Disruption and Distribution for Health Technology

1. Health Tech Distribution
Health 2.0 - Silicon Valley
Paul Willard, Atlassian CMO • 12/18/2012

2. Serial Industry Disrupter
• Playbook from NextCard – Consumer Credit
• Groundhog Day Career
• Business Banking
• Consumer Banking
• Consumer Price Promotion
• Health Tech

3. 2 Types of Industries
1.
Those that have been disrupted by software
2.
Those that haven’t ... yet

4. Google Analytics
KISS metrics
Agnostic
Optimizely
Visual Website Optimizer
Disruption Bamboo Agile
Jenkins GreenHopper
Toolkit
JIRA Confluence
Git
Mercurial
AWS
Wordpress Joomla
RackSpace
Drupal
Bitbucket
+ Scalable distribution model

5. Scalable Distribution Methods
• Press
• Communities
Awareness
• Refer-a-friend
• Search Consideration
• Email
Conversion
• App stores
• Affiliates Loyalty
• Display Advocacy

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. 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. Simplify - Only 2 Charts
Acquisition Exponential Cohort Curves
Lifetime Value ($)
Customers
Month Months as Customer

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. 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. 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. Questions?
Health Tech Distribution
Health 2.0 - Silicon Valley
Paul Willard, Atlassian CMO • 12/18/2012

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. 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. Friction
• UX testing useful for friction
• Minimize ambiguity through
good design
• Speed
• Call to action - placement,
color, shape
• Grouping, contrast, IA

16. Product as Designer Drug
• Get your market hooked
• Their fix = problem solved
• Eliminate all friction
• Test conversion to “fix”
• Qualitative methods

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