How Design-Thinking Marketers Can Change Healthcare
May 17, 2015
How Design-Thinking Marketers Can Change Healthcare
Suzanne Towry Director, Communications Vanguard Health Systems
Tess CoodyPartner & Chief Executive Officer
Guerra DeBerry Coody
Design Principles applied to Business:
• Understand and observe
• Assume the consumer’s point of view
• Develop the idea
• Create a prototype
• Test, test, test
• Iterate and scale
What is Design Thinking?
Define Goals, then Suspend SOP
• Diagnose the organization’s culture first
• Assume the voice of the consumer
• Look for opportunities to change the status quo
• Link these to business strategy
• Create a virtual, design-thinking laboratory
• Expect change to change expectations
• Review, refine, repeat
Where Do You Begin?
1.Improve health
2.Improve the healthcare experience
3.Reduce costs
Define Goals
1.Impassioned leadership
2.Open to change and evolution
3.Entrepreneurial environment
4.Shared vision, mission and values
Diagnose the Culture
1.“I want to feel and be healthier”
2.“I want a better experience: shorter wait times, more time with my doctor, etc.”
3.“I want to understand my costs and keep those costs to a minimum”
4.“I want to be better informed”
The Voice of the Consumer
1.Re-visioned goals
2.New processes
3.Measurable expectations
4.Greater accountability
Change the Status Quo
1.Identify opportunities
2.Evaluate resources
3.Build the strategy
4.Define success
Link to Business Strategy
1.Recruit thought leaders
2.Insulate project from daily operations
3.Embrace ambiguity, complexity and likelihood of error
4.Set only minimum ground rules
Create a Virtual Laboratory
1.What was… is no more
2.What could be… is
3.What was accepted… is not enough
Expect Changeto Change Expectations
1.Take stock of what is and isn’t working
2.Make changes, additions or deletions
3.Try it again
Review, Refine, Repeat
Design Thinkingat
Vanguard Health Systems
1. Improve health a. Healthier and happier employeesb. Improved employee retentionc. Increased productivity
2. Improve healthcare experience a. Increased consumer preference for VHSb. Increased physician preferencec. Increased service line volume
Vanguard’s Goals
3. Reduce healthcare costs a. Less out-of-pocket expenseb. Greater financial resourcesc. Improved bottom line
Vanguard’s Goals
Into the Laboratory with:Tenzing Health
Shared Goals with Vanguard:
• Improve health
• Improve the healthcare experience
• Reduce healthcare costs
Into the Laboratory with:Tenzing Health
What It Is:
An unprecedented member-driven health management
service that puts consumers in the center of healthcare and
connects them with providers committed to excellence and
cost-conscious care.
Into the Laboratory with:Tenzing Health
What It Will Do:
Create an integrated delivery network organized around
members’ wants and needs, partnering with providers
focused on performance and improved health versus
service delivery and volume.
Tenzing Health Strategy1. Perform rich, deep analysis on claims data and utilization, something we currently don’t get from Vanguard’s TPA
2. Create a powerful community of members whose voices are amplified by virtue of their ability to speak as a group rather than as individuals
Tenzing Health Strategy3. Provide each member with a Tenzing Health Guide to
assist with accessing care, understanding claims, adhering to protocols and more
4. Create aligned incentives on a pay-for-performance basis, rather than fee-for-service, with Primary Care Physicians who will build strong relationships with members and guide their care
Tenzing Health Strategy
5. Support employer and members with education, tools and services that help drive workforce health and change behavior to achieve positive outcomes
How AreMarketing & Communications
Leading the Way?
Bedrock to Success:Consistent Communication with Key Messages & Feedback Loops
• For doctors and staff• For provider partners• For the employer• For members and their families
Achieving Shared Goals
=Rewards for Provider Partners
and Members
Tenzing Health TodayA Successful Phase 1
•Reviewed data from initial test among 100 charter members
•Refined program and process
•Repeating test among an additional 300 members (Phase 2)
Tenzing Health TomorrowPhase 2 - A Work in Progress
•Data from Phase 2 being collected and reviewed
•Analysis will determine Phase 3, which will be rolled out to an additional 6,000 members in July 2010
This presentationand the related whitepaper,
“5 Steps to Changing the Healthcare Perspective,”are available at
gdc-co.com/HSI
Thank you!