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. 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