1. THE BUSINESS MODEL CANVAS
serv 724, professor Robert Bau
Lauren Peters
MFA Design for Service Innovation
September 20, 2012
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2. The Holistic Healthcare Industry
With the absense of innovation in the Holistic Healthcare
realm, industries such as “Hospitals” and “Retail Clinics”
have been observed.
Hospitals are begining to offer holistic health services with
no huge emphasis on its benefits compared to traditional
medicine. Retail clinics are also important for their relevance
in today’s changing healthcare market.
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3. Who are the major players?
Hospital Industry (#621399) Retail Clinic Industry (#446100)
• Massachusetts General Hospital • Walgreens Co - Take Care Clinic
• The Mayo Clinic • CVS - MinuiteClinic
• John Hopkins Hospital • Walmart - The Clinic
• The Cleveland Clinic • Target - Clinic
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4. What are the most common business models?
Strategic Choices
Product
Leadership
Operational Customer
Excellence Intimacy
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5. What are the key innovations in the last 5-10 years?
Innovation Matrix
Strategic Platform Service Package Delivery System Branding & Comms
Transformation
Optimization
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6. What are the key innovations in the last 5-10 years?
Innovation Matrix
Strategic Platform Service Package Delivery System Branding & Comms
Transformation
Innovation
Mayo Clinic is the only
hospital with an internal
innovation group. Delivery
Mayo Clinic is the only
hospital that closely Comms.
focuses on customer
Mayo Clinic is a leader
intimacy.
in communication
transparency.
Optimization
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7. What are the key innovations in the last 5-10 years?
Innovation Matrix
Strategic Platform Service Package Delivery System Branding & Comms
Transformation
Strategy
Like its competitors,
Johns Hopkins strives
to offer the best
Offerings
technology and talent.
Johns Hopkins is a
leader in University
collaboration.
Optimization
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8. What are the key innovations in the last 5-10 years?
Innovation Matrix
Strategic Platform Service Package Delivery System Branding & Comms
Transformation
Experiences
Offers easy accessible
and affordable dcare
just like competitors.
Services
Target optimized
fully packaged retail
Branding & Comms
Optimization
pharmacy and clinic
Among the many who
services.
have optimized 21st
Century branding and
comm opportunities.
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9. What are the key innovations in the last 5-10 years?
Growth Matrix
New clinic Accessible
Retail Clinics experiences Home healthcare Retail clinics
Self-help
products
Hospitals
Self-help
New
Both Industries Outsourcing New
product education
procedures
design
Private Practices Luxury
rehab New
facilities treatments Rx & medical
apps
Offering
Slow introduction of
holistic services
Medical Online holistic
tablets services
Hospital process directories
protocol
optimization
Existing
Holistic Healthcare
Organizations
Electronic
New product medical records
Waiting room design
optimization (fitbit)
Existing New
Customer Group 9

10. The Hospital Industry
(in relation to Holistic Healthcare)
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11. Hospital Holistic Health - Business Model Canvas
PARTNERS PROCESSES OFFERINGS RELATIONSHIPS CUSTOMERS
Human
Resources Facility for The sick
IT Company Patient the sick
Services Personal
Prevention Assistance
Other Logistics services
hospitals Diagnosis Family & Friends
Fire Dedicated of the sick
Dept Emergency & Rehabilitation Personal
Hospital Intake services Assistance
Police Doctors, nurses,
Dept techs, other staff
Transportation
Local MD
Specialists RESOURCES CHANNELS
People with
BENEFITS Websites insurance
Ambulance Tech (IT) Learning about
Service Hospital Equipment their conditions Hospital & Clinic
Staff Facilities Medical students
Emotional (Residents)
stability
Medical Medical Family Other offsite
University Equipment stability facilities
Mobile
Patient Applications
Comfort with Volunteers
National & Local Management hospital staff
Fundraising Orgs Systems TV Commercials
COST STRUCTURE REVENUE STREAM
Uninsured Accepting cash
Hospital patients Charging insurance for services
Hospital maintanence Non-profit for services
equipiment Tax Benefits
Salaries & Fundraising Accepting grants Accepting
Marketing/ Hospital Food events for research
Advertising Training Donations
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12. Hospital Holistic Health
SWOT Analysis
Stregths Weaknesses Opportunities Threats
• Strong process protocol • Too many silos to • Take advantage of placing • Over-complicated
accomodate protocol to services within the retail operations may one day
• Partnerships with industry implode from the inside out or
universities keeps talent fresh • Too large to make any become completely irrelevant
innovative changes • Study independant holistic in our future society
• Most hospitals compete health practices to innovate
through product leadership, • With so much product within • Does not allow ogranization
providing the best and innovation, unable to focus to step back and innovate in
brightest research and talent on the rise of social needs of • Take advantage and start other centers of the BMC
with high patient success rates consumers and patients a voice for the sustainbility
movement in regards to • Focusing on only product
• Have made necessary • Do not have enough time health and wellness leadership makes them blind
steps to create calming to focus on innovating for and slow to adapt to society
environments for patient customer intimacy changes (insurance policies,
rooms and waiting rooms social needs of patients)
• They feel they can ‘get
by’ by continuously offering • If they do not adapt more
excellent products quickly to mobile technology
and social changes, they
will become irrelevant
organizations, while newer
and better services/private
practices pop-up
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13. Hospital Holistic Health
Four Action Framework
Remove Reduce Raise Add
• Irrelevant partnerships • The complexity of inter- • The culture of the hospitals • An internal innovation group
• Ancient rules and protocol department relationships brand promise • More customer groups to the
• The transparency of who offerings
people are, processes, and prices • Smarter ways to increase
• The importance and training of revenue
Business Model Canvas volunteer services
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14. Hospital Holistic Health
What if?
• What if we expanded services to • What if we had one stramlined
the poor, uninsured? electronic system to keep track of
records?
• What if we hired consultancies to
re-evaluate all of our protocol? • What if we created our own
partners from previous customer
• What if we co-created this service relationships?
with our patients?
• What if we provided inexpensive
• What if we created community premiums or subscription plans
outlets for our services? for our services?
• What if we designed our logistics • What if we were more
to be more resilient to STEEP transparent about these
change? (social, technological, premiums?
economical, environmental, political)
• What if we offered more
• What if our services benefit the education on grass-roots
patients in a holistic way without healthcare?
transfering them to other silos?
• What if we provided
transparency and education of
performing our services?
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15. The Retail Clinic Industry
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16. Retail Clinics - Business Model Canvas
PARTNERS PROCESSES OFFERINGS RELATIONSHIPS CUSTOMERS
Facility for
Patient acute care
Services
Drug Store
Doctor/nurse Personal The sick
interaction Prevention Assistance
education
Warehouse Logistics
Superstore Diagnosis
All ranges
of income
RESOURCES CHANNELS
BENEFITS
Tech (IT) They can afford Clinic Facilities
Local Hospitals Clinic Equipment their care
Staff Short waiting Website
times Nurses and
Medical They know Mobile other staff
Equipment what they are Applications
paying for
Local Nursing Patient
Homes Management The hospital TV Commercials
Systems is close to home
COST STRUCTURE REVENUE STREAM
Clinic
maintanence
Clinic Accepting cash
Salaries & Charging insurance for services
equipiment for services
Marketing/ Training
Advertising
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17. Retail Clinics
SWOT Analysis
Stregths Weaknesses Opportunities Threats
• Small enough to handle • Slow process to adjust to • Still a new industry, can • The competition is high
simplified process protocol STEEP changes, have to go continue testing service ideas since retail clinics are so
through approval process from easy to implement, must
• More of an opportunity to retail store first • Offer different types of continue to innovate
adjust to STEEP changes healthcare rather than just the
• All retail clinics and services normal acute care services • It will be easy for another
• Still a new industry, lots of seem the same, hard for (ex: Holistic Health) clinic to quickly stand out
opportunity to stand out patients to differentiate among the rest because the
between them • Provide educational playing field is so similar
• Small environment allows services for self-help and/
for close provider/patient • Current facilities are very or educational services for • It will be easy for another
relationships small and do not allow for prevention clinic to quickly stand out
expansion among the rest because the
• Location allows clinic to • Connect to the community playing field is so similar
serve all levels of income • Current revenue stream is needs outside the retail store
too minimal for such a service
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18. Retail Clinics
Four Action Framework
Remove Reduce Raise Add
• n/a • Ambiguity in clinic services • Specialization to the promise • Opportunity for patients to
• Opportunity to use once-and- of the clinic’s brand have a voice in improving the
a-while • Importance of a customized service
patient experience • More social channels for
• Opportunity to create long patients to spread the word
Business Model Canvas lasting relationships w/ patients
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19. Retail Clinics
What if?
• What if we created our • What if our services benefit the
own partners from previous patients in a holistic way rather
customer relationships? than just treating symptoms?
• What if we only accepted cash • What if our patients became
and not insurance for payment advocates by creating their own
of services? social campaigns for us?
• What if we provided • What if we could hire
subscriptions or membership volunteers and/or students to
options for payment? help with services?
• What if we provided dedicated • What if we could serve local
personal assistance to build students who were interested
trust and ensure the best patient in applying their education to
services? practice?
• What if we created a
suggestion channel to improve
our services?
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20. THANK YOU
serv 724, professor Robert Bau
Lauren Peters
MFA Design for Service Innovation
September 20, 2012
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21. Appendix
(pre-assignment options)
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22. Assignment 1 / Option A
The Rise of
the Nones
Google Dating & Escort Services Trend
Google is not afraid to apprach Current dating services are mainly only The nones are highly spiritual
new industry sectors to conduct online; could be introduced as brick & people, yet they reject traditional
their business. mortar services. and organized religion.
They are ahead of the Current dating services are based on Is there a similarity in their overall
curve in services offered: traiditional models of online dating. thinking to reject traditional ways
including capabilities in of seeing things: including politics,
technology,marketing, and Current dating services may be based technology, consuming, social
interaction design. on traditional ways of dating, “Can we behavior, etc.
innovate the act of Dating?”
Naics code: 729903
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23. Assignment 1 / Option B
Your Head is
in the Cloud
Disney Credit Unions Trend
Disney is one of the most magical As a consumer, I’m noticing iconic “We are becoming symbiotic with
places in the world. banks battling for customer service. our computer tools.”
Their rebrands and new marketing
The “Imagineers” are known for ploys are interesting, yet I feel no one is There’s nothing more terrible than
strategically thinking through all still doing it right. having our computers fail us. Then
of their service touchpoints, and what will we do?
provide endless amusement for Everything is becoming automted in
all ages. the banking industry; can we reverse Our culture is having a ‘balance’ war
this and still save money? with everything we are consuming.
This includes how much tech is too
Naics code: 522130 much, how much nature is too little.
Do you dig it?
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24. Assignment 1 / Option C
Nature is
Over
Walmart Holistic Health Care Trend
Whole Foods is one of the largest Holistic health includes all aspects “It is no longer us against ‘Nature.’
grossing organic grocery stores in of people’s needs: psychological, Instead, it’s we who decide what
the nation and have a strong brand physical, social and spiritual, and nature is and what it will be.“
promise throughout their service should all be seen as a whole.
touchpoints. If there is no longer a balance
I have a personal liking to holistic between nature and human-made,
Unfortunately, their current health initiatives and feel that these what is the balance of our new-
channels (website, social media, services are uneccessarily siloed and/ found domination?
blog, advertising/marketing) do or priced too high for the everyday
not do their brand justice. pereson to access.
Naics code: 621399
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25. Option A Option B Option C
The Rise of Your Head is Nature Is
the Nones in the Cloud Over
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