nikolai bratkovski - keynote at product hunt to healthcare
TRANSCRIPT
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HEALTHCARE: UNSEXY —> SEXYand what I learned along the way
Nikolai Bratkovski CEO, Opencare
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UNSEXYsocial meme image
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UNSEXYsocial meme image
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10% of all diagnostic imaging in Canada
2004
5 locations across GTA, expanding to Florida
2009
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HEALTHCARE CONCIERGE
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LATE TO THE GAME
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GLOBAL HEALTHCARE MARKET
$5.5T
$16B US Taxi Industry
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NO ONE IS WINNING
WE CHOOSE DOCTORS THE SAME WAY WE CHOOSE LUNCH
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THE FUTURE
1.0Directory Enhanced directory Personal Healthcare Expert
Address, phone number 1.0+ Reviews, availability Data-driven recommendations
2.0 3.0
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GLOBAL HEALTHCARE MARKET
$5.5T
$16B US Taxi Industry
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GLOBAL HEALTHCARE MARKET
$3T $2.5T
$16B US Taxi Industry
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NICHE WITH BROKEN DISCOVERY
healthcare providers in private practices
1.5 MILLION
$800BSpent on healthcare providers
(outside of hospitals)
search for healthcare providers online every year
70 MILLION
$16BHealthcare providers spend on marketing
• 500M searches • 1B appointments
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Your Personal Healthcare Expert
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UNSEXYsocial meme image
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UNSEXYsocial meme image
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THERE IS NO MAGIC TO SUCCESSFUL HEALTHCARE PRODUCTS
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EVERYONE IS MAKING THE SAME MISTAKES
(INCLUDING US)
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EVERYONE IS MAKING THE SAME MISTAKES ACROSS ALL INDUSTRIES
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PRODUCT MANAGEMENT = PRIORITIZATION
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PRODUCT MANAGEMENT = MAXIMUM VALUE WITH LEAST
RESOURCES
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PRIORITIZATION IS BROKEN
1. Customer Discovery 2. Business Model 3. Focus
Healthcare Alert: Regulations
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HEALTHCARE ALERT: REGULATIONS
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REGULATIONS PARADOX: EMRS & VCS
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REGULATIONS SUMMARY
1. Build what customer wants 2. Sell it 3. Find the right lawyer 4. Be creative and invest minimum resources to navigate or
satisfy regulations
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1. CUSTOMER DISCOVERY
No data = no knowledge Not enough data = no knowledge
~$300/hr to run 3 person product team ~$900/hr to run 10 person startup
Sounds like common sense? Seen only few companies do it well
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1. CUSTOMER DISCOVERY
AD-HOC
B2B
CONTINUOUS
B2B +
B2C
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B2B VS B2C
Paid to think about their problems
Don’t even realize they have a problem
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FIREHOSE OF CUSTOMER DATA
• In-product chat • Concierge service • Button to concierge • Phone conversations • In-person interviews • Cohort analysis • Surveys • Advertising experiments • More
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EMERGING ROLE: USER RESEARCHER
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2. BUSINESS MODEL
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MONEY IS THE BEST METRIC OF VALUE CREATION
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PATIENT FUNNEL
PATIENT FUNNEL PRODUCT MARKET FIT=
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HEALTHCARE ALERT: STAKEHOLDERS
KEEP IT SIMPLE
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3. LASER FOCUS
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PLAYBOOK
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SUMMARY
1. Healthcare is a massive market with a lot of broken parts 2. Forget about regulations 3. Focus on your customers to build what they want 4. Figure out who will pay 5. Laser focus on one segment of customers 6. Build playbook 7. Scale
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QUESTIONSNikolai Bratkovski
We are hiring: careers.opencare.com