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Healthcare Product Innovation: How To Compete in a Shifting Space

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As product designers who’ve worked with medical clients for decades, we’ve never seen a time of more dramatic change. In "Healthcare Product Innovation: How To Compete in a Shifting Space," design strategists, Ryan Chen and Anat Mooreville, PhD, describe five major shifts in the healthcare space that they've identified using a combination of rigorous secondary research combined with industry trends. Discover these shifts and how they fit into design strategy for future product innovation.

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Healthcare Product Innovation: How To Compete in a Shifting Space

  1. 1. Healthcare Product Innovation: How To Compete in a Shifting Space Ryan Chen Director of Design & Innovation Strategy, Bresslergroup Anat Mooreville, PhD Design & Innovation Strategist, Bresslergroup 1
  2. 2. Agenda 1. Introduction 2. Why Now?: An Industry in Need of Innovation 3. Framework for Strategic Innovation: Health + Wellness 4. The Framework in Action 5. Q&A
  3. 3. Anat Mooreville, Ph.D. Design & Innovation Strategist Ryan Chen Director of Design & Innovation Strategy CONFIDENTIAL
  4. 4. 4 Design & Innovation Strategy connects business goals with customer needs. We ask and answer questions to help clients determine what, why, and how to innovate
  5. 5. KEY OBJECTIVES 5 Gain a competitive advantage with the benefit of strategic foresight about the future of your customers and industry. FORESIGHT Make better decision by developing a clear product strategy to enter, disrupt, and lead the industry. STRATEGY Connect business goals with customer needs to develop market and technological innovations. INNOVATION
  6. 6. Why Now?: An Industry in Need of Innovation 01
  7. 7. THE PROBLEM The healthcare system is struggling to cope with an unprecedented surge in healthcare needs. 7 60% Americans currently living with at least one chronic disease. 100% Mental health claims increased from 2007-2017. 65+ will increase from 15% in 2016 to 23% in 2060. by 2030 *U.S. physician shortfall estimated between 42,600 and 121,300
  8. 8. THE INDUSTRY RESPONSE Healthcare is moving to value-based care to control spiraling costs and improve efficiency. 8 The percentage of healthcare payments tied to value-based care grew from 23% in 2015 to 34% in 2017. EU directives facilitate value-based procurement for medical technologies.
  9. 9. THE OUTSIDERS’ RESPONSE Consumerization of healthcare is opening the industry to new entrants and disruptors. 9
  10. 10. LifeScan Livongo Roche MySugr Glooko Omada Health Look at the growth of the global digital diabetes management market. 10 One Drop
  11. 11. They’re obviously doing something right. • $847 1-year cost savings (One Drop) • 21.9% decrease in medical spending or $88/month (Livongo) • Decreased average blood sugar levels over 1% (A1C) • Reduction in related diabetes health risks, including cardio and vascular disease. 11
  12. 12. Business not as usual How can companies better understand the shifts at play to respond to the consumer of the future?
  13. 13. MEGATRENDS 13 • Near term Consumer Trends Industry Shifts FRAMEWORK FOR STRATEGIC INNOVATION Health & Wellness Bresslergroup Megatrend Framework
  14. 14. Health + Wellness Proactive about day-to-day wellness Empathic Care Holistic understanding and respect Data-Informed Personalization The right care for the right person Anytime, Anywhere Care where you are, when you need it Seamless Integration End-to-end multidimensional experiences 14 DriverAttributesEnabler
  15. 15. 15 DriverAttributesEnabler The DRIVER is the shift in the consumer’s perspective that underlies the framework and necessitates change.
  16. 16. 16 DriverAttributesEnabler The ATTRIBUTES are strategies that address the Driver and leverage the Enabler.
  17. 17. 17 DriverAttributesEnabler The ENABLER represents the appropriate design and technological tools for delivery of the Attributes.
  18. 18. Health + Wellness Proactive about day-to-day wellness Empathic Care Holistic understanding and respect Data-Informed Personalization The right care for the right person Anytime, Anywhere Care where you are, when you need it Seamless Integration End-to-end multidimensional experiences 18 DriverAttributesEnabler
  19. 19. Framework for Strategic Innovation: Health + Wellness 02
  20. 20. Health + Wellness Proactive about day-to-day wellness Empathic Care Holistic understanding and respect Data-Informed Personalization The right care for the right person Anytime, Anywhere Care where you are, when you need it Seamless Integration End-to-end multidimensional experiences 20 DriverAttributesEnabler
  21. 21. HEALTH + WELLNESS OLD PARADIGM Focused on Illness Reactive Eliminate illness Biomedical Disease-oriented Physician = expert Patient NEW PARADIGM Health + Wellness Proactive Enhance wellness Physical, social, mental, emotional Lifestyle-oriented Network of experts Healthcare consumer 21
  22. 22. HEALTH + WELLNESS OLD PARADIGM Focused on Illness Reactive Eliminate illness Biomedical Disease-oriented Physician = expert Patient NEW PARADIGM Health + Wellness Proactive Enhance wellness Physical, social, mental, emotional Lifestyle-oriented Network of experts Healthcare consumer 22
  23. 23. Urgonight - EEG Band Brings sleep-clinic science into the home BOSE – Sleepbuds To Mask Noise Soothing sounds to stay asleep
  24. 24. STRATEGIC DIRECTIONS FOR HEALTH + WELLNESS 1. Extend engagement to the entire wellness journey. Address wellness, prevention, and management – not just diagnosis and treatment. 2. Make new connections with healthcare consumers. Engage directly or indirectly via new partners. 3. Partner with unconventional stakeholders to provide new benefits. Seek out partnerships in other industries. 1. Failure to provide solutions that work together. Ensure your offerings work with other healthcare solutions. 2. Failure to shift from disease-oriented to lifestyle-oriented product. Be prepared to change your orientation from medical to wellness. 24 OPPORTUNITIES PITFALLS
  25. 25. Health + Wellness Proactive about day-to-day wellness Empathic Care Holistic understanding and respect Data-Informed Personalization The right care for the right person Anytime, Anywhere Care where you are, when you need it Seamless Integration End-to-end multidimensional experiences 25 DriverAttributesEnabler
  26. 26. EMPATHIC CARE OLD PARADIGM Dispassionate Care Healing measured by numbers One-size-fits-all patient journeys Treatment regimens that demand perfection from patients Physician = expert NEW PARADIGM Empathic Care Healing measured by ability to function and achieve meaningful goals. Personalized healing journeys Treatment plans that are flexible and provide support Physician + patient + caregivers = partners in care 26
  27. 27. EMPATHIC CARE OLD PARADIGM Dispassionate Care Healing measured by numbers One-size-fits-all patient journeys Treatment regimens that demand perfection from patients Physician = expert NEW PARADIGM Empathic Care Healing measured by ability to function and achieve meaningful goals. Personalized healing journeys Treatment plans that are flexible and provide support Physician + patient + caregivers = team 27
  28. 28. Cariloop - Caregiver Support Platform Helps families manage their caregiving journey. GE - Senographe Pristina Mammography System A new approach to the breast exam experience.
  29. 29. STRATEGIC DIRECTIONS FOR EMPATHIC CARE 1. Design for a more dignified experience. Show empathy; provide support and leeway. 2. Rethink the emotional experience in the era of smart data. Use digital tools to engage and support patients. 3. Tap into the power of community. Realize and respect the need for social connection. 1. Failure to deliver on your promise. Consumers are pros at sniffing out inauthenticity. 29 OPPORTUNITIES PITFALLS
  30. 30. Health + Wellness Proactive about day-to-day wellness Empathic Care Holistic understanding and respect Data-Informed Personalization The right care for the right person Anytime, Anywhere Care where you are, when you need it Seamless Integration End-to-end multidimensional experiences 30 DriverAttributesEnabler
  31. 31. NEW PARADIGM Data-Informed Personalization Informed by personal genomics, biometrics, or preferences Smart and interoperable data Continuous iteration Predictive and preventive DATA-INFORMED PERSONALIZATION OLD PARADIGM Generic Treatment Informed by population averages Unstructured data Trial-and-error Reactive 31
  32. 32. OLD PARADIGM Generic Treatment Informed by population averages Unstructured data Trial-and-error Reactive DATA-INFORMED PERSONALIZATION NEW PARADIGM Data-Informed Personalization Informed by personal genomics, biometrics, or preferences Smart and interoperable data Continuous iteration Predictive and preventive 32
  33. 33. Livongo An “applied health signals” company Baze Customizable vitamin pack & home blood test kit
  34. 34. STRATEGIC DIRECTIONS FOR DATA-INFORMED PERSONALIZATION 1. Make personalization about emotional connection, not just efficacy. Get to know your users’ emotional needs. 2. Use data to build intelligence and influence across the ecosystem. Develop insights from data within and outside healthcare value chain. 1. Failure to give consumers power to control their data. Consumers want to know what’s being done with their data and why. 2. Failure to make meaning with data. Data without intelligence is just noise. 34 OPPORTUNITIES PITFALLS
  35. 35. Health + Wellness Proactive about day-to-day wellness Empathic Care Holistic understanding and respect Data-Informed Personalization The right care for the right person Anytime, Anywhere Care where you are, when you need it Seamless Integration End-to-end multidimensional experiences 35 DriverAttributesEnabler
  36. 36. ANYTIME, ANYWHERE OLD PARADIGM By Appointment Only Set and traditional locations Face-to-face Expertise trumps convenience Provider-centric NEW PARADIGM Anytime, Anywhere Location-agnostic or unconventional locations Mixed-channel engagement (virtual + physical) Convenience is paramount Consumer-centric 36
  37. 37. ANYTIME, ANYWHERE OLD PARADIGM By Appointment Only Set and traditional locations Face-to-face Expertise trumps convenience Provider-centric NEW PARADIGM Anytime, Anywhere Location-agnostic or unconventional locations Mixed-channel engagement (virtual + physical) Convenience is paramount Consumer-centric 37
  38. 38. Ask Aysa Healthcare by phone Ping An Good Doctors Unstaffed, 24 hour medical clinics across China
  39. 39. STRATEGIC DIRECTIONS FOR ANYTIME, ANYWHERE 1. Anticipate healthcare with no physical address. Challenge assumptions of when, where, and how quickly benefits can be delivered. 2. Cater for non-expert use. Design so a consumer or HCP can use your product conveniently. 1. Failure to provide a desirable level of clinical care. Convenience may attract users, but quality will keep them there. 2. Failure to consider the needs of the healthcare provider. Design for effective workflows. 39 OPPORTUNITIES PITFALLS
  40. 40. Health + Wellness Proactive about day-to-day wellness Empathic Care Holistic understanding and respect Data-Informed Personalization The right care for the right person Anytime, Anywhere Care where you are, when you need it Seamless Integration End-to-end multidimensional experiences 40 DriverAttributesEnabler
  41. 41. SEAMLESS INTEGRATION OLD PARADIGM Scattered Silos Single product-centric Captures either diagnosis or treatment Single point of engagement Does not translate data into value NEW PARADIGM Seamless Integration Platform of devices and experiences within an ecosystem Captures prevention, diagnosis, treatment, and management Multiple points of engagement Physical/digital integration synthesizes data 41
  42. 42. SEAMLESS INTEGRATION OLD PARADIGM Scattered Silos Single product-centric Captures either diagnosis or treatment Single point of engagement Does not translate data into value NEW PARADIGM Seamless Integration Platform of devices and experiences within an ecosystem Captures prevention, diagnosis, treatment, and management Multiple points of engagement Physical/digital integration synthesizes data 42
  43. 43. Ask Aysa Using a picture you take of nearly anything of concern on your skin, Aysa provides guidance on what to do next. Stryker JointCOACH and RecoveryCOACH Online care for procedure surgery and recovery. Cure.Fit. Omnichannel wellness solution SEAMLESS INTEGRATION
  44. 44. STRATEGIC DIRECTIONS FOR SEAMLESS INTEGRATION 1. Establish an ecosystem or know your part within it. How is your product part of a broader service? 2. Provide a seamless transition between health and wellness. Ensure consistency between different points of engagement. 1. Failure to establish the ecosystem around the healthcare consumer. Think about what the consumer wants, not what you can deliver. 2. Failure to consider the influence of the consumer tech giants. How will you solution connect to dominant systems? 44 OPPORTUNITIES PITFALLS
  45. 45. The Framework in Action 03
  46. 46. Health + Wellness Proactive about day-to-day wellness Empathic Care Holistic understanding and respect Data-Informed Personalization The right care for the right person Anytime, Anywhere Care where you are, when you need it Seamless Integration End-to-end multidimensional experiences 46 DriverAttributesEnabler
  47. 47. BD Connected Port Back to the global digital diabetes management market: Valued at $5.6b in 2018, it’s expected to generate $24.5b by 2025. 47
  48. 48. 48 DriverAttributesEnabler Management of diabetes and other chronic diseases through tracking blood sugar, medications, food, and activity Personal diabetes coach Prompts action based on real- time aggregated data Mobile + watch app & 24/7 response specialists Integrated services and delivery across physical and digital platforms
  49. 49. 49 Are you sticking with the status quo, and reacting as customers’ needs change? Are you developing strategies proactively? Are you disrupting and redefining the market? The Design & Innovation Strategy Advantage LEADANTICIPATEREACT
  50. 50. HOW CAN WE HELP WITH YOURS? We’re always up for a good challenge. 50 amooreville@Bresslergroup.com rchen@Bresslergroup.com Learn more at www.bresslergroup.com

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