2013 10 building ac os through user-centered design

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Healthcare is confusing to start with! With the additional complexity of the Affordable Care Act, millions of “customers” that have never used healthcare “products” will be coming into the system with …

Healthcare is confusing to start with! With the additional complexity of the Affordable Care Act, millions of “customers” that have never used healthcare “products” will be coming into the system with little or no idea of how to accomplish their jobs-to-be-done.

This webinar will present a thought starter kit on how to develop a design language in your organization so you can begin to improve your consumer experience dramatically.

Key takeaways include:
What is the role of Design Thinking in your ACOs?
What is a healthcare consumer experience?
How can you create a winning care consumption experiences?

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  • The Business Model Canvas (designed by Alexander Osterwalder) is a strategic management template for developing new or documenting existing business models through a visual language. The design is to align business activities that produce value by illustrating potential trade-offs. This method helps describe, design, challenge, invent, and pivot your business model. You can find out more about it here.
  • modelH is a business model canvas designed specifically for healthcare. Expanding on Osterwalder’s Business Model Canvas, modelH integrates aspects of Michael Porter’s definition of shared value, measured as the patient health outcome achieved per healthcare dollar spent. It is designed to incorporate the 3 domains of the healthcare “ecosystem”: care consumption, care delivery, and care financing. These domains are actually interdependent points of interaction along a value chain of healthcare. To impact one point, you really impact them all. modelH also accounts for the four key stakeholders across the healthcare value chain: patients, providers, payers, and purveyors.

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  • 1. Building ACOs through User-Centered Design a presentation by Kevin Riley for the Opal 2013 ACOs Summit October 10, 2013 at 3:00 pm ET
  • 2. Why we are here? Webinar: Building ACOs through User-Centered Design Healthcare is confusing to start with! With the additional complexity of the Affordable Care Act, millions of “customers” that have never used healthcare “products” will be coming into the system with little or no idea of how to accomplish their jobs-to-be-done. This webinar will present a thought starter kit on how to develop a design language in your organization so you can begin to improve your consumer experience dramatically. Key takeaways include: • What is the role of Design Thinking in your ACOs? • What is a healthcare consumer experience? • How can you create a winning care consumption experiences?
  • 3. Who am I?
  • 4. Kevin Riley Principal at Kevin Riley & Associates | Health Model Innovation • former chief innovation officer of Florida Blue • founder and former president/CEO of GuideWell • founder of modelH.org • entrepreneur, health care executive, business model innovator Kevin started Kevin Riley & Associates | Health Model Innovation (modelH) in 2006 to help companies with the convergence of health care and the consumer. He founded and was CEO of a national health care retail company, played leadership roles for several national retail health start-ups, and served as the first Chief Innovation Officer of a major insurance plan. Kevin holds a Masters of Business in entrepreneurship and marketing from Rice University. follow me on @kevineriley, linkedin, slideshare
  • 5. A Framework for Discussion Building ACOs through User-Centered Design
  • 6. modelH is a business model canvas designed specifically for healthcare companies and acts as a strategic management template for developing new or documenting existing business models through its visual language.
  • 7. The healthcare business model canvas (modelH)
  • 8. The modelH method aligns business activities that produce value by illustrating potential trade- offs, and helps describe, design, challenge, invent, and pivot a business model.
  • 9. modelH is about producing value though profitable and sustainable business models made by creating and/or realigning the activity systems that improve patient experience, boost provider performance, and enable payer cost control.
  • 10. Our focus today – the customer experience
  • 11. How does it all fit together via modelH? Need Known Unknown +State Wellness Episodic Acute Chronic Position big-EST cheap-EST cool-EST easy-EST quick-EST + +Behavior Needs Attitudes Beliefs Customer Job-to-be-done Relationship Channel Experience Value Proposition Source: modelH by Kevin Riley & Associates
  • 12. A Premise Building ACOs through User-Centered Design
  • 13. What is the premise? 1. ACOs are necessary for the sustainably of healthcare 2. ACOs start with good risk-sharing 3. ACOs require investment in enabling capabilities for: • Patient engagement (experience) • Practice workflow management (care delivery) • Data collection and analysis (data analytics)
  • 14. What is value? “Value” is the patient health outcome achieved per healthcare dollar spent. So more value is achieved when you: 1. Improve patient engagement 2. Improve patient experience 3. Reduce the aggregate cost of care Source: Porter ME. What is value in health care? N Engl J Med 2010; 363:2477-81. (10.1056/NEJMp1011024). http://www.nejm.org/doi/suppl/10.1056/NEJMp1011024/suppl_file/nejmp1011024_appendix1.pdf.
  • 15. You sell products, Consumers want solutions Products Features Benefits Price Solutions Customer Segments Jobs-to-be-done Experiences Source: modelH by Kevin Riley & Associates
  • 16. “Problem” Recognition Information Search Alternative Evaluation Purchase Decision Post-Purchase Behavior Experience cuts across everything Adapted from Kevin Riley & Associates. All Rights Reserved. Lowest Common Denominator (LCD) Job-to-be-done Line of expected experience (customer want) Minimum Viable Product (MVP) Consumer Behavior when Purchasing Brand Promise (aspirational) Experience Value Proposition Brand
  • 17. The Methods Building ACOs through User-Centered Design
  • 18. Define your customers Source: Steve Blank, The Lean StartUp Changes Everything
  • 19. Define your customers Create a Persona Sketch for each of your outlines. Name: Demographics: Health Jobs-to-be-doneValue Position (Buying Pattern) big-EST cheap-EST cool-EST easy-EST quick-EST Health Conditions Psychographics Background and Story This content is proprietary and confidential and all rights are reserved.
  • 20. Define your customer’s jobs-to-be-done (JTBD) Source: The Business Model Canvas by Alexander Osterwalder
  • 21. Define your customer’s jobs-to-be-done (JTBD) A jobs-to-be-done (JTBD) is the high-level goal a person is trying to accomplish. • Don’t think of your product and what you must do. • Do think of what the consumer is trying to accomplish. • People don’t go to Home Depot to buy a hammer, they go because they have to hang a picture. By understanding consumers’ JTBD, we can create a tailored value proposition and an intended experience for the consumer. Think of these as a promise of value to be delivered and a belief from the customer that it will be experienced. 21 Source: Christensen, Clayton M., The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail, Harvard Business School Press Source: Six Steps to Put Christensen's Jobs-to-be-Done Theory into Practice, Stephen Wunker
  • 22. Define your customer’s jobs-to-be-done (JTBD)
  • 23. Define your customer’s (JTBD) experience flow
  • 24. Define your customer’s (JTBD) experience flow A storyboard is a visual diagram of the actions a customer takes in order to accomplish their job-to-be-done. The aim of User Storyboarding is to show their job-to-be- done, and identify the gain creators and pain relievers that exist (or should exist) in order to build a better experience. We are going to do this in regards to how consumer’s make healthcare related purchase and usage decisions in the channels you control.
  • 25. Define your customer’s (JTBD) experience flow Think of it as patient relationship management, or creating engagement models that uses carrots and sticks to get members to comply with evidence based protocols, and enrich ties with their provider. Prevention & WellnessRewards & Incentives Resolved? No Yes Patient Need Diagnosis Communicate SolutionProvider Engaged Care Management Resolved?
  • 26. A Few Final Thoughts Building ACOs through User-Centered Design
  • 27. Use agile engineering for your experience Source: Steve Blank, The Lean StartUp Changes Everything
  • 28. Customers change and so should you Source: The Business Model Canvas by Alexander Osterwalder
  • 29. Keep the end in mind A Hole Better than shovel, in fact best created with shovels, holes have usefulness only when applied properly (filled with something) A Shovel By technicians for technicians – it is shinny and sturdy, but in of itself is of no use! A Fruit Tree They have utility and you forget they are a tree because you are focused on the sweetness of the fruit and what it brings you This content is proprietary and confidential and all rights are reserved.
  • 30. Questions Kevin Riley & Associates Business Model Innovation for Healthcare kevin@healthmodelinnovation.com www.healthmodelinnovation.com