1. DOCLINK
J I M L E E
P D M 0 9 : F I N A L P R E S E N TAT I O N
4 / 6 / 2 0 1 5

2. BUSINESS CASE
• Total US health care spending:
–1970: $75 billion
–2010: $2.6 trillion
–2021: $4.8 trillion
• Healthcare represents 18% of US GDP expenditures

3. NICHOLAS
• Demographics
– 40 years old
– Primary Care Physician
• Needs
– More time and attention with his patients
– Support from specialists for areas of care he doesn’t
understand
– Ability to see lab results and notes from those
specialists about his patients
– Track whether or not his patients are following up
with his recommendations
• Goals
– Communicate with the specialist
– Ensure patient is taken care of
– Recommends high quality specialists

4. MARKET SIZING
• Of nearly 785,000 physicians in direct patient care“…slightly less than
one-third are specialists in primary care.“
• Primary Care Panel Size:U.S.Average of 2,300 patients
• 24 to 25 patients per day
~6.5 million patients a day!

5. MARKET SIZING
• Between 5 and 10% of appointments
results in physicians sending patients to a
specialist
• This means… up to 650,000 patient visits
a day are affected
–Patients: Time consuming
administration to coordinate a visit to
specialist
–Physicians: Difficult challenges with
patients who have care outside the
medical system
6,500,000
650,000

6. WHAT IS THE REAL PROBLEM?
“At the end of the day, what we care about is not the technology or
facilities … At the end of the day its about the people. We care about our
patients and saving as many lives as we can”

7. ELEANOR
• Demographics
– 71 years old
– Doesn’t understand technology, but receives the most
care (multiple re-admissions)
– Independent and not yet in a nursing facility
• Needs
– Confused with medical system policy
– Concerned about health and receiving highest quality
of care
– Most comfortable with previously established
relationships or word of mouth
• Goals
– Taking care of herself
– Being alerted of any health issues immediately

8. JEFFREY
• Demographics
– 35 years old
– Young professional
– Busy with responsibilities
• Needs
– MoreTIME
– Location close to work or home
– Insurance coverage
• Goals
– Convenient appointments with
specialists

9. PRODUCT VISION
More coordination and communication for faster results
DocLink

10. MVP SOLUTION
• Recommends internally within medical
center communities for PCPs / Specialists
– Preserves lab results and specialist notes for
faster recommendations
– Accurate up to date site location and specialties
– Builds PCP and Specialist relationships
• Create a product that integrates with the
EHR Billing system
– Adjusts for active and terminating specialists
– Records location of practices
– Denotes full list of physician specialties
• Displays specialist information to
recommending physician
– Up to date photo
– Academic and residency information
– Employment history
• Allows review of patient appointments
– Collect information from experiences regarding
specialist quality
– User driven content to help other prospective
patients
• Sends specialist information to patients
for review
– Email for younger patients
– Print for older patients

11. ADDITIONAL FEATURES
• Appointment Scheduling / Availability
– Incorporate closest appointment functionality
– Organize and schedule calendar of openings that Specialist Offices can
interact with
– Include booking informationon emails to patients or phone number to
specialists
– Follows up with both the Specialist and Primary Care office
– Provides notifications and cancellationoptions before an appointment
• Expand scheduling to include placing Out of Network
appointments
– Long term ambitious goal
– Allows physicians to know whenpatients are leaving the network
– Provides alternative In Network specialists to patients before scheduling
– Alerts patients of referrals and send notifications prior to appointment

12. DESIGN

13. DESIGN

14. COMPETITORS

15. PRODUCT ROADMAP

17. RISKS AND ASSUMPTIONS
• Risks
– Policy changes by the government
– EHRs and internal medical centers don’t develop a better way to find
physicians
– Integrating other applications
• Assumptions
– Strong network coverage internally
– Successful and functional implementations of EHRs
– Widespread usage of EHRs amongst all physicians in a medical network

18. PROJECT START AND KPI
• Resources from Stakeholders
– Limited access to select hospital databases to connect tool
– Collection of up to date physician information (photos, contact information,etc.)
• How does this benefit you?
– Increased in network appointments and higher patient satisfaction through lowering cost
– Operational efficiency of cross-collaboration among a large healthcare system
– Keep a track of patients who are actually booking their specialist appointments
• Key Performance Metrics
– Conversation Rate: Rate of patients scheduling In-Network from before the product was live
– Active Physicians: Number of active Primary Care Physicians in the system who are currently
utilizing DocLink

19. CONCERNS
• “You can’t expect me to refer my
patients to a name in a book”
• “Please don’t tell me where to
take my care”
• “My family has been seeing this
specialist for the last ten years”

20. BUSINESS CASE
Government Drive Change: The US Congress included a formula of both
incentives (up to $44,000 per physician under Medicare, or up to $65,000 over six
years under Medicaid) and penalties (i.e.decreased Medicare and Medicaid
reimbursements to doctors who fail to use EMRs by 2015, for covered patients) for
EMR/EHR adoption versus continued use of paper records as part of the Health
InformationTechnology for Economic and Clinical Health (HITECH) Act
Electronic Health Record (EHR) Market:
• 2008: 38.4% of office-based physicians reported using EHRs
• 2014: Over 80% of hospitals in the U.S. have adopted some
type of EHR
• 90% of all systems live with 10 EHRs (296,300 providers)

21. MARKET SIZING
• 296,300 providers live with an EHR
• 1/3 x 296,300 = 99,000 Primary Care providers live with an EHR (approx)
• 64% of providers belong to a health system
• 99,000 x 0.64 = 63,000 PrimaryCare providers live with an EHR in a health
system (approx)
• 63,000 providers x 25 patients/day = 1.6 million patient visits in a day

23. USER STORIES
• As a patient, I want to ensure that I get the best care possible
so I get healthier
• As a primary care physician, I want specialists to access notes
and connect my patients with the best and most accessible care
so that my panel is satisfied with my care
• As an administrator, I want to keep care within the network
so that patients and hospitals aren’t paying more to receive
the same care
• As a specialist, I want to have access to internal records and
have a more efficient system of getting patients from the primary
care office so that I can manage patient care

24. AGENDA
Ø Introduction
§ Business Case
§ Market Analysis
§ User Stories
Ø Product Overview
§ MVP & Prototypes
§ Product Lifecycle
Ø Question & Answers

25. MARKET SIZING (EPIC SYSTEMS)
• Largest EHR is live with 79,031 providers which represents
almost 20% of the overall EHR market
• ~26,000 PCPs in that EMR System if 1/3 are Primary Care
• 64% of providers belong to a health system
• ~17,000 PCPs in a health system if 64% belong to a health system
• 17,000 Physicians x 25 Patients = 42,500 patient visits a day