healthcare in the digital society francis d'silva, accenture 2009-11-25
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25th Nov 2009
Francis D’Silva, Accenture
About consumer-centricity in the
design of services for health and
wellness – Some thoughts
About the presentation
• Describe some consumer-centric scenarios
• notion of ”intention-value” as a guide for service design
• Get ideas
• constructive feedback
• Build a people network
• need to continue the discussion
● 2 Consumer-centricity in design of health services (Intention-value service design)
About me
• Background from IT (Maths & Org. Psychology)
• Planner - business and community technology
• Interested in participation, collaboration and learning
• Industry focus: Healthcare, Insurance and welfare
My role today:
”A consumer-citizen with some questions”
● 3 Consumer-centricity in design of health services (Intention-value service design)
Lifestyle choices and technology proliferation present
interesting opportunities
Consumer-centricity in design of health services (Intention-value service design) ● 4
• Decreasing Available Time
• Increasing Complexity of Choice
• Increasing Responsibility
• Increasing Financial Constraints
Life’s Pressures... …Create Demand for Simplification
• Simplify Daily Life
• Assimilate Information Faster
• Rely on Predictable Results
• Enjoy Freedom to Be Flexible
While devices and technologies proliferate … services are
missing
Consumer-centricity in design of health services (Intention-value service design) ● 5
Service-orientation must be seen through the lens of consumer-citizen’s intentions
Entertainment on
demand - from
any location, any
device. Consumer
and commercially
created content
Convenience,
security and
safety, energy
efficiency
Collaboration,
mobility and
networking for
work places and
learning
environments
Healthcare,
lifestyle, managed
care, insurance,
financial security
Entertainment and leisure
Safe and convenient homes
Flexibility in work and learning
Care and well-being
● 6 Consumer-centricity in design of health services (Intention-value service design)
Different studies* indicate that the time is right for new
delivery and business models for converged solutions
Entertainment and leisure
Safe and convenient homes
Work and learning Care and
well-being
Put the consumer-citizen at the center
of convergence
*Global Accenture survey, 2005 (2600 consumers in 5 countries)
*Parks Associates research www.parksassociates.com
● 7 Consumer-centricity in design of health services (Intention-value service design)
Moving beyond the digital home ... A scenario for “care and well-being”
● 8 Consumer-centricity in design of health services (Intention-value service design)
Intention: I want to lead a healthy lifestyle
• Kumar (45) has the best intentions to proactively manage his health.
• He has learnt that he should monitor his blood pressure and blood sugar levels to better
understand his own health.
• He would like to help from a nutritionist and a training studio
• He buys electronic devices from the local pharmacy that allow him to obtain the
appropriate data points for blood pressure and blood glucose.
• What if….
• these devices were calibrated by the health authorities as he docked them on his
home PC – a first time check and regular periodic intervals
• the data points were uploaded regularly to his family doctor and updated his centrally
managed electronic medical record. Spikes and other abberations in the data points could
generate alerts for the family doctor, who could escalate to the hospital or other specialists. And
propose an appointment with the appropriate medical personnel
• the national research institutes provided Kumar with a feed of aggregated data points
for comparison purposes (as a compensation for Kumar providing his own datafeeds)
• Kumar’s nutrionist could recommend certain food products that match his nutrition
profile. Kumar can view recommendations of the product made by other individuals and
even nutritionists or medical personnel
Care and well-being
● 9 Consumer-centricity in design of health services (Intention-value service design)
Intention: I want to provide the best care possible
• Jenny is a single parent with responsibility for Tom, her 7 year-old son
who unfortunately suffers from epilepsy.
• Tom needs periodic monitoring to detect and avoid any serious complications like brain
damage.
• Tom is otherwise a very active child who hates having to miss his school and play.
Jenny learns about wearable computers used by high-performing athletes and obtains
a Lifecap* and Lifeshirt* that will non-invasively monitor Tom’s vital signs.
• These wearables will capture and store a continuous data feed
• What if …
• the doctors and medical personnel responsible for Tom’s care could be notified based
on fluctuations in Tom’s brain and physical activity
• the doctors and Jenny were warned about potential seizures based on previously
analyzed data patterns and available best practices from the national health institutes
• Jenny could provide the the raw datafeed and the aggregated data analysis to a
research community that could mine the data and provide Jenny and Tom with
insights, products and solutions that improves Tom’s conditions.
Care and well-being
*Fictitious products
● 10 Consumer-centricity in design of health services (Intention-value service design)
Making the switch to help the seller match the intentions
of the buyer
What is offered….
Entertainment
Insurance
Security services
Online shopping
Online banking
Broadband
Government services
… and customer intentions
Flexibility in work
A sense of well-being and health
Secure and trustworthy
financial dealings
Make life at home more fun
Participate more in society
● 11 Consumer-centricity in design of health services (Intention-value service design)
Thank You!
Francis D’Silva Accenture Fast Innovation Center
+ 47 908 26 049
● 13 Consumer-centricity in design of health services (Intention-value service design)
“I may not have gone where I intended to
go, but I think I have ended up where I
intended to be” Douglas Adams