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1 
Designing an 
Ecosystem of Care 
@Amy Cueva 
@MadPow - Founder & Chief Experience Officer 
@HxRefactored - Chair of Des...
Design 
can help improve the 
human condition.
3 
Meet Jim.
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 e...
5 
Health is a state of complete physical, mental 
and social well-being and not merely the 
absence of disease or infirmi...
6 
Emotion matters.
7 
It’s in our best interest to 
help Jim.
Masseuse 
PCP 
Support Network: 
Friends & Family 
Pharmacist 
Lawyer 
Chiropractor 
CSR 
Health 
Coach 
CSR 
CSR 
HR 
Car...
9 
That need is neither our 
responsibility nor one that will 
be mitigated anytime soon in 
the industry.” 
“
Masseuse 
Weight Watchers 
The health ecosystem 
PCP 
Support Network: 
Friends & Family 
Pharmacist 
Lawyer 
Chiropractor...
Design an ecosystem 
focused on care.
12 
You think partnership is the answer? 
Many people have spent a lot of 
money trying and got nowhere. 
It simply won’t ...
13 
No.
14 
Why?
15 
Why Not?
16 
What if?
How can we identify & 
address unmet needs?
Do Research! 
It is the core of 
human-centered design.
Allow ourselves to 
feel.
Envision their journey.
Widen our lens.
Look for 
feelings, triggers, 
transitions, 
opportunities & 
patterns.
I didn’t know. 
I know I should. 
I want to, but I can’t.
Whose 
responsibility is 
this need? 
Look for 
orphaned needs.
Unmet 
Needs of 
Insurance 
Members 
Understanding their insurance 
Getting easy answers 
Knowing what to expect 
Understa...
shared values 
+ 
shared action 
= 
shared profit 
(financial & social) 
- Cindy Gallop
I know. 
I will. 
I can.
Evidence-based 
maternity decision making 
for PregnantMe
CVS 
Unified consumer 
experience strategy for 
CVS Caremark
A Virtual Doctor’s Visit 
for MGH Patients
Joslin 
Digital diabetes weight 
management
What Motivates? 
CDC Designs for 
Medication Adherence
HOTSEAT tackles sitting 
disease through behavior 
change and game design 
HotSeat
Great things are happening but... 
We can do more.
For Jim. 
Photo Credits 
My Room – Michael Wyszomierski 
Coffee For One – David Hodgson 
Star Cluster – HuntingDesigns 
Dr...
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Designing An Ecosystem of Care

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There are many players in the healthcare ecosystem: payers, providers, healthcare technology companies, pharmaceutical companies, non-profits, and government. Each organization plays its part, addressing certain needs. Each have their own objectives, value propositions and methods of making money. Despite unique and sometimes conflicting goals, they all have a shared objective: to care for the patient and to improve their outcomes. However, the way that data and money flow through this system has created pathways that are hard to adjust. Some of the organizations work together and have built bridges, while others have not yet been able to do so. The healthcare industry spends a lot of time fixing the problems that it has created itself and struggles to move past that to addressing the true needs of the patient in a comprehensive and organized fashion.

When working with clients, Mad*Pow’s research focuses on understanding the target audience and what they need to ensure that the new solution we create will deliver value for them AND deliver upon the client’s specific objectives. During that process, we discover outlying facts, gaps, frustrations, desires–representing unmet needs. However, the organizations we are working with may not be in a position to deliver upon these needs, so often they are not considered in the solution. In this presentation, we will discuss the unmet needs of a specific patient population, how we discovered them, and how this can lead to a deeper understanding of the healthcare ecosystem and opportunity for the organizations within it to truly improve patient experiences.

Publié dans : Santé
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Designing An Ecosystem of Care

  1. 1. 1 Designing an Ecosystem of Care @Amy Cueva @MadPow - Founder & Chief Experience Officer @HxRefactored - Chair of Design Track
  2. 2. Design can help improve the human condition.
  3. 3. 3 Meet Jim.
  4. 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. 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. 6 Emotion matters.
  7. 7. 7 It’s in our best interest to help Jim.
  8. 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. 9 That need is neither our responsibility nor one that will be mitigated anytime soon in the industry.” “
  10. 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. 11. Design an ecosystem focused on care.
  12. 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. 13 No.
  14. 14. 14 Why?
  15. 15. 15 Why Not?
  16. 16. 16 What if?
  17. 17. How can we identify & address unmet needs?
  18. 18. Do Research! It is the core of human-centered design.
  19. 19. Allow ourselves to feel.
  20. 20. Envision their journey.
  21. 21. Widen our lens.
  22. 22. Look for feelings, triggers, transitions, opportunities & patterns.
  23. 23. I didn’t know. I know I should. I want to, but I can’t.
  24. 24. Whose responsibility is this need? Look for orphaned needs.
  25. 25. Unmet Needs of Insurance Members Understanding their insurance Getting easy answers Knowing what to expect Understanding treatment options Knowing how to find the best care Getting support through transitions and stressful situations Knowing how much they will pay now and over time Funding alternative treatments and deductibles
  26. 26. shared values + shared action = shared profit (financial & social) - Cindy Gallop
  27. 27. I know. I will. I can.
  28. 28. Evidence-based maternity decision making for PregnantMe
  29. 29. CVS Unified consumer experience strategy for CVS Caremark
  30. 30. A Virtual Doctor’s Visit for MGH Patients
  31. 31. Joslin Digital diabetes weight management
  32. 32. What Motivates? CDC Designs for Medication Adherence
  33. 33. HOTSEAT tackles sitting disease through behavior change and game design HotSeat
  34. 34. Great things are happening but... We can do more.
  35. 35. 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

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