nikolai bratkovski - keynote at product hunt to healthcare
TRANSCRIPT
HEALTHCARE: UNSEXY —> SEXYand what I learned along the way
Nikolai Bratkovski CEO, Opencare
UNSEXYsocial meme image
UNSEXYsocial meme image
10% of all diagnostic imaging in Canada
2004
5 locations across GTA, expanding to Florida
2009
HEALTHCARE CONCIERGE
LATE TO THE GAME
GLOBAL HEALTHCARE MARKET
$5.5T
$16B US Taxi Industry
NO ONE IS WINNING
WE CHOOSE DOCTORS THE SAME WAY WE CHOOSE LUNCH
THE FUTURE
1.0Directory Enhanced directory Personal Healthcare Expert
Address, phone number 1.0+ Reviews, availability Data-driven recommendations
2.0 3.0
GLOBAL HEALTHCARE MARKET
$5.5T
$16B US Taxi Industry
GLOBAL HEALTHCARE MARKET
$3T $2.5T
$16B US Taxi Industry
NICHE WITH BROKEN DISCOVERY
healthcare providers in private practices
1.5 MILLION
$800BSpent on healthcare providers
(outside of hospitals)
search for healthcare providers online every year
70 MILLION
$16BHealthcare providers spend on marketing
• 500M searches • 1B appointments
Your Personal Healthcare Expert
UNSEXYsocial meme image
UNSEXYsocial meme image
THERE IS NO MAGIC TO SUCCESSFUL HEALTHCARE PRODUCTS
EVERYONE IS MAKING THE SAME MISTAKES
(INCLUDING US)
EVERYONE IS MAKING THE SAME MISTAKES ACROSS ALL INDUSTRIES
PRODUCT MANAGEMENT = PRIORITIZATION
PRODUCT MANAGEMENT = MAXIMUM VALUE WITH LEAST
RESOURCES
PRIORITIZATION IS BROKEN
1. Customer Discovery 2. Business Model 3. Focus
Healthcare Alert: Regulations
HEALTHCARE ALERT: REGULATIONS
REGULATIONS PARADOX: EMRS & VCS
REGULATIONS SUMMARY
1. Build what customer wants 2. Sell it 3. Find the right lawyer 4. Be creative and invest minimum resources to navigate or
satisfy regulations
1. CUSTOMER DISCOVERY
No data = no knowledge Not enough data = no knowledge
~$300/hr to run 3 person product team ~$900/hr to run 10 person startup
Sounds like common sense? Seen only few companies do it well
1. CUSTOMER DISCOVERY
AD-HOC
B2B
CONTINUOUS
B2B +
B2C
B2B VS B2C
Paid to think about their problems
Don’t even realize they have a problem
FIREHOSE OF CUSTOMER DATA
• In-product chat • Concierge service • Button to concierge • Phone conversations • In-person interviews • Cohort analysis • Surveys • Advertising experiments • More
EMERGING ROLE: USER RESEARCHER
2. BUSINESS MODEL
MONEY IS THE BEST METRIC OF VALUE CREATION
PATIENT FUNNEL
PATIENT FUNNEL PRODUCT MARKET FIT=
HEALTHCARE ALERT: STAKEHOLDERS
KEEP IT SIMPLE
3. LASER FOCUS
PLAYBOOK
SUMMARY
1. Healthcare is a massive market with a lot of broken parts 2. Forget about regulations 3. Focus on your customers to build what they want 4. Figure out who will pay 5. Laser focus on one segment of customers 6. Build playbook 7. Scale
QUESTIONSNikolai Bratkovski
We are hiring: careers.opencare.com