cfs case study presentation

8/14/2019 CFS Case Study Presentation

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Customer Activity Cyclein the case of

the Medical Corporation Jin-i Association Ueda Eye Clinic(Aichi, JAPAN)

Yoshihito NAKAYAMA


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Profile:the Medical Corporation Jin-i Association

Established in 1975(Jin-i = benevolence)

Specified in Eye clinic (ophthalmologicalclinic)

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 2

www.jin-i.com


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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 returnsguaranteed by the national health care system

Doctors-patients unbalanced power: An asymmetricmedical knowledge or information

PASSIVE/REACTIVE response(waiting for patients, then diagnose and prescribe, littlenecessity to introduce management theory or businessmind)



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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

= 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



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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 ten to see not patients ut iseases* Eye clinic (ophthalmologist)= medical specialist => lack of holistic approach

Lack of liaison to express their needs,satisfaction and claims



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Demanded New Business ModelACTIVE/PRO-ACTIVE

communication, medical treatment, health care,consultation, information provision

- - 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)



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Market SpacesImagined

Emerging

Wellbeing PromotionMain target: the youth,

schoolchildren & who maynever get eye diseases

Existing


Eye Disease ManagementMain target: the aged

Eye Care ManagementMain target: the middle aged


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Customer Activity Cycle1. Existing

Eye Disease Management => the aged

Pre Consult with family, friends etc. about eye problemsGather information about eye clinics

During Communicate with receptionistsFill in disease history interviewed by nurses

Take ophthalmological examinationsCommunicate with, diagnosed and prescribed by a doctorPay 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/publicorganisations, website Look for second opinions



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Customer Activity Cycle2. Emerging

Eye Care Management => the middle aged

Pre Realise warning signals in the dairy life or for example, through regular

medical check-upLook for information (books, internet etc.)about causesConsult with family, friends etc.Contact to hospitals/clinics

Fill in disease history interviewed by nurses or on the websiteVisit ophthalmological examinations to know more details about the current

eye statusLearn preventive care by the clinic visit or websitePurchase preventive medicine or any other necessary eye care tools

Pay at a reception or on the websitePost Undergo preventive care

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



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Customer Activity Cycle3. 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

Attend seminars/lecturesSet own health promotion targetsMake action plan for health promotionJoin 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



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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;

arget sett ng; 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


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Thank you

cfs case study presentation

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