Publications
Publications
- June 2018 (Revised November 2018)
- HBS Case Collection
Innovation at Insigne Health
By: Srikant M. Datar, Linda A. Cyr and Caitlin N. Bowler
Abstract
Insigne Health is a fictional for-profit, integrated health insurer/health care provider whose leadership believes that by shifting members’ focus from “sickness” to “well-being” it could increase the overall health of its insured population and decrease the resources it spent each year on delivering care. The case puts students in the role of design researcher charged with understanding the member segment about which Insigne Health leadership is most concerned: the “silent middle.” This cohort represents 70% of membership. They are “neither sick nor well,” and may, without changes in a range of behaviors, be quietly developing conditions that will evolve into costly chronic diseases. From interviews included in the case, students uncover insights into member behavior and, based on these insights, generate and develop concepts to help members change behaviors and lead healthier lives.
Keywords
Design Thinking; Behavior Change; Chronic Disease; Health Care; Health Care and Treatment; Design; Behavior; Change; Innovation and Management
Citation
Datar, Srikant M., Linda A. Cyr, and Caitlin N. Bowler. "Innovation at Insigne Health." Harvard Business School Case 118-042, June 2018. (Revised November 2018.)