Profiles in CoCreation: Andreas Moan
We talk to Dr. Andreas Moan, cofounder of the Oslo University Hospital Clinic of Innovation, about how they are changing the world of healthcare with co-creation and customer-centric innovation:
How did you get involved in co-creation?
Coming back to the public hospital system after 11 years as a Medical Director in Merck, I realized that the hospital I joined as a Director of Research and Education was spending 150 million USD in research every year, and our researchers were publishing about 1 scientific paper each day, but only every second year was the research translated into a patent or a start up company. In other words: a big oil well but with no pipeline attached. This made us look closer at the innovation culture of the hospital, and we just couldn't find it — people were too busy coping with everyday business and there were nowhere to go to if you wanted to discuss an idea for improvements, new products or new services.
What tools do you use to foster co-creation?
We had to start at the beginning, just getting the idea across that if you have an idea, we would love to hear about it. Out of this grew the concept of the Clinic of Innovation, organized after the same principles as every other outpatient ward — with a couple of exceptions:
- You don't have to be sick to see us
- You don't need a physician referral.
Except for that, you know what to expect in terms of diagnostic work-ups, referrals and controls.
After merging four hospitals, we know have 25,000 people on our pay list. Any way we can connect them and convince them that change is possible has a tremendous potential. What better area for co-creation that public health?
What’s something great you’ve read lately?
I've reread the Tipping Point for the fourth time. I think public health is balancing right on top of such a point: we are just about the only area in modern society that has not empowered our customers. We are still holding your medical data hostage — the ultimate power tool — what will happen when you let the patient in — i.e. access to own data, reading their journal, contributing their own data and observations etc?
And then I am rereading The World is Flat — wondering whether India will move form the office of the world to the hospital of the world — and whether we should put some of our radiology service there.
What is the next step for the Clinic of Innovation?
The next step is to organize a national patient mutiny: hoist the pirate flag and raid the medical vaults. Only by letting our users/customers in will we be able to bring about real transformation. We are embarking on a project where instead of designing our services the way we always do, try something dramatically different — ask the patient this question: If you could decide, how would you have it?
Who should we interview next for this series?
Anna Kirah, design anthropologist and psychologist, previously working with Microsoft and Boeing; looking at what do customers really want and now approaching the same in health care.