‘Big Design’ for Health System Strategy and Innovation



‘Big Design’ for Health System Strategy and Innovation


Our Services

Health happens at a system level. The locus for strategy and imagination should be the same.

We use ‘big design' to create a new value framework -- a system vision -- around which new service concepts, market interventions, care delivery models, technologies, platforms, insurance benefits and performance-based contracts can be combined uniquely, aggregated efficiently, and managed for value-based success.

‘Big design’ is a methodology for strategy. It’s a ground-breaking intellectual framework to solve for complexity, fragmentation and durable heath engagement, at scale. It provides a coherent approach to align stakeholders around a shared understanding of “outcomes” and “value” within the context of new economic models. This is a new view of sustainable growth and systemic transformation across the arc of $7 trillion in health spending worldwide.

‘Big design’ works with a new set of strategic design tools: 

A NEW SYSTEM VISION -- the ‘zero story’

A ‘zero story’ is the organizing idea to help brand, business and industry leadership teams invent new markets, new health infrastructures and new forms of competitive strategy based on outcomes.

Using new experience-mapping software, mobile ethnography, stakeholder mapping techniques, value proposition and business model design canvases, insights drawn from original desk-side and experiential research, social media analysis, as well as our own decades of experience, imagination and intuition in healthcare, we develop a coherent roadmap for systemic engagement and vendor management across sectors, markets, businesses, populations or disease states.

This is the 'zero story' for health system strategy and innovation.

What Does a New System Vision Look Like?

This link will take you to a ‘zero story’ — a new system vision — to improve outcomes for a specific sub-population of comorbid patients we identified as the H.O.N.D.A. segment. These are super-utilizers, people with multiple chronic conditions and behavior challenges: hypertension, obesity, non-compliance, diabetes and asthma

Our creativity is expressed in terms of new wholes and systems of engagement that form the basis for outcomes-based healthcare and HEOR innovation. It's the starting point to align business and technology agendas in one system of health. The core output is a roadmap to organize and manage the progressive integration of emerging technologies, content, vendors, behaviors, incentives and customers within a new value framework.

We can generally complete a first prototype of these system vision projects in less than a month.  


concept development, Positioning and ‘value communications’

Creating new concepts, writing a new storyline, and marketing a new value framework begins with communicating differently to all audiences, internal and external.

We write the messaging and content to position and present a value story at a system level, connecting insights and vision-setting across stakeholders, including customers, policy and regulatory bodies. We work with you to define the unique elements of health to innovate, determine where to invest in emerging technologies, and discover a new economic model based on health system value. All of this should become part of an internal and external roll-out. Using a research and business model innovation sprint, we create a focused effort that gets you the content and message strategy that ensures you strike the right chord with the right audiences.  


‘infrastructure for outcomes’

‘Data on purpose’ is our concept for real-world evidence (RWE) strategy.

This is an approach to deliberately create the technologies and infrastructure to support an end state — a new health context — with big data, “digital” and IoT. We work back from the market, starting first with the insights you want to pull, not the message you want to push. We then design a sustainable system of engagement linked with Cloud + Ai to capture, position and communicate a new value framework that is unique to your brand or business. The method flips the script; it enables you to coherently assess and ingest start-up and emerging technologies, and to compete on experience with real-world evidence, new pricing models, and differentiated market access strategies.  


Activation and Go-to-Market

Strategy without execution is meaningless.  We work with you and your vendors to create new "digitally-enabled" consumer health experiences, service designs, marketing campaigns, and prototype business concepts that create growth without being merely transactional. We help you build thought leadership and mobilize a community of collaborators.


On-Going Support for Strategic Management

We offer ad-hoc, project-based or retainer engagement models. Our method for 'big design' is truly unique, and can support long-term transformation initiatives, care delivery innovations, executive presentations, ideation sessions, market research projects, and business development activities. We work with both clients (sponsor) and their vendors.