service pathway: a case study of business model design in healthcare - oosterholt, simonse

Dr.ir. Lianne Simonse– 2016 ©

Service Pathway Case Study of Business Model Design in Healthcare

Robin Oosterholt & Lianne Simonse Faculty of Industrial Design Engineering

Ir. Robin Oosterholt & Dr.ir. Lianne Simonse

• {Lianne photo in auto here}

Business Model Design for Home Healthcare

Product visioning Care model Design

Design Roadmapping

Trend Research

Dr.ir. Lianne W.L. Simonse Ass.Prof. Socio-Digital Service Design Faculty of Industrial Design Engineering


Service Design Case After Patient Journey comes… Service Pathway Modelling

• After Value insights … modelling Value delivery

• After client interaction …organisation interactions

This case story is about Service Value Modelling

• Modelling the network of actors of the care team

• Designing the value exchanges


Modelling in Design Theory

I. Visual reasoning by Designers (Goldsmidt,1994)

II. Level of abstraction: Prescriptive

aggregation of complex systems (Simon,1990)

III. Creation of an artefact: able to transfer and

translate knowledge across organisational

boundaries (Carlile, 2004)

A Model represents a simplified reality, allowing us to

manage complexity and to reason accordingly.


• network of actors

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Business model design

(Simonse, 2014)


Value exchange

6

(Simonse, 2014)


Value exchange

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(Simonse, 2014)


Business modelling Toolkit: Care modeling for

Health Protection (Precare) service system

(Van Meeuwen, Walt Meijer and Simonse, 2015)


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The objective of care pathways is to improve the quality of care, patient

satisfaction, efficiency and reduce risk (de Bleser et al., 2006).

A Care pathway is

"… a complex intervention for the mutual decision making and organisation of

care processes for a well-defined group of patients during a well-defined

period”

(Vanhaecht et al., 2007, p. 137)

Care pathway definition


Aim

• Case experiments with visual business modellling in the domain of

healthcare to contribute to the service design knowledge base.

• Apply business modelling to the micro level of a care pathway and

translate the embedded innovation knowledge to scale up and support

adoption of the service innovation to other hospitals.


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Hip Case


Total Hip Arthroplasty

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Patient journey


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Orthopedic Policlinc


Pathway flow

day 1 day 2 day 3 day 4 day 5

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Groundbreaking innovation Fast track total hip replacement recovery


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Clinical Outcome

Value for Patients

Value for Organisation

Faster recovery

Reduced length of stay

More cost effective


Strategic Design Challenge

From Clinical viewpoint we know what we innovated,

but HOW did we innovate the pathway altogether from

organisation point of view ?

Relevant for the scale up and communication of this fast

track THA innovation to other hospitals!


s

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Design Method

• Visual care model toolkit

• 16 semi-structured interviews

• Co-analyis

• Care Pathway Design

• Verification

16x


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Mobilisation & discharge

Pathway flow

Diagnosis & preparation Admission Surgery Home recovery & checks


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Mobilisation & discharge

Critical phases

Diagnosis & preparation


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Model 1 Diagnosis & preparation


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Model 4 Mobilisation & discharge


Service Design Professional Implications

After Patient Journey comes… Service Pathway Design

• After Value insights … modelling Value delivery

• After client interaction …organisation interactions

• Apply business modelling to the micro level of a care pathway

and translate the embedded innovation knowledge to scale

up and support adoption of the service innovation.

• Further Case experiments with visual business modelling in to

contribute to the service design knowledge base.


Thank you

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[email protected] Delft, Faculty of Industrial Design Engineering