1. About consumer-centricity in the
design of services for health and
wellness – Some thoughts
25th Nov 2009
Francis D’Silva, Accenture
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2. About the presentation
• Describe some consumer-centric scenarios
• notion of ”intention-value” as a guide for service design
• Get ideas
• constructive feedback
• Build a people network
• need to continue the discussion
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3. About me
• Background from IT (Maths & Org. Psychology)
• Planner - business and community technology
• Interested in participation, collaboration and learning
• Industry focus: Healthcare, Insurance and welfare
My role today:
”A consumer-citizen with some questions”
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4. Lifestyle choices and technology proliferation present
interesting opportunities
Life’s Pressures... …Create Demand for Simplification
• Decreasing Available Time • Simplify Daily Life
• Increasing Complexity of Choice • Assimilate Information Faster
• Increasing Responsibility • Rely on Predictable Results
• Increasing Financial Constraints • Enjoy Freedom to Be Flexible
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5. While devices and technologies proliferate … services are
missing
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6. Service-orientation must be seen through the lens of
consumer-citizen’s intentions
Entertainment and Care and Safe and Flexibility in work
leisure well-being convenient homes and learning
Entertainment on Healthcare, Convenience, Collaboration,
demand - from lifestyle, managed security and mobility and
any location, any care, insurance, safety, energy networking for
device. Consumer financial security efficiency work places and
and commercially learning
created content environments
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7. Different studies* indicate that the time is right for new
delivery and business models for converged solutions
*Global Accenture survey, 2005 (2600 consumers in 5 countries)
*Parks Associates research www.parksassociates.com
Entertainment and Safe and
leisure convenient homes
Put the consumer-
citizen at the center
of convergence
Care and
well-being Work and learning
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8. Moving beyond the digital home ...
A scenario for “care and well-being”
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9. Intention: I want to lead a healthy lifestyle
Care and
well-being
• Kumar (45) has the best intentions to proactively manage his health.
• He has learnt that he should monitor his blood pressure and blood sugar levels to better
understand his own health.
• He would like to help from a nutritionist and a training studio
• He buys electronic devices from the local pharmacy that allow him to obtain the
appropriate data points for blood pressure and blood glucose.
• What if….
• these devices were calibrated by the health authorities as he docked them on his
home PC – a first time check and regular periodic intervals
• the data points were uploaded regularly to his family doctor and updated his centrally
managed electronic medical record. Spikes and other abberations in the data points could
generate alerts for the family doctor, who could escalate to the hospital or other specialists. And
propose an appointment with the appropriate medical personnel
• the national research institutes provided Kumar with a feed of aggregated data points
for comparison purposes (as a compensation for Kumar providing his own datafeeds)
• Kumar’s nutrionist could recommend certain food products that match his nutrition
profile. Kumar can view recommendations of the product made by other individuals and
even nutritionists or medical personnel
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10. Intention: I want to provide the best care possible
Care and
well-being
• Jenny is a single parent with responsibility for Tom, her 7 year-old son
who unfortunately suffers from epilepsy.
• Tom needs periodic monitoring to detect and avoid any serious complications like brain
damage.
• Tom is otherwise a very active child who hates having to miss his school and play.
Jenny learns about wearable computers used by high-performing athletes and obtains
a Lifecap* and Lifeshirt* that will non-invasively monitor Tom’s vital signs.
• These wearables will capture and store a continuous data feed
• What if …
• the doctors and medical personnel responsible for Tom’s care could be notified based
on fluctuations in Tom’s brain and physical activity
• the doctors and Jenny were warned about potential seizures based on previously
analyzed data patterns and available best practices from the national health institutes
• Jenny could provide the the raw datafeed and the aggregated data analysis to a
research community that could mine the data and provide Jenny and Tom with
insights, products and solutions that improves Tom’s conditions.
*Fictitious products
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11. Making the switch to help the seller match the intentions
of the buyer
What is offered…. … and customer intentions
Government Participate
services more in society
eMail Online
banking
Secure
Flexibility and trustworthy
in work financial
dealings
Broadband Online
shopping
Entertainment Security Make life A sense of
services at home well-being
more fun and health
Insurance
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12. Thank You!
Francis D’Silva
Accenture Fast Innovation Center
francis.dsilva@accenture.com
+ 47 908 26 049
“I may not have gone where I intended to
go, but I think I have ended up where I
intended to be”
Douglas Adams
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