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Transforming health care
with Service Design

GLOBAL SERVICE DESIGN CONFERENCE 2013
MONTANA CHERNEY & STEFAN MORITZ
Significant paradigm shiſt
2

From the industrial socie‫﬚‬

2 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz

To the networked socie‫﬚‬
Connectivi‫﬚‬

Image: h‫﬙‬p://sea‫﬙‬letimes.com/html/photogalleries/nationworld2020784937/30.html

3 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Mobili‫﬚‬

United Hatzalah of Israel
h‫﬙‬p://www.asia.youth-leader.org/wp-content/uploads/2011/05/resized_281220101104.jpg

4 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Between people, for people

Mobisante
Image: h‫﬙‬p://pakmed.net/college/forum/wp-content/uploads/2013/02/08-pakmed-net-february-01-2013-medical-education-86df.jpg

5 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Health and
health care are
changing.
Health today:
Health Care today:
01.

Reactive, disease-focused and episodic

8 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Health Care today:
01.

Reactive, disease-focused and episodic

02.

Inefficient, ineffective and unintelligent

9 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Health Care today:
01.

Disease-focused, reactive and episodic

02.

Inefficient, ineffective and unintelligent

03.

Fragmented and disconnected

10 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Internet
Social Networking
Technological &
Scientific
Advancements

Mobile Connectivi‫﬚‬
Big Data
Wireless Sensors
Genomics
Imaging

Technological & Scientific Advancements Adapted from The Creative Destruction of Medicine: How the Digital Revolution Will Create Be‫﬙‬er Health Care by Eric Topol

11 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Access
Users Needs &
Expectations

Control
Value
Convenience
Enjoyment
Internet
Social Networking

Technological &
Scientific
Advancements

Mobile Connectivi‫﬚‬
Big Data
Wireless Sensors
Genomics
Imaging

Technological & Scientific Advancements Adapted from The Creative Destruction of Medicine: How the Digital Revolution Will Create Be‫﬙‬er Health Care by Eric Topol

12 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Access
Users Needs &
Expectations

Control
Value
Convenience
Enjoyment
Internet
Social Networking

Technological &
Scientific
Advancements

Mobile Connectivi‫﬚‬
Big Data
Wireless Sensors
Genomics
Imaging

Technological & Scientific Advancements Adapted from The Creative Destruction of Medicine: How the Digital Revolution Will Create Be‫﬙‬er Health Care by Eric Topol

13 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz

Potential for
Transformation
Change
is hard.
Patients:

Faster
service,
be‫﬙‬er
outcomes,
lower costs
Doctors & Nurses:

Greater
efficiency
for be‫﬙‬er
care
Providers:

Greater
efficiency
and reduced
costs
Payers:

Increase
value for
their money
Family & Friends:

More
actively
support
their loved
ones
Communi‫:﬚‬

Be‫﬙‬er
support the
health of
themselves
and the
communi‫﬚‬
Pharma / Bio Tech /
Med Tech:

Safe, costeffective and
differentiated
products and
services to
meet users’
needs
IT / Tech /
Telco:

Serve more
users
whenever,
wherever
Others:

Touch users
in more and
more areas
of their lives
Not easy
but possible.
User-Driven Change
It has happened before.

COMMUNICATION

BANKING

25 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz

MUSIC

HEALTH CA
User-Driven Change
The time to act is now.

COMMUNICATION

BANKING

26 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz

MUSIC

HEALTH CA
Health Care tomorrow:
Democratized

Personalized

Access to care,
access to data

Holistic picture
of patients for
individualized
solutions

Collaborative
Anyone can be a care
provider and everyone
will work together
to provide care

27 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz

Anytime
Anywhere
Care happens all the
time and everywhere
A New Care Paradigm:
. Proactive
. Preventative
. Predictive
. Preemptive
Unlocking the
transformation.
Proactive guidance
ECDC provides guidance to European member states to help prevent and control diseases.
This is currently met by data analysis, knowledge management and communication best
practise, which are distributed in reports, briefings and guidance documents.

30 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Many steps
The direct impact of ECDC is many steps removed from the patients in the
local member state countries.

31 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Co-creation lab
We designed and tested to explore a fundamentally new way for ECDC to work with
member states. It placed a temporary innovation lab close to a relevant health facili‫ ﬚‬to
engage with health professionals in generating insights and co-creating new solutions,
test proto‫﬚‬pes around a selected issue.

32 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Sharper
focus

Relationships

Tangible
ideas

Faster
results

Internal
engagement

Roadmaps

33 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
“

This intervention made clear that it’s
possible to get far by pre‫ ﬛‬small means.

34 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz

Participant
OPD Data Management
Médecins Sans Frontières
MSF provides medical care in low-resource and emergency se‫﬙‬ings
providing a wide varie‫ ﬚‬of services where operational flexibili‫ ﬚‬is one
of our core competences.

35 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Framing the problem together

36 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Creating a tangible vision
of the future to align and
engage stakeholders

37 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
A national centre to test
Service Design in health care – 
Experio Lab in Värmland coun‫﬚‬
council in Sweden.
38 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
EXPERIENCE
Improving the patients experience
and creating knowledge.

39 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
TRANSFORMATION
The process of ge‫﬙‬ing be‫﬙‬er and
the change of behaviour.

40 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
JOURNEY
Patient journey over time and
maturi‫ ﬚‬as well as scaling the lab.

41 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Curiosi‫﬚‬
and empathy
for real people
42 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz

Courage to
dream about
a be‫﬙‬er future

Collaboration
to do something
about it
Example project:
The patient journey

43 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Stakeholders that directly and indirectly influence the patient journey work in separate areas.
The patient experience is disjointed and not satis﬌ing for patients and not efficient for the system.

44 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
By moving out of the system one joint group was set up.
For eight weeks this group met every Friday for a short intense workshop.

45 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Each of three teams followed a real life patient case all the way through.
Documenting each step, mapping out the journey, stepping back and making sense.

Team 1

Eye opening. Improvements, ideas and insights along the way.

46 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Stop-motion film as a tool to
document and communicate the
journey.
47 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Think big. Start small.
48 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Reflection
What inspired you?
What can you do tomorrow?
What future would you like?
The 10-10-10 Rule:
Evolve with users
over time.
50 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
The 10-10-10 Rule
Evolve with Users over time

Change from Within:
By the communi‫,﬚‬
for the communi‫.﬚‬
51 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Connect to Connect:
Connected products
connect patients to
themselves, caregivers
and providers.
52 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Gather, Analyze, Apply:
Big data
made meaningful
through intelligence.
53 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Seamless Integration:
Work with the flow,
not against it.
54 | 20 November 2013 | SDNC Cardiff | @byVeryday | @MontanaCherney | @st_moritz
Lets start
transforming.
THANK YOU!
Stefan.Moritz@veryday.com
@st_moritz
STOCKHOLM / NEW YORK / LONDON / SHANGHAI / VERYDAY.COM

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