by Paul Curzon, Queen Mary University of London
(From the archive)
What do you do when your boss tells you “go and invent a new product”? Lock yourself away and stare out the window? Go for a walk, waiting for inspiration? Medical device system engineers Pat Baird and Katie Hansbro did some anthropology.
Dian Fossey is perhaps the most famous anthropologist. She spent over a decade living in the jungle with gorillas so that she could understand them in a way no one had done before. She started to see what it was really like to be a gorilla, showing that their fierce King Kong image was wrong and that they are actually gentle giants: social animals with individual personalities and strong family ties. Her book and film, ‘Gorillas in the Mist’, tells the story.
Pat and Katie work for Baxter Healthcare. They are responsible for developing medical devices like the infusion pumps hospitals use to pump drugs into people to keep them alive or reduce their pain. Hospitals don’t buy medical devices like we buy phones, of course. They aren’t bought just because they have lots of sexy new features. Hospitals buy new medical devices if they solve real problems. They want solutions that save lives, or save money, and if possible both! To invent something new that sells you ideally need to solve problems your competitors aren’t even aware of. Challenged to come up with something new, Pat and Katie wondered if, given the equivalent was so productive for Dian Fossey, perhaps immersing themselves in hospitals with nurses would give the advantage their company was after. Their idea was that understanding what it was really like to be a nurse would make a big difference to their ability to design medical devices. That helped with the real problems nurses had rather than those that the sales people said were problems. After all the sales people only talk to the managers, and the managers don’t work on the wards. They were right.
Taking notes
They took a team on a 3-month hospital tour, talking to people, watching them do their jobs and keeping notes of everything. They noted things like the layout of rooms and how big they were, recorded the temperature, how noisy it was, how many flashing lights and so on. They spent a lot of time in the critical care wards where infusion pumps were used the most but they also went to lots of other wards and found the pumps being used in other ways. They didn’t just talk to nurses either. Patients are moved around to have scans or change wards, so they followed them, talking to the porters doing the pushing. They observed the rooms where the devices were cleaned and stored. They looked for places where people were doing ad hoc things like sticking post it note reminders on machines. That might be an opportunity for them to help. They looked at the machines around the pumps. That told them about opportunities for making the devices fit into the bigger tasks the nurses were using them as part of.
The hot Texan summer was a problem
So did Katie and Pat come up with a new product as their boss wanted? Yes. They developed a whole new service that is bringing in the money, but they did much more too. They showed that anthropology brings lots of advantages for medical device companies. One part of Pat’s job, for example, is to troubleshoot when his customers are having problems. He found after the study that, because he understood so much more about how pumps were used, he could diagnose problems more easily. That saved time and money for everyone. For example, touch screen pumps were being damaged. It was because when they were stored together on a shelf their clips were scratching the ones behind. They had also seen patients sitting outside in the ambulance bays with their pumps for long periods smoking. Not their problem, apart from it was Texas and the temperature outside was higher than the safe operating limit of the electronics. Hospitals don’t get that hot so no one imagined there might be a problem. Now they knew.
Porters shouldn’t be missed
Pat and Katie also showed that to design a really good product you had to design for people you might not even think about, never mind talk to. By watching the porters they saw there was a problem when a patient was on lots of drugs each with its own pump. The porter pushing the bed also had to pull along a gaggle of pumps. How do you do that? Drag them behind by the tubes? Maybe the manufacturers can design in a way to make it easy. No one had ever bothered talking to the porters before. After all they are the low paid people, doing the grunt jobs, expected to be invisible. Except they are important and their problems matter to patient safety. The advantages didn’t stop there, either. Because of all that measuring, the company had the raw data to create models of lots of different ward environments that all the team could use when designing. It meant they could explore in a virtual environment how well introducing new technology might fix problems (or even see what problems it would cause).
All in all anthropology was a big success. It turns out observing the detail matters. It gives a commercial advantage, and all that mundane knowledge of what really goes on allowed the designers to redesign their pumps to fix potential problems. That makes the machines more reliable, and saves money on repairs. It’s better for everyone.
Talking to porters, observing cupboards, watching ambulance bays: sometimes it’s the mundane things that make the difference. To be a great systems designer you have to deeply understand all the people and situations you are designing for, not just the power users and the normal situations. If you want to innovate, like Pat and Katie, take a leaf out of Dian Fossey’s book. Try anthropology.
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EPSRC supports this blog through research grant EP/W033615/1.
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