Designing an Ecosystem of Care - Health 2.0 Fall 2014 Conference - Amy Cueva

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At the Health 2.0 Fall conference, Mad*Pow's Co-Founder and CXO, Amy Cueva shared her insights on Designing an Ecosystem of care, addressing unmet needs in healthcare.

1
Designing an
Ecosystem of Care
@Amy Cueva
@MadPow - Founder & Chief Experience Officer
@HxRefactored - Chair of Design Track

Design
can help improve the
human condition.

I was overwhelmed, confused, and
alone. There was no one to talk to.
I didn’t know what I
should do first or what
to expect.”
4
“

5
Health is a state of complete physical, mental
and social well-being and not merely the
absence of disease or infirmity.
- World Health Organization

7
It’s in our best interest to
help Jim.

Masseuse
PCP
Support Network:
Friends & Family
Pharmacist
Lawyer
Chiropractor
CSR
Health
Coach
CSR
CSR
HR
Cardiologist
Nurse
Weight Watchers
Therapist
Gym
Lobbyists
Social
Worker
Lobbyists
Politicians
Patient
Advocate
Translator
Transportation
Service
Financial Entities
Heart Health
Start Up
Hospital Network
Hospital
Cardiology
Lab
Pharmacy
Pharma
PBM
Insurance
Company
Insurer for
Hospital
Federal Government
HHS
FDA
CDC
Legislature
Executive
Branch
Employer
Government
Condition
Management
Companies
Information: Google,
Web MD, YouTube,
iTunes
Condition Management
Start Up
Walk in Clinic
Organizations &
Non-Profits
Health Tech
State
Health
Exchanges
Local
Agencies
Health
Communications
Patient Community
Who will help Jim?

9
That need is neither our
responsibility nor one that will
be mitigated anytime soon in
the industry.”
“

Masseuse
Weight Watchers
The health ecosystem
PCP
Support Network:
Friends & Family
Pharmacist
Lawyer
Chiropractor
CSR
Health
Coach
CSR
CSR
HR
Cardiologist
Nurse
Therapist
Gym
Lobbyists
Social
Worker
Lobbyists
Politicians
Patient
Advocate
Translator
Transportation
Service
Financial Entities
Heart Health
Start Up
Hospital Network
Hospital
Cardiology
Lab
Pharmacy
Pharma
PBM
Insurance
Company
Insurer for
Hospital
Federal Government
HHS
FDA
CDC
Legislature
Executive
Branch
Employer
Government
Condition
Management
Companies
Information: Google,
Web MD, YouTube,
iTunes
Condition Management
Start Up
Walk in Clinic
Organizations &
Non-Profits
Health Tech
State
Health
Exchanges
Local
Agencies
Health
Communications
Patient Community

12
You think partnership is the answer?
Many people have spent a lot of
money trying and got nowhere.
It simply won’t work.”
“

How can we identify &
address unmet needs?

Do Research!
It is the core of
human-centered design.

Look for
emotion, triggers,
transitions,
opportunities &
patterns.

I didn’t know.
I know I should.
I want to, but I can’t.

Whose
responsibility is
this need?
Look for
orphaned needs.

shared values
+
shared action
=
shared profit
(financial & social)
- Cindy Gallop

Evidence-based
maternity decision making
for PregnantMe

CVS
Unified consumer
experience strategy for
CVS Caremark

A Virtual Doctor’s Visit
for MGH Patients

Joslin
Digital diabetes weight
management

What Motivates?
CDC Designs for
Medication Adherence

HOTSEAT tackles sitting
disease through behavior
change and game design
HotSeat

Great things are happening but...
We can do more.

For Jim.
Photo Credits
My Room – Michael Wyszomierski
Coffee For One – David Hodgson
Star Cluster – HuntingDesigns
Dreaming above the Clouds – Becca Fawley
@Amy Cueva
@MadPow - Founder & Chief Experience Officer
@HxRefactored - Chair of Design Track

There are many players in the healthcare ecosystem: payers, providers, healthcare technology companies, pharmaceutical companies, non-profits, and government. Each organization plays its part, addressing certain needs. Each have their own objectives, value propositions and methods of making money. Despite unique and sometimes conflicting goals, they all have a shared objective: to care for the patient and to improve their outcomes. However, the way that data and money flow through this system has created pathways that are hard to adjust. Some of the organizations work together and have built bridges, while others have not yet been able to do so. The healthcare industry spends a lot of time fixing the problems that it has created itself and struggles to move past that to addressing the true needs of the patient in a comprehensive and organized fashion. When working with clients, Mad*Pow’s research focuses on understanding the target audience and what they need to ensure that the new solution we create will deliver value for them AND deliver upon the client’s specific objectives. During that process, we discover outlying facts, gaps, frustrations, desires–representing unmet needs. However, the organizations we are working with may not be in a position to deliver upon these needs, so often they are not considered in the solution. In this presentation, we will discuss the unmet needs of a specific patient population, how we discovered them, and how this can lead to a deeper understanding of the healthcare ecosystem and opportunity for the organizations within it to truly improve patient experiences.

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FXD attendees kicked off their experience at a half-day Leadership Forum, 12:30pm -4:30pm on October 24, 2019. This forum was comprised of a diverse, creative, thoughtful group of thinkers and leaders from across the financial ecosystem and they were engaged an intimate and inspiring conversation. During the forum, Mad*Pow’s Chief Design Officer, Michael Hawley hosted structured networking and workshop-type activities designed to identify and answer key challenges of the financial services industry. By coming together in structured dialog and sharing ideas from a leadership perspective, attendees created opportunities to learn from each other and help us lead our organizations to deliver better experiences. The forum was rich with opportunities for attendees to grow their networks and build new relationships with other leaders in finance. Specific topics for discussions were driven by the participants in the forum, so they were as relevant as possible. The structure of the event will allowed us to build toward collective insight and inspiration: “Meet Your Peers” – Facilitated networking and identification of challenges to designing to great experiences in finance “Solving Challenges” - Idea sharing and relevant experiences, process, and organizational approaches to key challenges “Imagining the Future” – Learning and finding inspiration from others by collaboratively constructing stories and future experience ideas.

HXD 2019 Leadership Round Table

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Engaging with People Through Multiple Touchpoints, Channels, and Technologies. New technologies, device types, and evolving patient expectations place a large burden on service offerings from health organizations. New technologies can be disruptive, but they can also be disrupting, especially if organizations don’t have a strategy on how to deal with the evolving landscape. Virtual reality pain management? Passive low-band telemetry data? Health monitoring? We will discuss approaches that health organizations can take to manage the ever evolving technology landscape and shifting patient dynamic from hospital care to home care.  Facilitator: Jonathan Podolsky, VP Experience Strategy, Mad*Pow Human-Centered Design and Innovation in Health Organizations. There is increasing acknowledgement and movement toward human-centered design and design thinking for innovation, service design, and product development. However, evolving and transforming toward these practices in well-established and highly regulated health organizations is a challenge. Organizations have explored Innovation Centers, re-organizing around products and service lines, aligning with functional domains, and expanding design thinking through training. Attendees will share their experiences as we collectively look at how health organizations can evolve to get the most impact from their design transformation efforts. Facilitator: Adam Connor, VP Design Transformation, Mad*Pow. Designing for Health Behavior Change. Beyond use of digital tools and services, health organizations are increasingly considering how they can help people make positive change in their lives. Additionally, there are potential business benefits to changing behaviors to align with the organization's objectives. But designing for behavior change is challenging and has long-term outcome goals that may not be aligned with short-term business incentives for health organizations. Issues of trust and ethics also come into play. With these complex factors in mind, this discussion will explore the strategic options for health organizations to consider related to changing behavior.  Facilitator: Dr. Amy Bucher, Behavior Change Design Director, Mad*Pow.

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Aline Holzwarth is an applied behavioral scientist, primarily focusing on digital health research and scientifically informed product design. She is Head of Behavioral Science at Pattern Health, a healthcare technology company that makes it easy to create personalized care plans (patterns) for patients, leveraging behavioral science to help patients stick to these patterns. She also co-founded the Behavior Shop, a behavioral science advisory company, and holds an appointment as Principal of the Center for Advanced Hindsight at Duke University, an applied behavioral science lab that helps people be happier, healthier and wealthier, at home and abroad.

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Vanessa is the research director for IFTF's Future 50 Partnership, a network of future-smart organizations that support strategic foresight research into the urgent futures that will shape the next decade across the business, social and civic spheres. Her research and foresight work delivers and scales real-world impact with a focus on health and healthcare, equity and technology. Prior to Institute for the Future, Vanessa worked in a variety of roles at the intersection of inclusive design, innovation and health, advancing product and business strategy for technology that advances health equity and programs and strategies that foster entrepreneurship among underrepresented populations. She is a frequent speaker and has been recognized as a 2018 Aspen Ideas Festival Spotlight Health Scholar, 40 Under 40 Tech Diversity Silicon Valley, 2016 New Leaders Council San Francisco Fellow, 200 Black Women in Tech to Follow on Twitter and as a 2016 TEDMED Research Scholar. Vanessa earned her BA in psychology from Yale University and her MPH in global health from Columbia University

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1. 1 Designing an Ecosystem of Care @Amy Cueva @MadPow - Founder & Chief Experience Officer @HxRefactored - Chair of Design Track

2. Design can help improve the human condition.

3. 3 Meet Jim.

4. I was overwhelmed, confused, and alone. There was no one to talk to. I didn’t know what I should do first or what to expect.” 4 “

5. 5 Health is a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity. - World Health Organization

6. 6 Emotion matters.

7. 7 It’s in our best interest to help Jim.

8. Masseuse PCP Support Network: Friends & Family Pharmacist Lawyer Chiropractor CSR Health Coach CSR CSR HR Cardiologist Nurse Weight Watchers Therapist Gym Lobbyists Social Worker Lobbyists Politicians Patient Advocate Translator Transportation Service Financial Entities Heart Health Start Up Hospital Network Hospital Cardiology Lab Pharmacy Pharma PBM Insurance Company Insurer for Hospital Federal Government HHS FDA CDC Legislature Executive Branch Employer Government Condition Management Companies Information: Google, Web MD, YouTube, iTunes Condition Management Start Up Walk in Clinic Organizations & Non-Profits Health Tech State Health Exchanges Local Agencies Health Communications Patient Community Who will help Jim?

9. 9 That need is neither our responsibility nor one that will be mitigated anytime soon in the industry.” “

10. Masseuse Weight Watchers The health ecosystem PCP Support Network: Friends & Family Pharmacist Lawyer Chiropractor CSR Health Coach CSR CSR HR Cardiologist Nurse Therapist Gym Lobbyists Social Worker Lobbyists Politicians Patient Advocate Translator Transportation Service Financial Entities Heart Health Start Up Hospital Network Hospital Cardiology Lab Pharmacy Pharma PBM Insurance Company Insurer for Hospital Federal Government HHS FDA CDC Legislature Executive Branch Employer Government Condition Management Companies Information: Google, Web MD, YouTube, iTunes Condition Management Start Up Walk in Clinic Organizations & Non-Profits Health Tech State Health Exchanges Local Agencies Health Communications Patient Community

11. Design an ecosystem focused on care.

12. 12 You think partnership is the answer? Many people have spent a lot of money trying and got nowhere. It simply won’t work.” “

13. 13 No.

14. 14 Why?

15. 15 Why Not?

16. 16 What if?

17. How can we identify & address unmet needs?

18. Do Research! It is the core of human-centered design.

19. Allow ourselves to feel.

20. Envision their journey.

21. Widen our lens.

22. Look for emotion, triggers, transitions, opportunities & patterns.

23. I didn’t know. I know I should. I want to, but I can’t.

24. Whose responsibility is this need? Look for orphaned needs.

25. shared values + shared action = shared profit (financial & social) - Cindy Gallop

26. I know. I will. I can.

27. Evidence-based maternity decision making for PregnantMe

28. CVS Unified consumer experience strategy for CVS Caremark

29. A Virtual Doctor’s Visit for MGH Patients

30. Joslin Digital diabetes weight management

31. What Motivates? CDC Designs for Medication Adherence

32. HOTSEAT tackles sitting disease through behavior change and game design HotSeat

33. Great things are happening but... We can do more.

34. For Jim. Photo Credits My Room – Michael Wyszomierski Coffee For One – David Hodgson Star Cluster – HuntingDesigns Dreaming above the Clouds – Becca Fawley @Amy Cueva @MadPow - Founder & Chief Experience Officer @HxRefactored - Chair of Design Track

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