Here's a talk I presented at the Product School in San Francisco on Product Management in the Healthcare Technology field, based on my learnings & experience in this space. I've explained an overview of Health Tech, considerations that Product Managers in this space need to have, and some case studies to help see product management in action.

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11. Anu
Ramakrishnan
T O N I G H T ’ S S P E A K E R

12. my journey
into product
management
what makes
product management
in health tech
unique?
case
studies
breaking
into
health tech
as a PM
next 45 mins...

13. my journey into
PM
bioengineering degree
internships at Philips, Stryker
research in MRI imaging
engineering management
business fundamentals & statistics
intersection of technology & business
sys engineer product manager
data analytics & ops
ECG algorithms
clinical tools
symptom tracker app
provider portal
B2B2C products for
patient care

14. health tech
what is health tech?
“use of technology to improve delivery & consumption of care”
hospitals & practitioners
consumer products & services
pharmaceuticals
insurance
8 Trillion 22% CAGR
5-yr growth rate
for digital
health
behavioral, regulatory,
policy
adoption drivers
Digital health P&S
wearables
medical devices
US healthcare industry
...ever expanding!

15. PM in health
tech
technology users
go-to-market
quality
integrations
regulations
interoperability
usability
(user error)
outcomes
direct to consumers vs
enterprise
PM
considerations
user
types
reimbursements

16. PM in health
tech
who are our
users?
product
considerations
what are their
needs?

17. PM in health
tech
who are our
users?
patients
product
considerations
simple & clear UI, text > icons
notify but not alarm
what are their
needs?
easy to use (think of your grandparents!)
clear value
behavioral change effective motivations

18. PM in health
tech
who are our
users?
patients
physicians
product
considerations
simple & clear UI, text > icons
notify but not alarm
short learning curve
performance, clinical evidence
what are their
needs?
easy to use (think of your grandparents!)
clear value
behavioral change effective motivations
accurate insights
low costs high outcomes reimbursement
meeting regulatory standards

19. PM in health
tech
who are our
users?
patients
physicians
medical staff
other specialists
(internal & external)
product
considerations
simple & clear UI, text > icons
notify but not alarm
short learning curve
performance, clinical evidence
what are their
needs?
easy to use (think of your grandparents!)
clear value
behavioral change effective motivations
accurate insights
low costs high outcomes reimbursement
meeting regulatory standards
reduce workflow burden
create value for patient &
physician
efficiency
&
fewer steps, low error rate
effective training

20. PM in health
tech
who are your internal stakeholders?
regulatory
verification & validation
risk & compliance
legal
engineering
QA
program mgmt
datascience
dataanalytics
customer service
marketing
sales
customer success
service ops

21. PM in health
tech
typical technology components
(digital health)
client apps
hardware
algorithms
+
backend
risk of downtime
sensitivity, precision
Interoperability, security,
data storage
(FHIR)
authentication
viewing health data
(PHI)
performance to standards
(FDA- Class I, II, III)

22. case studies
PM in action: case studies

23. case studies
Case Study 1: the Problem
mobile app metrics...
poor app-store reviews
low app adoption
high drop-off rate
the Business

24. case studies
Case Study 1: the Problem
mobile app metrics...
poor app-store reviews
low app adoption
Jane, the Patient
high drop-off rate
the Business
jane is setup with the Wearable by
her nurse
Jane is unable to login and sees error
“You’ve not yet been enrolled”
jane went home & downloaded the
symptom app

25. case studies
Case Study 1: the Problem
mobile app metrics...
poor app-store reviews
low app adoption
Jane, the Patient
high drop-off rate
the Business
jane is setup with the Wearable by
her nurse
jane went home & downloaded the
symptom app
Amy sees many patients in one day.
Everyone gets a wearable
Amy tries to enroll her patients end of each
day, but it sometimes takes upto 1 week
Amy’s patients can’t login to the app
until she enrolls them
Amy, the Nurse
Jane is unable to login and sees error
“You’ve not yet been enrolled”

26. case studies
gather insights
when does this
situation occur?
likelihood of each?
evaluate constraints
is the current design
intentional?
risks & tradeoffs
associated with design
change?
(existing vs new)
define requirements
what components need
change?
product vs process
change?
edge cases?
go into action
do I need buy-in?
bottom up VS top
down
release planning
how do I measure
success?
Case Study 1: the PM approach

27. case studies
no enrollment
data mismatch
95%
5%
z-ticket type #1
z-ticket type #2
CS contacts
clinician
info automatically
reconciled
info manually
reconciled
no enrollment –
data archived
patient logs in
96%
3%
1%
Case Study 1: the solution

28. case studies
no enrollment
data mismatch
95%
5%
z-ticket type #1
z-ticket type #2
CS contacts
clinician
info automatically
reconciled
info manually
reconciled
no enrollment –
data archived
patient logs in
96%
3%
1%
Case Study 1: the solution
product improvement
process improvement

29. case studies
Case Study 2: prompt users or not?
user annoyance
unrecorded data
poor interaction
finished?
can we reduce the frequency & tweak UI?
Or should we dig deeper?
users prefer to tell the system explicitly
rather than be prompted
explicit CTAs preferred by
older demographic
STOP
problem insight solution

30. breaking into
health tech
understand the market know your constraints & risk
… and finally, be patient!
rely on your core expertise
Disease markets
Key players
Attend health
conferences!
Read up on regulations
(FDA, FHIR, HIPAA, GDPR…)
understand hazards & plan to
mitigate
similar core technology may
be an easier transition
some industries like life
sciences and pharma need
more domain expertise
speed to market may be lower for health
tech
motto: saving lives!

31. Q & A

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