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Step
to build in patient-facing healthcare:
Succeed in building a focused, full-stack experience that strives for scalability while emphasizing a relationship with the patient.
Highlights below
https://medium.com/@btlee215/patients-first-build-part-2-4962a9d65ced?source=friends_link&sk=2fb456f4b46311baa802e1561c084f68
to build in patient-facing healthcare:Succeed in building a focused, full-stack experience that strives for scalability while emphasizing a relationship with the patient.
Highlights below
https://medium.com/@btlee215/patients-first-build-part-2-4962a9d65ced?source=friends_link&sk=2fb456f4b46311baa802e1561c084f68
1/
Constrain your focus
In https://www.lennyrachitsky.com/p/how-to-kickstart-and-scale-a-marketplace, @lennysan finds marketplace companies succeed through constraints, in geography or category.
This extends to HC because when your product delivers some form of care, you connect care providers (supply) to patients (demand).
Constrain your focusIn https://www.lennyrachitsky.com/p/how-to-kickstart-and-scale-a-marketplace, @lennysan finds marketplace companies succeed through constraints, in geography or category.
This extends to HC because when your product delivers some form of care, you connect care providers (supply) to patients (demand).
1.1/
There’s two general routes for constrained focus:
Own everything about a given experience in one location then expand geographically
Own one particular patient experience across all geographies then expand to new categories
Hybrid approaches are certainly possible.
There’s two general routes for constrained focus:
Own everything about a given experience in one location then expand geographically Own one particular patient experience across all geographies then expand to new categoriesHybrid approaches are certainly possible.
1.2/
Focusing on category allows you to fill the gaps caused by incumbent solutions and create a highly personal, targeted experience
Focusing on geography means you can optimize operational efficiency
Examples
Focusing on category allows you to fill the gaps caused by incumbent solutions and create a highly personal, targeted experience
Focusing on geography means you can optimize operational efficiency
Examples
1.3/
@capsulecares spent 5(!) years operating purely in NYC
"We’ve spent five years in New York building the operational and technological capabilities, expertise to be able to scale the business really rapidly until we were able to turn that on pretty quickly." @ekinariwala
@capsulecares spent 5(!) years operating purely in NYC
"We’ve spent five years in New York building the operational and technological capabilities, expertise to be able to scale the business really rapidly until we were able to turn that on pretty quickly." @ekinariwala
1.4/
After briefly expanding, @OscarHealth pulled out of markets and halved its NYC presence, to much criticism.
This enabled Oscar to curate its provider network, and paid off in profits and improved patient experience/outcomes.
After briefly expanding, @OscarHealth pulled out of markets and halved its NYC presence, to much criticism.
This enabled Oscar to curate its provider network, and paid off in profits and improved patient experience/outcomes.
1.5/
@trialspark uses de-identified patient data to identify geographies that are high-potential hot spots of participants for their trials
@trialspark uses de-identified patient data to identify geographies that are high-potential hot spots of participants for their trials
1.6/
"For us, it was to figure out how we can basically replace paper statements with a much better process after a patient has had a visit. Today, if you look at what Cedar does, we still do that. That’s the core of our business. But we’ve now expanded our vision.” @arellidow
"For us, it was to figure out how we can basically replace paper statements with a much better process after a patient has had a visit. Today, if you look at what Cedar does, we still do that. That’s the core of our business. But we’ve now expanded our vision.” @arellidow
2/Own the full value chain
With your focus constrained, your goal is now to own EVERYTHING concerning your focus, including the entire value chain.
You can't create the experience you want and your patients need by building on top of a flawed system
Own the full value chainWith your focus constrained, your goal is now to own EVERYTHING concerning your focus, including the entire value chain.
You can't create the experience you want and your patients need by building on top of a flawed system
2.1/
Full stack ownership enables you to target:
complexity, by ingesting current difficulties and providing actionable items
costs, through creating improvements in value chain then passing on savings to patients
outcomes, through end-to-end data ownership empowering care
Full stack ownership enables you to target:
complexity, by ingesting current difficulties and providing actionable itemscosts, through creating improvements in value chain then passing on savings to patientsoutcomes, through end-to-end data ownership empowering care
2.2/
The larger the scope of ownership, the larger the need for capital. Clarity of vision becomes more crucial in order to obtain such capital.
To mitigate this, these companies started with an end-to-end vision, but took a gradual approach.
Examples
The larger the scope of ownership, the larger the need for capital. Clarity of vision becomes more crucial in order to obtain such capital.
To mitigate this, these companies started with an end-to-end vision, but took a gradual approach.
Examples
2.3/
@mavenclinic built almost everything (patient software, provider app w/ EMR, analytics) in house from the start
@kentuckychang recalls starting to build Maven's outcome-driven, personalized pregnancy programs AFTER these foundations were in place https://www.youtube.com/watch?time_continue=1918&v=TNoL3QfG508&feature=emb_title
@mavenclinic built almost everything (patient software, provider app w/ EMR, analytics) in house from the start
@kentuckychang recalls starting to build Maven's outcome-driven, personalized pregnancy programs AFTER these foundations were in place https://www.youtube.com/watch?time_continue=1918&v=TNoL3QfG508&feature=emb_title
2.4/
Before open enrollment 2014, @OscarHealth focused on patient-facing products (consumer tech, customer support, etc.), externally contracting true insurance operations.
Over time, it brought in operations then built the tech to optimize them. https://www.hioscar.com/blog/our-post-election-thoughts-on-healthcare
Before open enrollment 2014, @OscarHealth focused on patient-facing products (consumer tech, customer support, etc.), externally contracting true insurance operations.
Over time, it brought in operations then built the tech to optimize them. https://www.hioscar.com/blog/our-post-election-thoughts-on-healthcare
2.5/
"When we first started out, for example, we spent $300K of our $400K pre-seed round on building a pharmacy. A lot of people thought we were crazy to try and do that given the level of complexity - we bet the company we could" @ZReitano https://thegeneralist.substack.com/p/the-prologue-zach-reitano
"When we first started out, for example, we spent $300K of our $400K pre-seed round on building a pharmacy. A lot of people thought we were crazy to try and do that given the level of complexity - we bet the company we could" @ZReitano https://thegeneralist.substack.com/p/the-prologue-zach-reitano
3/Optimize for scale at every point in tech & processes
Patients, conditions, processes, data - all extremely varied w/ little standardization - make HC notoriously hard to scale.
You have to proactively build with scale in mind AND reactively adapt new learnings to succeed.
Optimize for scale at every point in tech & processesPatients, conditions, processes, data - all extremely varied w/ little standardization - make HC notoriously hard to scale.
You have to proactively build with scale in mind AND reactively adapt new learnings to succeed.
3.1/
Key questions:
Do you have modular tech components, designs, workflows?
What processes are distinct vs. converged to standardized best practices?
Have you maximized opportunities from business relationships / partnerships?
Key questions:
Do you have modular tech components, designs, workflows?What processes are distinct vs. converged to standardized best practices?Have you maximized opportunities from business relationships / partnerships?
4/Empower a relationship between your product and your patients.
If your product is optimized for scale, you increase your ability to reach more patients.
To deepen your ability to provide value to individual patients, you create relationships.
Empower a relationship between your product and your patients.If your product is optimized for scale, you increase your ability to reach more patients.
To deepen your ability to provide value to individual patients, you create relationships.
4.1/
Earn the emotional trust of your patient to obtain continued engagement. Now table stakes:
Branding / communication, empathetic and targeted
Provider enablement, so the human face of your product can best serve your patient
An experience w/ a long-term view
Examples
Earn the emotional trust of your patient to obtain continued engagement. Now table stakes:
Branding / communication, empathetic and targetedProvider enablement, so the human face of your product can best serve your patientAn experience w/ a long-term viewExamples
4.2/
One of my favorite things about @capsulecares is its high prioritization of creating "an emotional resonate brand", which comes through its messaging, and utilization of marketing unconventional to HC like taxi cab ads.
One of my favorite things about @capsulecares is its high prioritization of creating "an emotional resonate brand", which comes through its messaging, and utilization of marketing unconventional to HC like taxi cab ads.
4.3/
The design and data science teams at @CedarNY conducts projects with @Ideo and FBI negotiators to build a differentiated patient experience, which creates better client results. https://twitter.com/CedarNY/status/1309495896694980609?s=20
The design and data science teams at @CedarNY conducts projects with @Ideo and FBI negotiators to build a differentiated patient experience, which creates better client results. https://twitter.com/CedarNY/status/1309495896694980609?s=20
4.4/
"We could be tempted to increase the frequency of bill reminders via text messages because it leads to higher engagement, which in turn leads to higher collection and resolution rates. But this has a negative long-term effect" https://medium.com/the-patient-experience-studio-at-cedar/part-1-building-a-personalized-patient-experience-takes-time-9bbed8419c1e
"We could be tempted to increase the frequency of bill reminders via text messages because it leads to higher engagement, which in turn leads to higher collection and resolution rates. But this has a negative long-term effect" https://medium.com/the-patient-experience-studio-at-cedar/part-1-building-a-personalized-patient-experience-takes-time-9bbed8419c1e
4.5/
According to @KentuckyChang, Maven's extensive vetting process was the first thing @mavenclinic built, in order to ensure the quality of patient-provider interactions.
According to @KentuckyChang, Maven's extensive vetting process was the first thing @mavenclinic built, in order to ensure the quality of patient-provider interactions.
4.6/
@Trialspark creates standardized simplicity for its physicians, managing everything from payments to logistics to data analysis.
This allows them to recruit more physicians near high-potential patient hotspots, creating patient recruitment efficiencies.
@Trialspark creates standardized simplicity for its physicians, managing everything from payments to logistics to data analysis.
This allows them to recruit more physicians near high-potential patient hotspots, creating patient recruitment efficiencies.
