Gone are those days when customer were used to consume what companies produced for them, there were no choices for customer, no involvement of the customer. Now the process of production of product and service are changing drastically due to technology and customer empowerment. Economy is changing from Consumption to Co-production to Co-creation. Customers are being involved in production process. For example: Nike – In Nike company they make customize shoes for customer, just send your feet size or design you to company they will make shoes of your choice for you. Many car companies before start manufacturing they take customers views, choices, Ideas, Stay with customers to see colour preference etc, depending upon your life style they produce car for you. Customers are being involved in co-production and Value creation of the company as well.
Same thing is happening is patient care or healthcare. A great evolution is happening in healthcare from centralized and sequential model of value creation to more distributed and open paradigm, where citizens are looked at as co-creator of their own wellbeing.
Following are three big changes happened in healthcare.
Mass production model of healthcare: where patient entered in healthcare system with a disease, a doctor with specialize in medical field would treat and cure them. In this model the focus is expertise knowledge of doctor and efficiency. For example: Government Hospitals.
Mass customization or Personalize healthcare model: When customer or patient notion change from cost to quality. For example: lots of quality norms are implemented in healthcare, NABH, JCI accreditations etc. Hospitals are doing market research to know the preference of their users or patient to give better care. Clinical researches are being done for effective care. This model focuses on developing effective clinical pathway and on patient experiences. For example: Specialist hospitals
Mass collaboration or a participatory healthcare model: This is patient –lead the care. Now patient is less for acute and more for chronic disease which is generally arises due to lifestyle of the citizens. Patient are more concern about their healthcare, want every information about their healthcare, get second advice from internet or doctor or from same disease patients . Now current treatment is not sufficient for patient they need more care or ongoing support to live with their chronic condition. This model focuses on co-production and co-creation or patient engagement kind of healthcare. For example: Patientlikeme.com, Medmd.com, medical information on mobile.
Due to above change in healthcare system, new approach of healthcare are evolving like Co-design, Co-production and co-creation
Co-design: Co-design in healthcare means when patient, professional and community working together to design solution for healthcare but final solution is implementing by professionals.
Co-production: When patient and community are helping equally to improve healthcare system using their capacity. Here shifting of power and responsibility from professional to patient and community. For example: Merevalehouse of UK, it is a private residential home for people living with dementia where residents are encouraged to design and deliver services.
Co-creation: When patient or users are in centre not only in design of serives but also in production. Like mobile app for healthcare, various healthcare tools for healthcare, various healthcare tools to take care of self well being.
Production and Value model | Service philosophy | Design focus | Design Method | Examples |
Mass Production | Disease centered | Service efficiency | Process analysis | Gov Hospitals |
Mass customization | Patient-centered | Interaction and service relationship | Co-design & Experience based method | Specialist hospitals |
Mass collaboration | Patient-Led | Behavioral changes and new series model | Co-creation | Webmd,Medhelp, RelayHealth,Americal well etc |
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