frog’s Executive Creative Director Fabio Sergio builds a strong case at Mobile Health Industry Summit 2011 in Brussels about why healthcare solutions should be ecosystem-based and designed around people, not "just" patients.

1. Mobile Healthcare Summit
SEPTEMBER 2011

2. 2 7

3. frog drives innovation for the connected world.
3 7

4. One global team
Seattle Amsterdam Kiev & Vinnitsa
Boston
Milan Munich
San Francisco
New York
Gurgaon
Austin Shanghai
Chennai
Bangalore
Johannesburg
Mobile Healthcare Summit © 2011. confidential & proprietary. 20/09/11 4

5. One process
Discover Design Deliver Deploy
Analysis Becomes Insights Insights Become Ideas Ideas Become Products Products Become Reality
• Design research • User Experience architecture • Detailed design & • Certification
• Market and business research • Sketching and modeling documentation • Systems integration
• Technology assessment • Ecosystem integration • Software architecture & • Packaging and marketing
• Opportunity mapping • Visual design engineering support
• Prototyping and usability • Testing & Quality Assurance • Post-launch revisions and
• Out-of-the-box-experience enhancements
Mobile Healthcare Summit © 2011. confidential & proprietary. 20/09/11 5

6. introduction
in the next 20 mins or so...

7. frog & healthcare
connected care
connect all participants
simplify access to information
improve decision-making
motivate healthier behaviors

8. today
3 themes, 10 insights

9. theme #1
what we talk about
when we talk about people

10. User-Centered Design
patient-centric solutions

11. what about you?
people are not their diseases

15. insight #1
people, not patients.

16. mapping people, context, touch-points
Mobile Healthcare Summit © 2011. confidential & proprietary. 20/09/11 16

17. thinking along the time axis
Mobile Healthcare Summit © 2011. confidential & proprietary. 20/09/11 17

18. insight #2
context & time matter. a lot.

19. product-centric innovation
small changes, big impact

20. Lifescan OneTouch UltraVue
Mobile Healthcare Summit © 2011. confidential & proprietary. 20/09/11 20

21. Lifescan OneTouch UltraVue
Mobile Healthcare Summit © 2011. confidential & proprietary. 20/09/11 21

22. insight #3
small details
make a huge di erence.

23. innovation for healthcare professionals
get in the flow

24. PatientSafe PatientTouch

25. insight #4
where protocol & e ciency
rule it’s all about workflow.

26. theme #2
data, software, services

28. from data to information to knowledge
…view and Discussed …view and
Interact with Interact with
health health
information, information,
People which is… which is… Professionals
in their daily Delivering
lives… Shared Healthcare...
generate data, which is… Transformed generate data, which is…
Collected Collected
Correlated
Stored
Aggregated Aggregated
Mobile Healthcare Summit © 2011. confidential & proprietary. 20/09/11 28

29. www.weforum.org/issues/rethinking-personal-data
Mobile Healthcare Summit © 2011. confidential & proprietary. 20/09/11 29

30. www.opte.org
huge data-sets overlap and intersect,
shaping new industries and ecosystems

31. every species gives a little
for all the (other) species to thrive

32. insight #5
connected continuums:
think ecosystem, not silo.

33. innovation for emerging markets
low-tech, high impact

34. Project Masiluleke

35. Project Masiluleke

36. insight #6
to increase shared access,
innovation is where you find it.

37. behavior-centric innovation
social networks
as infrastructure

38. Temptd
Mobile Healthcare Summit © 2011. confidential & proprietary. 20/09/11 38

39. Temptd
Mobile Healthcare Summit © 2011. confidential & proprietary. 20/09/11 39

40. insight #7
leverage participation & fun
to increase engagement
and enlarge the circle of care.

41. open-ended innovation
when design leads R&D

42. e-monitors

43. e-monitors

44. insight #8
create open ecosystems
for new value to be shared.

45. technology-centric innovation
new opportunities, new rules

46. Novartis
Physician
Evidence
Nurse
E ciency
Patient
Empowerment
Caregiver
Engagement
Mobile Healthcare Summit © 2011. confidential & proprietary. 20/09/11 46

47. Novartis
Patient
Empowerment Self-tracking progress increases the
patient’s awareness by objectifying
subjective perceptions and fallible
Put patients back in control of their health recall of past events.
and life by enabling self-care. Community-enabled care is possible
thanks to direct connections to
caregivers and other patients.
Leveraging motivation and rewarding
schemas rather than fear and guilt.

48. Novartis
Caregiver
Engagement Rebalancing the relationship so that
the focus of all interactions shifts
away from the patient’s medical
From emotional lightning rods to condition.
protagonists in the patient’s recovery. The circle of care can be extended
also to those people who are not
physically close to the patient.
The more caregivers are enabled to
properly assist the patient the less
Healthcare Professionals need to be
involved in minor issues that take
time and reduce their e ciency.
Mobile Healthcare Summit © 2011. confidential & proprietary. 20/09/11

49. Novartis
Physician
Evidence By enabling trust, evidence improves
the quality of the relationship
between physicians and patients.
Better decisions and better care because Reliable and timely data about patient
of objective information about the health and behavior patterns.
patient’s state and behavior. Increased quality of care and better
outcomes with the same limited
number of interactions.
Prioritize interventions for those who
really need attention.
Mobile Healthcare Summit © 2011. confidential & proprietary. 20/09/11 49

50. Novartis
Nurse
E ciency Streamlined communications with
physicians and patients.
Provide the best support possible in the Streamlined check-up scheduling.
limited time available. Shared best practices with patients
and colleagues.
Prioritize interventions for those who
really need attention.

51. Novartis
Mobile Healthcare Summit © 2011. confidential & proprietary. 20/09/11 51

52. insight #9
connect all participants
simplify access to information
improve decision-making
motivate “virtuous” behaviors

53. theme #3
time is a scarce resource

54. Syd Mead

57. insight #10
Not just compelling visions
of a perfect future,
but a present that’s a beta
of the future we want to live in.
healthcare needs innovation.
now.

58. 3 themes, 10 insights
a quick recap

59. center your solutions around
people, not patients
forget products, think
data, software, services
forget doing it alone, think
ecosystems, not silos
healthcare needs
innovation. now.

61. fabio.sergio@frogdesign.com
www. frogdesign.com
@frogdesign