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CHANGING HOW WE CARE: Innovating the dental care experience for under-served communities in New York City. Presented today by:

www.hellolab.org @hellolab

Liz Burow @burlix– Creative Director of the design lab, designer and professor of design & management at Parsons School of Design. Ali Attaie – Co-founder of hellosmile and director of Pediatric Dental Medicine at The New York Mount Sinai Medical Center.

Global Service Design Conference | October 2011 | www.hellolab.org


WHY

Global Service Design Conference | October 2011 | www.hellolab.org


Global Service Design Conference | October 2011 | www.hellolab.org


100 children Global Service Design Conference | October 2011 | www.hellolab.org


100 children

50 cavities Global Service Design Conference | October 2011 | www.hellolab.org


100 children

50 cavities

(20 kids have 6 or more cavities) Global Service Design Conference | October 2011 | www.hellolab.org


100 children

50 cavities

(20 kids have 6 or more cavities)

17 obsesity Global Service Design Conference | October 2011 | www.hellolab.org


100 children

50 cavities

(20 kids have 6 or more cavities)

17 12 obsesity asthma Global Service Design Conference | October 2011 | www.hellolab.org


100 children

50 cavities

(20 kids have 6 or more cavities)

.25 17 12 obsesity asthma diabetes Global Service Design Conference | October 2011 | www.hellolab.org


income level education level

Global Service Design Conference | October 2011 | www.hellolab.org


Global Service Design Conference | October 2011 | www.hellolab.org


Global Service Design Conference | October 2011 | www.hellolab.org


Invasive Treatment Business Model:

a typical dental practice Global Service Design Conference | October 2011 | www.hellolab.org


Broken Business Model:

30%

PREVENTATIVE treatment

70% INVASIVE care

a typical dental practice Global Service Design Conference | October 2011 | www.hellolab.org


Preventative Care Business Model:

Global Service Design Conference | October 2011 | www.hellolab.org


Preventative Care Business Model:

30% INVASIVE treatment

70%

PREVENTATIVE care

Global Service Design Conference | October 2011 | www.hellolab.org


“ The greatest short coming in health care is we have got the diagnosis wrong, we need to take a step back and see what we are treating so that we can get to the ROOT cause. We must change the context and create environments that encourage healthier choices�

-Thomas Frieden, Director CDC Former commissioner of health NYC

Global Service Design Conference | October 2011 | www.hellolab.org


IT

designers business partners

human resources pediatric dental

healthcare providers outreach coordinators

Global Service Design Conference | October 2011 | www.hellolab.org

business managers builders/ craftsmen


Global Service Design Conference | October 2011 | www.hellolab.org

Continouos Incremental Growth

Luck

Honesty

Unconventional

Focusing on Strengths

Be Humble

Collective Leadership

Doing More with Less

Not Being Afraid to Make Mistakes

Embracing Change

Ownership

s

Accountability

Wow Service, Wow Communication

Listening

Empowerment

Laughter, Fun and Magic

Passion and Positivity

Win Partnerships

Constructive Communication

Giving Awesomeness in Everything We Do

Team

Doing Whatever it Takes

Taking Iniative

Love and Gratitude

Education and Continous Learning

Culture

Acheiving the Impossible

Transparency, Openness and Honesty

Operational Excellence

Company Growth

Compassion and Empathy

Discipline

Respect

Personal Growth

Innovation

Trust and Faith

Family and Relationships

Health and Happiness

Our Community Values Top Ten B H m l i nate and Determine Most Selected Be Pa M re With Le Values Bui a Positive Team an Fami y Spiri e u be and Learnin ss o everending Growth d Do o Be Adventurous, ss Creative and O en-Minde ld d l Fun, Laugt er and Jo t O y Embrace and Drive N g C ang p everytd ing we do! WOW Experienc AWESOMENESS in h y h e h e

penness Honesty Transparenc

Health and Happines Family and Relationship s Tru t and Fait s h


Our Foundation

Global Service Design Conference | October 2011 | www.hellolab.org


HOW

Global Service Design Conference | October 2011 | www.hellolab.org


• approach • focus • take-aways • next steps Global Service Design Conference | October 2011 | www.hellolab.org


Where we started

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our approach

SERVICE DESIGN THINKING AS ‘SOCIAL GLUE’ Global Service Design Conference | October 2011 | www.hellolab.org


how does it work?

Global Service Design Conference | October 2011 | www.hellolab.org


Global Service Design Conference | October 2011 | www.hellolab.org


Global Service Design Conference | October 2011 | www.hellolab.org


Global Service Design Conference | October 2011 | www.hellolab.org


Global Service Design Conference | October 2011 | www.hellolab.org


Global Service Design Conference | October 2011 | www.hellolab.org


Our new landscape

Global Service Design Conference | October 2011 | www.hellolab.org


Global Service Design Conference | October 2011 | www.hellolab.org


Global Service Design Conference | October 2011 | www.hellolab.org


Global Service Design Conference | October 2011 | www.hellolab.org


our focus

RECRUIMENT& RETENTION Global Service Design Conference | October 2011 | www.hellolab.org


The problem:

2) service experience – in clinic treatment

unfriendly inconvienient expensive uncomfortable generic

1) pre-service experience – marketing & outreach

disenchanting

WHY DON’T culturally insensitive PATIENTS COME BACK? In a typical clinic, on average only 20% of patients return for regular check-ups.

mis-trust

disenfranchising

3) post-service experience – lasting impressions, motivation to return Global Service Design Conference | October 2011 | www.hellolab.org

complicated under-valued


Our goal:

2) service experience – in clinic treatment

friendly convienient comfortable empowering

1) pre-service experience – marketing & outreach

GET PATIENTS TO RETURN

In order for a preventative care practice to work, rentention of patients is key. The goal is to have 100% of patients return for regular check-ups.

affordable memorable culturally sensitive valuable

relevant

meaningful

3) post-service experience – lasting impressions, motivation to return Global Service Design Conference | October 2011 | www.hellolab.org


Our solution: CREATE VALUE THROUGH ENGAGEMENT

wow

team leader

HEALTH COACH

(mid- level healthcare provider) Global Service Design Conference | October 2011 | www.hellolab.org


What makes up the “wow!” experience? 1. Phone Conversation 2. Outside environment

3. Walking in

6. Journey to the chair

8. Teaching

7. Assessment + treatment

conversation

4. Warm greeting

9. Fond Farewell

5. Forms + passport

10. Word of mouth

–A TRUSTING & COMPASSIONATE RELATIONSHIP where do you start? Global Service Design Conference | October 2011 | www.hellolab.org


our focus

RECRUIT LOCAL TALENT

Global Service Design Conference | October 2011 | www.hellolab.org


team building from bottom-up, growth & opportunity H

L3

HYGIENIST

L3

HELLO CERT.

L2

CDA CERT.

L1

DANB CERT.

T

DOCTOR

3+ years with hellosmile hellosmile curriculum cert. 400 hours community service cert. 240 hours collective leadership cert. 120 hours

CARE SPEC.

TRAINEE HIGH SCHOOL

Dental Assiting Certificate or 2 years of Dental Assisting with letter of recommendation from employer 120 hours of hellosmile training.

Successful completion of Dental Assisting National Boards with Certification (2year process).

Successful completion of RDA license NY State Successful completion of Community Leadership Program.

Current enrollment towards GED or High School Equivalent.

$8 hr

$10+ hr 1 Year

*LLC

$12+ hr

2 Years

$14+ hr

2 Years

CLINICAL ASSOCIATE

$15+ hr

2 1/2 Years

LEAD CLINICAL ASSOCIATE

Global Service Design Conference | October 2011 | www.hellolab.org

3 Years

CLINICAL COORDINATOR*

$22+ hr

$50+ hr

4 1/2 Years

8 Years


teaching and learning strategies BLENDED LEARNING PROGRAMS

E-LEARNING

ONE ON ONE COACHING/MENTORY

GROUP LEARNING

HANDS ON LEARNING

Global Service Design Conference | October 2011 | www.hellolab.org


roles and engagement 24 hours 7 days a week | Hablamos espa単ol

HEALTH COACH Preventive Expert Make an appointment at hellosmile clinic open 7 days a week

Request hellosmile oral Health kit

Ask insurance and eligibility question

Find out about Cavity Free program prizes

Oral health questions

Schedule a Community Health Workshop

Systemic health questions Global Service Design Conference | October 2011 | www.hellolab.org


our focus

REWARD MEMBERSHIP Global Service Design Conference | October 2011 | www.hellolab.org


affordable, memorable, relevant, valuable, meaningful, cultural sensative

Global Service Design Conference | October 2011 | www.hellolab.org


The healthcare landscape

Global Service Design Conference | October 2011 | www.hellolab.org


The Passport Incentive Program WELCOME ABOARD!

BE A PART OF THE CAVITY FREE CLUB AND REMEMBER TO BRING YOUR PASSPORT TO EACH DENTAL VISIT.

Have you received your passport today? Get your passport

2

1st Visit

3

2nd Visit

4

3rd Visit

5

Get your raffle ticket and a complementary gift

6

And a chance to

R TI AF C FL K E ET

1

Make an appointment, get your passport and a free Health Kit.

Get a stamp and a small giſt at each visit or 2 stamps and a bigger reward if you are cavity free.

Global Service Design Conference | October 2011 | www.hellolab.org

Once you have 3 stamps on your passport. Get a raffle ticket and a complementary giſt.

Participate for a chance to win big!


Global Service Design Conference | October 2011 | www.hellolab.org


Customer Journey BEFORE

touchpoint

activity

environment

object

interaction

outreach

Storytime, play games, sing songs

Schools/classrooms, call/response, daycare, fairs check-ups

phone call

phone call, introductions

call center work station

storybook, puppets, toys, tooth brushes

users kids age 0-6, care-givers, teachers, volunteers

phone conversation, phone, computer data entry

parents/care-givers, telehealth coach

walking in front door lobby of clinic

orientation, talking with receptionist

chair, desk, computer

parents/care-givers, lobby receptionist

filling out forms

waiting area of lobby

writing on forms on lap

laminate forms

parents/care-givers

have photo taken, given passport

photobooth in lobby of clinic

photoshoot in booth camera, chair, backdrop, passport

parents/care-givers, kid health coach

x-ray

get xray of teeth

xray room

talking, sitting still

chair, xray machine

parents/care-givers, kid health coach

assessment/ needs

lay back in chair

treatment room, walls, ceiling

taking direction from health coach

treatment chair, toys pillows

kid, health coach

treatments/ conversation

treat teeth, talk about teeth

lobby of clinic

distraction games, toys, visual cues

sunglasses, mirror, puppets, pamphlet

parents/care-givers, kid, health coach, dentist

stamp/ reward

stamp passport, get small reward

between chair and lobby

pick rewards, stamping

reward toys, raffle tickets, box

parents/care-givers, kid, health coach

farwell

make next appointment

lobby of clinic, or at side kiosk

discussion about tips for home

flyers, appmt card, healthcare products

parents/care-givers, health coach

at home

brushing reward games, reminders

bathroom/house

conversations, play games

toothbrush, games, rewards,

parents/care-givers, telehealth coach

phone-call,

house, or city

conversation, reminders

phone, calandar, computer

parents/care-givers, telehealth coach

enter clinic

AFTER

DURING

forms passport

phone-call

follow-up

Global Service Design Conference | October 2011 | www.hellolab.org


Customer Experience- in clinic 1) ENTER CLINIC • greeted by signage 2) INTRODUCTIONS/FORMS • receptionist greeting 3) FILL FORMS OUT, PLAY, WAIT • toys, entertainment in lobby relate to healthy habits, eating 4) INTRODUCTION TO HEALTH COACH, PASSPORT SYSTEM • highfive health coach • get photo taken in photobooth • get passport, and photo printed • photo pinned up on membership photowall 5) JOURNEY TO CHAIR •assessment/ treatment • follow-up healthy eating/habits conversation • Make next appoinment 6) REWARDS/ PASSPORT STAMP • balloon or small reward • stamp for coming to check-up • Fond farewell

5

6 4

3 2

health coach 1 Global Service Design Conference | October 2011 | www.hellolab.org

parent/care-giver

child


Global Service Design Conference | October 2011 | www.hellolab.org


Global Service Design Conference | October 2011 | www.hellolab.org


Global Service Design Conference | October 2011 | www.hellolab.org


Global Service Design Conference | October 2011 | www.hellolab.org


TAKE-AWAYS • it’s possible, but make it lean, agile • embed designers/consultants •once you have exposure, you have demand Global Service Design Conference | October 2011 | www.hellolab.org


OUTCOMES & NEXT STEPS • implimentation/ training • gathering data/ iterate

Global Service Design Conference | October 2011 | www.hellolab.org


THANK YOU Global Service Design Conference | October 2011 | www.hellolab.org


liz@hellosmile.com alibaba@hellosmile.com www.hellolab.org @hellolab

THANK YOU Global Service Design Conference | October 2011 | www.hellolab.org

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