Marketing Management – 1

Assignment

Group 10

AMERICAN WELL: The Doctor will E-See You Now

American Well: The Doctor Will E-See Now

SUMMARY

American Well was co-founded by two brothers namely Ido Schoenberg and Roy Schoenberg in the year
2006. Ido, as a Chairman and Corporate CEO, looked at the business strategy and affairs whereas Roy
served as president and CEO of American Well as well as incharge of product development and operations.
It is created for bridging the gap between Healthcare and Information Technology to provide affordable
and qualitative healthcare services to Household and Workplace in the real time, by eliminating
geographical and temporal constraints in real world.
The essential goal of the organization was to comprehend the obstructions in the Healthcare Industry and
offer some benefit Propositions by examining business opportunities and focus on the setting of the
Industry which is changing radically today. Another principle target of the organization is to utilize Internet
and Telephony to interface doctors and patients inside minutes by changing social insurance conveyance
and improve patient’s communication with Physician of interest utilizing Video, content talks or phone

Roy and Ido have related knowledge from iMDsoft and Carekey, so they knew about "What a specialist co-
op requires", in order to run the organization productively. Medical coverage Companies have a significant
resource, their system of specialists, however couple of approaches to adapt that advantage. For them
American Well would be a decent activity to begin with. Ido, got a thought of American Well when he was
in the get-away in Israel, where he thought of building up an innovation that will empower real-time
collaboration with doctors on the web as an alternate to prevailing issues like affordability and convenient
access to health care. He thought of giving medicinal administrations rather than restorative records which
were given by a few online just as disconnected considerations. The organization real endeavour was to
give a stage wherein specialists who have selected can sign on whenever and direct 10 min sessions by
giving the patients their individual expense subtleties, with the goal that the patients would instant be able
to rundown of specialists accessible on the web and counsel them according to their decision.

1. Assessment of the founders regarding the potential of online care to revolutionize the health care
delivery
Yes, according to me the assessment of the founders regarding the potential of online care as a platform
revolutionized the health care delivery system of the U.S. The founders introduced revolutionary concept
that changed the face of U.S health care system. It bridges the gap of U.S health care industry which was
getting serious and complex day by day. The important key points to be noted were as follows:
 14% of Americans did not see a specialist because of cost worries in 2008.
 As chronic diseases were leading causes of disability and caused 7 out of 10 deaths each year in U.S.
 Online Communication has increased from 23% to 36% from 2001 to 2008 whereas initially it was 4%
 Conversion of initiatives from “Point to Point” to “Many to Many”, where care can be delivered
anywhere irrespective of appointment, specific place and time.
 For patients, the focus was on immediacy, convenience, quality, affordability and choice.
 Building the company as a B2B company, where marketing opportunities increases and becomes
similar to a franchise model.
 New segment of prospective buyers like person with disability or suffering from depression who are
unable to or are embarrassed to visit doctors due to their medical condition.
 Company is relieving some medical licencing barriers that most states had put in place.
 Offering Personalised Pre-screening tool which improves the match between the medical need and care
recommended.
 Emphasis on anticipating potential barriers to adoption and addressing them ahead of time.
 Issue of cost-effectiveness better access and quality care at any and time could make a difference in
this era of technological advancement.
 Novel technology solutions – to develop proprietary intellectual property that could serve to block
competition in the future.

2. New Market Opportunities of American Well

A great deal of Market Opportunities was seen most encouraging after the approach of American Well. It
has advanced substantially more in the Health Care Industry after the innovation of "Team Edition". At
first the Health Industry's attention was totally available of Health Insurance Company, however at this
point by the selection of American Well's stage, conveyance systems like emergency clinics chains of
wellbeing centres and different frameworks of suppliers had the option to see potential clients along the
Health Care Value Chain where in, following advantages were accomplished:

 Cost Efficiencies
 Better Customer Service
 Increase in Revenues
 Growth of demand for those in low demand geographical locations
 Building relationships with Patients
 Increase in services by hospitals by installing Online Care Kiosk in emergency rooms.
 Provide Doctors with a new level of flexibility by earning additional money on weekends or in shifts.
 Retired Doctors are also benefitted by conducting their practice.
 Patients have the adaptability of picking their doctor based on their profile, rating from any
place, time.
 Patients could seek second opinion after diagnostics.
 offers new form of privacy, thus eliminating elements of shame.

Retail Clinics expanded their administrations by introducing on the web care Kiosks. American Well given
Retail Clinics a chance to utilize the Online Care Platform if the Nurse Practitioners were not ready to
determine a patient issue by giving them an opportunity to acquire a prompt second conclusion.

American Well given such an online stage to patients wherein they can ask pharmacist inquiries at their
preferred time and spot through Pharmacy Chains. Beforehand patients were not able do as such because of
shame or just neglected to solicit at the time from exchange.

The Market Opportunities will be increasing as American Well is planning to expand its services
internationally with a Well Organised Structure.

Advantages in Adopting Team Edition

Team Edition truly makes an extraordinary incentive to the patients by offering administrations that are
generally considerably more viable when contrasted with at first presented idea. In the Team Edition idea,
Once the essential consideration doctor decides a patient meeting with a pro was all together, he would
most likely sign on and connect any of the Specialists accessible on the web. Team Edition could likewise
spare a ton of patient’s time by settling medicinal issues early and improve the nature of consideration. It
likewise adds certain other advantages to Health Insurance Companies by sparing their costs, creating
incomes and building their picture just as remain in the aggressive market. Reception of Team Edition
would mitigate some authorizing obstructions identified with restorative issues which moderates the
essential consideration doctors counsel their patients with Specialists from anyplace in U.S.

Boundaries in Adopting Team Edition

Attempting to push different administrations in a single attempt to seal the deal could be unreasonably
befuddling for certain medical coverage organizations and might postpone appropriation of the centre item

3. American Well – A Platform for Core target market

The essential target of American Well was to utilize innovation (Internet and Telephony) and make a
continuous administration between the doctors and patients. Further, the cutting-edge item for example
"Team Edition" is centred around crossing over any barrier and limiting the time-cycle between the patient
and authority after the primary counsel. It promises to alleviate some major constraints in health-care
delivery system brimming with costly inefficiencies

The new item would look for the collaboration of essential consideration doctor and a pro in case of
counselling a report and discourse of a case which would likewise occur progressively. This discussion
would lessen the interim between starting meeting with the doctor and follow-up of reports radically which
would somehow, or another take weeks or even months. In this manner, the cutting-edge result of Team
Edition is in accordance with effectively existing consideration item. In the event that there is some
movement which should be conceded, it ought to be presentation of item into new markets as it would
require considerable measure of exchange of assets. Thusly, before some other contenders could dispatch a
comparative item, American Well should snatch the chance and exploit the primary move.

The Company should concentrate on brand advancement and ad of its item to make increasingly open
mindfulness and increment its client base, to develop in the country successfully. So, a superior Research
and Development Centre must be framed at different places in order to break down the market drifts and
develop likewise.