‘Big Design’ for Health System Strategy and Innovation



‘Big Design’ for Health System Strategy and Innovation


Our Services

We specialize in outcomes-based healthcare.

Health happens at a system level. The locus for market strategy and innovation should be the same. We use ‘big design' to create a new value framework -- a unique system vision -- around which new service concepts, market interventions, care delivery models, technologies, insurance benefits and performance-based contracts can be combined and positioned for value-based success.

‘Big design’ is a pioneering methodology to solve for fragmentation and durable engagement, at scale. It provides a coherent approach to position, ingest and manage an infinite cascade of pieces and parts within the context of new systems of health. This is a new view of sustainable growth and systemic change across the arc of human interaction.  Our focus is on helping brand, business and industry leadership teams invent new markets, new health infrastructures and new forms of competitive strategy.

Our services: 

A NEW SYSTEM VISION -- the ‘zero story’

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 big design 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.  


Positioning and Messaging to Internal and External Audiences

Creating a shared vision means connecting vision-setting with the development of your brand story, discovering the unique elements of value to a market strategy, investing in the right mix of emerging technologies, and discovering a pricing model based on outcomes. All of this should become part of an internal and external roll-out. Using a brand 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.