Advocate Healthcare I

Medical Staff Communication Concept Development Advisor Judith Gregory, Ph.D. Amy Batchu, MDes., MBA ’09 Laura Franek, MDes.

IIT Institute of Design

To unite the Medical Staff at Good Samaritan Hospital with the ability to connect and communicate effectively by adapting and serving the current and incoming generation of physicians with innovative communication tools and social media that are relevant, flexible, and trustworthy.

Value Statement

4 Team Meetings Assessed the opportunities and constraints which existed inside the organization, the industry and the society, leading to an understanding of capabilities and orthodoxies.

100 Hours Context Research Analyzed competitor strengths and weaknesses, as well as other medical staffs' innovation agendas, and societal trends.

15 Interviews Conducted ethnographic methods, adapted from anthropology to better understand physicians and their needs.

2 Shadowings Created the opportunity to spot latent user needs that are difďŹ cult to discover using typical methods like surveys and focus groups.

1 Participatory Workshop Generated ideas and developed stories about possible future scenarios that users may face.

Research Methods

Part Time Independent Physician

Newly Employed Hospitalist Physician

Newly Independent Physician

30 Year Independent Physician

Lo-Tech 30 Year Independent Physician

My Org.

My Office

My Hours

My Values

in several hospitals, • Located in a building with other • Located in a building. I am the • Located in a building with other • Located each has a working desk physicians in my practice only physician in my practice physicians in my practice • There is no one office • There is a shared office room • There is one private office room

• Located in a building with other

physicians in practice.

• Each physician has a private office

• Sees patients everyday within

• Sees patients everyday from • Sees patients everyday within • 10am-8pm • Scheduled at Good Samaritan our practice for 24 hours • Sees patients everyday at Good • • Visits Good Samaritan on a Samaritan • Takes 2-3 days off after rotation basis • Receives phone calls 24hrs a day

• Family time • Experience of her colleagues

• Collaborative practicing • Family time

our practice • Visits Good Samaritan 2-3 times per week

Personas

• Experience of his colleagues • Support from consultants/staff • Collaborative practicing • Physician-centric systems

Sees patients everyday from 8am-5pm Visits Good Samaritan on a rotation basis every 5 weeks

• Leadership/Volunteerism • Simplicity

Amy Batchu :: Laura Franek

Insights -> Principles

RESEARCH FINDING

WHY IT IS IMPORTANT

The Doctor’s Lounge = Ghost Town

The Doctor's Lounge resembles a ghost town at times, however it is a crucial place for knowledge sharing and informal conversation. It is important to use the Lounge as a portal to dispense information, it is the only physical space that the Medical Staff can call their own. We must ensure that the Doctor’s Lounge is informative, dynamic, and engaging.

Feed My Mind (Not Just My Stomach)

Just as food is important in providing opportunity for social interaction, structured discussions can do the same. We must structure meaningful discourse. Ensuring that the content is relevant, we create a desire to share and listen.

The Dark Ages

There are people that are being left behind in the Dark Ages. These people have not kept up during the evolving times. We should tailor technology to be relevant to these physicians. If they don’t use email, then we should not send them email.

Insights ->

“ Every month I get about a ream of paper from Advocate. It takes up space.

I get way too much.”

RESEARCH FINDING

WHY IT IS IMPORTANT

The Doctor’s Lounge = Ghost Town

The Doctor's Lounge resembles a ghost town at times, however it is a crucial place for knowledge sharing and informal conversation. It is important to use the Lounge as a portal to dispense information, it is the only physical space that the Medical Staff can call their own. We must ensure that the Doctor’s Lounge is informative, dynamic, and engaging.

Feed My Mind (Not Just My Stomach)

Just as food is important in providing opportunity for social interaction, structured discussions can do the same. We must structure meaningful discourse. Ensuring that the content is relevant, we create a desire to share and listen.

The Dark Ages

Insights -> Principles

There are people that are being left behind in the Dark Ages. These people have not kept up during the evolving times. We should tailor technology to be relevant to these physicians. If they don’t use email, then we should not send them email.

– 30-year Independent Physician

“ In the past, the primary form of communication was a flyer. You never got through it all. The same thing could be (true) about email.”

RESEARCH FINDING

WHY IT IS IMPORTANT

The Doctor’s Lounge = Ghost Town

The Doctor's Lounge resembles a ghost town at times, however it is a crucial place for knowledge sharing and informal conversation. It is important to use the Lounge as a portal to dispense information, it is the only physical space that the Medical Staff can call their own. We must ensure that the Doctor’s Lounge is informative, dynamic, and engaging.

Feed My Mind (Not Just My Stomach)

Just as food is important in providing opportunity for social interaction, structured discussions can do the same. We must structure meaningful discourse. Ensuring that the content is relevant, we create a desire to share and listen.

The Dark Ages

There are people that are being left behind in the Dark Ages. These people have not kept up during the evolving times. We should tailor technology to be relevant to these physicians. If they don’t use email, then we should not send them email.

Insights -> Principles

– 30-year Independent Physician

Make It Relevant.

RESEARCH FINDING

WHY IT IS IMPORTANT

If Walls Could Talk

Hallways take people to destinations, but in this case we find that the hallways are destinations where important, impromptu conversations happen. Physicians desire rich exchanges of information, this combined with a shortage of time, hallway conversations happen. We should create hallways that are flexible and support information exchange.

Different Hats

When dealing with physicians we need to be flexible in our roles as well as flexible in determining which form of communication is necessary for which role. This task of creating flexible roles, responsibilities and protocols should be addressed.

My Hours

Doctors all have varying schedules which translate down to their priorities and how they see themselves in their culture. Not all doctors have the same values and priorities with time management. This should be recognized when asking for physician engagement.

Insights ->

“ I don’t plan outside of RESEARCH FINDING

my routine, I prefer email for communications.”

WHY IT IS IMPORTANT

Hallways take people to destinations, but in this case we find that the hallways are destinations where important, impromptu conversations happen. Physicians desire rich exchanges of information, this combined with a shortage of time, hallway conversations happen. We should create hallways that are flexible and support information exchange.

If Walls Could Talk

Different Hats

My Hours

– Newly Independent Physician

When dealing with physicians we need to be flexible in our roles as well as flexible in determining which form of communication is necessary for which role. This task of creating flexible roles, responsibilities and protocols should be addressed.

“Everyday is different.”

Doctors all have varying schedules which translate down to their priorities and how they see themselves in their culture. Not all doctors have the same values and priorities with time management. This should be recognized when asking for physician engagement.

Insights -> Principles

– Director

“ We used to have to take all of our phone calls, but now we have time to see more patients while other people take more phone calls.”

RESEARCH FINDING

WHY IT IS IMPORTANT

If Walls Could Talk

Hallways take people to destinations, but in this case we find that the hallways are destinations where important, impromptu conversations happen. Physicians desire rich exchanges of information, this combined with a shortage of time, hallway conversations happen. We should create hallways that are flexible and support information exchange.

Different Hats

When dealing with physicians we need to be flexible in our roles as well as flexible in determining which form of communication is necessary for which role. This task of creating flexible roles, responsibilities and protocols should be addressed.

My Hours

Doctors all have varying schedules which translate down to their priorities and how they see themselves in their culture. Not all doctors have the same values and priorities with time management. This should be recognized when asking for physician engagement.

– 30-year Independent Physician

Insights -> Principles

Make It Flexible.

RESEARCH FINDING

WHY IT IS IMPORTANT

Service Ambassadors

These are people who intrinsically understand the value in extending themselves outside of their immediate role to become “advocates” of their organization. The administration are aware that they are servicing the enduser (the patient) but are also in service to each other. “There is no job bigger than me”

The Man

The sentiment of what is best for the corporation is not always best for the doctor. This brings a level of complexity towards unifying corporate goals with what physicians need to follow. It is important to check for alignment between the corporate goals and the physician goals.

Competition

Because of of competition, physicians feel an underlying sense of tension between themselves and their peers. This tension is apparent when discussing competition between smaller practices and larger practices. This competition should be handled in way that promotes collegiality.

Insights ->

“ Advocate is getting bigger and bigger. Is it the dog wagging the tail or the tail wagging the dog?”

RESEARCH FINDING

WHY IT IS IMPORTANT

Service Ambassadors

These are people who intrinsically understand the value in extending themselves outside of their immediate role to become “advocates” of their organization. The administration are aware that they are servicing the enduser (the patient) but are also in service to each other. “There is no job bigger than me”

The Man

The sentiment of what is best for the corporation is not always best for the doctor. This brings a level of complexity towards unifying corporate goals with what physicians need to follow. It is important to check for alignment between the corporate goals and the physician goals.

– 30-year Independent Physician

Competition

Insights -> Principles

Because of of competition, physicians feel an underlying sense of tension between themselves and their peers. This tension is apparent when discussing competition between smaller practices and larger practices. This competition should be handled in way that promotes collegiality.

“ There is less collegiality because there are different structures and practices...

Collegiality means trust.”

RESEARCH FINDING

WHY IT IS IMPORTANT

Service Ambassadors

These are people who intrinsically understand the value in extending themselves outside of their immediate role to become “advocates” of their organization. The administration are aware that they are servicing the enduser (the patient) but are also in service to each other. “There is no job bigger than me”

The Man

The sentiment of what is best for the corporation is not always best for the doctor. This brings a level of complexity towards unifying corporate goals with what physicians need to follow. It is important to check for alignment between the corporate goals and the physician goals.

– 30-year Independent Physician

Competition

Insights -> Principles

Because of of competition, physicians feel an underlying sense of tension between themselves and their peers. This tension is apparent when discussing competition between smaller practices and larger practices. This competition should be handled in way that promotes collegiality.

Make It Collegial.

RESEARCH FINDING

WHY IT IS IMPORTANT

Gate Keeper

All communication stops at the level of the Office Manager until it is relayed from the Office Manager to the Doctor. Some people wait by their phones for a response. Is this an efficient flow for all parties and all types of communication? OM.’s are important connecting forces between points of contact but may be too heavily relied upon for all communication.

Street Cred

It is important for the administration staff to understand the norms around trust, honesty and credibility so that they can get their jobs done and show their face around the hospital. Credibility is hugely important within the organization’s culture.

The Bat Phone

The administration understands the power of a phone call. The phone call to a Doctor displays a level of urgency and a need for response. It is important to understand how and when this phone call is necessary. (Abuse it or lose it mentality) People are waiting by the phone - no direct route.

Insights ->

“ There are times when people are

not being heard. And sometimes people feel like we are having too many meetings. If we all listen and agree and there isn’t any implementation then people lose faith.”

RESEARCH FINDING

WHY IT IS IMPORTANT

Gate Keeper

All communication stops at the level of the Office Manager until it is relayed from the Office Manager to the Doctor. Some people wait by their phones for a response. Is this an efficient flow for all parties and all types of communication? OM.’s are important connecting forces between points of contact but may be too heavily relied upon for all communication.

Street Cred

It is important for the administration staff to understand the norms around trust, honesty and credibility so that they can get their jobs done and show their face around the hospital. Credibility is hugely important within the organization’s culture.

The Bat Phone

The administration understands the power of a phone call. The phone call to a Doctor displays a level of urgency and a need for response. It is important to understand how and when this phone call is necessary. (Abuse it or lose it mentality) People are waiting by the phone - no direct route.

– 30-year Independent Physician

Insights -> Principles

RESEARCH FINDING

WHY IT IS IMPORTANT

“ I would go to my group first and get their support before I go to Advocate.”

Gate Keeper

All communication stops at the level of the Office Manager until it is relayed from the Office Manager to the Doctor. Some people wait by their phones for a response. Is this an efficient flow for all parties and all types of communication? OM.’s are important connecting forces between points of contact but may be too heavily relied upon for all communication.

Street Cred

It is important for the administration staff to understand the norms around trust, honesty and credibility so that they can get their jobs done and show their face around the hospital. Credibility is hugely important within the organization’s culture.

The Bat Phone

The administration understands the power of a phone call. The phone call to a Doctor displays a level of urgency and a need for response. It is important to understand how and when this phone call is necessary. (Abuse it or lose it mentality) People are waiting by the phone - no direct route.

– Newly Independent Physician

Insights -> Principles

Make It Trustworthy.

Concepts

portal web banner

letterhead

Four Values • Relevance • Flexibility • Trustworthiness • Collegiality

3545 East N. Highway • Good Samaritan Hospital • Suite 4B • 773. 226.1989

Branding

Relevant Flexible Collegial Trust

Online or Offline, Ambassadors are self-selected and recognized by the community

online

Wearing a blue ribbon is a simple way for the physician to signify his or her choice to be an ambassador

Service Ambassador

Dr. Lucinda Grey, M.D. Pediatrician, Location: Good Samaritan Hospital Ambassador

Relevant Flexible Collegial Trust

Good Sam In Your Home & Town

Relevant Flexible Collegial Trust

mentor focus: specialties:

available times:

Mentorship is based around complimentary profiles

Profiles are filled out online during orientation

Physician Coach

Relevant Flexible Collegial Trust

food and round table discussion, un-sponsored and paid for by hospital, light education — fun.

Teaching

Relevant Flexible Collegial Trust

VIP Lounge

Relevant Flexible Collegial Trust

Technology Initiative

Supporting Learning & Growth

Optimizing Internal Communication

Creating Physician Value

Gadget of the Month

Web Cam Meetings

Technology Preferences

Day in the Life of

Shared Calender

Rich ProďŹ le

Virtual Good Samaritan

Transparent To Do Lists

Clustering Physicians

Managing Financial Goals

Status Messages

Technology Initiative

Relevant Flexible Collegial Trust

Good Samaritan Medical Staff

My Profile

Hi,

News & Information

My Calender

My Messenger

Citrix Care Connect

My Applications

My Bookmarks

Dr. Smith Set Status Here

SS Kid Doc!

"There are only two things a child will share willingly - communicable diseases and his mother's age." ~ Dr. Spock

Dr. Roberts making rounds Dave Fox Laura Taylor Dr. Payne

Technology Threshold 2

Status Messages, Shared Calender, Transparent To Do List

Relevant Flexible Collegial Trust

Hi,

Technology Threshold

Dr. ENT

"Intellectuals solve problems, geniuses prevent them." ~Albert Einstein

#1 Novice Plan #2 Intermediate Plan #3 Advanced Plan

2

Technology Threshold 3

Technology Preferences

Relevant Flexible Collegial Trust

Good Samaritan Medical Staff

My Profile

Hi,

News & Information

NAME

Dr. ENT

"Intellectuals solve problems, geniuses prevent them." ~Albert Einstein

EMAIL ME SPECIALTY SCHOOLS YEARS IN PRACTICE HOMETOWN

2

INTERESTS INITIATIVES

Technology Threshold

My Calender

My Messenger

Citrix Care Connect

My Applications

Arjun Rao

This is required

DrRao@advocatehealth.com

This is required

My Bookmarks

Ear, Nose & Throat Rush University

6

NUMBER OF CHILDREN

0

Naperville, IL Racket Ball, Travel, History EMRs

3

Rich Profile

Relevant Flexible Collegial Trust

Good Samaritan Medical Staff

My Profile

News & Information

My Calender

My Messenger

Citrix Care Connect

My Applications

My Bookmarks

FIND DOCTORS

SPECIALTY

SCHOOLS

Clustering Physicians

Ear, Nose & Throat

Rush University

Relevant Flexible Collegial Trust

Good Samaritan Medical Staff

My Profile

News & Information

My Calender

My Messenger

Citrix Care Connect

My Applications

My Bookmarks

Tell us about your favorite technology.

What technology helps you work?

What technology helps you play?

Submit

Favorite Gadget

Q G A D G E R S U F W H Z .?123

T

I J

O P K L

X C V B N M space

return

UNIT 42 Dr. Marcus Arroyo

Gadget of the Month, Day in the Life of, Virtual Good Samaritan

Relevant Flexible Collegial Trust

Good Samaritan Medical Staff

My Profile

Hi,

News & Information

My Calender

My Messenger

Citrix Care Connect

My Applications

My Bookmarks

Dr. Smith Set Status Here

SS Kid Doc!

"There are only two things a child will share willingly - communicable diseases and his mother's age." ~ Dr. Spock

Dr. Roberts making rounds Dave Fox Laura Taylor Dr. Payne

Technology Threshold

Web Cam Meetings

2

Relevant Flexible Collegial Trust

Mobile Meetings

Relevant Flexible Collegial Trust

Evaluation Tool

Fast Track

Develop

Shop it Out

Phase I. - 2009-2010

Phase II. - 2010-2011

Eventually

Branding Service Ambassador

Good Sam in your home/town Gadget of the Month

Physician Coach

Rich Profile

Teaching

Status Messages

Technology Initiative

Shared Calender Transparent To Do Lists

Technology Preferences Day in the Life of

Web Cam Meetings Mobile Meetings

January-May 2009 • Testing usability with physicians • Assessing resources • Creating a development team

Roadmap

** *

Clustering Physicians Virtual Good Samaritan VIP Lounge

Thank You. Special thanks to: Advisor Judith Gregory, Institute of Design Dr. Barbara Loeb and our Advocate Executive Team Lynn Cieslewicz Colleen Keane All of the participants who volunteered on behalf of our research.