diagnosly day five
TRANSCRIPT
59 Total Customer Interviews
Thomas Jonathan Melissa Nina Tim Vladimir
Friday – Day 5
Diagnose your health from anywhere
Interviews
Industry Expert
Patient Provider Payer Mfg0
5
10
15
20
25
30
35
ThursdayWednesdayTuesdayMonday
3
• 15% Commission
DIAGNOSLY - Yesterday
• Provider engagement
• Device mfg relationships
• R&D• Customer
support• Payer Approval
Process
• Convenience of time and place
• Reduced cost for uninsured or high deductible plan subscribers
• Diagnostic and monitoring device OEMs
• Insurance networks
• Independent sales reps
• Healthcare Professional Staffed Remote Centers
• People (R&D)• Regulatory & Liability• Customer acquisition
• Testing fees (per test/kit)
• Engineers and designers
• Legal/Regulatory Knowledge (IP, FDA, HIPPA, etc)
• Reduced cost and increased quality of software
• Lower costs due to reduced visits, less fraud and consistent, comprehensive data
ConsumersFamilies (primarily subsequent mothers) in the pregnancy and early childhood phase + traveling families
Device MakersSmall/med, at-home monitors and diagnostic devices
PayersInsurance, Medicare, MedicaidProvidersGeneral Practitioners, Midwives, Nurses, Office Manager, Specialists (Pediatricians, OB/GYNs, vets etc)
• Improved patient outcomes
• Earn more money via focus on higher value procedures
Automated, Optional 24x7 Support
Automated, Optional SDK Support
• Indirect, trusted supplier
Corporate
• Physician / Clinics• Online
• Independent Sales Reps
• Free Beyond Provider Acquisition• Pay Per Click
• Testing fees (per test/kit)• Subscription
4
• 15% Commission and SPIFs
DIAGNOSLY - Thursday
• Provider engagement
• Device mfg relationships
• R&D• Customer
support• Payer Approval
Process
• Convenience of time and place
• Reduced cost for uninsured or high deductible plan subscribers
• Diagnostic and monitoring device OEMs
• Insurance networks
• Independent sales reps
• Healthcare Professional Staffed Remote Centers
• People (R&D)• Regulatory & Liability• Customer acquisition
• Testing fees (per test/kit)
• Engineers and designers
• Legal/Regulatory Knowledge (IP, FDA, HIPPA, etc)
• Reduced cost and increased quality of software
• Lower costs due to reduced visits, less fraud and consistent, comprehensive data
ConsumersFamilies (primarily subsequent mothers) in the pregnancy and early childhood phase + traveling families
Device MakersSmall/med, at-home monitors and diagnostic devices
PayersSelf Insured Companies, Insurance, Medicare, MedicaidProvidersGeneral Practitioners, Midwives, Nurses, Office Manager, Specialists
• Improved patient outcomes
• Earn more money via focus on higher value procedures
Automated, Optional 24x7 Support
Automated, Optional SDK Support
Indirect, trusted supplier
Corporate
• Physician / Clinics• Self-insured co’s
• Independent Sales Reps
• Marketing support for interest generation
• Testing fees (per test/kit)• Subscription
• Data acquisition fee
5
Payer Discussions
OTC: FSA & Insurance cannot reimburse OTC
CPT: Review indicates that some home diagnostics have data acquisition codes
A major reason companies self insure is that they can include this type of items in plan- Also likely to provide ready third party
MD/Nurse Hotline
CONFIDENTIAL 6
Diagnosly Ecosystem
Patients
Online Health Services (3rd Party)
DIAGNOSLY PLATFORM
Cloud & Data ServicesPhone,
Tablet, and Web
Applications
Medical Devices (OEMs)
Primary Physicians
PayersPharmacy
Remote MD/Nurseline
Independent Representatives
CONFIDENTIAL 7
Primary Archetype – Day in the lifeBefore Diagnosly
Heather, 36: 3rd time expectant mom
• 10pm: Noah (5 yrs) comes out to say that his throat hurts• Mom uses artery thermometer• Temperature is 101• Mom gives him Tylenol and lozenge, puts him back to bed
• 7am: Noah still complaining of sore throat, looks pale, swollen glands, fever still at 101
• 8am: Mom calls dr office as soon as it opens, makes appt for 11am
• Noah gets popsicle and watches TV with Ryan (3 yrs)• Mom calls school to let them know Noah won’t be there, calls
Ryan’s ju jitsu class to cancel for the day• 10:30am: Mom, Noah and Ryan go to drs office, wait 20 min in
waiting room, 20 min in exam room, take strep test, wait for results, get prescription called in (Noah and Ryan are VERY bored)
• Noon: Mom, Noah, and Ryan go to Walgreen’s to pick up prescription
• 12:30: Arrive home and give Noah antibiotic, take a Valium
CONFIDENTIAL 8
MVP
CONFIDENTIAL 9
Diagnosly
CONFIDENTIAL 10
My Devices
Home Reports Inbox
3
My Devices
Ear Infection DetectorLast Used: 4/20/12
WheezOmeter (Asthma)Last Used: 4/15/12
Strep Throat TestLast Used: 3/25/12
ThermometerLast Used: 2/18/12
CONFIDENTIAL 11
Connect a New Device
Home Reports Inbox
3
My Devices
My Devices
Start
CONFIDENTIAL 12
Searching for Devices…
Home Reports Inbox
3
My Devices
My Devices
CONFIDENTIAL 13
Home Reports Inbox
3
My Devices
My Devices
2 Devices Found
Select Device to
Connect:
Ear Infection Detector
Strep Throat Test
CONFIDENTIAL 14
Home Reports Inbox
3
My Devices
My Devices
Connecting…
CONFIDENTIAL 15
Ready to Begin Test
Home Reports Inbox
3
My Devices
My Devices
Start
Strep Throat TestLast Used: 3/25/12
CONFIDENTIAL 16
Home Reports Inbox
3
My Devices
My Devices
Test in Progress…
CONFIDENTIAL 17
Home Reports Inbox
3
My Devices
My Devices
Analyzing Data…
CONFIDENTIAL 18
Home Reports Inbox
3
My Devices
My Devices
Test Complete
Your Results are Ready
View
Share
CONFIDENTIAL 19
Home Reports Inbox
3
Reports
My Devices
Strep Test Results4/20/12 11:05 AM EST
103 mcL
32 mcL
1343 c/
1535 c/
10
342 mg/
White Blood Cell
Red Blood Cell
Hemoglobin
Hierocratic
Platelets
Strep
Live Consult
CONFIDENTIAL 20
My Physicians
Home Reports Inbox
3
My Devices
Dr. Anne Miller, MDOB/GYN
Last Contact: 3/29/12
Dr. Steve Blank, MDEntrepreneurology
Last Contact: 4/20/12
Dr. Mike Johnson, MDPediatrician
Last Contact: 4/14/12
CONFIDENTIAL 21
Primary Archetype – Day in the lifeAfter Diagnosly
• 10pm: Noah (5 yrs) comes out to say that his throat hurts• Mom uses artery thermometer• Temperature is 101• Mom swabs his throat and does a Diagnosly Strep Test which
comes back positive• Diagnosly sends results to central server, runs confirmation
scan and calls in prescription to 24 hour pharmacy• Noah takes Tylenol and lozenge
• 10:30: Jason (dad) goes to pharmacy to pick up prescription• 11pm: Noah takes antibiotic
• Everyone goes to sleep• 8am: Mom calls Noah in sick to his school• 11am: Noah goes with Mom to watch Ryan’s ju jitsu class
CONFIDENTIAL 22
Adword Campaign • Signs of market
demand among
target segment.
(young parents)
• Signs of broader
demand for home
diagnostic tests.
CONFIDENTIAL 23
Sales FunnelA
war
enes
s
Inte
rest
Con
side
ratio
n Referrals
Cross-S
ell
Up-S
ell
Unbundling
Keep
Pur
chas
e
Consumers• Physician Recommendation (Partnerships)• Self-Insured Company Health Plan Recommendations
(Partnerships)• Viral in online mother’s groups (Earlyvangelists)
Providers• Independent Sales Force (Existing Relationships & Cold Calls)• Trade Journal Marketing• Professional Conferences
CONFIDENTIAL 24
Aw
aren
ess
Inte
rest
Con
side
ratio
n Referrals
Cross-S
ell
Up-S
ell
Unbundling
Keep
Pur
chas
e
Sales Funnel
Consumers• Recommendations from physician groups• Recommendations from other mothers• Targeted marketing campaign
Providers• Sponsored research and articles regarding improved
outcomes• Diagnosly forwards leads to independent reps
CONFIDENTIAL 25
Aw
aren
ess
Inte
rest
Con
side
ratio
n Referrals
Cross-S
ell
Up-S
ell
Unbundling
Keep
Pur
chas
e
Sales Funnel
Consumers• Ask physician for validation
Providers• Speak to independent reps• Review materials for medical validity• Provide free samples
CONFIDENTIAL 26
Aw
aren
ess
Inte
rest
Con
side
ratio
n Referrals
Cross-S
ell
Up-S
ell
Unbundling
Keep
Pur
chas
e
Sales Funnel
Consumers• Subscription or One Time Purchase• From physician, online, pharmacy
Providers• Indirect Sales Force
CONFIDENTIAL 27
EVOLUTION OF DIAGNOSLY
28
DIAGNOSLY - Monday
PatientsDevice Makers
PhysiciansPayers
Researchers
What they want:• Fewer hospital
visits (spend less time, and money)
• On-demand testing• Frequent testing• Access to test data• Integration with
other health data• Privacy, security
• R&D• Tech support• Partner sales &
support• Customer support
Problem / Need – 1. Medical diagnostic tests cannot be conducted effectively outside of a hospital or clinic.
• Diagnostic and monitoring device OEMs
• Lab-on-chip OEMs• Health networks• Testing labs• Clinical research
companies• Online health service
providers
Getting from them:• Hardware to conduct
diagnostic tests• Access to customers
Payment process
Giving them:• A platform• Mobile connectivity• Data mgmt• Integration with online
health ecosystem
• People (R&D)• Tech infrastructure• Customer acquisition
• Testing fees (per test)• Monthly subscriptions (freemium model)
• Online (direct)• Physicians• Hospitals• Clinics• Health
networks
• Industry experts• Engineers and
designers• IP experts• Privacy experts• Lawyers
1
3
2Get customers:• Partnerships• Online marketingKeep + Grow:• Quality service and• user experience
5
6 7
8
9
2. Developing and maintaining proprietary software for each device is expensive
3. Integrating patient data is hard
Key Features – Provide an easy way for
diagnostic devices to connect to the internet,
so that patients and physicians can run tests
and access their data from anywhere.
4
29
DIAGNOSLY - Tuesday
• R&D• Tech support• Partner sales &
support• Customer support
• Convenience of time and place
• Reduced cost for uninsured or high deductible plan subscribers
• Diagnostic and monitoring device OEMs
• Lab-on-chip OEMs• Health networks• Testing labs• Clinical research
companies• Online health service
providers
Getting from them:• Hardware to conduct
diagnostic tests• Access to customers
Payment process
Giving them:• A platform• Mobile connectivity• Data mgmt• Integration with online
health ecosystem
• People (R&D)• Tech infrastructure• Customer acquisition
• Testing fees (per test)• Monthly subscriptions (freemium model)
• Online (direct)• Physicians• Hospitals• Clinics• Health
networks
• Industry experts• Engineers and
designers• IP experts• Privacy experts• Lawyers
Get customers:• Partnerships• Online marketingKeep + Grow:• Quality service and• user experience
• Reduced cost and increased quality of software
• Lower costs due to reduced visits, less fraud and consistent, comprehensive data
ConsumersFamilies (primarily mothers) in the fertility testing, pregnancy, and early childhood phase
Device MakersMakers of at-home monitors and diagnostic devices
PayersInsurance, Medicare, Medicaid
ProvidersGeneral Practitioners, Midwives, Nurses
• Improved patient outcomes
• Earn more money via focus on higher value procedures
30
DIAGNOSLY - Wednesday
• Provider engagement
• Device mfg relationships
• R&D• Customer
support
• Convenience of time and place
• Reduced cost for uninsured or high deductible plan subscribers
• Diagnostic and monitoring device OEMs
• Insurance networks
• Independent sales reps
• People (R&D)• Customer acquisition• Regulatory & Liability
• Testing fees (per test/kit)
• Online• Independent
sales reps• Physicians /
Clinics
• Engineers and designers
• Legal/Regulatory Knowledge (IP, FDA, HIPPA, etc)
• Reduced cost and increased quality of software
• Lower costs due to reduced visits, less fraud and consistent, comprehensive data
ConsumersFamilies (primarily subsequent mothers) in the fertility testing, pregnancy, and early childhood phase
Device MakersSmall to medium makers of at-home monitors and diagnostic devices
PayersInsurance, Medicare, Medicaid
ProvidersGeneral Practitioners, Midwives, Nurses, Office Manager, Specialists (Pediatricians, OB/GYNs, vets etc)• Improved patient
outcomes• Earn more money via
focus on higher value procedures
Automated, Optional 24x7 Support
Automated, Optional SDK Support
Indirect, trusted supplier
Livestock ManagersCattle ranchers, horse farmers
Drug DevelopersBig Pharma, Biotechs
31
• 15% Commission
DIAGNOSLY - Thursday
• Provider engagement
• Device mfg relationships
• R&D• Customer
support• Payer Approval
Process
• Convenience of time and place
• Reduced cost for uninsured or high deductible plan subscribers
• Diagnostic and monitoring device OEMs
• Insurance networks
• Independent sales reps
• Healthcare Professional Staffed Remote Centers
• People (R&D)• Regulatory & Liability• Customer acquisition
• Testing fees (per test/kit)
• Engineers and designers
• Legal/Regulatory Knowledge (IP, FDA, HIPPA, etc)
• Reduced cost and increased quality of software
• Lower costs due to reduced visits, less fraud and consistent, comprehensive data
ConsumersFamilies (primarily subsequent mothers) in the pregnancy and early childhood phase + traveling families
Device MakersSmall/med, at-home monitors and diagnostic devices
PayersInsurance, Medicare, MedicaidProvidersGeneral Practitioners, Midwives, Nurses, Office Manager, Specialists (Pediatricians, OB/GYNs, vets etc)
• Improved patient outcomes
• Earn more money via focus on higher value procedures
Automated, Optional 24x7 Support
Automated, Optional SDK Support
Indirect, trusted supplier
Corporate
• Physician / Clinics• Online
• Independent Sales Reps
• Free Beyond Provider Acquisition• Pay Per Click
$$$
• Testing fees (per test/kit)• Subscription
32
• 15% Commission and SPIFs
DIAGNOSLY - Friday
• Provider engagement
• Device mfg relationships
• R&D• Customer
support• Payer Approval
Process
• Convenience of time and place
• Reduced cost for uninsured or high deductible plan subscribers
• Diagnostic and monitoring device OEMs
• Insurance networks
• Independent sales reps
• Healthcare Professional Staffed Remote Centers
• People (R&D)• Regulatory & Liability• Customer acquisition
• Testing fees (per test/kit)
• Engineers and designers
• Legal/Regulatory Knowledge (IP, FDA, HIPPA, etc)
• Reduced cost and increased quality of software
• Lower costs due to reduced visits, less fraud and consistent, comprehensive data
ConsumersFamilies (primarily subsequent mothers) in the pregnancy and early childhood phase + traveling families
Device MakersSmall/med, at-home monitors and diagnostic devices
PayersSelf Insured Companies, Insurance, Medicare, MedicaidProvidersGeneral Practitioners, Midwives, Nurses, Office Manager, Specialists
• Improved patient outcomes
• Earn more money via focus on higher value procedures
Automated, Optional 24x7 Support
Automated, Optional SDK Support
Indirect, trusted supplier
Corporate
• Physician / Clinics• Self-insured co’s
• Independent Sales Reps
• Marketing support for interest generation
• Testing fees (per test/kit)• Subscription
• Data acquisition fee