ServDes 2016

1. Dr.ir. Lianne Simonse– 2016 ©
Service Pathway
Case Study of Business Model Design in Healthcare
Robin Oosterholt &
Lianne Simonse
Faculty of Industrial Design Engineering

2. Ir. Robin Oosterholt & Dr.ir. Lianne Simonse
• {Lianne photo in auto here}
Business Model Design for Home Healthcare
Product visioning Care model Design
Design Roadmapping
Trend Research
Dr.ir. Lianne W.L. Simonse
Ass.Prof. Socio-Digital Service Design
Faculty of Industrial Design Engineering

3. Ir. Robin Oosterholt & Dr.ir. Lianne Simonse
Service Design Case
After Patient Journey comes… Service Pathway Modelling
• After Value insights … modelling Value delivery
• After client interaction …organisation interactions
This case story is about Service Value Modelling
• Modelling the network of actors of the care team
• Designing the value exchanges

4. Ir. Robin Oosterholt & Dr.ir. Lianne Simonse
Modelling in Design Theory
I. Visual reasoning by Designers
(Goldsmidt,1994)
II. Level of abstraction: Prescriptive
aggregation of complex systems
(Simon,1990)
III. Creation of an artefact: able to transfer and
translate knowledge across organisational
boundaries (Carlile, 2004)
A Model represents a simplified reality, allowing us to
manage complexity and to reason accordingly.

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• network of actors
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Business model design
(Simonse, 2014)

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Value exchange
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(Simonse, 2014)

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Value exchange
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(Simonse, 2014)

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Business modelling Toolkit: Care modeling for
Health Protection (Precare) service system
(Van Meeuwen, Walt Meijer and Simonse, 2015)

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The objective of care pathways is to improve the quality of care, patient
satisfaction, efficiency and reduce risk (de Bleser et al., 2006).
A Care pathway is
"… a complex intervention for the mutual decision making and organisation of
care processes for a well-defined group of patients during a well-defined
period”
(Vanhaecht et al., 2007, p. 137)
Care pathway definition

10. Ir. Robin Oosterholt & Dr.ir. Lianne Simonse
Aim
• Case experiments with visual business modellling in the domain of
healthcare to contribute to the service design knowledge base.
• Apply business modelling to the micro level of a care pathway and
translate the embedded innovation knowledge to scale up and support
adoption of the service innovation to other hospitals.

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Hip Case

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Total Hip Arthroplasty
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Patient journey

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Orthopedic Policlinc

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Pathway flow
day 1 day 2 day 3 day 4 day 5
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Groundbreaking innovation Fast track total hip replacement recovery

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Clinical Outcome
Value for Patients
Value for Organisation
 Faster recovery
 Reduced length of stay
 More cost effective

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Strategic Design Challenge
From Clinical viewpoint we know what we innovated,
but HOW did we innovate the pathway altogether from
organisation point of view ?
Relevant for the scale up and communication of this fast
track THA innovation to other hospitals!

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s
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Design Method
• Visual care model toolkit
• 16 semi-structured interviews
• Co-analyis
• Care Pathway Design
• Verification
16x

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Mobilisation & discharge
Pathway flow
Diagnosis &
preparation Admission Surgery Home recovery & checks

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Mobilisation & discharge
Critical phases
Diagnosis &
preparation

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Model 1 Diagnosis & preparation

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Model 4 Mobilisation & discharge

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Service Design Professional Implications
After Patient Journey comes… Service Pathway Design
• After Value insights … modelling Value delivery
• After client interaction …organisation interactions
• Apply business modelling to the micro level of a care pathway
and translate the embedded innovation knowledge to scale
up and support adoption of the service innovation.
• Further Case experiments with visual business modelling in to
contribute to the service design knowledge base.

25. Ir. Robin Oosterholt & Dr.ir. Lianne Simonse
Thank you
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L.W.L.Simonse@tudelft.nl
Delft, Faculty of Industrial Design Engineering