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!