Telehealth Secrets 2019: Best Practices for Patient Adoption - Daniel Silberman, Mediconecta

1. Best Practices
for
Patient Adoption
Daniel Silberman
Telehealth Secrets
October 3rd 2019

2. STRICTLY PRIVATE AND CONFIDENTIAL
Mediconecta is the telehealth
leader in Latam
What We Do
We offer online on-demand healthcare via
videoconference accessible by web,
smartphone and Kiosks
• Spanish Speaking World
• Payors and employers
• 2M covered lives
• Operations in multiples countries

3. Est. Ambulatory
Care Visits*
600M
1,800M
2,400M
The Latam Telehealth Opportunity
Total Latam
population
Est. treatable
via telehealth**
*Ambulatory care visits including outpatient, primary care and others.. **74%, according to American Medical Association, ***$18 cost per telehealth visit = our
estimated average per consultation market price
The Latam Patient
STRICTLY PRIVATE AND CONFIDENTIAL
$32.4B
• Limited options for access to
quality medical care
• Long wait times and
inconvenience to see the doctor
• Innovation-friendly population,
with high penetration of
connectivity
Market
Opportunity***

4. Teleheath utilization still pretty low
• Roughly 7 - 10% in large insured/employee groups
• Compare to 3.8 yearly visits to the doctor (380%)
• Reasonable long-term target: 285% (35x today)
• At Mediconecta we have utilization ranging 12 – 25%

5. Telehealth Adoption Barriers
STRICTLY PRIVATE AND CONFIDENTIAL
1. Systemic - reimbursement, physician networks
2. Awareness & top of mind
still “new” element
an undesired need
3. Behavioral
habit
trust (and distrust)
preconceptions
4. Execution
the devil is in the details, and there are many!

6. Cut through and shine (Awareness)
1. Standout! Own the communications agenda
Cutout the middleman (yes, that’s generally your client)
Standout from the clutter
Dissociate yourself from…
2. You can’t time it right, so time it well
Use seasonality in your favor
Force the first use case
Buildup to your user’s 1st self initiated visit (and then champagne!)

7. Cut through and shine (Awareness)
3. Involve the family
“Head of healthhold” - identify and speak to them
Who else can influence?
4. Say it right from the subject on
Seek familiarity
Avoid promotional hooks / sounding cheap
Speak about utility

8. Take down the walls (Behavioral)
5. Content is king
Relevant, targeted, fresh – prevention… what to do if…
Make your own content
Healthcare professional grade works best
6. Yes, do state the obvious, over and over
Be descriptive
Your patients don’t think like you

9. Take down the walls (Behavioral)
7. Build trust
Showcase the doctors
When is it ok and when not
Leverage positive brand associations

10. Nail it (Execution)
8. Be there (in person that is)
Make it tangible, make it notorious, make it memorable
This is high ROI (4x impact and really spills over)
9. Use the right channel(sss) for them, not you
Segment your messages to your audience
Pick the right channels and use them simultaneously when appropriate
Build channel specific capabilities

11. Nail it (Execution)
10.Nail the PX
Know your visit chain, now shorten it (or at least postpone it)
Find the strong links and weak links (be obsessive at this)
Resist the temptation to embellish, less is far more than more