business model, business model canvas, columbia, customer development, lean launchpad, lean startup, steve blank

1. E-Verity
EMR Expansion Package
Chris Chyung
Kara Odum
Interviews since yesterday: 13
Total Interviews: 51
Calls: 23

2. • Providers
• Insurance
• Providers
• Insurance
?
Providing tools for
patients to
compare
providers
Finding the
provider who is
affordable,
nearby, easily
scheduled, well-
reviewed,
qualified, and
covered by the
customer’s
insurance
Parents
21-65 patients
Senior care
providers
Get: referral, digital
mkt//Keep: Reduce costumers
expenses in radiology tests //
Grow: quantified self
Mkt/Ops
Web/MobileSoftware/ Provider
Web/Mobile
Software/Data
Flat fee
CPC
Mkt/Op
s
Providing leads • Imaging
Centers
• Hospitals
• Private
Practice
Get: digital mkt,
personal
assistance// Keep:
customer acquisition// Grow:
expand (?)
Customer
Acq/Metrics
Ops Affiliate Mkt/Ads
Web/Mobile
Web/Mobile
Software/Metrics Customer Acq
Get: personal assistance// Keep:
demonstrated success// Grow:
expand (?)

3. How the Value Prop changed after Day 1
Stage Action
Hypothesis:
Here’s What We
Thought
Patients would care about a radiology imaging scan price
comparison tool
Experiments:
So Here’s What
We Did
We asked several dozen patients at St Luke’s, Amsterdam Nursing
Home, and Morningside Radiology
Results:
So Here’s What
We Found
They hated it (doctor referrals discourage shopping)
Iterate:
So Here’s What
We Are Going to
Do Next
Speak to the care provider side with the hopes of understanding
WHY we failed with patients and potentially uncovering a new pain

4. ?
• Providers
• Insurance
?
? ?
?Get: referral, digital
mkt//Keep: Reduce costumers
expenses in radiology tests //
Grow: quantified self
Mkt/Ops
?Software/ Provider
Web/Mobile
Software/Data
Flat fee
CPC
Subscription
Mkt/Op
s
Providing leads
Streamlining
workflow
• Imaging
Centers
• Hospitals’
Radiology
groups
Get: digital mkt,
personal
assistance// Keep:
customer acquisition// Grow:
expand (?)
Providing add-
on software
with the ability
for radiologists
to add images
to reports (GE
PACS to INYP)
Ops Affiliate Mkt/Ads
Web/Mobile
Web/Mobile
Software/Metrics Customer Acq
Get: personal assistance// Keep:
demonstrated success// Grow:
expand (?)

5. -PACS (picture
archiving
communications
software)
-Reporting
software
-Dictation
software
-EMR/EHR
software
Software
Programming
SubscriptionEngineering
-maintaining interoperability between
existing software (Mckesson, GE, Phillips)
Streamlining
workflow
(eliminating
steps)
Hospitals’
Radiology
groups
Get: solve the
problem, SELL
Keep: Low fees;
legacy sys don’t
change? (H)
Grow: Add-on
services, expand
specialties Hospital IT
and
Informatics
Depts
Hospital
Radiology
Dept heads
Providing
functionality for
radiologists to
add images to
reports (GE
PACS to INYP)
Add-on allows
improvement
with minimal
change to infra
Add-on allows
improvement
with minimal
investment

6. How the Value Prop changed after Day 3
Stage Action
Hypothesis:
Here’s What We
Thought
Radiologists would pay for a solution to marry PACS + Reporting
software
Experiments:
So Here’s What
We Did
We asked 5 of them if that’s their biggest pain
Results:
So Here’s What
We Found
1 enthusiastic yes, 3 lukewarm, 1 no
Iterate:
So Here’s What
We Are Going to
Do Next
From Customer Discovery, we are still finding that there are other
looming pain points (particularly getting patient records from past
care providers)

7. -EPIC (open
API)
-PACS
software
-Reporting
software
-Dictation
software -Direct Sales
-Value-added
reseller
-E-commerce
Programming
expertise
Subscription
Flat fee
Engineering
-maintaining interoperability between
existing software (EPIC, Powerscribe,
Mckesson, GE, Siemens, Phillips)
Giving
radiologists
ability to ensure
accuracy of
reporting and
note-taking
Hospitals’
Radiology
groups
Get: solve the
problem
Keep: Low fees;
legacy sys don’t
change? (H)
Grow: Add-on
services, expand
specialties Hospital IT
and
Informatics
Depts
Hospital
Radiology
Dept heads
Providing
functionality for
radiologists to
easily obtain old
patient records
Add-on allows
improvement
with minimal
change to infra
Add-on allows
improvement
with minimal
investment

8. Archetype for Customer Segment:
Clinician
• Works for a renowned facility
• Leads a group, has seniority and influence
• Works in an open/collaborative environment, not
remotely or in cubicles
– More likely to be tech savvy
• Advocates FFV not FFS
– More likely to challenge the system
• Would use expanded reporting capability to
• Quickly parse through hundreds of notes
• Check errors on suspicious reports
• Prevent over-testing

9. How the Value Prop changed after Day 4
Stage Action
Hypothesis:
Here’s What We
Thought
Radiologists’ would pay to solve a big pain point: retrieving old
medical records
Experiments:
So Here’s What
We Did
We asked 7 clinicians if they would
Results:
So Here’s What
We Found
5 said no, 2 said yes
Iterate:
So Here’s What
We Are Going to
Do Next
Too much red tape with HIPAA for now; we will test the theory of
providing a NOTE OVERSIGHT tool

10. -Direct Sales
-Value-added
reseller
-E-commerce
-Programming
expertise
-Regulatory
expertise
-Credit
-Subscription
-Flat fee
Software hire - $$$
Regulatory - $$
Operating - $
-FDA 510(k)
-Software Dev
-
Branding/Mark
eting
-Fundraising
Hospital
Clinicians
Get: KOL, viral
loop (use Epic’s
large user base)
Keep: Free
product updates
Grow: Upsell,
cross-sell
Hospital IT
and
Informatics
Depts
Hospital
Group heads
and Board
Clarification and
feedback to
solve sloppy
note taking
problem
Communication
sys fixes corrupt
old records
Saboteur?
Fewer mistakes
are made in
delivering
care/overtestin
g
Saboteur?

11. Revenue Model
Our
Startup
Hospital
Dept
head
(MD)
IT (may
be MD)
Clinician
recs
recs
recs

12. Petal Diagram

13. Sample Medical Record

14. MVP: Patient Smart Chart

15. MVP: EMR Chat

16. MVP: EMR Chat

17. What’s Next?
• Continue interviews with compliance, finance,
IT/Informatics departments
• Talk to other clinicians (nurses, technicians,
other hospital groups)
• Continue iterating our MVPs and decide on
possible additional features (shorthand,
emojis)
• Look into the 510(k) regulatory process
• Initiate API coding