Health 2.0 keynote

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Disruption and Distribution for Health Technology

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Health 2.0 keynote

  1. 1. Health Tech DistributionHealth 2.0 - Silicon ValleyPaul Willard, Atlassian CMO • 12/18/2012
  2. 2. Serial Industry Disrupter• Playbook from NextCard – Consumer Credit• Groundhog Day Career • Business Banking • Consumer Banking • Consumer Price Promotion • Health Tech
  3. 3. 2 Types of Industries 1.Those that have been disrupted by software 2. Those that haven’t ... yet
  4. 4. Google Analytics KISS metricsAgnostic Optimizely Visual Website OptimizerDisruption Bamboo Agile Jenkins GreenHopperToolkit JIRA Confluence Git Mercurial AWS Wordpress Joomla RackSpace Drupal Bitbucket + Scalable distribution model
  5. 5. Scalable Distribution Methods• Press• Communities Awareness• Refer-a-friend• Search Consideration• Email Conversion• App stores• Affiliates Loyalty• Display Advocacy
  6. 6. Don’t Ignore Distribution• Startups need technology, product, and distribution• Many fail on distribution • Myth: If you build it, they will come • Fact: The best distribution won
  7. 7. Learn to Fail, Don’t Fail to Learn• Most ideas will not work• Don’t invest too much in any one idea – no epic fails• Plan to fail - fast, cheap
  8. 8. Simplify - Only 2 Charts Acquisition Exponential Cohort Curves Lifetime Value ($)Customers Month Months as Customer
  9. 9. Feedback Loops• Test quick, cheap, and dirty • Released vs polished • Front end flexibility • Standardize reporting• Model LTV quickly• Never stop what is working, be incremental & relentless
  10. 10. A/B Testing - A Practical Guide• Hypothesis Testing Equation • Myth: A vs B, best one wins • Reality: Look at distribution, segmentation, learn about the market, and dream up C
  11. 11. How much should I spend?• 12 month break even Allowable • Conservative Lifetime Value ($) • Estimating is ok • Virality • Model LTV for each channel or even campaign Months as Customer
  12. 12. Questions?Health Tech DistributionHealth 2.0 - Silicon ValleyPaul Willard, Atlassian CMO • 12/18/2012
  13. 13. A/B Testing - A Practical Guide• Conversion = Desire - Friction• Hypothesis Testing Equation Myth: A vs B, best one wins Reality: Look at distribution, segmentation, learn about the market, and dream up C
  14. 14. Desire• Behavioral design: • Cialdini’s book - Influence • Dan Ariely • Nir Ayal’s Desire Engine - NirAndFar.com• Examples • Headlines • An authentic solution • Ask customer what they want
  15. 15. Friction• UX testing useful for friction• Minimize ambiguity through good design • Speed • Call to action - placement, color, shape • Grouping, contrast, IA
  16. 16. Product as Designer Drug• Get your market hooked • Their fix = problem solved • Eliminate all friction• Test conversion to “fix”• Qualitative methods
  17. 17. Cohorts• Do not A/B test your core Test impact on LTV repeat usage product • UX testing to show problems Lifetime Value ($) • Offer beta - to a subpop • Test newsletters, cross-sell/up- sell messaging, tutorials, first time user flows, etc • Find twitchy measures of Months as Customer success

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