This document discusses rebranding the Niguarda neighborhood in Milan to reinforce its collaborative roots. It describes T.Ospito, a non-profit organization that aims to create a welcoming community for patients' relatives visiting Niguarda Hospital from outside Milan. The document explores Niguarda's history of agriculture, cooperatives, and anti-fascism. It also identifies caregivers of long-term patients as a forgotten user and proposes the "Caregiver-Amico Network" to provide emotional support to caregivers through local volunteers.

1. #fattoin
NIGUARDA
T.Ospito|Group2|PSSD|Ps2|2018-2019

2. T.Ospito Team
Angela Ginevra Angelo Sruthy Nadia
Shivam
Nicolò
Alex
Runyi
Martina

3. How can we rebrand Niguarda to
reinforce its active and
collaborative roots?

4. T.Ospito is a non-profit organization.
We aim to create a collaborative
community, welcoming and helping
patients’ relatives coming to Niguarda
Hospital from outside Milan with the help
of locals of Niguarda.
FieldRearch|Group2|PSSD|Ps2|2018-2019
T.Ospito

5. # Agricultural Village
# Cooperative Houses
# Antifascism Movement
What are these
collaborative roots
of niguarda?
DeskRearch|Group2|PSSD|Ps2|2018-2019

6. “There is only a big Hospital in Niguarda”
- Outsider Perception -

7. The inhabitants of Niguarda love
their neighbourhood and are really
proud of it.
“Niguarda is a unique paese!”
The Place to be
FieldRearch|Group2|PSSD|Ps2|2018-2019

8. But the youth tends to move out for
entertaiment, for Niguarda is too much
of a village.

9. W
Mapping the flow
Source| Ospedale di Niguarda | http://www.ospedaleniguarda.it/EN/about-us.php
The flows of people coming from outside
Milan stop at the Hospital.
With our service we want to integrate
these people into the neighbourhood.
TheProblem|Group2|PSSD|Ps2|2018-2019

10. Exploring the hospital.
We came up with our real problem,
a forgotten user!
The Caregiver.
Niguarda Hospital
TheProblem|Group2|PSSD|Ps2|2018-2019

11. 6000 patients c.a are admitted from
outside Milan in the Hospital of Niguarda
every year.
For a medium to long term stay
(2 weeks-2 months).
They come with at least one caregiver.
Who
Source| Ospedale di Niguarda | http://www.ospedaleniguarda.it/EN/about-us.php
Who|Group2|PSSD|Ps2|2018-2019

12. Info about the new district.
Info about accommodation at good price.
Be in the Hospital proximity.
Have a reference person.
Psychological support & relief opportunities.
Caregiver needs
Source: A research made by “A casa lontani da casa “ analyzing the need of 300 users
Who|Group2|PSSD|Ps2|2018-2019

13. Combine together the two problems.
Not so collaborative neighbourhood anymore
A forgotten user, caregiver
Opportunity
Opportunity|Group2|PSSD|Ps2|2018-2019

14. How may we create a better
comfortable environment for these
caregivers coming to Niguarda with
the help of the local community?

15. How may we create a better
comfortable environment for these
caregivers coming to Niguarda with
the help of the local community?

16. T.Ospito
T.Ospito creates a “Caregiver-Amico Network”,
composed by Amico di Quartiere,
who volunteer to give emotional support
to these caregivers coming to Niguarda Hospital
from outside Milan.
Service|Group2|PSSD|Ps2|2018-2019

17. Who are the
actors
involved?
CAREGIVER AMICO DI QUARTIERE ASSOCIATION STAFF DOCTOR

18. Amico di Quartiere as a reference person
Discounts in shops
Activities for quality time
Caregiver
Service|Group2|PSSD|Ps2|2018-2019

19. Amico di Quartiere
Practical info about the neighbourhood
Involve caregivers in local initiatives
Emotional support
A local volunteer.
Service|Group2|PSSD|Ps2|2018-2019

20. Associations/shops
Provide discounts
Let caregivers be actively part of their
activities and events conducted in the
neighbourhood
Our Partners.
Service|Group2|PSSD|Ps2|2018-2019

21. Hospital
The hospital staff is the mean to
communicate T.Ospito and onboard the
caregivers.
A trusted source.
Service|Group2|PSSD|Ps2|2018-2019Service|Group2|PSSD|Ps2|2018-2019

22. Hospital
After prototyping we figured out the
strategic placement of the posters, but
doctors will still be the main ambassadors.
A trusted source.
Service|Group2|PSSD|Ps2|2018-2019Service|Group2|PSSD|Ps2|2018-2019

23. Motivation and values
CAREGIVER
accessibility
emotional
support
+
+
Service|Group2|PSSD|Ps2|2018-2019

24. Motivation and values
CAREGIVER AMICO DI QUARTIERE
accessibility impact on
healthcare
systememotional
support collaborativeness
+ +
+
+
Service|Group2|PSSD|Ps2|2018-2019

25. Motivation and values
CAREGIVER AMICO DI QUARTIERE ASSOCIATION
accessibility impact on
healthcare
system
visibility
emotional
support collaborativeness
customers
+ + +
+
+
+
Service|Group2|PSSD|Ps2|2018-2019

26. Motivation and values
CAREGIVER AMICO DI QUARTIERE ASSOCIATION HOSPITAL
accessibility impact on
healthcare
system
visibility brand value
emotional
support collaborativeness
customers innovativeness
+ + + +
+
+
+ +
Service|Group2|PSSD|Ps2|2018-2019

27. “What are our users going to be interacting
with?”
- Touch-Points -

28. Physical
amico di
quartiere
flyers and posters
T. ospito Website
Hospital website
hospital
welcome kit T.Ospito card
Digital
Il Mio Amico di Quartiere
Nome
Numero
partners
(hospital staff,
local businesses &
associations)
Touchpoints|Group2|PSSD|Ps2|2018-2019
Touchpoints

29. Flyers & Posters
Caregivers
Target
Prospect - Amico di Quartiere
Doctors & Hospital staff
Enablers
Partner Associations & Businesses
Learn how to enroll in T.Ospito
Aim
Touchpoints|Group2|PSSD|Ps2|2018-2019

30. Touchpoints|Group2|PSSD|Ps2|2018-2019
Website
Caregivers
Target
Prospective Amico di Quartiere
Partners
Communicate events in Niguarda
Side functions
Donation
Let all stakeholders know & join T.Ospito
Aim

31. Welcoming Kit
Amico di Quartiere
Enabler
Document Folder
Contents
Niguarda Map
Make the Caregivers feel welcomed
Aim
T.Ospito Card
To-Do list
Touchpoints|Group2|PSSD|Ps2|2018-2019

32. add
“How does the service sustain itself ?”
Business Strategy
Fundraising Strategy
Impact assessment

33. Source| Ospedale di Niguarda | http://www.ospedaleniguarda.it/EN/about-us.php
la
Market size
31506 patients are admitted to
the Niguarda Hospital per year.
6000 patient are long term,
outside of Milano.
3600 patient in three years.
600 Patient in first year. 10% of
the market size after one year.
Market Size
Potential Market
Target Market
Source I https://www.ospedaleniguarda.it/0_LANGUAGES/downloads/Niguarda_hospital.pdf
Penetrated Market
Business|Group2|PSSD|Ps2|2018-2019

34. la
Social Business Model Canvas
HOW? WHAT&WHY? WHO?
Cost Structure Value Capture
OPERATION ENGAGEMENT
Key
Resources
Website design, updating cost;
Design and printing for Welcome kite, map, catalogue + T.ospito pass;
Advertisement of the service (digital and physical);
Staff cost;
Fundraising and impact assessment activities cost.
Financial Measures
Grants from Benefactor (Hospital,
Comune di Milano);
Donations from individuals;
Grant from social incubator and
competitions (f. e. designscapes).
Non-Financial Measures
Improve the life quality and mental stress of patient and family member;
Behaviour Change for social good cause in the community;
Promoting Niguarda as a healthy district;WW
More Visitors in the Niguarda leads to the active community.
Amico di Quartiere network;
Catalogue of the event and activities in the
Niguarda;
Database of local businesses,association’s event;
Service website.
Channels
Relations
Website;
T.Ospito pass;
Hospital (admin, Doctor staff and nurses);
Amico di quartiere.
Personalized service away
from home in stressful situation.
Shops and activities access at discounted
price.
Spread online testimonials of Amicos, caregivers
& businesses; offline posters and flyers.
Social
Value
proposition
Amico di Quartiere; who is
one-stop practical help for the
patient relative;
T.Ospito Card; choose the service
provider from Niguarda on
discounted price;
Active community for the local
Visibility for the local association
and volunteer;
Increase number of customers for
the local businesses.
Early adopters
Co-creators
Niguarda Hospital;
Association in Niguarda;
Local Niguarda entities (cafes, restaurants,
shops).
Caregivers;
Amico di Quartiere;
Local community of Niguarda.
Key
Partners
Hospital Admin and Staff
(Doctors and Nurses)
Amico di Quartiere
Associations for Niguarda
Local business [cafe,restaurant,
stores, service etc..]
T.Opsito team.
Key
Activities
Service website; Design and maintenance.
On-boarding and maintain the
relationship with the local businesses.
Fundraising activities and service impact
assessment
Advertisement of the service
Business|Group2|PSSD|Ps2|2018-2019

35. Captured Values
- Grants from Benefactors
- Donations from individuals
- Grants from social incubators
and competitions
Financial Measures
Business|Group2|PSSD|Ps2|2018-2019

36. Non
Captured Values
Improve in the wellbeing and healthcare of
the caregiver
Collaborative community in Niguarda
Making Niguarda more active while bringing
in more people to the neighbourhood
Non financial measures
Business|Group2|PSSD|Ps2|2018-2019

37. Costing
First quarter of 1st year = € 8625,00
Total expenses for:
1 year = € 32 106,00
2nd year = € 53 485,00
3rd year = € 1 18 475,00
Total expenses after 3 years
of operations = € 208 066,00
Fixed cost is 4000,00 €
Variable cost:
Business|Group2|PSSD|Ps2|2018-2019

38. Revenue
Niguarda Ospedale Direzione for the
prospective has the budget of € 40,000.
Funding from Designscapes.
Funding from the Comune di Milano.
Donation from the individual donor through the
website.
Business|Group2|PSSD|Ps2|2018-2019

39. Non
Identify the fundraising methods; businesses,
government, donors, foundations & CSR funds.
Assess the impact based on the predefined
parameters.
Spread testimonials as a proof of social impact
with quarterly impact assessment report.
Promote the investors contribute to build the
image of a socially responsible business.
1-2nd months
3-4th months
5-8th months
Steps for
fundraising campaign
Pre-launch Campaign
· Social media announcement
- Lauch an Event on Facebook
· Partner outreach
- influencer blogs
Brand Launch Campaign
· Facebook
- Video and photo posts about
Amico brand and values;
· LinkedIn
- Video and photo posts about
Amico brand and values;
· Press Realeases
- Articles in websites
Campaign
· Expand social media
engagement
- Display advertisment
on LinkedIn and Facebook
· Review website strategy
· Provide guidance in organic email
- Newsletter 3 times per week
· Amico Mobile App Launch
- Advertisment on LinkedIn and
Facebook
· Press Realeases
- Articles in tech and seniors
websites
Business|Group2|PSSD|Ps2|2018-2019

40. Compare the families of caregivers and
patients. (User and non user of T.Ospito)
Autobiography based stress assessment
The positive emotions or negative emotions
Impact assessment
strategy: Control groups
Business|Group2|PSSD|Ps2|2018-2019
Danner’s rating of happiness method. The Scale is from 1 to 10

41. Non
Business improvement
Extend our research on our service impact on
the patient recovery.
Re-define matrix of T.Ospito’s caregiver
stress-free index for impact assessment.
Secure funding from hospital after making
them believe in this idea of connecting long
term caregivers with the locals to relieve their
stress.
Business|Group2|PSSD|Ps2|2018-2019

42. “How does the service communicate
to the user?”
- Marketing & Communication Strategy -

43. Trends & Facts
1. Caregiving
2. Emotional & financial Support
40-70% of family caregivers have clinically
significant symptoms of depression (1)
3. Medical Tourism
Lombardy is the first in region Health Mobility.
Comm.|Group2|PSSD|Ps2|2018-2019

44. Hospital
Neighborhood
community
Not formal/alternative
support
Professional
Support
Intensive Care Society
A Casa Lontani Da Casa
Hansen Family Hospital
La Casa del Sorriso
Caregiver Action Network
Family Caregiver Alliance
Commonwealth Respite and
Carelink Centres
Positioning Map
GAP!
Comm.|Group2|PSSD|Ps2|2018-2019

45. Hospital
Neighborhood
community
Not formal/alternative
support
Professional
Support
Positioning Map
Comm.|Group2|PSSD|Ps2|2018-2019

46. Competitive Advantage
Customised
interaction & activities
Interaction
P2P
Decentralized
Activities
Business
Involvement
Local
Engagement
Medical
Approach
Comm.|Group2|PSSD|Ps2|2018-2019

47. “How does the service communicate itself?”
- Branding and identity -

48. Branding
Colours: Red & Blue
Name: T. Ospito (“Be my guest”)
Shape:
Medical environment; Welcoming/trustful
Key is the call to action to open the community.
Bridging different people and environments.Gradient:
Beige
R
G
B
Hex
#F7F7F2
247
247
242
Logo gradient
#FF706E
#94C7F7
Navy blue
R
G
B
Hex
#2B2B75
43
43
117
Light blue
R
G
B
Hex
#94C7F7
148
199
247
R
G
B
Hex
#FF706E
Salmon pink
225
112
110
Branding|Group2|PSSD|Ps2|2018-2019

49. Brand value
A district as a self-sufficient resource for
an integrated community.
Empower the local community of
AMICOs, legal entities and caregivers
to be mutually beneficial.
The neighborhood takes care of you while you
take care of your beloved ones.
Vision
Mission
USP
Branding|Group2|PSSD|Ps2|2018-2019

50. “How does the service communicate to the
user?”
- Marketing & Communication Strategy -

51. Communication
target
Marketing
target
Local
Businessmen
Project managers of
local Associations
Hospital
personnel
Investors
Caregivers
Amico
di Quartiere
Comm. strategy
Yael Reuveni
Spazio Culturale MY G
Marta and Salvatore
Patient and Caregiver
Valeria
Amica di Quartiere

52. Communication
targetHospital
personnel
Caregivers
Amico
di Quartiere
Valeria
Amica di Quartiere
Comm. strategy
Marta and Salvatore
Patient and Caregiver

53. Communication
target
Amico
di Quartiere
Marta and Salvatore
Patient and Caregiver
Valeria
Amica di Quartiere
Comm. strategy
Hospital
personnel
Caregivers

54. Marketing
target
Local
Businessmen
Project managers of
local Associations
Investors
Comm. strategy
Marco Stoppani
Prospective investor
Onlinecomm.|Group2|PSSD|Ps2|2018-2019

55. Next steps
Apply to
other calls
Negotiate with
Niguarda.shop
*the Hospital appreciates
T.Ospito initiative
*QuintAssenza
hosts and sustains us!
Meet the
Hospital board
Expand the community
of Amico and Partners
Nextsteps|Group2|PSSD|Ps2|2018-2019

56. Thank you!