Fighting the Battle of the Bulge—Evaluating Do Good/Do Well Innovations in Morbid Obesity Treatment

Many health care innovations appear successful; but fail. This is the first case in the Innovating Health Care course that investigates how to create successful health care innovations. It is part of the first module in the course. This module focuses on how to evaluate whether an innovation is likely to be successful. It introduces an analytic framework that asks the students to classify the type of innovation and its alignment with the Six Factors in the environment that determine success or failure.

The specific case focuses on an innovative weight loss program that carries no known risks and appears to be clinically worthwhile; yet, success has proved elusive. The case describes the other treatments for morbid obesity—ranging from drugs and surgery to digital apps—and asks what the program’s innovator, Dr. Fallon, can learn from their success or failure in ameliorating morbid obesity.

While the market for weight loss regimens was large, consumer-facing firms such as Jenny Craig and Weight Watchers and the digital app Noom had checkered success. Other business models, such as centers for bariatric surgery, diet drugs, and counseling by physicians and nutritionists were also not universally successful.

What could Dr. Fallon learn that would help him to widely disseminate his innovation? A small clinical trial provided the accountability that Dr. Fallon’s plan caused weight loss and improved heart disease and even reversed diabetes; some insurers were paying for it; and Dr Fallon’s books were best sellers.

This case has an accompanying teaching note with PowerPoint slides that instructors can use for virtual teaching.