e-verity columbia

E-VerityEMR Expansion Package

Chris ChyungKara Odum

Interviews since yesterday: 13Total Interviews: 51

Calls: 23

• Providers• Insurance


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Providing tools for patients to compare providers

Finding the provider who is affordable, nearby, easily scheduled, well-reviewed, qualified, and covered by the customer’s insurance

Parents21-65 patientsSenior care providers

Get: referral, digital mkt//Keep: Reduce costumers expenses in radiology tests // Grow: quantified self

Mkt/Ops

Web/MobileSoftware/ Provider

Web/MobileSoftware/Data

Flat feeCPC

Mkt/Ops

Providing leads • Imaging Centers

• Hospitals• Private

Practice

Get: digital mkt, personal assistance// Keep: customer acquisition// Grow: expand (?)

Customer Acq/Metrics

Ops Affiliate Mkt/Ads

Web/Mobile

Web/Mobile

Software/Metrics Customer Acq

Get: personal assistance// Keep: demonstrated success// Grow: expand (?)

1

How the Value Prop changed after Day 1Stage Action

Hypothesis: Here’s What We

ThoughtPatients would care about a radiology imaging scan price

comparison tool

Experiments: So Here’s What

We DidWe asked several dozen patients at St Luke’s, Amsterdam Nursing

Home, and Morningside Radiology

Results: So Here’s What

We FoundThey hated it (doctor referrals discourage shopping)

Iterate: So Here’s What

We Are Going to Do Next

Speak to the care provider side with the hopes of understanding WHY we failed with patients and potentially uncovering a new pain

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?

? ? ?Get: referral, digital mkt//Keep: Reduce costumers expenses in radiology tests // Grow: quantified self

Mkt/Ops

?Software/ Provider

Web/MobileSoftware/Data

Flat feeCPCSubscription

Mkt/Ops

Providing leadsStreamlining workflow

• Imaging Centers

• Hospitals’ Radiology groups

Get: digital mkt, personal assistance// Keep: customer acquisition// Grow: expand (?)

Providing add-on software with the ability for radiologists to add images to reports (GE PACS to INYP)

Ops Affiliate Mkt/Ads

Web/Mobile

Web/Mobile

Software/Metrics Customer Acq

Get: personal assistance// Keep: demonstrated success// Grow: expand (?)

2

-PACS (picture archiving communications software)

-Reporting software

-Dictation software

-EMR/EHR software

SoftwareProgramming

SubscriptionEngineering-maintaining interoperability between existing software (Mckesson, GE, Phillips)

Streamlining workflow (eliminating steps)

Hospitals’ Radiology groups

Get: solve the problem, SELLKeep: Low fees; legacy sys don’t change? (H)Grow: Add-on services, expand specialties Hospital IT

and Informatics Depts

Hospital Radiology Dept heads

Providing functionality for radiologists to add images to reports (GE PACS to INYP)

Add-on allows improvement with minimal change to infra Add-on allows improvement with minimal investment

3



ThoughtRadiologists would pay for a solution to marry PACS + Reporting

software


We DidWe asked 5 of them if that’s their biggest pain


We Found1 enthusiastic yes, 3 lukewarm, 1 no



From Customer Discovery, we are still finding that there are other looming pain points (particularly getting patient records from past

care providers)

-EPIC (open API)

-PACS software

-Reporting software

-Dictation software -Direct Sales

-Value-added reseller-E-commerce

Programming expertise

SubscriptionFlat fee

Engineering-maintaining interoperability between existing software (EPIC, Powerscribe, Mckesson, GE, Siemens, Phillips)

Giving radiologists ability to ensure accuracy of reporting and note-taking

Hospitals’ Radiology groups

Get: solve the problemKeep: Low fees; legacy sys don’t change? (H)Grow: Add-on services, expand specialties Hospital IT

and Informatics Depts

Hospital Radiology Dept heads

Providing functionality for radiologists to easily obtain old patient records

Add-on allows improvement with minimal change to infra Add-on allows improvement with minimal investment

4

Archetype for Customer Segment: Clinician

• Works for a renowned facility• Leads a group, has seniority and influence• Works in an open/collaborative environment, not

remotely or in cubicles– More likely to be tech savvy

• Advocates FFV not FFS– More likely to challenge the system

• Would use expanded reporting capability to • Quickly parse through hundreds of notes• Check errors on suspicious reports• Prevent over-testing



ThoughtRadiologists’ would pay to solve a big pain point: retrieving old

medical records


We DidWe asked 7 clinicians if they would


We Found5 said no, 2 said yes



Too much red tape with HIPAA for now; we will test the theory of providing a NOTE OVERSIGHT tool

-Direct Sales-Value-added reseller-E-commerce

-Programming expertise-Regulatory expertise-Credit

-Subscription-Flat fee

Software hire - $$$Regulatory - $$Operating - $

-FDA 510(k)-Software Dev-Branding/Marketing-Fundraising

Hospital Clinicians

Get: KOL, viral loop (use Epic’s large user base)Keep: Free product updatesGrow: Upsell, cross-sell

Hospital IT and Informatics Depts

Hospital Group heads and Board

Clarification and feedback to solve sloppy note taking problem

Communication sys fixes corrupt old records Saboteur?

Fewer mistakes are made in delivering care/overtestingSaboteur?

5

Revenue Model

Our Startup

Hospital

Dept head (MD)

IT (may be MD)

Clinician

Install & provide support

Give system requirements

Listen to feedbackQuote price

pay

recs

recs

recs

Petal Diagram

Sample Medical Record

MVP: Patient Smart Chart

MVP: EMR Chat

What’s Next?

• Continue interviews with compliance, finance, IT/Informatics departments

• Talk to other clinicians (nurses, technicians, other hospital groups)

• Continue iterating our MVPs and decide on possible additional features (shorthand, emojis)

• Look into the 510(k) regulatory process• Initiate API coding

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