CASE STUDY ON

AMERICAN WELL: THE DOCTOR WILL E-SEE YOU NOW

SUBMITTED BY: SANDAL KAKKAR SANTHANAM BALAJI SATYANAND SAURABH YADAV SHIVAM GOYAL SREEKANTH SREENIVASAN SRIRAM V GROUP-6 PGP UAE 2013-2015 BATCH

SUBMITTED TO: ADITYA BILLORE

FOR MARKETING-1

CASE BACKGROUND
Need Analysis:
Current System The current healthcare system has the following anomalies: 1. Patients have to wait in long queues for appointments with the doctors. In case of emergency they have to wait in the hospital emergency wards. 2. Consulting specialists is even more difficult as they have to again wait for long before they get an appointment with the doctor. 3. Cost of personal consultation is high - roughly around $81 per hour. Social stigma associated with certain diseases such as depression as a result of which the patient does not want to meet the doctor in person. 4. Management of records is an issue. 5. Employed Patients has to miss work in order to attend doctors appointments. Business Potential 1. US Health care Industry is worth around $2.5 Trillion out of which 53% of health spending was funded by Private Funders in 2009 and estimated to grow to $4.3 Trillion by 2018 or $13,100 per resident. 2. As per a survey in 2006, revealing the Supply-Demand gap, 74% of the people are willing to communicate with the doctors using e-mails, while only 4% are actually doing so. 3. Physicians communicating with patients online increased from 23% to 36% in 2001-2008.

American Well:
About the company: 1. 2. 3. 4. Founded by Ido & Roy Schoenberg in 2006 Implemented their first core product Online Care in Hawaii. Works on the basis of a brokerage model Target customer Health Insurance companies

Business Model: 1. Works with Health Insurers who have a large database of PCPs and specialists, Patients. 2. Connects the PCPs and patients through an online platform in a 1-1 manner. 3. Now they are looking to improve the product by amending into the Team edition which will allow seamless transition between PCPs and specialists for the patients. Competitive Analysis: 1. 2. 3. 4. Name RelayHealth Medfusion Teladoc Cisco TelePresence USP For Non-Urgent issues and response later Complete website based consulting system including payments Works on a call-center system. Also has a website Comprehensive e-services complemented by use of patients own medical equipment

PROBLEMS IDENTIFICATION
1. The dilemma is to either to carry on with the existing product Online Care or to rollout their new product Team Edition as the flagship project. 2. The American Well is looking for expansion across different states setup of United States and in the International Market without undermining the American Wells opportunity to become the definitive leader in Online Care. 3. Resource Potential problems such as establishing a robust network with the Specialists, PCPs, NPs and other key players and maintaining a healthy relationship with them.

SWOT Analysis: Strength: 1. Switching between PCP and Specialist and vice versa is seamless. 2. Cost benefits among all the key players of the health care system. 3. Time saving by distributing the patient traffic, with increased effectiveness in diagnosis and follow up. 4. Improvement in quality of care 5. Alleviates fear of social stigma 6. Medical licensing issues resolved 7. Effective access to Electronic health records of patients Opportunity: 1. Online care Kiosks in hospitals 2. Online kiosks in retail clinics 3. Tapping into the pharmacy sector 4. International Expansion Weakness: 1. Uncertainty concerning the right time of rolling out the product, Team edition. 2. Pushing multiple services in one sales pitch would be confusing for some Health Insurance Companies 3. Delay in adoption of the core product.

Threat: 1. Physicians complaining of increased workload 2. Hackers could compromise privacy

RECOMMENDATIONS
American Well shall continue with the roll out of their already successful product Online Care in the potential markets of Boston, Los Angeles and Washington DC. In this manner, the organisation will have enough customer base for a better feedback to customise the services and upgrade their Services in the form of Team Edition. Since the business model is a Business-to-Business one, therefore the relationship between the Insurance Companies and American Well is of essence. Avoid entering the diverse market with existing concept which would result in Cannibalisation of current business opportunities.