Improving healthcare information & innovation

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Health care costs have risen exponentially worldwide. In the US alone in 2018, U.S. health care costs were $3.6 trillion, (17.7% of the gross domestic product). In comparison in 1960, health care in the US cost $27.2 billion, just 5% of GDP.

In parallel, the complexity of medical science, technology, and regulatory affairs has risen exponentially as well. The COVID-19 pandemic in 2020 has only confirmed the enormous impact health care has in our society.

In this session, Rob Punselie will share observations from his healthcare projects at ContentKings. Around the patient’s beds, there are motivated health professionals who are knowledge-driven, do evidence-based work, and have a hands-on and can-do mentality. However, there is a downside to most of these characteristics. Healthcare professionals in general tend to be conservative, preferring a “do it yourself” approach and opting for familiar practices within their own silos.

In a world that is increasingly interdependent and International, the flow of information and pace of innovation in healthcare is often faltering.

The dissemination of knowledge and information is (too) slow:

  • from top to bottom
  • from academic insights to the medical practitioners, and
  • from one silo to another

Using examples and data from several case studies, this presentation will highlight how the Jobs to be Done framework allows you to create accessible content and how design thinking can help “get the flow going” within multidisciplinary teams.


What you’ll learn

  • How the Jobs to be Done framework aligns concepts, goals, and activities
  • Practical examples of rigorous editing and designing to support Customer Jobs of Healthcare professionals
  • How to overcome traditional rituals and habits in healthcare


Rob Punselie
Rob Punselie