Co creation in the healthcare industry paul gemmel-katrien verleye

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CO-CREATION IN THE HEALTHCARE INDUSTRY ENGAGING CUSTOMERS IN THE CREATION OF VALUE AND INNOVATION?

PROF. DR. PAUL GEMMEL & DRS. KATRIEN VERLEYE

© Vlerick Business School

THE HEALTHCARE ECO-SYSTEM

Complex funding and legal system

Complex net of healthcare

providers

Increasing interest in healthcare

industry

Increasing and changing

needs

patient

patient organization

healthcare providers government and

insurers

healthcare

industry

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THE CO-CREATION CASE: PART I

Read Part I of the case “Co-creating the service experience of patients at the Maternity Center of EDEN Hospital”

Discuss question 1 with your group members


THE EXPERIENCE ECONOMY

Pine & Gilmore (1999)

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THE SERVICE-DOMINANT LOGIC

Vargo & Lush (2008)


TOWARDS PATIENT-CENTERED HCOS...

Value creation model (Grönroos 2011)

INTERACTION service

production

value creation by customer

Firm as “value facilitator”

Customer as “value creator”

co-creation

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DISADVANTAGES OF CO-CREATION?

perception of HCO and its employees perception of patients


ADVANTAGES OF CO-CREATION?

Firms in general HCOs in particular

•Productivity

•Efficiency

•PSQ, satisfaction & loyalty

•Innovation

•Reputation

•Deal with personnel shortage

•Cost reduction

•Better meeting patients’ needs

•Patient emancipation

•Ideas for healthcare

optimization

“Although such consumer value co-creation in health care is still a relatively nascent phenomenon, it is likely to have important implications for HCOs as

they continue to seek new ways to reduce health care costs and enhance health care quality”

(Nambisan & Nambisan 2009, p. 345)

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VIEWPOINT

How do you gain more insight into customers’ definition of value?


TOWARDS PATIENT-CENTERED HCOS...

Value creation model (Grönroos 2011)

INTERACTION service production

value creation by customer

Firm as “value facilitator”

Customer as “value creator”

co-creation

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EXAMPLE 1: BOEING & HARRY


EXAMPLE 2: IDEASTORM DELL

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THE CO-CREATION CASE: PART II

Read Part II of the case “Co-creating the service experience of patients at the Maternity Center of EDEN Hospital”



CHALLENGE 1: CLUEING IN CUSTOMERS

By carefully managing a set of visual and experiential clues, Mayo tells a consistent and compelling story about its service to customers.

From the way it hires and trains employees, to the way it designs its facilities, to the way it approaches care, Mayo offers patients and their families concrete and convincing evidence of its strenghts and values.

Clues in people

Clues in collaboration

Clues in tangibles

.

Leonard L. Berry and Neeli Bendapudi Harvard Business Review

Februari 2003

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CHALLENGE 2: STANDARDIZATION AND PERSONALIZATION

15

Standardization Personalization

Cost-effectiveness Service excellence

Reduction Accommodation


TRADE-OFF AT THE EDEN HOSPITAL

I • Website update at the Eden Hospital

II

• Information letter before first visit to Eden Hospital

III

• Information pack after first consultation with gynecologist

IV

• Information session and/or midwife consultation

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REDUCTION VERSUS ACCOMMODATION

Frei (2006)


VIEWPOINT

How do you balance between reduction and accommodation?

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THE CO-CREATION CASE: PART III

Read Part III of the case “Co-creating the service experience of patients at the Maternity Center of EDEN Hospital”



TOWARDS A CO-CREATIVE ENTERPRISE

Ramaswamy & Gouillart (2010)

Identify all stakeholders touched by the process

Understand and map out current interactions among stakeholders

Bring different stakeholders together to share experiences and imagine ways to improve them

Build platforms to implement ideas for new interactions and to continue the dialogue among stakeholders to generate further ideas

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VIEWPOINT

Which experiences do you have with engaging your employees and other stakeholders?


CO-CREATION IN THE HEALTHCARE INDUSTRY

Knowledge sharing

Knowledge creation

Customer-driven

Organization-driven

Nambisan and Nambisan (2009)

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CO-CREATION IN THE HEALTHCARE INDUSTRY

“Diffusion Model”

“Partnership Model”

“Support Group Model”

“Open Source Model”

Knowledge sharing

Knowledge creation

Customer-driven

Organization-driven

Nambisan and Nambisan (2009)


“DIFFUSION MODEL”

“Diffusion

Model”

“Partnership

Model”



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“PARTNERSHIP MODEL”

“Diffusion

Model”

“Partnership

Model”




“SUPPORT GROUP MODEL”

“Diffusion

Model”

“Partnership

Model”



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“OPEN SOURCE MODEL”

“Diffusion

Model”

“Partnership

Model”



Opting for a co-creation strategy offers opportunities

BUT take importance of motivation of different stakeholders into account

BUT added complexity for the organization

CONCLUSION

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THANK YOU!

WWW.CENTERFORSERVICEINTELLIGENCE.ORG


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Co creation in the healthcare industry paul gemmel-katrien verleye

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