Health 2.0 keynote

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This document summarizes Paul Willard's talk on health tech distribution at Health 2.0 - Silicon Valley. It discusses how software is disrupting industries, including health care. It provides tips on distribution methods like press, communities, search, and app stores. It emphasizes the importance of distribution and provides examples of testing acquisition and cohort curves to improve conversion and lifetime value. Testing is recommended to reduce friction and increase desire in a product.

Health & Medicine

Health Tech Distribution

Health 2.0 - Silicon Valley
Paul Willard, Atlassian CMO • 12/18/2012

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

2 Types of Industries

1.
Those that have been disrupted by software

2.
Those that haven’t ... yet

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

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

• Display Advocacy

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

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

Simplify - Only 2 Charts

Acquisition Exponential Cohort Curves

Lifetime Value ($)
Customers

Month Months as Customer

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

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

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

Questions?

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

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

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

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

Product as Designer Drug
• Get your market hooked
• Their ﬁx = problem solved
• Eliminate all friction

• Test conversion to “ﬁx”
• Qualitative methods

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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Health 2.0 keynote

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

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