Service Package Innovation

SERVICE PACKAGE INNOVATION
SERV 724 / User-Centered Design for Services
Lauren Peters / Prof. Robert Bau

Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 1, 2012

Innovation Overview
We have identified four methods that will allow us to discover
opportunities that lead to ideas and new-to-the-world service
concepts within the Holistic Healthcare sector.

Making Sense Creating Blue Oceans Mapping Dichotomies
of Trends Customer Jobs & Paradoxes


Making Sense of Trends
TIME Magazine has recognized 10 trends that are shaping our
economy today. The three identified here will be influencers for
several of the Holistic Health sector opportunities.

High Status Stress Living Alone is Your Head is
the New Norm in The Cloud


Making Sense of Trends - Ideas

Trend Infuse & Augment

• Health “coaches.” Set goals and
turn into a competition
High Status
• Healthy snack messenger
Stress service
Service Sector

• Singles only insurance plans
Holistic Health Living Alone is • Cooking healthy for one!
programs
the New Norm

• Remove the need for an office;
Your Head is skype /virtual consultations

in The Cloud • Comparison benefit charts to
see affects of holistic versus
traditional



Trend Combine & Transend

• In office “clinics” to promote a
healthy workplace
High Status
• Office furniture emulating affects
Stress of acupuncture or other methods
Service Sector

• Singles meditation & spiritual
Holistic Health Living Alone is retreats
• Doctors offices that act and look
the New Norm like spas

• Pop-up clinics, use social media
Your Head is to publicize

in The Cloud • Lifestyle implication simulation,
makes the long-term reward
visible



Trend Counteract & Reaffirm

• Company health retreats to re-
energize and educate
High Status
• Disruptive events throughout the
Stress day to remind them to “check-in”
Service Sector

• Self treatment prescriptions
Holistic Health Living Alone is [sexual health aids]
• Designated lifestyle change
the New Norm buddies for motivation

• Analogue progress chart
Your Head is to document journey and
outcomes
in The Cloud • Require appointments by letter


Creating Blue Oceans - Sectors
The following five sectors have been chosen because of their
relationship in customer care for health and wellbeing.

Hospitals Private Practices Retail Clinics Fitness Centers Holistic Centers


Creating Blue Oceans - Strategic Canvas

High
Hospitals

Fitness Centers
Offerings

Private Practices

Retail Clinics

Holistic Centers
Low

Fri Co Co Gra Gra Tec
Pri end m mu ach tifi tifi Loy All h
no
ce Dis Ac Ea line ing cat cat alt -Na log
Tra cov ces sy nit /E on i on i y In tur ica
Pri n era sab Bo ss yE mp , Int , Ex cen al V lly
ce spa bili oki of nga ow Inn
ren ty ility ng Se gem erm ern ter
na tive alu ova
cy rvi al I
nfl l In s es
ce en en ue flu tive
t t nc e
en
ce

Value Factors


Creating Blue Oceans - Strategic Canvas Opportunities
Community
Engagement Loyalty Incentives
High
No one fully recognizes Hospitals
There are no programs
the community gap in that make customers
healthcare. want to come back.

Discoverability Fitness Centers
Offerings

Most people do not
Gratification (Internal) Private Practices
know Private Practices
and Holistic Centers Few sectors help
even exist. patients design their
own their experience.
Retail Clinics
Accessbility Coaching &
Hard to find info on Empowerment
Holistic Centers
Low serious health and Systems that help
wellness programs, physically, mentally, Tec
Fri C Co Gra Gra
Pri also hard to travel to.
Dis en and omm ach
emotionally ing rare.ficat
are ti tifi
cat Loy All
-Na
hno
ce c Ac Ea dlin un alt log
Pri Tra ove ces sy ess ity /E ion i on y In tur ica
ce nspa ra sab Bo of En mp , Int , Ex cen al V lly
bili ility okin Se ga ow ern ter tive alu Inn
ren ty g rv gem erm al I nal I es ova
cy ice en en nfl
ue nfl
ue
s tive
t t nce nce

Value Factors


Creating Blue Oceans - Four Action Framework
Reduce
• Look & feel of “Sterility”
• Complexity of processes
• Discrimination of
customer groups
• High cost of care

Eliminate Create
• Dependance on insurance • Outlets for community
companies engagement
• Arrogance on competitive • A tranquil destination
‘product leadership’ • Loyalty incentives

Raise
• Trust between practitioner
and patient
• Early childhood awareness
of holistic health


Creating Blue Oceans - Turning non customers into customers

“Unexplored” Non-Customers
“Refusing” Non-Customers Lower income individuals
Pharma loyalists Small town individuals
“Soon to be” Non-Customers
Science-based loyalists Religion-based individuals
Acute syndrome patients Highly religious individuals
Chronic syndrome patients
College students / Teenagers
Menopausal women & men


Creating Blue Oceans - Ideas
• Create patient charts that they are in charge of when they show up at the Center
• Give access to kiosks or devices that allow patients to check their medical records and health status
• Healthcare memberships that give out sweepstakes for free sessions and waiver of certain class fees
• Twice a year, have a festival in a local park offering free services
• Have a mobile booth in the mall with a practitioner offering free consultations
• Give out discounts for patient referrals
• Place the facility location inside an iconic partnering store
• Start local Holistic Health associations to get the city on board with Holistic values
• Create new customer relationship management software combined with EMR
• Participate in school career fairs to expose people to their company and intern opportunities
• Make an interactive website about how holistic health impacts your entire life


Mapping Customer Jobs
Annie / Heavy User Bryan / Light User

Goals Goals
I want to feel refreshed and go home I’m high maintenance, when I leave I want to know
knowing I did something good for my body that we’ve covered all my health issues.

I want a trusting and personal I need to things to be affordable
relationship with my practitioners for me as a student

I want to be surrounded by people with the same I want practitioners and employees
values on health and happiness that don’t treat me like a number

I want to remember my past and I must continue I want to remember my past and I must continue
working hard towards the future working hard towards the future

I want to expand my practice and It would be cool to meet a girl who was into the
someday teach what I know same stuff as I am, we could travel together
“I didn’t used to be like this. Whether it’s “I want to spend my college years getting
my physical, mental, or spiritual state, good grades and venturing outside the
my health matters to me now – state with my friends.
I’m definitely a stronger person I’ll do anything to avoid another
inside and out.” trip to the clinic.”


Annie’s Core Job
To receive accupuncture which will make her feel energized and re-balanced.

BEFORE SERVICE DURING SERVICE

Quickly call to make
Find a parking Check-in with See practitioner
Leave work an appointment at Drive to Center
spot receptionist and get to room
the Center

Minimize stress-levels Minimize complexity Minimize travel time Minimize waiting time Begin relaxation time Increase conversation

AFTER SERVICE

Leave the Check-out and Make a new Receive
appointment Consult with
Center to go pay with the recommendation Begin services
with receptionist practitioner
home receptionist meterial

Minimize potential for Minimize payment Minimize complexity Increase incentives to Increase relaxation Increase her
stress confusion return to the Center knowledge about
Incrase transparency health


Annie’s Related Jobs
= Opportunity Area

Receive
Tries to de-stress Travel to accupuncture to Go home to Watch TV / Shower and
at work Holistic Center feel energized and eat dinner Check emails go to sleep
balanced

Related Jobs Core Job
Goes home,
Picks up dry Meets friends cook and
cleaning for happy hour prepare food for
next week

Pick up Call credit Play games
daughter from card company with daughter
day care to pay bill at home

Related Jobs


Annie’s Journey
Opportunities Ideas
• There should be more than one way to make • Create an online booking system within the Center’s website
an appointment other than having to call • Allow customers to learn more about their conditions in the waiting

• When she is waiting for the practitioner, room

waiting times should be highly engaging and • Create a program that allows Annie to take short classes while she
related to holistic services waits
• Opportunity to introduce other practitioner • Have a bullitan board of all practitioners and their specialties
specialties and schedules
• Create service evidence to de-stress while at work
• Opportunity to interact with Annie after the • Have a cafe with healthy menu items for breakfast, lunch, and dinner
service encounter
• Have a healthy bar for happy hour customers
• Have a computer area for people to check their emails, browse
internet
• Build a locker room and shower area for exercisers
• Have a nutrition bar to help prepare food with a chef


Bryan’s Core Job
To inquire about the Holistic Center’s Naturopathy services.

BEFORE SERVICE DURING SERVICE

Examine Schedule
Get to the Wait for
Walk to library Holistic Health a walk-in See practitioner
Center practitioner
flyer appointment

Minimize distraction Increase awareness Find efficient Minimize complexity Minimize anxiety Increase transparency
transportation Avoid people waiting about services and
cost
AFTER SERVICE

Remember Get more Pay and book
Travel back to information on Be consulted by Go to patient
his next next appointment
campus Center practitioner room
appointment w/ receptionist

Increase awareness & Find efficient Increase engagement Minimize cost & Minimize confusion Minimize anxiety
re-introduce trust transportation & incentive to return complexity Increase trust &
confidence


Bryan’s Related Jobs
= Opportunity Area

Eats lunch at Inquires about Eats dinner at
Walks to library for Travels to the Goes home to
the campus Naturopathy at the campus
a study group Holistic Center do laundry
cafe the Center cafe

Core Job

Calls the Center
Walks to the Packs his bag
to make an Goes hiking
library to pick up for a hiking trip
appointment with his friends
a book on Health nearby
using Skype

Go home to
Wakes up, goes Goes home to Goes to class,
take care of his
for a run change and shower gets out late
dog

Related Jobs Related Jobs


Bryan’s Journey
Opportunities Ideas
• Create an engaging platform for new customers • Build a mini-library full of holistic healthcare books that customers
can check out (like Netflix business model)
• Allow for high flexibility in practitioner
schedules • Create a friendly and engaging new customer sign-up process w/ service
evidence
• Allow for high flexibility in payment options
• Allow customers to video call the receptionist
• Not every patient has their own transportation
• Personify each patient room as doctors (thematic)
• How can we provide healthy food all the time
• Provide free scheduled shuttle services for customers with no transportation
• Serving everyone, not just wealthy adults
• RFID check-in: have membership cards that hold medical records and health
• Multiple opportunities to educate patients more
status
• How do we compete and recreate a holistic
• Have internal leader-board of highest valued customers and surprise them
“Primary Care Physician?”
with gifts
• In between each appointment, give practitioners 15 minutes so they
can give 10 minutes to anyone who walks-in
• Offer services to pets, or special services for owners AND their pets together
• Partner with local schools for healthy meal plan options
• Provide customers with a practical guidebook for each specialty
• Provide laundry services while you’re in your appointment


Thinking Laterally with
Dichotomies & Paradoxes
-vs-

Inclusion Exclusion
Simplicity Complexity
Consistency Flexibility
Tangibility Intangibility
Interdependency Independancy
Authenticity Simulation
Ephemerality Longevity
Acceleration De-Acceleration
Stakeholder Productivity Resource Productivity
Evolution Revolution


Thinking Laterally - Ideas

Inclusion and Exclusion
• Executive only level services to
encourage best privacy

Simplicity and Complexity
• RFID membership swipe to • Step by step interactive sign-up
check in process with on office kioske

Consistency and Flexibility
• Practitioners are required to • Go to patient’s work place
hold bi-annual workshops to give mass treatment and
somewhere in town consultations
• Customers see whatever
practitioner is in that day, always
different



Tangibility and Intangibility
• Center has their own transport • Wall postings of anonymous
car, wrapped in the brand stories of patients

Interdependancy and Independancy
• Donation only payments • Service by manuals only. There
are no practitioners but manuals
• Faires where you get entire
to DIY, also a supply store
holistic check-ups in an
assembly line fashion • Holistic line of devices that help
you live healthy and well

Authenticity and Simulation
• Assign case managers to every • Shuttle service allows customers to
patient choose their own route, if they need
to run errands



Ephemerality and Longevity
• Drive through service, multiple • Wait times are long for self
lanes meditation time

Stakeholder Productivity and Resource Productivity
• Feedback & performance • Attend holistic health
reporting system for conferences with the top two
practitioners customers of the Center

Evolution and Revolution
• Over time, patients are • Patiens have bi-annual ‘reviews’ • Practitioners change every 6
encouraged to be the experts in to make sure they are following months, never have the same
their treatment field the healthy routine one for longer than 6 months.


Decision Matrix of Service Ideas
Singles only dating/ Small fitness center Kiosks to check your Vouchers for Interactive website w/ Learn about health
Decision Criteria insurance packages within the Clinic
Pop-up Clinics
own records at Clinic patient referralls Holistic Health impact conditions in waiting room

Desirability 26 7 7 9 4 9 9 10

Differentiation 26 8 7 10 5 9 9 6

Viability 16 6 6 7 5 8 5 7

Feasibility 16 6 7 4 5 6 4 6

Profitability 16 8 8 6 2 6 1 1

Weight: 100 710 700 766 426 788 628 640
Indoor herb garden Nutrition bar/cafe with Theme each Allow customers to RFID membership Center has their own Has a large room
Decision Criteria & supply shop Nutritionist Cook patient room videotime receptionist swipe check in customer transport car for the kids clinic

Desirability 26 6 10 6 6 10 10 10

Differentiation 26 10 10 10 9 9 10 7

Viability 16 10 7 10 10 10 6 9

Feasibility 16 6 6 9 10 6 9 9

Profitability 16 10 9 2 1 8 6 4

Weight: 100 832 872 752 726 878 856 794


1 / On Holiday to France
Value Proposition: “Our Center is for everyone that wants a destination to rejuvenate and rebalance. Our service is a
health and wellness center that delivers primary care and holistic specialty from caring practitioners. Unlike most healthcare
centers, our service is easily accessible for all people, inviting and friendly, highly engaging and affordable because everyone
deserves to be naturally healthy and happy.”

Annie gets to the Center for her acupuncture Emma goes off with the pediatrician to the kids After their appointment, Annie and Emma purchase
appointment with Tina. She brought her daughter clinic while Annie waits for Tina to finish with the a few herbs from the garden and some incense and
Emma with to get a checkup as well. She swipes patient in the drive through window. When Tina is they drive home for dinner.
her pre-paid membership card and her information done, she takes Annie to France, one of the patient
pops up on the iPad next to her. “Thank’s for rooms while she gives her accupuncture.
referring Melissa to Dr. Anders, we love her!…your
appointment today is half off for the referral.”


2 / The Generation
Value Proposition: “Our Center is for the generation that wants a place to simplify and rebalance their health and wellbeing.
Our service is a health and wellness center that delivers a wide range of holistic specialties and practitioners. Unlike most
health centers,our service is friendly and inviting, we provide a calming and serene environment, and we have membership
plans for all income levels because even you deserve to be naturally healthy and happy”

Schedules an appointment with Craig, Bryan gets to the Center and is told He sees Craig for a back adjustment and She is able to see Bryan after her
his Chiropractor, through Skype with the to wait 5 minutes for Craig. He always Craig gives him a health consultation appointment and takes him to the kitchen.
receptionist. Because his patient chart likes the waiting room because its a as well. They decide that Craig’s back is She has printed his recommended diet
says he’s without transportation, the calm environment and they have a lot tense because his diet hasn’t been the based on his symptoms and shows him a
receptionist asks Bryan if he would like to of educational books and videos about best. Craig recommends he see Becky, the few easy recipes that he can try when he
be picked up for his appointment. different sorts of conditions, their causes, Nutritionist chef. Craig IM’s Becky, who’s in gets home.
symptoms, and natural treatment plans. an appointment but she’s able to respond
to him quickly.


THANK YOU
SERV 724 / User-Centered Design for Services
Lauren Peters / Prof. Robert Bau


Appendix
Holistic Healthare - Executive Summary Poster


Service Package Innovation

Recommended

Recommended

More Related Content

What's hot

What's hot (6)

Viewers also liked

Viewers also liked (20)

Similar to Service Package Innovation

Similar to Service Package Innovation (20)

More from Lauren Peters

More from Lauren Peters (8)

Recently uploaded

Recently uploaded (20)

Service Package Innovation