MyMed ecs

Chris DuderichBre PatelYiran Mao

Total Interviews (through Day 5): 43Total interviews from Day 4: 7 Small Practices: 3 CIO / Privacy Officers: 1 EHR Vendor Reps: 4

Helping EHR vendors provide doctors with a time and cost efficient process for receiving patient consent for sharing medical records

I need my records transferred…

I need your medical records,

Bre

Here’s the records you

requested Dr. Duderich

You have my consent

1. Request sent to patient

2. Bre sends signed form back to new doctor

3. New doctor sends Bre’s consent to his previous doctor

4. Bre’s previous doctor sends his medical records to Bre’s new doctor

Bre, who suffers from a chronic disease, recently moved to New York to work. Needing to continue his treatment, Bre visits a new doctor near his apartment. In order to ensure treatments do not overlap, his new doctor in New York needs Bre’s medical records from his old doctor in Philadelphia.

Tell me where it hurts…

• +1 day after first treatment: Medical professionals needed to provide patient with consent form

• +3 days: Patient would then need to sign it and then scan or fax it back to the doctor

• +4 days: The doctor would then need to provide this request to the old doctor before finally

• +8 days: The old doctor’s records would finally arrive to the patient’s new doctor via postal service

“Why can’t I access my patient’s medical records from their old doctor faster?!?”

Day 1: Business Model Canvas

Key Partners Key Activities Value Proposition Customer Relationships

Customer Segments

Physician Practices

Hospitals

Patients

Insurance Companies

App-based platform development

Linking of dentist offices to network

Facilitate transfer of medical records between doctors

Simplify patient consent for transfer

Reduce lead-time required for transfer of records

Save patients time

Give patients ability to have greater control over medical records

Dentistry patients who are changing dentists or having surgical or cosmetic dental procedures performed

Plan to expand into other medical fields where transfer of medical records is required

Key Resources Channels

Software dev.

Security quals.

App store

PC software

Cost Structure Revenue Streams

Sales and marketingOngoing maintenance

Patients - App will be freeDentists - App and software will be available for monthly and annual subscription

I need consent to learn more detail…

I need your medical records,

Bre

Here’s the records you

requested Dr. Duderich

1. Request emailed to patient

2. Consent is provided to both doctors

3. Bre’s previous doctor sends his medical records to Bre’s new doctor

Bre, who suffers from a chronic disease, recently moved to New York to work. Needing to continue his treatment, Bre visits a new doctor near his apartment. In order to ensure treatments do not overlap, his new doctor in New York needs Bre’s medical records from his old doctor in Philadelphia.

How are get there?

A web-based + device that helps both the authentication

and transfer of medical electronic and paper record

Due to EMR Mandate, all practice/hospital will switch to

electronic medical record, transfer of record will be greatly simplified

soon

Pivot – value propositionInstead of focusing on the whole process, we feel authentication will still be a pain point to both

party

A web-based application that make the authentication

securely and painless to both hospital doctor and small

practice

Decision-makers in large hospital are different from users and

concerns are way more complicated

Iteration – Focus only on small practice and vendors

How about just take small practice? What about build our system in other EMR systems?

A web-based application makes the authentication securely and

painlessly to small practice. Other vendors can make it part

of their system

Most large vendors already have this feature within their bundle.

However, it is only available if you buy their whole kit and smaller

vendor don’t have it as a feature. Insurance companies also interested in the product.

Iteration – Customer Segmentation

- Small practice not have it- Smaller vendors cannot build

it in houseHow about Insurance companies?

The problem: The transfer of medical record is time consuming and inconvenient for both doctors and patients, leading to rising cost and longer waiting times respectively

Current product: A web-based application makes the medical authentication process securely and painlessly to small practice. It can be integrated into other smaller EMR systems who cannot build it.

How are get there?

A web-based + device that helps both the authentication

and transfer of medical electronic and paper record

Due to EMR Mandate, all practice/hospital will switch to

electronic medical record, transfer of record will be greatly simplified

soon

Pivot – value propositionInstead of focusing on the whole process, we feel authentication will still be a pain point to both

party

A web-based application that make the authentication

securely and painless to both hospital doctor and small

practice

Decision-makers in large hospital are different from users and

concerns are way more complicated

Iteration – Focus only on small practice and vendors

How about just take small practice? What about build our system in other EMR systems?

A web-based application makes the authentication securely and

painlessly to small practice. Other vendors can make it part

of their system

Most large vendors already have this feature within their bundle.

However, it is only available if you buy their whole kit and smaller

vendor don’t have it as a feature. Insurance companies also interested in the product.

Iteration – Customer Segmentation

- Small practice not have it- Smaller vendors cannot build

it in houseHow about Insurance companies?

The problem: The transfer of medical record is time consuming and inconvenient for both doctors and patients, leading to rising cost and longer waiting times respectively

Current product: A web-based application makes the medical authentication process securely and painlessly to small practice. It can be integrated into other smaller EMR systems who cannot build it.

Day 3: Business Model Canvas

Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

Cost Structure Revenue Streams

Key Resources

Channels

Patients•Patients who visit a new or out of network doctor

•Have internet access and an active email account

Doctors / “CIOs” at Group Practices

• Doctors who need access to patient records from outside of existing network require patient consent for sharing of medical records

• CIOs or decision makers Single and Group Practices

•Save patients time•Give patients ability to have greater control over medical records

PatientsGet: Doctor would advice patient useKeep: Ensure security of consent and ease of use

Doctors/Records DeptsGet: Conferences, trade shows, industry magazinesKeep: Ensure security of consent and ease of useGrow: Additional functions, integration with existing systems

• Direct sales through reps.• Insurance companies

(looking to save costs)

Patients•Reduce time required for patients to authorize transfer of medical records

•Able to receive safer and faster treatment

Doctors/ “CIOs” at Group Practices

• Reduce time required for doctors and staff to receive patient consent to share records

• Saves cost of duplicate procedures/tests

• Facilitate transfer of medical records between doctors

•Software/process development and design

•Security and verification of patient identification

•Ensure continued HIPAA, Medicare, Medicaid security/ privacy compliance

•Management of website and data transfer process

•Marketing/promotion to doctors offices

•Medical services staff•Decision makers at group practices (usually board of doctors)

•Hospitals•Legal counsel•Patients•Professional organizations

• Insurance companies

• Fixed Costs: Network infrastructure• Variable Costs: Legal costs, sales and marketing, developer

salary, insurance costs, customer trials

•Software developer•Legal counsel•Security certification to ensure HIPAA compliance

•Customer service team•Funding

Patients• Free to use

Doctors / “CIOs” at Group Practices

• Subscription (annual/monthly)• Transaction fee (under

review)

Insurance CompaniesInsurance Companies• Cut costs of delays in

medical care

How are get there?

A web-based + device that helps both the authentication

and transfer of medical electronic and paper record

Due to EMR Mandate, all practice/hospital will switch to

electronic medical record, transfer of record will be greatly simplified

soon

Pivot – value propositionInstead of focusing on the whole process, we feel authentication will still be a pain point to both

party

A web-based application that make the authentication

securely and painless to both hospital doctor and small

practice

Decision-makers in large hospital are different from users and

concerns are way more complicated

Iteration – Focus only on small practice and vendors

How about just take small practice? What about build our system in other EMR systems?

A web-based application makes the authentication securely and

painlessly to small practice. Other vendors can make it part

of their system

Most large vendors already have this feature within their bundle.

However, it is only available if you buy their whole kit and smaller

vendor don’t have it as a feature. Insurance companies also interested in the product.

Iteration – Customer Segmentation

- Small practice not have it- Smaller vendors cannot build

it in houseHow about Insurance companies?

The problem: The transfer of medical record is time consuming and inconvenient for both doctors and patients, leading to rising cost and longer waiting times respectively

Current product: A web-based application makes the medical authentication process securely and painlessly to small practice. It can be integrated into other smaller EMR systems who cannot build it.

Day 5: Business Model CanvasKey Partners Key Activities Value Propositions Customer Relationships Customer Segments

Cost Structure Revenue Streams

Key Resources

Channels

Small EHR Vendors•Those either not having capability or cannot cost-effectively build it internally

•Those who urge to gain competitive edge to increase market share

•Those who are not expert on HIPAA regulation

Individual Practice Doctor/ CIOs at Group Practices

•Those who don’t have EHR system or this specific function built in their existing one

• Have high volume of consent requests

•Decision-makers within each practice

Small EHR VendorsGet: Conferences, direct sales force, trade shows, industry publicationsKeep: Make it easy for integration and provide competitive price for the solution and add on new features to patient protocol

Individual Practice Doctor/ CIOs at Group Practices

Get: Conferences, Direct Sales Force, word of mouthKeep: Ensure security of consent, HIPAA compliance and ease of use

Small HER Vendors•Task: Integrate our solution into their EHR system as patient protocol

•Gain: Add competitive edge to their system

•Pain: save their money to develop and be HIPAA compliance

Individual Practice Doctor/ CIOs at Group Practices

•Task: Help doctor make paperless requests and patient being able to consent via a link

•Gain: ability to concentrate, save opportunity cost

•Pain: Reduce time required, less annoying

• Software design and development

• System implementation• System integration • Ensure HIPAA, Medicare/Medicaid security/ privacy compliance

•Marketing/promotion to customers

•Small EHR vendors•Consultant for legal issue, especially HIPAA compliance

•Professional practice organizations

• Industry magazines• Insurance companies

• Fixed Costs: Employees salary (Developers/ Designer/ Sales etc..), Sales and marketing, Server rental and other service fee, Legal costs

•Software UI/UE Designer•Software developers•Direct sales force•Customer service team•Funding•AWS or other web-server service

Small EHR Vendors• Pay-per-request of installation

Individual/Group PracticesDirect Sale

Small EHR VendorsOEM

Individual/Group Practices•Monthly Subscription

Customer Archetype

• Small/Group Practice Doctor• Work at small clinic (< 5 doctors), ambulatory, critical

access hospital• Integrated medical record staff and other functions• Busy with other administrative burdens• High variability of requests on weekly basis

• Relatively small EMR vendors• Have focused customer group• Urge to gain competitive edge to large vendors like

Epic and McKesson• Limited developer resources to web communication

and implementation of security protocols

Here’s our prescription…

Customer Segment

Continue reaching out to small EHR vendors, doctors and small

medical practices

Value Proposition

Understand whether small EHR systems are interested in providing

patient consent features

Channels

Test whether this feature should be a stand-alone EHR-related service

or a bolt-on technology

Revenue Streams

Test how doctors offices and small EHR vendors are willing to pay for

this service

Appendix Slides

Value Prop. and Customer Segments

• EMR Vendors will reduce paper work for doctors and insurance companies and further encourage the use of EMR systems by facilitating the patient consent process.

• Doctors can reduce time in obtaining patient consent for sharing of medical records via a web based system while speeding up the ability to verify authenticity of digital EMR patient records.

• Insurance Companies can reduce risk of using digital EMR patient records through keeping electronic records of patient consent. Insurance companies will also aim to cut cost by reducing the amount of time medical staff spends obtaining patient consent.

Value Propositions Customer Segments

EHR Vendors•Smaller vendors seeking to offer cost-effective options

•Patients who visit a new or out of network doctor

•Have internet access and an active email account

Doctors / “CIOs” at Group Practices

• Doctors who require patient consent for sharing of medical records

• CIOs or decision makers Single and Group Practices

EHR Vendors•Allow medical practitioners to receive patient consent electronically

•Offer practices a time-saving option vs. current fax-scan heavy process

Doctors/ “CIOs” at Group Practices

• Reduce time required for doctors and staff to receive patient consent to share records

• Faster consent will save cost of duplicate procedures/

Insurance Companies• Reduce risk of healthcare

providers using wrong or incomplete information

Insurance Companies• Cut costs of delays in

medical care• Electronic record of

consent

Medical Record Transfer Market

US Electronic Health Records

Market

9.3 Billion

Feasible market

size

2.73 Billion

Five year

target20 Million

• Total EHR market size 9.3 Billion

• Total office-based physicians 230,187.• 89.9% within 5 people group• 6.3% within 10 people group• 3.7% consist more than 10

• Overall cost for implementation of EHR system (on average):

• Office-size: 9,600/year• Mid-size: 50,000/year

• We are targeting 1,000 doctors on average for the first 5 years

EHR Incentive Program “Mandate”

• Centers for Medicare and Medicaid Services• EHR users eligible to receive incentive payments if

they can prove “meaningful use” of capabilities• Three Stages

• Stage 1 – (2011-2015) providers capturing and sharing patient data with patient or other healthcare professionals

• Stage 2 – (2015 – 2016)provide patients the ability to view online, download and transmit their health information

• Stage 3 – (2016 and beyond) providers must demonstrate meaningful effective use of these systems to improve patient care

EHR Incentive Program “Mandate”

• What does all this mean?• Electronic health records are becoming a requirement and over

the next several years, various phases of medical practices implementation is occurring (incentives for compliance and penalties for non-compliance)

• HIPAA mandated patient consent for transfer of records is still a pain point for many stakeholders such as doctors, records staff, patients and even CIOs.

• Consent forms• Require printing, faxing, scanning and manual signing• Estimated to take 45 – 90 minutes of medical staff time per

request• Extrapolated across multiple requests, could add up to 10 hours

per week