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Advice on healthcare apps
- 1. ADVICE ON BUILDING HEALTHCARE APPS Lessons Learned the Hard Way
- 2. YOUR SPEAKER • Engineer • Product Manager • Sales/BD • Marketing • Consultant John Cox @epjohn • Entrepreneur jcox@escalation-point.com
- 3. • Construct enterprise healthcare applications • Create mobile healthcare apps • Build healthcare businesses www.escalation-point.com
- 4. • Improve patient engagement, health literacy & quality of care • Promote clinician-patient collaboration www.visiblehealth.com
- 6. we’ve got our (good) idea (we think) there’s a business model now let’s make a product...
- 8. 2. GET A PRODUCT MANAGER Business Product Technology Users
- 9. 2. GET A PRODUCT MANAGER Business Product Manager Product Technology Users
- 11. 3. DELIVERY IS AN ONGOING PROCESS
- 12. PRODUCT RELEASE!
- 14. 4. FOLLOW USER-CENTERED DESIGN PRINCIPLES
- 16. MEET DR. KUTIKOV • Urologic oncologist at Fox Chase Cancer Center • Visible Health co-founder • Avid drawMD user
- 17. I am not the user
- 18. 5. RESPECT YOUR PARTNER’S DOMAIN EXPERTISE
- 20. 6. HEALTHCARE PRODUCT EXPERIENCE IS KEY
- 21. Healthcare Software Software Product Product Delivery Delivery
- 22. Nature of User Base Market Economics Regulatory & Security Minimum Viable Product
- 23. TO RECAP: 1. Define Success 2. Have a Product Manager 3. Delivery Is An Ongoing Process 4. Follow User-Centric Design Principles 5. Respect Your Partner’s Domain Expertise 6. Healthcare Product Experience Is Key
- 24. www.escalation-point.com www.visiblehealth.com
Editor's Notes
- \n
- Multiple perspectives from broad background in education, experience, and entrepreneurship\n
- product services consultancy for healthcare businesses\n
- visible health was born from an idea for a product called drawMD\n
- idea conceived by two urologic oncologists to use the iPad to support patient consultations - a use case that addressed a specific need in a non-disruptive way\n\nthey had a bootstrap business model that would support initial development efforts\n\nthey enlisted EP as a product delivery partner\n
- what follows is advice for the entrepreneur who’s reached this point\n\nbased on our experiences with Visible Health and other entrepreneurs and enterprises\n
- have an idea as to what you want to achieve with your product:\n- land a pilot customer\n- support clinical study\n- gain widespread user adoption and use\n\ndrawMD - started with urology, expanded into other specialties - focus on adoption and use\n
- the most important role in any software product business is that of the product manager\n\ntheir job is to balance the tensions between the three competing interests in the product creation process - business, users, technology - setting priorities, making trade-offs, and allocating precious resources\n\nthe PM does not have to be a separate individual - it can be the entrepreneur, one of these constituents, or a good product consultant. they MUST be conversant across these domains and capable of making rational, objective decisions in the face of excessive pull in any one direction\n\nso what happens if you don’t have a strong designated PM role?\n
- the most important role in any software product business is that of the product manager\n\ntheir job is to balance the tensions between the three competing interests in the product creation process - business, users, technology - setting priorities, making trade-offs, and allocating precious resources\n\nthe PM does not have to be a separate individual - it can be the entrepreneur, one of these constituents, or a good product consultant. they MUST be conversant across these domains and capable of making rational, objective decisions in the face of excessive pull in any one direction\n\nso what happens if you don’t have a strong designated PM role?\n
- no PM leads to competition between these interests where the loudest voice or the strongest pull often wins\n\nthe result is more often than not a deficient product - examples\n
- If you are planning for success you’ve got to realize that delivery is a process not an event.\n\nentrepreneurs and enterprises of all sizes fall into the trap of thinking that product release is the end goal...\n
- i’m actually very apolitical, but this is a very resonant example of calling success too early in the process\n
- if you are lucky, you will be met with an increasing stream of demands from users, customers, partners, investors, competitors, etc. for bugs, support, new content, new features, integration, scalability, regulatory, and so on\n\nthis all requires planning, resources and ultimately budget. and it’s true that failing to plan is planning to fail\n\n\n\n\n
- In healthcare applications, in particular those intended for clinical settings, user-centered design is critical\n\nUCD optimizes product around users needs and wants rather than forcing users to change behavior\n\nstart to see why EMR adoption can be painful - users in highly optimized (but non-digital) workflows being forced to make substantial changes\n\n\n
- who do you think designed this app?\n
- was very skilled in the activity that drawMD replaces - drawing on exam table paper\n\nhe and our other co-founder - Dr. Morgan - knew as soon as they picked up an iPad how it could help make their communication more clear and efficient, and how much patients would enjoy it\n\nhe uses drawMD every day in practice and his feedback (along with that of other physicians) is critical to the evolution of the product\n\nbut Dr. Kutikov is not a designer or developer; nor am I a practicing surgeon...\n
- a common phrase around our office - when you say it you think about putting yourself into the user’s shoes, not just making blind assumptions\n\nthat leads you to more structured thinking, incorporation of best practices and most importantly to actively seek out and incorporate the feedback of real users\n\ngood product partners will be well-versed in the skills and tools of UCD - requirements gathering, persona development, use cases, wireframing, mock-ups, prototypes and user feedback gathering\n\n---\n\nIn some instances we encounter an entrepreneur that actually is the user (like Todd and Alex, among others). but unless they are designers as well as clinicians it’s very important to...\n\n
- if you are reaching out to a partner for help, recognize where the line is between your expertise and theirs\n\nclinicians know their settings, workflows and use cases better than we ever could but that doesn’t mean they should be designing apps\n\nconversely, we live and breathe healthcare applications every day but that doesn’t make us an expert in the intricate workflows and variations encountered daily by clinical professionals\n
- a good partnership is rooted in respect for each other’s capabilities\n\nrecent example of a project we evaluated:\nentrepreneur was reluctant to consider outside suggestions for design changes b/c she was a physician and knew the workflow like the back of her hand.\n\nhowever, the design proposed was riddled with obvious violations of well-known usability heuristics and likely to meet adoption and retention issues because of them\n\nfinding the harmony of differing areas of domain expertise - in this case solid usability principles coupled with deep knowledge of clinical workflows - results in great products\n
- the last of our lessons - having a product partner (or developer or designer) that has healthcare product experience is key.\n
- early on in working with healthcare companies was constantly told that healthcare IT was not like other IT - advice I quickly discounted\n\ni was wrong.\n\nthey share many of the same tools, techniques, and processes but when it comes to whole product creation healthcare is unique..\n
- key differences between non-healthcare and healthcare technology markets:\n- nature of user base\n- market economics, purchasing models\n- alphabet soup of regulatory, security, compliance concerns\n- what constitutes a minimum viable product\n\nan experienced partner, particularly in healthcare, will bring a lot of that knowledge to the table with them and will be able to apply lessons learned from those experiences\n\nremember that everything you and your partner don’t know, you’ll have to learn\n\n
- No guarantees\n All about lowering risk and raising odds of success\n
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