Included Health
All Included Care
I led the product design vision, definition and implementation of the All-Included Care service offering, which merged the services of two legacy organizations - Doctor on Demand and Grand Rounds. The service combined healthcare navigation with with virtual clinical care (virtual primary care, behavioral health, and urgent care) and was designed to make healthcare experiences more convenient, seamless, and accessible for members.
Role: Director of Product Design
The All Included Care Vision
This was Doctor Owen - he was my family’s doctor for the first 18 years of my life. He delivered both me and my sister. He sewed 12 stitches into my face when I was 5 years old after I ran in front of kids on the swingset at school because I wasn’t getting my turn. And he held my mom’s hand when my grandmother passed away in the local nursing home.
This was Dr. Owen’s wife, Dorothy. She was an RN and managed most of the administrative aspects their medical practice. If you couldn’t pay your bill, she figured out a payment plan. If there was trouble with your insurance, she would get on the phone and figure it out for you. And if you had any issues filling your prescriptions, she would walk next door to Brower Pharmacy and get things sorted.
For the first 18 years of my life, Dr. Owen and his wife, Dorothy were my medical team. And they weren’t just my medical team - they were the medical team for everyone in our rural farming community in Northern Iowa.
When I think about All Included Care, and the kind of experience we aspire to deliver at scale, I think a lot about these two. I think about how we can create a system that gets out of the way, and enables and empowers our clinicians and care coordinators to foster the kind of deep relationships Dr. Owen and Dorothy had with their patients at scale.
The heart of AIC is that every member we serve deserves this kind of team - and our opportunity is figuring out how to deliver it at scale
All Included Care
Vision Videos
In order to realize the vision of All Included Care many diverse stakeholders across the organization had to be invested and aligned on key aspects of the service. In order to drive that organizational alignment, I lead a team of designers and writers through the creation of three vision videos. These videos depicted the experience and highlighted key features we would build for our members, our clinicians and our care coordinators.
Alienated Allie
Members like Allie have low trust in the healthcare system and avoid going to seeing doctors often because of cost concerns. Members like Allie often sacrifice seeking healthcare for themselves so that their children can receive it.
Access to high-quality, affordable and convenient behavioral health services
Access to a dedicated Care Coordinator
In-App management for dependents
Access to high-quality, affordable and convenient urgent care
Digital personalized care guidance
delivered in-app
Optimistic Olivia
Members like Olivia actively engage in healthcare for both herself and her family. Her key concerns are finding culturally concordant care, and support in understanding medical costs.
Access to culturally concordant clinicians and care coordinators
Member profile with timeline of care history, and data-driven recommendations
Smart referrals - easy and convenient access to in-network clinicians and the therapists
Panel manangement for clinicians and care coordinators
Wary Wendy
Members like Wendy actively engage in healthcare, but are acutely aware of the pitfalls - inconvenience, lack of continuity of care and a no personal connection to the people delivering care.
Streamlined sign-up
Enhanced Dr. profiles
Member snapshot for clinicians
Healthy Days
Post-visit messaging with clear next steps
Key Features of the Experience
Timeline-Based Member Profile
What it is: A single, federated representation of each member that highlights important information in the form of a timeline and includes streamlined views of a member’s coverage, past interactions, clinical history, recommended actions, and healthy days
What it does: It helps the care team quickly find relevant information so that members feel like each interaction is building on the last one
What it is like: How Basecamp presents all of the details of a project in an easy-to-navigate, easy-to-digest format
Dedicated Care Team
What it is: A redesigned app homepage that emphasizes the dedicated care team and the next steps a member should take in their care journey
What it does: It makes it easy for members to access and communicate with their dedicated care team. Allows members to understand where they are in their care journey and the actions they should take next
What it is like: Quick access to stories on Instagram; a ‘to do’ list based on the care you are receiving
Enhanced Doctor Profiles
What it is: Create and showcase richer content on provider profiles such as patient reviews, photos, and video intros
What it does: Enables members to see a more human side of their provider in order to make an informed decision on whether this provider would be a good fit for them
Why this concept: Members currently only see the provider’s qualifications, without a deeper understanding of a provider’s personality and approach to care
Personalized Member Content
Relevant videos and articles surfaced on a member’s homepage driven by member context (interests, actions, claims history)
What it does: Satisfy member curiosity about areas of interest in their health. Demystify telehealth and other services that might need deeper explanation (e.g. EMO, VPC, BH). Nudge members towards additional steps of care
What it is like: Spotify and Netflix content recommendations; ‘For You’ on Tiktok
Why this concept: We know members get a lot of information online to support decision-making around care, but it isn’t very trustworthy
Panel Management
Relevant videos and articles surfaced on a member’s homepage driven by member context (interests, actions, claims history)
What it does: Satisfy member curiosity about areas of interest in their health. Demystify telehealth and other services that might need deeper explanation (e.g. EMO, VPC, BH). Nudge members towards additional steps of care
What it is like: Spotify and Netflix content recommendations; ‘For You’ on Tiktok
Why this concept: We know members get a lot of information online to support decision-making around care, but it isn’t very trustworthy
Results
33% YoY increase in engagement in first two years.
Launched pilot with four customers, with Walmart expanding nationwide after one year.
Walmart: Included Health Has Proved Its Value to Our Virtual Primary Care Program
Included Health continues to be the only partner charged with delivering virtual primary care to almost 1 million people in 49 states. Through the expansion, 1 million people including Walmart associates and their family members will be able to access virtual primary care in 49 states.
Walmart takes virtual primary care nationwide for its employees
The company, which is the largest employer in the U.S., tapped Included Health to launch a virtual primary care option for employees in select states, including a $0 copayment for virtual care visits. The results were strong enough that in 2022, Walmart expanded the offering, taking that offering nationwide for its associates, Walmart announced at HLTH on Tuesday.