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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….

eMail

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

francis.dsilva@accenture.com

+ 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