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Marketing Strategy
development of a response in the marketplace
The Four P’s
product
price
place
promotion
Goal of lean six sigma
cut errors
costs
delivery time
space requirements
employee turnover
Example of lowering errors and costs great gains can be made
nonreaction of physicians to deaths of patients from anesthesia during medical education
he rejected that mortality should be accepted as normal
set performance standards to reduce deaths
Lean six sigma
framework to improve products by aligning them with customer needs and expectations and to reduce costs by increasing efficiency of processes
Challenges of lean six sigma
Time - identifying issues to work on instead of spending more time collecting than using data
change - convincing works to change
implementation - analyzing and applying data
control - maintaining the change
Lean concept in healthcare - STEEEP
S - safe
T -timely
E- effective
E - efficient
E- equitable
P - patient satisfying
Safe healthcare
making sure the treatment does not injure the patient
Monitor Adverse events
Adverse event is anything that results in death or injury of patients
Adverse events
infection
medication error
wrong - site surgery
Monitor no-harm events and near misses
The frequency predict injury-causing events → Heinrich (1959) examinedindustrial accidents and documented that for every major injury there were 29 minor injuries and 300 no- injury events
Heinrich
avoid major injuries we should focus on reducing the number of unsafe practices and conditions that give rise to injury
Healthcare conditions
Timeliness – reduce waiting times and harmful delays
• Long patient waits (patients die in ER waiting area)
• Obtaining appointments
• Emotional harm
• Physical harm
Effective care
treatments that restore patients health and reduce pain
measured in health care by mortality rates and readmission rates
evidence based medicine
better system to ensure healthcare advances
Efficiency
Cost per output - coal of minimizing the cost per output and maximizing output from a set of resources
many people believe that effectiveness and efficiency can not coexist
Equity
seeks to ensure that care does not vary in quality based on a persons gender, ethnicity, place of residence, and ro socioeconomic status
Patient centered
treatment should be patient centered based on individual patient preferences, needs, and values
Six STEEEP Goals Pursue
technical excellences (safe, effective)
economic stewardship (efficiency)
patient satisfaction
equal care for all
What kind of healthcare system do we have
Not the type of health care system desired
Recurring questions of quality, cost, and access cry out for more effect means to
achieve desired goals
Lean
visua; examination of processes seeking to eliminate waste and increase efficiency
Six sigma
primarily a statistical approach centered on output attempting to minimize variation and error
designed to reduce defects per million opportunity
simplest provides a set of tools to improve performance
every process is an opportunity to do things better
Five ideas of how to change how people think
value - encompasses the total product experience (what customers want, product features)
value adding work - work the customer is willing and able to pay for and changes to a good or service
value stream - every action taken to design, produce, and deliver a product
pull -Is the idea that nothing should be produced until it is needed by a
customer
perfection - Pursues minimum defects by doing it right the first time, with no errors
or at least no repeated errors
House of toyota
• Foundation base of load leveling – making sure everyone has the right amount of work
• Standardize inputs and process to make sure all outputs are the same
• Root cause analyzes – to make sure we know the real cause
• People are the center of the house
Eight Wastes
overproduction
idleness
overprocessing
defects
excess inventory
unnecassary transport
unnecassary motion
underutilized talent
Kaizen
continuous improvement
Eli Whitney
demonstrated how standardized parts facilitated production - hospitals continue to stock multiple competing supplies that service the same purpose
Frank Gilbreth
used systematic and purposeful observation to identify inefficient motion and redesign work to achieve large productivity gains
Henry Ford
understood what workers were doing and questioned the most efficient way of
doing it.
Walter Shewhart
demonstrated the need for continual monitoring to ensure processes are fulfilling the goal for which they were undertaken.
Problem w/ healthcare
is a physician-centric industry in which other members of the healthcare team often feel their contributions are undervalued.
Healthcare value formula
Countries with higher capita income typically have higher life
expectancy.
quality / cost
Quality
Patient satisfaction, health outcomes like complications, functional
status, and return to work.
Cost
all costs are calculated and everyone has an opportunity to decrease cost
Porter (2010)
defines values as health outcome for a medical conception divided by total dollars spent
problem w/ this:
coordinating care
payment across organizational lines
accounting for patient behaviors that produce poor outcomes
Rewards
should be based on outcomes and that outcomes depend on the cooperation of
multiple providers
Porter three levels of outcomes
Tier 1 – measure of survival (mortality rates) and degree of health or recovery
(morbidity)
Tier 2 – measures recovery including time to recovery and disutility of care measured as errors, ineffective treatment, discomfort, and adverse effect.
Tier 3 – looks at the sustainability of health including the recurrence and long-term
consequence of treatment
Kano Model - customer satisfaction
using delights - move the bar more because the care goes beyond
normal. (they work you in or the doctor makes a house call).
must haves - Normal expected care, so patient doesn’t move the
bar much on satisfaction
Customer intimacy
Healthcare is viewed as a “people” industry – but many workers are
impersonal.
How to create sustainability
product leadership - requires innovation
operational excellence - focuses on product pricing, quality, selection, and delivery
House of quality
recognize customers’ highest priorities and tie their priorities to activities
the organization must perform to satisfy their expectations
Nine Elements of the House of Quality
Customer requirements (wants and needs)
• Technical requirements (what are we good at)
• Interrelationships – between customers and technical (which customer
needs are met)
• Interrelationships between technical requirements (departments working
together?)
• Competitor analysis (how does the competition perform to our customer
needs)
• Competitor technical assessment (do we have the same abilities as our
competition)
• Targets (what is our desired performance level)
• Regulatory requirements (minimum standards)
• Priorities (reassessing customer needs)
Natural and special cause variation
Shewhart (1930) measured how much tolerance would a patient give in treatment variation
How much can a drug vary before it is lethal or ineffective.
Challenge:
no two patients are alike
variability of delivery of care
Causes:
human beings
machines
processes
Pareto or 80/20 rule
80% of events arise from 20% of causes
One way to reduce errors and improve health outcomes
standardize treatment
reduce over utilization of services
increase underused tests and procedures
ensure treatments are delivered appropriately
Role of statistics
understand how the world operates by organizing data and identifying relationships
between variables
Epidemiology
Data are used to determine the frequency of disease, its distribution, and potential causes.
seek to increase the effectiveness of healthcare resources by answering the following questions about healthcare practice:
Which treatments are more effective for particular conditions and patients?
Which providers are more effective, and why are they more effective?
Which treatment plans and providers are more efficient?
Which treatment plans and providers deliver more timely care?
Which providers produce the highest patient satisfaction, and why?
Which employees have the highest morale, and why?
Statistics
Statistics is a field of study concerned with data collection, organization, summarization, and analysis, often using a small sample to make inference to a population
Data analysis - isaac newton
• Observation
• Hypothesis
• Prediction
• Testing
Causation
Means cause and effect – a change in X causes Y to change.
Increase in Price / Decrease in Demand
Correlation
When X increases, Y increases (or decreases)
Types of statistics
descriptive - summarize data
inferential - draw conclusions beyond data set
Types of Measure of Central Tendency and Dispersion
mean - sum of value / number of observations
median - number that divided a data set into two equal parts
mode - most frequently occurring value
Sampling
The amount of data points we decide to draw from.
• Populations – All entities of interest
• Sample – a subset of the population
• Elements of observation – a single or individual
member of the population
• Parameter – a characteristic of the population
• Statistic – a characteristic of the subset (sample)
Types of samples
cluster - divide the group by geographical area
systematic - build sample base on desires characteristics
stratified - divides the population into groups
Four types of collecting data
• Categorical - ex: race
• Ordinal
• Interval
• Ratio
Variables
• Interval variables – provide distance and scale
• Numeric variables – measure rank or the distance between
observations
• Ordinal variable – ranks observations from highest to lowest,
best to worst, or vice versa
• Ration variable – provides equality of ratios as well as equality of
intervals
Probability
Means of dealing with chance
event - something happens and we want to know the probabilities of all the possible results of the event
outcomes - results of an event
sample space - provides all possible outcomes
independence - relationship between events
Priori Probability vs Empirical
• Priori – based on theory (coin flip heads/tails)
• Empirical – is based on experience or history
Types of probability
marginal - likelihood of single event occurring - The probability of surviving small cell lung cancer is about 13%
conditional - probability of an event when another occurred
additional - probability of either two events occurring