Escolar Documentos
Profissional Documentos
Cultura Documentos
2018
members
Cisca Devereux
Vincenzo Morelli
Giulia Negri
Matthijs van Reeuwijk
Marta Zuliani
school
A. A. 2018/2019
Design management lab
Politecnico di Milano
II
p. 02 00. ABSTRACT
III
.executive summary
What is the meaning of data in healthcare? What’s hidden use data technology to innovate treatments and get a fee- service implementation strategy. The roadmap includes a
behind a heartbeat? And why is it important to understand dback on how the therapy is received. Our therapy solution first phase of development of the digital interfaces and of
the connection between mind and body? personalizes the treatment to the patient in a way which marketing campaign. Next, a pilot service will be tested in
guarantees a higher reliability in taking care of the mental collaboration with clinics. When the improved service will be
With the Hitoe shirt technology of NTT Data we designed disease. For the doctor, the system will visualize the patient ready for sale to the clinics, a medical cloud will be developed
a therapy service in the field of mental health based on the data objectively and in a comprehensive way, to overcome the for the medical community to trigger a learning process and
gathering of objective data and a deeper understanding of the asymmetric information with the patient and to lower the deeper research from shared data about therapy cases.
patient status for the doctor. The therapy service enhances doctor’s workload. The Hitoe therapy system will be distribu-
the doctor-patient relationship, provides daily guidance to ted through clinics, which will have the opportunity to offer The design process described above is part of the course De-
the patient and develops an active participatory approach in an innovative therapy. sign Management Lab in the faculty of Management Engi-
treatment. neering at the University Politecnico di Milano. The purpose
We developed a detailed example of the patient app inter- of this course is to develop a design approach for the data
Globally, mental disorders are commonly arising and com- faces on the base of a real therapy case study and defined collecting Hitoe shirt of the company NTT data.
plex to treat. In mental health there is the opportunity to a roadmap including the future steps of our Hitoe therapy
V
.framing
opportunities exploration
to write
In this stage, we started from the Hitoe shirt technology and
tried to open our minds toward all the possible fields that
were still unexplored by this kind of technology.
VI
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log y diagnos
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Mode Related To Assisted Living
T RA N S P
Relax Safety
HEALT
Inspire
Hitoe Monitoring
Disabled Peo
Passengers ple
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VII
In this section we investigated a deeper research focused on
understanding the relationship between emotions, technology
and people. We developed our research analysis on three levels;
we started with desk research based on scientific papers, fol-
lowed by interviews to verify and further develop what we di-
scovered. Lastly, through case studies, we identified the state-
.inspiring
of-the-art technology. We then began reframing our problem
to define it in a design direction.
mental condition
the relation among mind body and tech
In this section we investigated a deeper research focused on well-being when people are aware of their thoughts, feelings, mind body connection
understanding the relationship between emotions, technolo- behaviors and are able to recognize their emotions when they It has been proven that there are complex interrelationships
gy and people. We developed our research analysis on three arise. This mental health balance is essential at every stage of between a person’s body and mind. This means that our thou-
levels; we started with desk research based on scientific pa- life, from childhood to adolescence and through adulthood. ghts, feelings, beliefs, and attitudes can positively or negati-
pers, followed by interviews to verify and further develop vely affect our biological functioning. On the one hand, our
what we discovered. Lastly, through case studies, we iden- circadian rhythm minds can affect how healthy our bodies are. On the other
tified the state-of-the-art technology. We then began refra- Circadian rhythm can be interpreted as an “internal body hand, what we do with our physical body (what we eat, how
ming our problem to define it in a design direction. clock” that approximately regulates the 24-hour cycle of hu- much we exercise, even our posture) can impact our men-
man biological activity. tal state. Constant high levels of stress hormones and muscle
compelling insights Patterns of brain wave activity, hormone production, cell re- tension have negative effects for both the mind and the body.
generation arise and define the natural inclination of a per-
mental health son to feel sleepy or more energetic with regard to different affective computing
Mental health is an important part of the overall health and moments of the day. AC aims to bridge the gap between human emotions and
well-being of a person. It includes the emotional, psycholo- Biological rhythm modification can act as reinforcer of dif- computational technology. Current research addresses ma-
gical, and social well-being. It affects how a person thinks, ferent health injuries or as a specific factor accountable for chine recognition and modeling of human emotional expres-
feels, and acts. In other words; how a person is able to control modifying biological functions. Routine plays a significant sion, including the invention of new software tools to better
his/her mood and behaviour in contexts of stress, social inte- role in the regulation of a person’s circadian rhythm. manage and understand the ways emotion impacts health,
raction, and decision making. Scientists talk about emotional
VIII
social interaction, learning, memory, and behavior. use disorders.
In particular, AC measures bio-signals which have proven to causes Globally, mental and substance abuse disorders are very com-
be very strong indicators of our state of mind, such as speech, circumstantial trigger mon: around 1-in-6 people (15-20 percent) have one or more
perspiration, muscle tension, body temperature and heart- experiencing trauma, abusing substances etc mental or substance use disorders. It’s estimated that over
beat. The variety of technological tools people carry in their 1.1 billion people worldwide had a mental or substance use
pocket contains highly sophisticated sensors for detecting disorder in 2016. Among mental disease, anxiety disorder is
movement, speech, facial expressions and voice. most widespread and it is estimated at around 4 percent of
implications the population.
patient accountability physical occurrences North America (21.3% in 2016) and Western Europe (17.71% in
Patients have enormous influence on treatment outcomes. It headaches, mood changes etc 2016) are the geographical areas which present higher rates of
is up to their participation to take medications as directed, mental disease.
follow treatment plans, schedule follow-up appointments, re-
port symptoms honestly and make lifestyle changes. Self-ac- conditions
countability of patients is essential for medical treatment. mental occurrences
The treatment effectiveness is at risk when the patient does depression, panic attack etc
not commit. “Patient shared accountability” is about sharing,
between patient and doctor, the success or failure of treat-
ments. It is a patient-centered approach which requires the disease
patient’s own response into his treatment. It allows patients long term illness
to strengthen their self-confidence thanks to their active par- bipolarism, chronic pain etc
ticipation.
IX
interviews
prevent emotion pattern awareness
Obesity would be a huge pre indicator for a lot of diseases From the legal point of view the only way to ascertain a state I felt lonely for a long time. Nobody understood what was
such as cardiovascular disease, diabetes type 2, they’re all of mental illness is by comparison with a specialized doctor. happening to me because I didn’t understand it either. I didn’t
contributing factors. There’s also a huge link between diet and Even with the opinion of an expert, however, it is not possible get if the problem was me, or the people surrounding me, or
cancer and preventative measures can really prevent some to have absolute certainty because the opinion of the doctor the world around me. Sometimes I felt awesome, therefore my
cancers such as oesophageal, stomach, colon... Also lifestyle is subjective and depends on the school of thought adopted. family couldn’t understand why suddenly I didn’t want to get
habits, such as smoking and drinking can lead to lung cancer. The triggering causes are mainly of a biological nature, up from bed anymore. This ended up making me feel extreme
Accountability is really important, we use accountability a where the condition is latent in the individual and emerges guilty and uselessness. When my illness was diagnosed, I
lot... To see themselves where they can improve is a lot better after significant moments or develops with time due to realised it was not my fault, and now I am regaining control
because it’s more patient-centred than you dictating and the insistent repetition of particularly frustrating or high of my life and personal relationships.
telling them what to do. emotional impact moments.
X
looking around
technological trends
XI
market analysis Current therapy is limited by subjectivity, by what the pa-
We analysed the market trends in the healthcare industry, tient decides to reveal and from the way the doctor interprets
closely related to and presented in NTT’s Roadmap for the what’s said.
Triple Aim, to see the potential of NTT in this field.
Three main performance dimensions are described; therapy the approach
outcomes, patient experience, cost. We will focus on an intervention - targeting the stage before
It states that these performance goals require a constant a series of occurrences become a long-term illness.
communication between doctors and patients as well as an We want to support people with a real-time, discreet and
ongoing interaction between primary care and the wider portable tech solutions, in non-invasive manner during daily
reframing
healthcare system. For these aims to occur, a modern, life. We want patients to have a participatory approach in
flexible technology that can personalize patient experiences their tre
and reach them at all time is required. atment and a strong self-awareness of their problems. We
For example, the communication between doctors and want to have an impact on society’s perception of mental he-
patients can be enabled by a portal for both doctor and drawing boundaries alth conditions.
patient, on which the doctor can input patient data, remotely
monitor them and provide him accurate and relevant outputs. the problem people involved
The patient, on the other side, can use the platform to test Mental health is highly significant in how a person lives, We realised mental disease not only impacts patients’ life but
results and medical records. enjoys and takes action in their life. It can be described as the also people around them. Family and close friends can play a
Researches show that 85% of physicians believe that electronic ‘key to happiness’ and when it is faltering there are powerful relevant role in the therapy, therefore they will be taken into
reminders and health coaching improve patient compliance implications on the quality of daily life. account into the next solution development.
and outcomes and reduce staff time spent delivering routine There is a low awareness among society about the causes and A group of specialist doctors are necessary to contribute with
messages. effects of mental health conditions. This has led to mental their expertise and experience.
Moreover, to enable a wider interaction within the healthcare health care being severely undervalued personally, medical-
system, it’s shown that the use of social media and CRM ly, in the workplace, and in relationships. There is a burde- the metaphor
systems can enhance patient understanding of disease and ning stigma regarding these issues that exist personally and ‘Wear Hitoe and take back control of your life.’
treatment, provide non-clinical patient information to the in society. People facing these problems are often ashamed When a person puts on their Hitoe suit, we want them to
entire care team, and allow researchers to increase scientific of sharing and admitting to emotional distress. This can be feel protected, powerful and confident about the technology,
knowledge. reinforced by cultural barriers and gender roles. and about the doctors and research behind it. We want these
Researches show that 80% of internet users have searched for The treatment of mental health is often complex, ineffective emotions to increase, step by step, just like it happens to a
a health-related topic online, the 63% of these have searched and not straightforward. There is a demand for modern, te- character at the start of a comic book movie who doesn’t re-
for a specific disease or a medical problem and the 47% for chnological solutions that match those offered for physical alise their abilities, and who slowly realises they has become
medical treatment or procedure. diseases. There is a lack of evidence- and data-driven cures. a superhero.
XII
metaphor: Armchair metaphor: Superhero armor
XIII
in terms of cost and time, and effective in terms of reliability
and results. Health organisations, pharmaceutical companies
and medical insurance companies have in common their in-
l
en tiona
terest in the data created by Hitoe, for their different busi-
s
nesses. Respectively, the first wants to improve the quality
titie
uca
.visioning
of their research, the second wants to create new effective
gr ppo al
ed
c
ou rt
su edi
drugs and the latter wants to increase the reliability of the
ps
m
statistical analysis. tio
n
i l iza s
ib rm
ns fo
our scenario
Moreover, we moved our attention toward the user of our se plat
service, the patient, and the people around them.
ort
The patient is a person affected by a mental health condition, ort su
pp
pp
bundaries su
ners
pati paig
ent cam
In this section we carried out a profound analysis of the ele-
ments that comprise the environment of the problem. This rs
tne
consists of the needs and behaviours of the actors, and the relative par medical
s
way they interact with each other. user specialists &
researchers
friends &
a big family collegues service
tech
supplie
Who are the main actors of our service, what do they do, and rs
what do they want?
man
er
In answering to these questions, we started to identify our uf
sup acture
om
potential customers, that are actors to which we are going plie
rs
r
st
cu
to sell something valuable: clinics, doctors, health organisa- r
c to
tions, pharmaceutical and medical insurance companies. do
Clinics are institutes that aim at providing high quality ser-
cs
ion
ini
vices to theirs’ patients and attractive working conditions to
ani h
cl
org healt
sat
theirs’ doctors. Doctors use the Hitoe package for work pur-
poses. They want to provide an innovative therapy, efficient
XIV
whether they are fully aware of it or not. They need to know
that their illness is recognized and there are treatment that,
if rightly accomplished, can improve their situation. They
rely on what doctors say and on innovative medical devices
records. In addition, they are often ashamed to show their
condition. Therefore, they need a discreet therapy shaped on
their lifestyle and continuous guidance during it.
Parents, colleagues and friends are people who know the pa-
tient very well and are emotionally involved with his feelings
and behaviors. Therefore, they are motivated to help the pa- Clara Jason
tient before and during the therapy. the patient, 42 yo psychologist, 38 yo
We also identified who are the other fundamental actors to
further develop the service. Medical specialists and resear- bio bio
chers could help us to understand how to analyze and use the She studied art and today works as professor at University of Single man, in love with his work on which he spends most of
data gathered by Hitoe, as well as to build the service conten- Brera. She combines her family with work, and recently was his time. When he does not work he trains to keep his body
ts. Manufacturer suppliers are useful to the production of er- diagnosed with Bipolar disease by her doctor. in shape or cuddles his beloved cat. He has many hobbies but
gonomic wearables to increase the products offer, according little time to dedicate to them.
to the routine of the patient. Then, for the supply of the more
technological aspects of the service, we could rely on exter- needs needs
nal specialized tech companies. Finally, since mental diseases To be independent, able to take care of her family. Stay updated by attending conferences and meetings.
are often undervalued, educational entities, medical support At the same time, be guided through her illness’ difficulties. Keep close contact with patients.
groups, sensibilization platforms and municipalities play a Spending time with her husband and cultivating her hobbies Limit pharmaceutical therapy if not strictly necessary.
fundamental social role in spreading the new medical know- Deepen each case to find the best therapeutic path.
ledge and in shifting the attention of people toward specific
topics, increasing their interest. frustrations frustrations
She finds it hard to understand her situation and communi- The type of work does not allow him to have enough free time
cate it to his friends and family; for himself and to develop his private sphere.
emphatise Sometimes she feels lonely. Each patient is different so he spends a lot of time analyzing
We referred to the following role based personas to see the individual cases and creating hypotheses for the best therapy.
main needs and frustration of the main user, the patient Cla- Not all patients react in the right way, this leads to ineffective
ra and customer, the psychologist Jason. therapies and job dissatisfaction.
XV
once upon a time...
Recognise Get info about the illness Plan the adeguate Follow the treatment Recover and try to solve
psychosomatic condition and search for clinic and therapy for the (medicines & psychiatric episodes and possible
specialised doctor individual case sessions) and monitor repercussions
the improvement
actors criticalities feelings
Most of the times close Finding the right therapist Often for the doctor him- Complex and multi-aspect treat- With this type of disease the re-
friends and family members with uncertainty about the self it is difficult to plan a ment to follow. Patient is not in- lapses are frequent and difficult to
are those who spot the con- disease itself can be compli- therapy, with this type of dependent, when is alone, he is in control, it remains uncertainty of a
dition, while the patient is cated and lead to a long rese- disease the personality of danger and can’t be controlled. definitive healing.
not aware about his illness. arch process. the patient makes each case
unique and difficult to treat.
hitoe opportunities
XVI
a new story
Clara is feeling frustrated, stressed and her men- Jason is excited to receive the innovative Hitoe Clara seeks medical help and visits Jason’s practi- Clara is wearing her Hitoe Clothes during a cri-
tal health is in despair. Jason is a new doctor that package and to learn about its many benefits for ce. He offers the Hitoe Therapy as a solution to tical situation. The device recognises her eleva-
is competing with older, established doctors. his practise. her mental health disorder. ted emotions and instructs her on how to relieve
the situation.
Jason is delighted with his ability to remotely Clara feels though as she has a suit of armour At the end of the therapy, Clara returns the Hi- Clara has returned to full health and is living a
monitor his patient and see her growth and pro- protecting her throughout the day! toe Package. Jason prescribes recommendations balanced life. Jason has attracted many new cu-
gress via the Hitoe Interface. on how to continue based on the data gathered stomers due to his accurate and effective therapy
throughout the therapy. on offer!
XVII
Patient Relatives
.developing
hitoe therapy service Hitoe Patient
Kit
Hitoe Patient
App
Hitoe Relatives
App
to write
In this last section we present in more detail the Hitoe the-
rapy service, including a qualitative description of the servi-
ce, the business model, a first draft of the XXX prototype and Hitoe smart Hitoe smart Patient emotion
Real time Challenges Achievements Medical Emergency Patient emo
a plan for future implementation steps. clothes accessories emotional status diary tips intervention diary
service description
Hitoe offers a unique and revolutionary system for both pa- selected based on the requirements of the patient. The custo- positive achievements to track their progress. The app inter-
tients and doctors that transforms traditional and outdated mization of the therapy is set by the doctor, in close contact venes when a critical scenario arises, recognised through the
therapy to the modern technological era based on objective with the patient. data from the wearable, and responds in a effective way by
patient data. The patient is supported by the Hitoe App on a daily basis communicating with the patient and instructing how to re-
to retrieve advice and guidance in both everyday and critical lieve the situation. The patient also has access to customized
The patient benefits from a Hitoe Patient kit. The kit consi- situations. The app features real time emotional status and medical information and routine management provided by
sts of a set of wearables which are adapted to different daily challenges, which are driven by an innovative AI support sy- the expertise of the doctor. The patient can also get involved
activities. This is worn continuously by the patient to gather stem. Challenges are prescribed to teach the patient healthy in community activities and forums.
objective medical data on physical parameters. The items are habits and guide them to recovery. They are rewarded with Patient activity is stored in a virtual diary that is comprised
XVIII
Relatives Doctor
edical Emergency Patient emotion Therapy data Routine Patient Overtime Patient emergency Patient Patient data Publications
tips intervention diary and feedbacks management profile medical data communication cases warehouse and blogs
of app activity and personal feedback from the patient. The se their awareness and be capable to respond in a conscious therapy instructions presented to the patient by having a de-
diary allows the patient to check their behaviour regarding manner to the patient’s behaviour. eper understanding of the patient’s status.
past and present activities. The doctor is also connected to a team of specialists which
The service provides an app also for a small selected group The doctor is presented with the Hitoe Doctor Interface in enables a dialogue to improve patient data warehousing and
of family or close friends who take responsibility for the pa- which the personal patient parameters can be set and the pa- research publications. A digital extension for the medical
tient’s wellbeing. The main function of this app is to connect tients interpreted data is visualized in a comprehensive way. community is the medical cloud, which doctors and resear-
the patient with an emergency contact in a critical situation. The app provides efficient access to the patient’s emotional chers can consult the Hitoe medical data.
In addition it allows this group to have access to reliable in- diary and direct feedback from the progress of the patient’s
formation about the patient’s condition, in order to increa- therapy. The doctor can use the interface to personalize the
XIX
Patient
In the system map it is shown that the patient app collects
the data from the wearables, the external apps and sensors on
the patient’s phone. This data is combined and processed by
the AI system, which interacts with the patient app and to
the doctor interface.
Phone Hitoe Patient Hitoe Patient
Sensors App Kit
AI will provide personalized daily guidance and suggested
activities on the basis of the patient’s status to the patient
app. Secondly, AI will provide a comprehensive overview
about the patient condition to the doctor.
Community
Hitoe Medical Doctor Researcher
ment. The clinic in agreement with the doctor will buy the
financial flow therapy according to the revenue model which will be descri-
data flow bed in the Business Model Canvas section.
Doctor Researcher
XX
Clinics
Kit App Sensors
Hitoe Doctor Hitoe Patient Phone
mvp
a real case
The Minimum Viable Product (MVP) we present to the pu- Do you remember Clara? passions
blic consists in a flow of interfaces of the Hitoe patient app, She loves going to art exhibitions with her husband and tell
aimed at describing the main elements of the user interaction bio him every single hidden detail;
with the service. She studied art and today works as professor at University of she often practices outdoor activity such as running.
Brera. She combines her family with work, and recently was
To develop a first realistic solution that shows how the ser- diagnosed with Bipolar disease by her doctor.
vice does effectively support the patient, we based the fol-
lowing examples on a real therapy case. needs
We analyzed in collaboration with a psychologist, our patient To be independent, able to take care of her family.
Clara with her habits, routine, and the particularities of her At the same time, be guided through her illness’ difficulties.
disease; bipolarism. Spending time with her husband and cultivating her hobbies
XXI
therapy goal and setting case evaluation: bipolar disorder hard to manage. As a matter of fact, Clara often finds herself
Bipolar disorder causes a periodic cycling of emotional sta- with memory blackouts and confusion. For example, Clara
tes between manic and depressive phases. Manic phases con- loves running in the park, but it frequently happened that she
tain periods of extreme activity and heightened emotions, could not recognize where she was...this scared her so much
whereas depressive phases are characterized by lethargy and that she started avoiding outside activities!
sadness. The patient is usually not aware of when a state is After this analysis the doctor will help Clara to set a goal
occurring, while relatives and friends are those who spot the to reach before the next appointment. They will choose tho-
abnormal behaviour. se activity that Clara should try to accomplish in the first
Mania phases occur suddenly and effect the physical status time period in order to organize a first basic routine. This
of the patient. In most of the cases, cognitive behavioural will start from necessary activities, such as hygiene and heal-
therapy is applied. This therapy has the aim of first, guiding thy nutrition and to some more effort-related ones. Clara was
the patient and making him aware of his altered emotional a full professor at Brera Art university. From now, she will
Case status, and second supporting the patient in meditation and work part-time and dedicate some free time to therapy-rela-
evaluation relaxation. ted leisure activities.
Depression instead, impacts on the patient’s mind. The pa-
tient will tend to think negatively about themself and them- kit composition
self abilities, and will be lead to segregation and laziness, to Clara will select a set of wearables suitable for her routine.
finally be unable of conducting any activity. In this situation The available wearables differ in the attributes displayed in
routine analysis the app will mainly help the patient to focus on fundamental the radar diagram, and therefore adapt to different activities,
goal setting
values of life and on beautiful aspects of the patient’s life, and such as sport, work and free time.
to enhance his personal qualities. Support from family and
friends is essential, therefore patients will be counseled on patient app setting
the behaviour they should conduct. Now that Clara’s new routine and goal are set, it is necessary
to set the app accordingly. The challenges of next period will
Kit composition routine analysis and goal setting be set on those activities as it will more deeply explained in
The first step of the therapy consists in defining, in doctor’s next section. Also the interface of the whole app will be de-
room, the therapy goals of the patient and the setting of the fined on the basis of Clara’s interest. In this case, since Clara
patient’s app. The challenges are set to allow the achievement loves art so much, paintings and artists will be the theme of
of these goals. her app!
Patient app In particular, the routine is analysed in the patient’s per-
setting spective. Clara identifies all those activities which she finds
XXII
Sport app stucture
Sizable
Seasonal Convenient
Discreet
Home
Work Challenges
Sizable
Achievement
Seasonal Convenient
Discreet
Emotion diary
Free time
Sizable
Medical tips
Wearing time Comfortable
Seasonal Convenient
XXIII
home challenges achievement
Here Clara’s real-time emotional status is visualized through The challenges are a set of tasks that Clara has to accompli- This interface shows the progress of the therapy by recording
a painting in the background. It is selected by the AI on the sh to proceed along the therapy path. To make this path as the results achieved challenge by challenge. The app displays
base of a weighted average of the different parameters’ va- simple and effective as possible, an accurate definition of the which kind of challenges between passion, physical, social
lue gathered by Hitoe. The painting is an intuitive expedient challenges is fundamental. For this reason during the setting and mental are pursued more often by Clara. It shows the are-
aimd at making the interface as more delicate and commu- phase, the doctor will be in charge of building the challenges as on which Clara should focus more and those where she is
nicative as possible. The type of subject rapresented in the according to the defined new routine of Clara her passions. already performing well. The AI can detect patterns on how
image is set on the basis of the patients’ passions. The app This interface will show the completion level of the current the achievements contribute to the patient well being and
warmly welcomes Clara when she access the app.Also the goal and will invite Clara to address different types of chal- display this to the doctor and in the emotions diary.
doctor has access to the visualization of real-time status of lenges. When a challenge is completed, the feedback from the
the patient. patient, the time of completion and physical data gathered
during the challenge are collected by the app into the emo-
tion diary section.
GS 9:41 M 58 %
hitoe
hitoe GS 9:41 AM 58 % GS 9:41 AM 58 %
hitoe hitoe
GS 9:41 AM 58 %
hitoe
GS 9:41 AM 58 %
Current challenge
GS 9:41 AM 58 %
7 days left
Express yourself Therapy level
The more levels you unlock the bigger improvement
Therapy Challenges Task
Tasks completed
A balance of ac vi es will help you to improve faster!
Individual challenge
you’ll see
All Individual Group 2/7 completed Challenges completed
Look at all you’ve achieved so far This Week This Month
Individual challenge 7 days le
There are moments during day where
Individual challenges expressing yourself will be par cularly
difficult.
Challenge yourself by training your body and mind A series of exercises will help you gain more Social Physical Sweet dreams Level 3
confidence and better communicate your To improve sleep quality
emo ons. 10
and relaxa on
7 1 Week
We can do it! Level 2
To collaborate and understand 6
What you need
Level 3
each other as a team
Hi Clara,
15 12 You start to explore what you’re good at and
what you want to do to take a deserved break
Don’t forget
about me!
7/28 The art of naviga on
Level achieved
Level 2
Best friend The banquet 15/15
The art of being comfortable with oneself
1 Month 2 Week You start to learn who are you and how to feel
20 5 at ease with yourself
Level 1 7/7
What is happening?
Medicine
Profile Feedback
Daily routine
Therapy & info
Walk outside (20 min) T
T Emergency call Hitoe support Emergency call Hitoe support
10 min call with Mum
M W T F S
Nutrition
from medical community
5 min meditation
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business model
KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS
Health Care provider Collaboration with Clinics Reduction of bias in Awareness/Evaluation → Doctors’ in private Clinics
Clinics: Humanitas Therapy def. and improvement doctor-patient communication “Hitoe Therapy” congress, (GP, psychologist, psychiatric, nurse)
Research centres: Reliable & Interpreted Data provide the Specialist magazines
ASP - Association Italian Data Infrastructure management Additional information from Pilot Independent Doctors
doctor with more reliable information
Phsychologists AI infrastructure development about the patient condition; project involvement
Patient/Doctor Platform
Software, data analysis & AI development & maintenance Purchase →
More effective and efficient therapy pro-
NTT Physical Channel
Mktg & Adv (target, engage, sell) cess
Online Channel
Effectiveness: customized and accurate
therapy through patient active partici- After sales →
KEY RESOURCES pation Hitoe direct assistance office
Efficiency: AI support makes the data
Human: Doctor, Data Analysts, analysis comprehensive and highly infor-
Software/App developers, mative for the doctor;
AI Analysts, Mktg & Sales
CUSTOMER RELATIONSHIPS
Cloud share of medical data
Techology: Hitoe patent Reliable interpreted medical data; for Co-Creation and Collaboration
medical case consult, comparing treat- Online Community
Physical: Hitoe Patient kit ments, research;
Hardware data structure
Mktg & Sales HW & SW development Doctors’ Training Hitoe Therapy licence
Wearable devices production Data management Hitoe kit “pay per use”
Human Resources
Access to Medical Data Cloud
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revenue streams gists and psychotherapists and also an organisation for all of the patient in one glance inside the doctor interface. For
Private clinics buy the “Hitoe Therapy” according to a reve- those who believe in the the prevention and treatment of example, before meeting the patient the doctor can quickly
nue model which comprehends “licensing” and “pay per use”. mental illness and in the social and individual improvement check the development of the medical status of the patient of
The clinic will pay a fixed amount to access the possibility to of the quality of life. Their values are oriented towards the the last week in the doctor interface.
offer the therapy to its patients (which will last for a period development of society and the promotion of health on the Third, the value that we are proposing to the clinics consists
of 3 years, once the project is a regime). national territory, understood as physical, social and men- of two elements: an innovative Hitoe therapy and a medical
In addition, clinics will pay a variable amount which depends tal well-being. We think that they can be very helpful to the cloud. The first allows the clinics to reduce treatment time
on the volume of patients that will use the therapy at the improvement of our research, as well as the quality of Hitoe and cost and improve the quality of the medical treatment
clinic (this additional part will be paid at fixed time periods). services and their user-friendly languages. on the personal level of the patient. Secondly, the medical
cloud provides research departments with up-to-date large
partnerships value proposition scale data and also improves the reliability of the therapy. The
We analysed the key activities and resources required to im- From our Hitoe Therapy solution the following benefits are medical cloud is a shared platform that learns about mental
plement the “Hitoe therapy” and identified potential part- explained for the patient, doctor and clinics. diseases (medical and emotional user data) in combination
ners that would add on NTT resources and competences’ to Firstly, the patients with mental diseases using Hitoe the- with the doctor’s therapy and feedback.
create a stronger national market entry strategy. At the same rapy are able to actively participate in therapy by completing
time, we pointed out why the potential partners for clini- small physical and mental challenges step by step. In this way communication plan
cs and research would be interested in a collaboration with the doctors advice is translated into comprehensive and low Nowadays patients are more and more personally searching
NTT. barrier participation that can be performed in a work and for information on health and disease prevention, and they
Clinics: Humanitas home environment. Sharing the data collected by the shirt use the opportunities of internet to choose their doctor, he-
Founded in the mid-80s in Milan, Humanitas is today one of helps them to benefit from a more reliable therapy reducing alth facility or therapy. There are two important elements
the most technologically advanced hospitals in Europe. With the amount of medicines used. which Hitoe should take care of. Firstly, raising awareness
the mission “to integrate health-care, research and training Second, we target the main pain of the doctor: asymmetric of mental health problems towards potential patients and
to offer their patients the best care in the world at affordable information in the relationship with the patient. There is doctors. Secondly, make sure the Hitoe therapy is perceived
prices” Humanitas is also an university teaching center, and a limitation of doctor’s awareness about the precise men- as a safe and trustworthy solution by the healthcare actors.
neuroscience is one of their research field. For these reasons, tal condition due to many possibles reasons such as, lack of Therefore, the communication plan will include a exposure
a partnership with Humanitas will bring NTT not only in self-awareness, patient resistance etc. Moreover, for a doctor on social networks, press campaign and medical congresses.
touch with the clinical world of an advanced hospital, but it is difficult to check the patient’s loyalty to the therapy sug- In order to raise social awareness about the seriousness of
above all with a community of doctors, researchers, nurses gested. For these reasons, the Hitoe therapy, based on data mental conditions there will be conducted a campaign on
and health professionals who are constantly work to realize and not only on verbal communication of symptoms, will al- social networks. For the posts’ content, Hitoe will involve
their mission. low the doctor to reduce the information asymmetries with psychologists, experts and (famous) testimonials that suffe-
Research: Associazione Italiana Psicologi (ASP) their patients. Moreover, the supporting AI system will lower red from mental disorders. To increase the effectiveness of
Since 1978, ASP is a qualified reference point for psycholo- the workload of the doctor that can check the visualized data this marketing campaign, Hitoe will outsource it to an ex-
XXVII
ternal company, such as InClinic, that has been operating for campaign. raised by 8 percent. Pharmaceutical companies are facing this
several years in the field of strategic consulting, communica- The next step will be that of integrating the medical com- increasing demand, investing huge amount of money in rese-
tion and marketing in the healthcare sector. munity in the service; it will be implemented by developing arch and development of new drugs, since in the mental-heal-
To target the medical sector, articles on specialist journals a medical cloud for sharing therapy data within a team of th field the knowledge is still undeveloped. Novartis Interna-
(such as Lancet or Nature) which show the effectiveness of experts working in the clinic. tional AG is a Swiss multinational company operating in the
of Hitoe. At the same time, the participation to healthcare In a further future perspective, building a reliable and up-to- pharmaceutical sector. Its mission is to discover and develop
congresses and medical fairs. date medical cloud where medical data are combined with innovative treatments, identifying new ways to make them
A research shows that in Italy one press release about a rese- patient feedback, doctor therapy learnings and patterns reco- reach as many people as possible.
arch article usually results in 139 articles written by the main gnition, the medical cloud will become a high-end source to We think that a combination between the new trends and the
news outlets, 128 new tweets with a total followers’ base of be consulted for research and innovation purpose. mission of Novartis is enough to justify the interest of this
152704 users, 2 new Wikipedia entries and 8 new blog posts. company on Hitoe data.
further future II
Another further future application of the service could be
that of selling the data also to pharmaceutical and insurance
companies. We identified two potential targets coming from
future roadmap these two sectors.
the first 24 months Insurance: AXA
In a 24 months timespan we categorized the roadmap in five Although in Italy public health-care is free, it doesn’t work
layers: marketing, sales of the product, financial investments, very efficient so some people prefer to pay for private heal-
technological development and pilot project phases. th-care to get a better service. Insurance companies, such as
During the first six months, we will develop the patient Axa, offer insurance to people to use private health-care in
app and doctor interface as well as starting a first round of exchange for an annual premium.
promotion at medical congresses to present the first deve- Since we positioned our Hitoe therapy in private hospital
lopments of Hitoe service therapy. Also, it will be started a (i.e. Humanitas), we could think to add this therapy in the
press campaign to raise social awareness about mental health AXA insurance package. Since a huge quantity of data is very
disease. valuable for insurance companies, it is easily plausible that
Afterwards, it will start a first pilot therapy in collaboration a company like AXA will be interested in this type of part-
with a few clinics which will test the patient app, the basic nership.
Hitoe shirt and the doctor interface.
After 12 months, the Hitoe therapy will be further improved Pharmaceutical: Novartis
and sold to clinics; another round of promotion at medical According to AIFA (Italian drug agency) studies, in 2018 sa-
congresses to show the refined solution and social media les of medicines to fight neuroses, panic attacks and insomnia
XXVIII
Project
Therapy Pilot Community Pilot
Tech
Investment 1 Investment 2
Sales
Hitoe therapy
Marketing
Now 6 12 18 24
months months months months
XXIX
XXX
.references
00. ABSTRACT
https://www.mentalhealth.gov/basics/what-is-mental-health
https://meetsomnox.com/
https://nest.com/it/?&43700034535668745&gclid=CjwKCAiA0uLgBRABEiwAecFnk-ExWCv8FWemgKzp1ttMQw7n5wHXCrEV3qmhAYOeh-0WonIejhxVQRoCcx8QAvD_BwE&gclsrc=aw.ds
https://us.nttdata.com/en/-/media/assets/infographics/apps-hcls-delivering-on-the-healthcare-triple-aim-infographic.pdf
[https://ourworldindata.org/mental-health#prevalence-of-mental-health-and-substance-use-disorders]
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