Cfs Case Study Presentation

Customer Activity Cycle in the case of the Medical Corporation Jin-i Association Ueda Eye Clinic (Aichi, JAPAN)

Yoshihito NAKAYAMA

Profile: the Medical Corporation Jin-i Association • Established in 1975 (Jin-i = benevolence) • Specified in Eye clinic (ophthalmological clinic) • General eye diseases (e.g. trichiasis, epidemic ophthalmia, glaucoma, cataract) • Community medicine • Strength = Cataract day operation: main patients => the aged 3/2/2009

Medical Corporation Ueda Eye Clinic

www.jin-i.com 2

Traditional Business Model/Environment • Sustainable National Health care system => For patients: high quality medicine with low costs (universal health-insurance coverage) => For hospitals/clinics: high economic returns guaranteed by the national health care system • Doctors-patients unbalanced power: An asymmetric medical knowledge or information PASSIVE/REACTIVE response (waiting for patients, then diagnose and prescribe, little necessity to introduce management theory or business mind) 3/2/2009

Medical Corporation Ueda Eye Clinic

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Socio-economical Environment • An aging society: a society with an aging population (long life expectancy) due to a low birth rate [life expectancy (2007) F: 85.99, M:79.19, birthrate (2007): 1.34] • Highly advanced medical technology => increased national health care costs • Financial crisis (reducing medical/national health care budget) • Reforming national medical/health care system • High demands toward quality of medicine/health care among people • Hard working environments for medical staff => leaving work places => shortage of staff => medical crisis 3/2/2009

Medical Corporation Ueda Eye Clinic

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Patient/Customer Problems • Lack of ownership toward own health • Insufficient access to knowledge, concrete action for managing and promoting health care • Doctors tend to see not patients but diseases * Eye clinic (ophthalmologist) = medical specialist => lack of holistic approach • Lack of liaison to express their needs, satisfaction and claims 3/2/2009

Medical Corporation Ueda Eye Clinic

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Demanded New Business Model ACTIVE/PRO-ACTIVE communication, medical treatment, health care, consultation, information provision • More patient-centred or customer-focused • Holistic healthcare approach (medical collaboration) • Constructing Market Spaces from … Now: Existing (diagnose and prescribe) => Emerging (predict, prevent) => Imagined (prolong, preserve) • Extending Customer Activity Cycle (pre, during, post) 3/2/2009

Medical Corporation Ueda Eye Clinic

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Market Spaces Imagined

Wellbeing Promotion Main target: the youth, schoolchildren & who may never get eye diseases

Emerging

Eye Care Management Main target: the middle aged Existing

3/2/2009

Eye Disease Management Main target: the aged

Medical Corporation Ueda Eye Clinic

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Customer Activity Cycle 1. Existing Eye Disease Management => the aged Pre


Consult with family, friends etc. about eye problems
Gather information about eye clinics

During


Communicate with receptionists
Fill in disease history interviewed by nurses
Take ophthalmological examinations
Communicate with, diagnosed and prescribed by a doctor
Pay at a reception

Post

•Undergo treatment •Measure results •Attend the clinic •Feel difference of eye conditions (before and after) •Feedback/review satisfaction/claim to the clinic, other medical/public organisations, website •Look for second opinions

3/2/2009

Medical Corporation Ueda Eye Clinic

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Customer Activity Cycle 2. Emerging Eye Care Management => the middle aged Pre


Realise warning signals in the dairy life or for example, through regular medical check-up
Look for information (books, internet etc.)about causes
Consult with family, friends etc.
Contact to hospitals/clinics

During


Visit the clinic or website homepage
Fill in disease history interviewed by nurses or on the website
Visit ophthalmological examinations to know more details about the current eye status
Learn preventive care by the clinic visit or website
Purchase preventive medicine or any other necessary eye care tools
Pay at a reception or on the website

Post

•Undergo preventive care •Measure results •Attend the clinic or visit the website for the feedback/review •Update knowledge (education & seminar)

3/2/2009

Medical Corporation Ueda Eye Clinic

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Customer Activity Cycle 3. Imagined Wellbeing Promotion => the youth, schoolchildren & disease-free people Pre


Realise the current health status (not only eye)
Discuss with family, friends etc.

During


Self-Learning about common (eye) diseases, especially relating to aging by books/website
Attend seminars/lectures
Set own health promotion targets
Make action plan for health promotion
Join community network (e.g. sports/healthy food club activities)
Join virtual health promotion and wellbeing networks (e.g. SNS: Social Network Service)
Use health management/promotion game software (e.g. Wii Fit)

Post

•Measure results •Update knowledge

3/2/2009

Medical Corporation Ueda Eye Clinic

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Analysis for Next Steps - Action List, Gaps, Alliance, Operation Action List

1. Building:
screening system of predisposed people;
Online system for eye care management and self health promotion;
Preventive activity result measurement tools;
Knowledge management system (for updating). 2. Setting up, being there and assisting: •Actual/virtual community for health care and promotion; •Target setting; •Assessing results of health care and promotion activities.

Gaps


Insufficient research, ICT , consulting and promoting customer service capacity

Alliance

•Government (Ministry of Health and Welfare) •Health care research institutions or other medical organisations (e.g. General Practitioner) in the area •IT system development firm •Game software firm

Operation

•Online doctor (consultation, second opinions) •Online education and information centre •Health care/promotion community •Communication centre for patients and their family (marketing, satisfaction/claim)

3/2/2009

Thank you for your kind attention