By: Jay Gronlund
The global recession and the emergence of new markets abroad have forced companies to seek modified business models and different growth strategies. This new dynamic has intensified the demand for new creative thinking. Therefore we are presenting a series of five blogs on the ideation process, each reflecting a critical phase, which will soon be captured in a comprehensive ebook – “5 Essential Steps For A Successful Ideation”. We hope this stimulates your thinking, especially how you can identify new growth opportunities
The “Economist” wrote in August 2011 that “Innovation is today’s equivalent of the Holy Grail…and business people everywhere see it as the key to survival”. Innovation takes many forms, but all involve creating new ideas, whether it’s the “big idea” or several strategic and tactical initiatives. Research consistently reveals that 80% of companies know that big ideas are critical to success, yet only 4% think they know how to do this (source: “Big Ideas” by Jonne Ceserani).
Ideation has often been called “structured brainstorming”, and is a powerful technique for innovation. There are many traditional ways to get new ideas – suggestion boxes, hiring reputable business gurus, and various forms of market research, for example. However, today’s intense competition and the pressure to transform business models in our dynamic global will require more discipline and thought for effective idea generation. It’s not easy, and you have to think…a lot. As Thomas Edison described idea generation in 1929, it’s “1% inspiration and 99% perspiration”.
To make the ideation process successful, companies must realize that an organized 1-2 day session will require careful research, pre-planning and early participation beforehand. It all starts at the top. Senior management must be committed to the notion of change and understand certain principles and techniques of the ideation process. Here is the first critical prerequisite that will improve the odds for success:
Know Your Problem…and Possible Opportunities – Einstein once commented that understanding a problem is as important as the solution. While many companies realize that new ideas are important, they have not fully diagnosed the real challenges they face for the future. Every business plan will undoubtedly identify some immediate problems and good opportunities to resolve them, but generally they won’t address the more strategic, business model issues that will determine its survival in the long run – e.g. future competition, category threats, organizational changes, external trends, re-positioning to meet new challenges, big potential opportunities, etc. Understanding the current perceptions of these problems and related opportunities within the company enables management to establish a minimal threshold for creating really bold, exciting ideas that are truly new and groundbreaking. Interviewing key employees, analyzing their feedback, and then writing a clear, definitive problem/opportunity brief will provide optimal focus and a realistic set of objectives for an ideation session.
Next: 4 Examples of Key Tasks to Prepare for a Successful Ideation Session
Part 1: The Ideation Process: What it is, Why Important and Management Commitment
Part 2: 4 Examples of Key Tasks to Prepare for a Successful Ideation Session
Part 3: Who Should Participate in an Ideation Session – Importance of Diversity
Part 4: What You Should Include to Make an Ideation Session a Success
Part 5: Completing the Ideation Process – The Challenge of Execution
image credit: LifeSupercharger
This article was contributed by Rob Petersen.
mHealth or Mobile Health is broadly defined as any kind of device or service that facilitates the seamless flow of information over some form of mobile network (e.g. cellular, wireless, digital).
There are a lot of reasons to believe mHealth is going to raise healthcare standards.
- 5% of the people in the U.S. account for 50% of the total healthcare costs.
- 60 million people can benefit from a remote patient monitoring device to prolong their health.
- $4 billion in saving per year through mHealth devices and services. This was shown by the The Center for Information Leadership Technology through:
- REDUCTION IN UNCESSARY OFFICE VISITS ($3.610 Billion): Reducing face-to-face in-office visits and eliminating duplicate, unnecessary testing.
- PATIENT TRAVEL: ($912 Billion): Eliminating 142 million unnecessary referral visits in the US every year.
- By 2013, more people will access the internet through their mobile phone than their desktop.
But, people in healthcare require a lot of hard proof.
Here are 6 case studies that prove mHealth ROI and better health outcomes:
- JANSSEN (PSORIASIS 360): Launched a mobile phone app to help psoriasis patients track the severity of their condition. The index helped them know when to seek professional care and allowed their medical professional to assess the severity of their patient’s condition. Janssen also opened a Facebook page, which they moderated for regulatory reasons, to let patients tell personal stories and had over 30,000 posts and comments. According to Janssen, the investment in the mobile app overachieved ROI, but, more importantly, delivered the right therapy to the right patient at crucial times.
- CARITAS HOME CARE: Boston-based home healthcare agency used mobile health devices to enhance communications and data collection with its 150 mobile clinicians. Caritas documented how the mobile devices were able to save 19,200 hours, or 98 hours per clinicians, per year. Although Caritas didn’t release salaries of clinicians, if we estimated $50/hour, which would be conservative, Caritas saved $960,000. If the devices were $100 each for 150 clinicians at $15,000, which would also be conservative, the ROI would be 64-to-1.
- WINNEPEG HEALTH AUTHORITY: Used SMS to get adults aged 18-24 tested for sexually transmitted infections (STIs), increase awareness of STI incidents and remove false perceptions about testing. Over the course of the four-week campaign, more than 10,000 people visited the Web site and 825 people entered the contest, which is 1.2 percent of the total target population in Winnipeg.
- CLEVELAND CLINIC: Used MedApps and an app-based solution called HealthPAL to remotely monitor patients with chronic diseases. Chronic disease patients are a high cost segment and are the patients most at risk. The results were:
BAPTIST HEALTH: The fifth largest employer in Arkansas also used HealthPAL to help decrease disease-related ER visits and hospitalizations and improve patient outcomes. After just 6 to 12 months, diabetes patients increased self-management behaviors for glucose medical compliance by 53 percent and decreased lipids and blood pressure trends. Diabetes often leads to other chronic conditions, so if a heath network can manage their diabetes patients, they can significantly improve their overall operations and their patients’ lives.
HEALTHY MOTHERS COALITION: More than 500,000 babies in the U.S. are born prematurely and nearly 28,000 children die before they reach their first birthday. Affluent families have pre-natal screening but underserved mothers do not benefit from these services. HMC used Text4Baby as a free one-way mobile information service designed to promote healthy birth outcomes among underserved populations. In the US, Text4Baby has enrolled 157,000 mothers. The program also produced income and ROI by enlisting support and contributions from more than 500 outreach partners, including national, state, business, academic, nonprofit and other groups.
- HEART FAILURE patients participating in the program were able to visit their doctor 27 percent more often to better detect problems that required medical attention.
- DIABETIC patients were able to increase the number of days between their appointments by 71 percent.
- HYPERTENSION patients were able to do so by 26 percent.
For all these case studies, the investment into mHealth devices and services was relatively low when compared to other marketing initiatives, but the ROI and health improvement results were high.
How about this for a definition of mHealth: A mobile device or service that, through seamless communication, improves and the financial operation of a company and the healthcare of the patient population it serves.
What’s your definition of mHealth?
image credit: @jbtaylor