Purpose

The study aims to explore how segmentation as a methodology can be adapted to the healthcare context to provide a more nuanced understanding of the served population and to facilitate the design of patient-centric services.

Design/methodology/approach

The study was based on a collaborative project with a national healthcare organization following the principles of action design research. The study describes the quantitative segmentation performed during the project, followed by a qualitative interview study of how segments correspond with patient behaviors in an actual healthcare setting, and service design workshops facilitated by segments. A number of design principles are outlined based on the learnings of the project.

Findings

The segmentation approach increased understanding of patient variability within the service provider organization and was considered an effective foundation for modular service design. Patient characteristics and life circumstances were related to specific patterns of health behaviors, such as avoidance or passivity, or a persistent proactivity. These patterns influenced the patients' preferred value co-creation role and what type of support patients sought from the care provider.

Practical implications

The proposed segmentation approach is immediately generalizable to further healthcare contexts and similar services: improved understanding of patients, vulnerable patients in particular, improves the fit and inclusivity of services.

Originality/value

The segmentation approach to service design was demonstrated to be effective in a large-scale context. The approach allows service providers to design service options that improve the fit with individual patients' needs for support and autonomy. The results illuminate how patient characteristics influence health and value co-creation behaviors.

中文翻译：

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医疗保健服务设计：基于细分的方法

目的

该研究旨在探索如何将细分作为一种方法来适应医疗保健环境，以提供对服务人群的更细致入微的理解，并促进以患者为中心的服务设计。

设计/方法/方法

该研究基于与国家医疗保健组织的合作项目，遵循行动设计研究的原则。该研究描述了项目期间执行的定量细分，然后是关于细分如何与实际医疗保健环境中的患者行为相对应的定性访谈研究，以及细分促进的服务设计研讨会。基于项目的学习，概述了许多设计原则。

发现

细分方法增加了对服务提供商组织内患者可变性的理解，并被认为是模块化服务设计的有效基础。患者特征和生活环境与特定的健康行为模式有关，例如回避或被动，或持续的主动性。这些模式影响了患者的首选价值共同创造角色以及患者向护理提供者寻求何种类型的支持。

实际影响

所提出的分割方法可以立即推广到进一步的医疗保健环境和类似服务：提高对患者，特别是弱势患者的理解，提高服务的适合性和包容性。

原创性/价值

服务设计的分割方法被证明在大规模环境中是有效的。该方法允许服务提供者设计服务选项，以提高与个别患者对支持和自主权的需求的契合度。结果阐明了患者特征如何影响健康和价值共同创造行为。