Design Thinking and Disruptive Innovation in Healthcare Marketing

Design Thinking and
Disruptive Innovation in
Healthcare
Drivers for progress in the global society
European Interdisciplinary Forum (EIF 2014)
June 18-19, 2014, Vilnius, Lithuania
Maurice.Codourey@zut.edu.pl
Directorate Support Stadtspital Waid Zurich Switzerland (case studies)
Visiting Professor West Pomeranian University of Technology Szczecin Poland
President Scaph Swiss Communication and Marketing Ass. of Public Health

ZRH - 1 City, 10 Hospitals
2
of
17
European Interdisciplinary Forum (EIF 2014) Vilnius Lithuania
June 18-19, Maurice Codourey
Zurich | 88 km2, 380‘000 People
Biggest Swiss City (Claim: „World Class.Swiss Made.“)
10 Hospitals | From 40 to 850 beds
Public and private hospitals/clinics
Stadtspital Waid | since 1953, 260 beds
1000 employees, draw area 180‘000 people
3 clinics, 3 institutes, emergency ward
in a cooperation with general practitioners
Claim since 2014: „The hospital of your choice“
waidspital.ch

3
Pre-Driver: SwissDRG
è Diagnostic Related Groups since 1st january 2012
New tariff system SwissDRG (swissdrg.org) for stationary
patients. 26 cantons, associations of physicians, insurance
companies - Flat rate for any case, as per canton, as per
hospital, as per diagnosis - some 1100 cases already set
canton Zurich, Stadtspital Waid = 9480 CHF/7800 Euro
Processes more efficient, length of stay shortened
2012: medicine = 9799 CHF, surgery = 10385 CHF, cost weight about 1.08

4
Unleash unexpected unique
æ March 2013: Waid Privatstation (private ward)
38 beds for private and semi-private insured patients in
one place & some decentralized single rooms
Upgrades for semi-private and general insured patients =
Upsell strategy
Additional services (therapy, beauty) = add-on selling
Last of 10 hospitals in the City of Zurich
with a private ward, 90 meters above
lake level, stunning view

5
Design Thinking
è Stanford University Institute
of Design
User Centered Design at the d.school
http://dschool.stanford.edu
è Creative Confidence
David & Tom Kelley (2013), David - IDEO founder, Stanford
Professor about „unleashing the creativity within everyone“
è Change by Design: How Design Thinking Transforms
Organizations and Inspires Innovation
Tim Brown (2009) about

6
The wooden floor story
æ Costs: 1 Mio CHF
first 6 months:
+ 1% more patients
= 1 Mio CHF more
reimbursements

7
Who‘s afraid of the hospital?
æ The reduce fear machine: teddy-clinic
Plush toy course for kids and grown-ups
Unplugged Gamification
Check-in, waiting area, kids&physician‘s diagnosis, x-ray,
anesthesia, surgery, bandage, plastering, physiotherapy,
check-out with gummy bear medicine
æ The specification of unlogic
No children‘s ward
Sceptic employees about lighthouse strategy
Successful registration as a trade-mark in Switzerland
(3 licences sold to other hospitals so far)

7
8
Perception shift
Ganz viel Neues
im Stadtspital Waid.
Erleben Sie hautnah den 365-Tage-Betrieb.
23. März 2013, 10.00–16.00 Uhr.
Mit Teddy-
Klinik
Mit Teddy-
Klinik
Stadtspital Waid
Stadt Zürich
æ April 2011: Open-door day, 2700 guests, 230 toys
March 2013: Smaller day, 1200 guests, 205 toys
September 2013: Quarter event, 280 kids, 300 toys

9
è Nudge: Improving Decisions About Health, Wealth
and Happiness
Richard H. Thaler and Cass R. Sunstein (2008) about
„libertarian paternalism - pushing the public opinion mildly
in a certain direction“
è The Risk-Driven Business Model: Four Questions That
Will Define Your Company
Karan Girotra and Serguei Netessine (2014) about „...the
potential for losing something of value which could be your
original investment or your expected future returns“

Nudge

10
Collaboration vs. stagnation
è Kommunale Intelligenz: Potenzialentfaltung in Städten
und Gemeinden
Gerald Hüther (2013) about
„Municipal Intelligence - unfolding potential in cities and
communities - „community education“
There is only a togehter...on the way to a new culture of
relationship...our brain is socially formed construct...
of certain neuronal and synaptic patterns of relationship...
the intense social experiences we made, have the been the
ones we did in a close emotional relationships to others...“

11
æ 11 non-medical public presentations: Waidfokus+
September 2011 til May 2014, about unknown city services,
direct mailings to 35‘000 surrounding households
5th September 2011: Security and elderly people, tips&tricks about street robbers, City Police Zurich.
14th February 2012 (record with 250 guests): Wild animals within the city limits, from wild boar and foxes
to deers, Green City Zurich. 26th June 2012: The flighty nightlife of Zurich, about bats within the city,
Foundation of the protection of bats. 10th October 2012: How to create a street name for the city of
Zurich, Street Naming Comission of the City Police. 13th December 2012 (lowest, 25 guests): Christmas
without stress, what to do when there is a fire, City Fire Department. 5th March 2013: Lake-dwelling ar-
chaeology at the lake of Zurich, 5000 years of history, Underwater-archaeology of the city of Zurich. 23rd
May 2013: Fountains of the City, the art and history of fountains in Zurich, Waterworks Dept. of the City.
5th September 2013: Pest at home, about tips & dealing with insects and other intruders, Pest Consulting
Office of the Dept. of Health and Environment Protection. 26th November 2013: Construction safety, the
danger and joy within the department of civil engineering, 5th February 2014: Registry office, all about
marriage, brith and death in the City, 21st and 22nd may 2014 – FINALE, 2 evenings: The Zurich Succu-
lent Plant Collection, the thorny secrets of one of the largest and most important speciality collections.
The engaged neighbour

12
Iconic emotional avalanche
æ 50 minutes Input,
Apéro, Questions
and answers
A5 sized invitations,
fan club of 100
guests forcing to
receive invitation by
e-mail, no brochures
from the hospital,
personal handshakes

13
æ Waidfokus+: 11 presentations sept 2011 - may 2014
average guests: 83 (total 915) - 50.8% women
Number 1 „i saw the invitation there“: Letterbox Mailing - 55.5%, recommendation 13.7%
First time in City Hospital Waid: 48%
Ages: 33.7% = 66 - 75 years, 27.2% = 51 - 65 years, 16,2% = 76 - 85 years
From the new questionnaire since october 2012
With how many people did you talk about that? None = 11.4%, 1 to 3 = 56.6%
and more than 3 = 28.9%
50% live within a range of 15 to 30 minutes, 64% arrive by public transport
Do you recommend the hospital? 70.2% yes / Do you recommend Waidfokus+? 88.6% yes

æ Waidforum (medical): 20 presentations since may 2009
average guests: 109 (total 2182) - 67% women
Number 1 „i saw the invitation there“: Newspaper ads = 66.5%, recommendation 11.3%
First time in City Hospital Waid: 49.9%
Ages: 27.7% = 66 - 75 years, 25.7% = 51 - 65 years, 22.4% = 76 - 85 years
Findings from the gossip lab

14
è The Innovator‘s Dilemma: The Revolutionary Book
That Will Change the Way You Do Business
Clayton M. Christensen (Reprint 2011) about
„Based on a truly radical idea—that great companies can
fail precisely because they do everything right“
è The Innovator‘s DNA: Mastering the Five Skills of
Disruptive Innovators
Jeff Dyer, Hal Gregersen, Clayton M. Christensen and
Mel Foster (2012) about „five discovery skills: Associating,
Questioning, Observing, Networking, and Experimenting“
Class of disruption

15
The Nephrolator
æ iPad App and HTML 5 calculators
For the institute of nephrology in the hospital
Target group: General practitioner
iPad App: free at the Apple Store
7 languages: DE, FR, IT, ES, EN and local Swiss German and
Rhaeto-Romanic (Swiss mountains)
Downloads since October 2013: 412 - US 106,
60 Switzerland, 55 Mexico, UK 11, UAE 8, Russia 7...
Web version since january 2011: 10‘024 calculations
Press: Article at Swiss Physicians Magazine, Swiss Tele-
vision Interview August 2014

16
æ Screenshots - one function, one App

Mobile Health made in Zurich

17
17
æ No development without pain
But at the same time having a lot of fun
There is no revolution, there is additional evolution

Poster all over Zurich from first
Employer Branding Campaign May 14
„Your health is close to our hearts, the one
of our employees as well“ (Heart-QR-Code)
The driver is in our heart.
Drivers Recap

Design Thinking and Disruptive Innovation in Healthcare Marketing

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