person has to say• Build off your partner’s ideas• Allow the letter to go places you did not expect Cooler Solutions Inc. 40
  61. 61. If it feels weird,then it’s working. Cooler Solutions Inc. 41
  62. 62. • I wanted to take it in a certain direction• I found it hard to listen because I was thinking about what I wanted to say• I found it hard to work together to build a coherent story Cooler Solutions Inc. 42
  63. 63. KNOW DO Cooler Solutions Inc. 43
  64. 64. KNOW KNOW-DO DO GAP Cooler Solutions Inc. 43
  65. 65. The chasm between what is known through the researchKNOW and the solution that DO needs to be created and implemented. Cooler Solutions Inc. 43
  66. 66. “Bridging the know–do gap is one of the most important challenges for public health in thisKNOW century. It also poses the DO greatest opportunity for strengthening health systems” - Departments of Knowledge Management and Sharing & Research Policy and Cooperation, World Health Organization 2006 Cooler Solutions Inc. 43
  67. 67. “Bridging the know–do gap is one of the most important challenges for public health in thisKNOW century. It also poses the DO greatest opportunity for strengthening health systems” - Departments of Knowledge Management and Sharing & Research Policy and Cooperation, World Health Organization 2006 Cooler Solutions Inc. 43
  68. 68. Our leading-edge socialKNOW science and DO medical BRIDGE identifies where research innovation lies. Cooler Solutions Inc. 44
  69. 69. KNOW BRIDGE DO Principles for enabling design solutionsfocused on optimizing the human experience. Cooler Solutions Inc. 45
  70. 70. Prototyping, testing andevolvingKNOW arrive at designs to BRIDGE DOa highly valued solution. Cooler Solutions Inc. 46
  71. 71. Case Studies Cooler Solutions Inc. 47
  72. 72. Bariatric Seating ProjectThe experience of living with obesity Cooler Solutions Inc. 48
  73. 73. KNOW BRIDGE DO MISFIT Cooler Solutions Inc. 49
  74. 74. Cooler Solutions Inc. 50
  75. 75. KNOW BRIDGE DO Principle: Use subtle cues that informpeople with obesity that they have been considered without alienating them. Cooler Solutions Inc. 51
  76. 76. KNOW BRIDGE DO Cooler Solutions Inc. 52
  77. 77. Early Sketches Design Phase • Photo slideshow • video clip from misfit video Cooler Solutions Inc. 53
  78. 78. Early Prototypes Design Phase • Photo slideshow • video clip from misfit video Cooler Solutions Inc. 54
  79. 79. Cooler Solutions Inc. 55
  80. 80. Models and Final Renderings Cooler Solutions Inc. 56
  81. 81. KNOW DO Cooler Solutions Inc. 57
  82. 82. KNOW DO Cooler Solutions Inc. 57
  83. 83. Artery of EducationAn immersive, interactive experience Cooler Solutions Inc. 58
  84. 84. KNOW BRIDGE DO Cooler Solutions Inc. 59
  85. 85. KNOW BRIDGE DOAn immersive interactiveexperience Cooler Solutions Inc. 60
  86. 86. Cooler Solutions Inc. 65 61
  87. 87. KNOW BRIDGE DO Cooler Solutions Inc. 62
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  96. 96. Cooler Solutions Inc. 71
  97. 97. Artery tunnel photo Cooler Solutions Inc. 72
  98. 98. Cooler Solutions Inc. 73
  99. 99. Artery Wall Cooler Solutions Inc. 74
  100. 100. Artery Wall Cooler Solutions Inc. 75
  101. 101. Artery Wall Cooler Solutions Inc. 76
  102. 102. Game Cooler Solutions Inc. 77
  103. 103. Cooler Solutions Inc. 78
  104. 104. Communicating Risk to Oncology Patients Cooler Solutions Inc. 79
  105. 105. I felt tired all the time... I was able to continue working at my jobhttp://www.ncbi.nlm.nih.gov/pmc/articles/PMC2829758/ Cooler Solutions Inc. 80
  106. 106. Cooler Solutions Inc. 81
  107. 107. Percentage of patients with breast cancer that rate keeping their breast a top priority: DOCTORS PATIENT REPORTEDSource: Lee et al. 2010 Cooler Solutions Inc. 82
  108. 108. Percentage of patients with breast cancer that rate keeping their breast a top priority: 71% DOCTORS PATIENT REPORTEDSource: Lee et al. 2010 Cooler Solutions Inc. 82
  109. 109. Percentage of patients with breast cancer that rate keeping their breast a top priority: 71% 7% DOCTORS PATIENT REPORTEDSource: Lee et al. 2010 Cooler Solutions Inc. 82
  110. 110. Percentage of patients with breast cancer considering chemotherapy that rate living as long as possible a top priority: DOCTORS PATIENT REPORTEDSource: Lee et al. 2010 Cooler Solutions Inc. 83
  111. 111. Percentage of patients with breast cancer considering chemotherapy that rate living as long as possible a top priority: 96% DOCTORS PATIENT REPORTEDSource: Lee et al. 2010 Cooler Solutions Inc. 83
  112. 112. Percentage of patients with breast cancer considering chemotherapy that rate living as long as possible a top priority: 96% 59% DOCTORS PATIENT REPORTEDSource: Lee et al. 2010 Cooler Solutions Inc. 83
  113. 113. Percentage of physicians that communicate to patients using: VERBAL QUALIFIERS VISUALS EXCLUSIVELYNeuner-Jehle, S. et al. 2011. Cooler Solutions Inc. 84
  114. 114. Percentage of physicians that communicate to patients using: 73% VERBAL QUALIFIERS VISUALS EXCLUSIVELYNeuner-Jehle, S. et al. 2011. Cooler Solutions Inc. 84
  115. 115. Percentage of physicians that communicate to patients using: 73% 16% VERBAL QUALIFIERS VISUALS EXCLUSIVELYNeuner-Jehle, S. et al. 2011. Cooler Solutions Inc. 84
  116. 116. “ Patients tend to hear from their clinicians more about the pros than about the cons and potential side effects ” —Mike Barry, President, Foundation for Informed Decision Making Professor, Harvard Medical School Cooler Solutions Inc. 85
  117. 117. KNOW BRIDGE DO“The hospital “The nurse told me,doesn’t have and she used a bigresources to long word I couldn’tsupport even pronounce. Shedecisions…90% said, ‘you’re taking thisof patients are really well,’ and I saidleft without ‘that’s because I don’ttreatment know what you justsupport.” said.’”–Clinical –Cancer patientOncologist Cooler Solutions Inc. 86
  118. 118. KNOW BRIDGE DO Cooler Solutions Inc. 87
  119. 119. KNOW BRIDGE DOPrinciple: Allow users to expand andcollapse content so they control the amount of information displayed. Cooler Solutions Inc. 88
  120. 120. KNOW BRIDGE DO Principle: Use relatable narratives andhelp individuals understand implications by providing context of their daily lives. Cooler Solutions Inc. 89
  121. 121. KNOW BRIDGE DO Cooler Solutions Inc. 90
  122. 122. 1 32 Cooler Solutions Inc. 91
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  131. 131. Take-Aways• Design is a discipline that starts from an understanding of unmet needs to develop new products, services,• Patient-centred care is transforming our healthcare system by innovating from the perspective of technology, business models, and human values• Medical illustrators can use their skills to elevate and differentiate patient-centred innovation projects. Cooler Solutions Inc. 98
  132. 132. KNOW DO Cooler Solutions Inc. 99
  133. 133. Technology Design Research & Development InnovationHuman BusinessValues ManagementDesign Consulting Cooler Solutions Inc. 100
  134. 134. Medical Technology Illustrators Research & Development Biomedical CommunicationsHuman BusinessValues ManagementDesign Consulting Cooler Solutions Inc. 100
  135. 135. TechnologyResearch & Development Thank you for listening! FOLLOW US ON TWITTER: @coolerSusan Business @chrisFerg Management Consulting Cooler Solutions Inc. 101

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