designing for patient-centred innovation
DESCRIPTION
From the 67th Annual Meeting of the Association Medical Illustrators, 27 July 2012. http://www.ami.org/meetings/2012/program.htmTRANSCRIPT
Designing for Patient-centred InnovationSusan Bartlett & Chris FergusonCooler Solutions Inc.AMI 2012 Annual Meeting
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Overview
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Patient-Centred Care
Our Approach to Innovation
Some Case Studies
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Take-Aways
• What is design?
• What is patient centred care?
• How is it relevant to medical illustrators?
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Innovation is creativity with a job to do.
—John Emmerling
Innovation Consultant
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“”
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innovation ≠ invention
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innovation ≠ improvement
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TechnologyResearch & Development
BusinessManagement
Consulting
HumanValues
Design
Citation: Stanford D School. http://dschool.stanford.edu/our-point-of-view/#innovators
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TechnologyResearch & Development
BusinessManagement
Consulting
HumanValues
Design
Citation: Stanford D School. http://dschool.stanford.edu/our-point-of-view/#innovators
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TechnologyResearch & Development
BusinessManagement
Consulting
HumanValues
Design
Citation: Stanford D School. http://dschool.stanford.edu/our-point-of-view/#innovators
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TechnologyResearch & Development
BusinessManagement
Consulting
HumanValues
Design
Citation: Stanford D School. http://dschool.stanford.edu/our-point-of-view/#innovators
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TechnologyResearch & Development
BusinessManagement
Consulting
HumanValues
Design
Citation: Stanford D School. http://dschool.stanford.edu/our-point-of-view/#innovators
Design Innovation
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Healthcare Technology Innovation
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AntibioticsVaccines
MRIs Robot-assistedSurgeries
Nano-technology
Transplants
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Healthcare Business Innovation
ElectronicHealth Records
Pharmaceuticals with Value-add Services
Multi-disciplinaryFamily Health Teams
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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
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“
”
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Patient-centredCare
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Cooler Solutions Inc. 13Bechtel, 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. 13Bechtel, 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. 13Bechtel, 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
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Whole Person 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
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Whole Person 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
Collaborative, Coordinated
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Whole Person Care
Supportive, Empowering
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
Collaborative, Coordinated
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Ready Access
Whole Person Care
Supportive, Empowering
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
Collaborative, Coordinated
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Banking
Retail
Telecom
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Journey Through Healthcare
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Journey Through Healthcare
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Cartoon Removed due to Licensing Restrictions
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$$
$
$
Patient-centred Model Fee-for-service Model
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Information Silos Poor Collaboration Tools
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Healthcare IT
Patient and Clinician
Needs
Healthcare Business Models
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Healthcare IT
Patient and Clinician
Needs
Healthcare Business Models
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Healthcare IT
Patient and Clinician
Needs
Healthcare Business Models
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Healthcare IT
Patient and Clinician
Needs
Healthcare Business Models
Patient-Centred Care
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Healthcare IT
Patient and Clinician
Needs
Healthcare Business Models
Design Innovation
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Innovation requires
POSSIBILITYOF FAILURE = RISK
POSSIBILITYOF FAILURE
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If you're not failing every now and again, it's a sign you're not doing anything very innovative.
— Woody AllenFilmmaker
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The way to succeed is to double your failure rate.
— Thomas J. Watson, Sr.IBM founder
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Healthcare decision makers want evidence
that innovation will work.
BUT
Innovative=
No evidence of its working elsewhere
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Healthcare decision makers want
quantified promises about return on
investment
BUT
Innovation:No good ways to
quantify for something that
hasn’t been done
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Healthcare decision makers aren’t
comfortable with failure
BUT
Innovationsoften require lots of small failures before
they get to success
Cooler Solutions Inc. 31Organisation for Economic Cooperation and Development (2010), “OECD Health Data”, OECD Health Statistics (database). doi: 10.1787/data-00350-en (Accessed on 14 February 2011).
1970 2005
$1,000
$0
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
$8,000P
er C
apit
a Sp
end
ing
Growth in Total Health Expenditure Per Capita, US, 1970-2008
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18%
Elderly patients discharged with Adverse Drug Events:
4%Before Program
After Program
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Healthcare organizations are the most complex form of human organization.
—Peter Drucker
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Our Approach to Innovation
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RESEARCH + DESIGN
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DESIGN_____________________________________
Biomedical CommunicatorsIndustrial DesignersService DesignersGraphic Designers
RESEARCH_____________________________________
Social ScientistsStrategists
Biomedical ScientistsDocumentary Film-makers
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Audience Participation Game
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One-Word Letter• Pair Up
• Choose person A and B
• Write a letter with each person using only one word at a time
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... ...
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One-Word Letter• Convince your aunt that
you should be added back to the will even though you ran over her cat.
... ...
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One-Word Letter• Convince your aunt that
you should be added back to the will even though you ran over her cat.
On purpose.
... ...
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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
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If it feels weird, then it’s working.
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• 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
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KNOW DO
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KNOW-DOGAPKNOW DO
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The chasm between what is known through the research and the solution that needs to be created and implemented.
KNOW DO
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“Bridging the know–do gap is one of the most important challenges for public health in this century. It also poses the greatest opportunity for strengthening health systems”- Departments of Knowledge Management and Sharing & Research Policy and Cooperation, World Health Organization 2006
KNOW DO
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“Bridging the know–do gap is one of the most important challenges for public health in this century. It also poses the greatest opportunity for strengthening health systems”- Departments of Knowledge Management and Sharing & Research Policy and Cooperation, World Health Organization 2006
KNOW DO
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KNOW DOBRIDGEOur leading-edge social science and medical research identifies where innovation lies.
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KNOW DOBRIDGE
Principles for enabling design solutions focused on optimizing the human experience.
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KNOW DOBRIDGEPrototyping, testing and evolving designs to arrive at a highly valued solution.
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Case Studies
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Bariatric Seating ProjectThe experience of living with obesity
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M I S F I T
KNOW DOBRIDGE
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KNOW DOBRIDGE
Principle: Use subtle cues that inform people with obesity that they have been
considered without alienating them.
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KNOW DOBRIDGE
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Design Phase
• Photo slideshow
• video clip from misfit video
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Early Sketches
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Design Phase
• Photo slideshow
• video clip from misfit video
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Early Prototypes
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Models and Final Renderings
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KNOW DO
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KNOW DO
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Artery of EducationAn immersive, interactive experience
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KNOW DOBRIDGE
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An immersive interactive experience
KNOW DOBRIDGE
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KNOW DOBRIDGE
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Artery tunnel photo
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Artery Wall
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Artery Wall
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Artery Wall
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Game
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Communicating Risk to Oncology Patients
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I was able to continue working at my job
I felt tired all the time...
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Percentage of patients with breast cancer that rate keeping their breast a top priority:
DOCTORS PATIENT REPORTED
Source: Lee et al. 2010
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Percentage of patients with breast cancer that rate keeping their breast a top priority:
DOCTORS PATIENT REPORTED
71%
Source: Lee et al. 2010
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Percentage of patients with breast cancer that rate keeping their breast a top priority:
DOCTORS PATIENT REPORTED
71% 7%
Source: Lee et al. 2010
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Percentage of patients with breast cancer considering chemotherapy that rate living as long as possible a top priority:
DOCTORS PATIENT REPORTED
Source: Lee et al. 2010
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Percentage of patients with breast cancer considering chemotherapy that rate living as long as possible a top priority:
DOCTORS PATIENT REPORTED
96%
Source: Lee et al. 2010
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Percentage of patients with breast cancer considering chemotherapy that rate living as long as possible a top priority:
DOCTORS PATIENT REPORTED
96% 59%
Source: Lee et al. 2010
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Percentage of physicians that communicate to patients using:
VERBAL QUALIFIERSEXCLUSIVELY
VISUALS
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Percentage of physicians that communicate to patients using:
VERBAL QUALIFIERSEXCLUSIVELY
VISUALS
73%
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Percentage of physicians that communicate to patients using:
VERBAL QUALIFIERSEXCLUSIVELY
VISUALS
73% 16%
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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
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“The hospital doesn’t have resources to support decisions…90% of patients are left without treatment support.”
–Clinical Oncologist
“The nurse told me, and she used a big long word I couldn’t even pronounce. She said, ‘you’re taking this really well,’ and I said ‘that’s because I don’t know what you just said.’” –Cancer patient
KNOW DOBRIDGE
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KNOW DOBRIDGE
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KNOW DOBRIDGE
Principle: Allow users to expand and collapse content so they control the
amount of information displayed.
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KNOW DOBRIDGE
Principle: Use relatable narratives and help individuals understand implications by providing context of their daily lives.
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KNOW DOBRIDGE
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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.
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KNOW DO
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TechnologyResearch & Development
BusinessManagement
Consulting
HumanValues
Design
Design Innovation
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TechnologyResearch & Development
BusinessManagement
Consulting
HumanValues
Design
Medical IllustratorsBiomedical Communications
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TechnologyResearch & Development
BusinessManagement
Consulting
Thank you for listening!
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