Designing for Patient-Centred Innovation

Designing for
Patient-centred
Innovation
Susan Bartlett & Chris Ferguson
Cooler Solutions Inc.
AMI 2012 Annual Meeting

Overview

Patient- Our Approach Some Case
Centred Care to Innovation Studies

Cooler Solutions Inc. 2

Take-Aways

• What is design?
• What is patient centred care?
• How is it relevant to medical illustrators?


“ Innovation is creativity with a
job to do. ”
—John Emmerling
Innovation Consultant


innovation ≠ invention


innovation ≠ improvement


Technology
Research & Development

Human Business
Values Management
Design Consulting

Citation: Stanford D School. http://dschool.stanford.edu/our-point-of-view/#innovators Cooler Solutions Inc. 8

Technology Design
Research & Development Innovation

Human Business
Values Management
Design Consulting

Citation: Stanford D School. http://dschool.stanford.edu/our-point-of-view/#innovators Cooler Solutions Inc. 8

Transplants
Vaccines Antibiotics

Healthcare Technology Innovation

Robot-assisted
MRIs Surgeries
Nano-technology

Electronic
Health Records

Healthcare Business Innovation

Multi-disciplinary Pharmaceuticals
Family Health Teams with Value-add Services

“ If a physician from the 1950s were magically
brought back to life today, he would
recognize none of the technology that a
contemporary doctor uses, but he would feel
quite at home in the settings in which the
technology is used.”
—David Cutler
Professor of Economics, Harvard

Patient-centred
Care


Bechtel, C., & Ness, D. L. (2010). If you build it, will they come? Designing truly patient-centered health care. Health affairs (Project Hope), 29(5),
914-20. doi:10.1377/hlthaff.2010.0305 Cooler Solutions Inc. 13

Whole
Person Care


Whole Collaborative,
Person Care Coordinated



Supportive,
Empowering



Supportive, Ready
Empowering Access


Retail

Banking

Telecom


Journey Through Healthcare


Cartoon Removed due to
Licensing Restrictions


Patient-centred Model Fee-for-service Model

$
$
$
$

Information Silos Poor Collaboration Tools


Healthcare IT

Patient and Healthcare
Clinician Business
Needs Models


Healthcare IT Patient-Centred
Care

Clinician Business
Needs Models


Healthcare IT Design
Innovation

Clinician Business
Needs Models


Innovation requires POSSIBILITY
OF FAILURE

POSSIBILITY
OF FAILURE = RISK

“ If you're not failing every now and
again, it's a sign you're not doing
anything very innovative. ”
— Woody Allen
Filmmaker


“ The way to succeed is to double
your failure rate. ”
— Thomas J. Watson, Sr.
IBM founder


Healthcare Innovative
decision makers =
want evidence BUT No evidence of
that innovation will its working
work. elsewhere


Healthcare decision Innovation:
makers want No good ways to
quantiﬁed promises BUT quantify for
about return on something that
investment hasn’t been done


Healthcare decision Innovations
makers aren’t often require lots of
BUT
comfortable with small failures before
failure they get to success


$8,000 Growth in Total Health
Expenditure Per Capita,
$7,000
US, 1970-2008
$6,000
Per Capita Spending

$5,000

$4,000

$3,000

$2,000

$1,000

$0
1970 2005

Organisation for Economic Cooperation and Development (2010), “OECD Health Data”, OECD
Health Statistics (database). doi: 10.1787/data-00350-en (Accessed on 14 February 2011). Cooler Solutions Inc. 31

Elderly patients discharged with Adverse Drug Events:

18%
Before Program 4%
After Program

Source: Harvard Business Review Cooler Solutions Inc. 32

“ Healthcare organizations are
the most complex form of
human organization. ”
—Peter Drucker


Our Approach
to Innovation


RESEARCH + DESIGN


RESEARCH DESIGN
_____________________________________ _____________________________________

Social Scientists Biomedical Communicators
Strategists Industrial Designers
Biomedical Scientists Service Designers
Documentary Film-makers Graphic Designers


Audience Participation
Game


One-Word Letter ... ...
• Pair Up
• Choose person A and B
• Write a letter with each
person using only one
word at a time


• Convince your aunt that
you should be added
back to the will even
though you ran over her
cat.


• Convince your aunt that
you should be added
back to the will even
though you ran over her
cat.
On purpose.


Ground Rules
• Listen to what the other person has to say
• Build off your partner’s ideas
• Allow the letter to go places you did not expect


If it feels weird,
then it’s working.


• I wanted to take it in a certain direction
• I found it hard to listen because I was thinking
about what I wanted to say
• I found it hard to work together to build a
coherent story


KNOW DO


KNOW KNOW-DO DO
GAP


The chasm between
what is known
through the research
KNOW and the solution that DO
needs to be created
and implemented.


“Bridging the know–do
gap is one of the most
important challenges for
public health in this
KNOW century. It also poses the DO
greatest opportunity for
strengthening health
systems”
- Departments of Knowledge Management and Sharing &
Research Policy and Cooperation, World Health Organization
2006


“Bridging the know–do
gap is one of the most
important challenges for
public health in this
KNOW
century. It also poses the DO
greatest opportunity for
strengthening health
systems”
- Departments of Knowledge Management and Sharing &
Research Policy and Cooperation, World Health Organization
2006


Our leading-edge social
KNOW science and DO
medical
BRIDGE identiﬁes where
research
innovation lies.


KNOW BRIDGE DO
Principles for enabling design solutions
focused on optimizing the human experience.


Prototyping, testing and
evolvingKNOW arrive at
designs to BRIDGE DO
a highly valued solution.


Case Studies


Bariatric Seating Project
The experience of living with obesity

KNOW BRIDGE DO

MISFIT


KNOW BRIDGE DO

Principle: Use subtle cues that inform
people with obesity that they have been
considered without alienating them.


KNOW BRIDGE DO


Early Sketches
Design Phase

• Photo slideshow
• video clip from misﬁt video


Early Prototypes
Design Phase

• Photo slideshow
• video clip from misﬁt video


Models and Final Renderings


KNOW DO


Artery of Education
An immersive, interactive experience

KNOW BRIDGE DO


KNOW BRIDGE DO

An immersive interactive
experience


61

KNOW BRIDGE DO


Artery tunnel photo


Artery Wall


Game


Communicating Risk to Oncology Patients

I felt tired all
the time...

I was able to
continue working
at my job

http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2829758/ Cooler Solutions Inc. 80

Percentage of patients with breast cancer that
rate keeping their breast a top priority:

DOCTORS PATIENT REPORTED

Source: Lee et al. 2010 Cooler Solutions Inc. 82


71%



71% 7%


Percentage of patients with breast cancer
considering chemotherapy that rate living as long
as possible a top priority:




96%



96% 59%


Percentage of physicians that communicate to
patients using:

VERBAL QUALIFIERS VISUALS
EXCLUSIVELY

Neuner-Jehle, S. et al. 2011. Cooler Solutions Inc. 84

patients using:

73%
EXCLUSIVELY


patients using:

73% 16%
EXCLUSIVELY


“ Patients tend to hear from their
clinicians more about the pros than
about the cons and potential side
effects ”
—Mike Barry,
President, Foundation for Informed Decision Making
Professor, Harvard Medical School


KNOW BRIDGE DO
“The hospital “The nurse told me,
doesn’t have and she used a big
resources to long word I couldn’t
support even pronounce. She
decisions…90% said, ‘you’re taking this
of patients are really well,’ and I said
left without ‘that’s because I don’t
treatment know what you just
support.” said.’”
–Clinical –Cancer patient
Oncologist

KNOW BRIDGE DO


KNOW BRIDGE DO

Principle: Allow users to expand and
collapse content so they control the
amount of information displayed.


KNOW BRIDGE DO

Principle: Use relatable narratives and
help individuals understand implications
by providing context of their daily lives.


KNOW BRIDGE DO


1 3

2


Take-Aways
• Design is a discipline that starts from an understanding
of unmet needs to develop new products, services,
• Patient-centred care is transforming our healthcare
system by innovating from the perspective of
technology, business models, and human values
• Medical illustrators can use their skills to elevate and
differentiate patient-centred innovation projects.

KNOW DO


Technology Design
Research & Development Innovation

Human Business
Values Management
Design Consulting


Medical
Technology Illustrators
Research & Development Biomedical
Communications

Human Business
Values Management
Design Consulting


Technology
Research & Development
Thank you for
listening!
FOLLOW US ON TWITTER:
@coolerSusan
Business
@chrisFerg
Management
Consulting


Designing for Patient-Centred Innovation

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