How Design-Thinking Marketers Can Change Healthcare


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Guidelines and a case study on how marketing and communications can lead innovative business strategy that’s customer based by creating and fostering a test environment, using feedback loops for listening to feedback and driving success, and iterating and scaling in the short and long term

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How Design-Thinking Marketers Can Change Healthcare

  1. 1. How Design-Thinking Marketers Can Change Healthcare
  2. 2. Suzanne Towry Director, Communications Vanguard Health Systems Tess Coody Partner & Chief Executive Officer Guerra DeBerry Coody
  3. 3. <ul><li>Design Principles applied to Business: </li></ul><ul><li>Understand and observe </li></ul><ul><li>Assume the consumer’s point of view </li></ul><ul><li>Develop the idea </li></ul><ul><li>Create a prototype </li></ul><ul><li>Test, test, test </li></ul><ul><li>Iterate and scale </li></ul>What is Design Thinking?
  4. 4. <ul><li>Define Goals, then Suspend SOP </li></ul><ul><li>Diagnose the organization’s culture first </li></ul><ul><li>Assume the voice of the consumer </li></ul><ul><li>Look for opportunities to change the status quo </li></ul><ul><li>Link these to business strategy </li></ul><ul><li>Create a virtual, design-thinking laboratory </li></ul><ul><li>Expect change to change expectations </li></ul><ul><li>Review, refine, repeat </li></ul>Where Do You Begin?
  5. 5. <ul><li>Improve health </li></ul><ul><li>Improve the healthcare experience </li></ul><ul><li>Reduce costs </li></ul>Define Goals
  6. 6. <ul><li>Impassioned leadership </li></ul><ul><li>Open to change and evolution </li></ul><ul><li>Entrepreneurial environment </li></ul><ul><li>Shared vision, mission and values </li></ul>Diagnose the Culture
  7. 7. <ul><li>“ I want to feel and be healthier” </li></ul><ul><li>“ I want a better experience: shorter wait times, more time with my doctor, etc.” </li></ul><ul><li>“ I want to understand my costs and keep those costs to a minimum” </li></ul><ul><li>“ I want to be better informed” </li></ul>The Voice of the Consumer
  8. 8. <ul><li>Re-visioned goals </li></ul><ul><li>New processes </li></ul><ul><li>Measurable expectations </li></ul><ul><li>Greater accountability </li></ul>Change the Status Quo
  9. 9. <ul><li>Identify opportunities </li></ul><ul><li>Evaluate resources </li></ul><ul><li>Build the strategy </li></ul><ul><li>Define success </li></ul>Link to Business Strategy
  10. 10. <ul><li>Recruit thought leaders </li></ul><ul><li>Insulate project from daily operations </li></ul><ul><li>Embrace ambiguity, complexity and likelihood of error </li></ul><ul><li>Set only minimum ground rules </li></ul>Create a Virtual Laboratory
  11. 11. <ul><li>What was… is no more </li></ul><ul><li>What could be… is </li></ul><ul><li>3.What was accepted… is not enough </li></ul>Expect Change to Change Expectations
  12. 12. <ul><li>Take stock of what is and isn’t working </li></ul><ul><li>Make changes, additions or deletions </li></ul><ul><li>Try it again </li></ul>Review, Refine, Repeat
  13. 13. Design Thinking at Vanguard Health Systems
  14. 14. <ul><li>Improve health </li></ul><ul><ul><li>Healthier and happier employees </li></ul></ul><ul><ul><li>Improved employee retention </li></ul></ul><ul><ul><li>Increased productivity </li></ul></ul><ul><li>Improve healthcare experience </li></ul><ul><ul><li>Increased consumer preference for VHS </li></ul></ul><ul><ul><li>Increased physician preference </li></ul></ul><ul><ul><li>Increased service line volume </li></ul></ul>Vanguard’s Goals
  15. 15. <ul><li>Reduce healthcare costs </li></ul><ul><ul><li>Less out-of-pocket expense </li></ul></ul><ul><ul><li>Greater financial resources </li></ul></ul><ul><ul><li>Improved bottom line </li></ul></ul>Vanguard’s Goals
  16. 16. <ul><li>Into the Laboratory with: </li></ul><ul><li>Tenzing Health </li></ul><ul><li>Shared Goals with Vanguard: </li></ul><ul><ul><li>Improve health </li></ul></ul><ul><ul><li>Improve the healthcare experience </li></ul></ul><ul><ul><li>Reduce healthcare costs </li></ul></ul>
  17. 17. Into the Laboratory with: Tenzing Health What It Is: An unprecedented member-driven health management service that puts consumers in the center of healthcare and connects them with providers committed to excellence and cost-conscious care.
  18. 18. Into the Laboratory with: Tenzing Health What It Will Do: Create an integrated delivery network organized around members’ wants and needs, partnering with providers focused on performance and improved health versus service delivery and volume.
  19. 19. Tenzing Health Strategy <ul><li>Perform rich, deep analysis on claims data and </li></ul><ul><li>utilization, something we currently don’t get from </li></ul><ul><li>Vanguard’s TPA </li></ul><ul><li>Create a powerful community of members whose voices </li></ul><ul><li>are amplified by virtue of their ability to speak as a group </li></ul><ul><li>rather than as individuals </li></ul>
  20. 20. Tenzing Health Strategy <ul><li>Provide each member with a Tenzing Health Guide to assist with accessing care, understanding claims, adhering to protocols and more </li></ul><ul><li>Create aligned incentives on a pay-for-performance basis, rather than fee-for-service, with Primary Care Physicians who will build strong relationships with members and guide their care </li></ul>
  21. 21. Tenzing Health Strategy <ul><li>Support employer and members with education, tools </li></ul><ul><li>and services that help drive workforce health and </li></ul><ul><li>change behavior to achieve positive outcomes </li></ul>
  22. 22. How Are Marketing & Communications Leading the Way?
  23. 23. Bedrock to Success: Consistent Communication with Key Messages & Feedback Loops <ul><li>For doctors and staff </li></ul><ul><li>For provider partners </li></ul><ul><li>For the employer </li></ul><ul><li>For members and their families </li></ul>
  24. 24. Achieving Shared Goals = Rewards for Provider Partners and Members
  25. 25. Tenzing Health Today A Successful Phase 1 <ul><li>Reviewed data from initial test among 100 charter members </li></ul><ul><li>Refined program and process </li></ul><ul><li>Repeating test among an additional 300 members (Phase 2) </li></ul>
  26. 26. Tenzing Health Tomorrow Phase 2 - A Work in Progress <ul><li>Data from Phase 2 being collected and reviewed </li></ul><ul><li>Analysis will determine Phase 3, which will be rolled out to an additional 6,000 members in July 2010 </li></ul>
  27. 27. This presentation and the related whitepaper, “5 Steps to Changing the Healthcare Perspective,” are available at Thank you!