Group 9

Arya Karan
E. Hyndavi
Kumar Aayush
Mahesh Tekade
Phuntsok Sherpa
Shagun Vaish

CASE ANALYSIS: AMERICAN WELL

1. Analyse case using 4C framework: Customer, Competitor, Company and Context.

Solution:
• Customers:
Our target customers are Insurance companies. It will be a B2B model. The
insurance companies could serve as aggregators, provide access to patients medical
records, sponsor online medical consultation directly or indirectly and get access to
larger network of doctors. They get direct access to the customer base of insurance
companies without any need to procure any customers.
The company was considering the option of catering directly to consumers(DTC) but
they decided against it, which acts as a differentiator for them.
• Context

To reach the market through the issue of affordable, convenient access to quality
care,particularly in terms of place and time of delivery - was an area where
technology could really make a difference.
• Competition
Competition came from existing companies like Medfusion who used phone or online
system, TeleDoc with call centre model, Cisco TelePresence with video conferencing.
Apart from this technology oriented companies there were other competitors like
Nurse Practioners (NP), MinuteClinic with walk-in clinics, RedClinic and Take Care
Clinic
• Company
American Well provides the insurance companies the framework which makes it easy
for consumers to talk to physicians, immediately, from home.Consumers don't need
to call ahead or wait for a doctor
Company was founded in 2006 by the Schoenberg brothers. Roy Schoenberg was
the president and CEO whereas Ido Schoenberg was the Chairman and the
corporate CEO.
Danielle Russell
2. Identify the decision problem
Solution:
Currently the American Well is aligning itself with the insurance companies. However
there is a huge market opportunity available through the distribution networks. This
comprises of customer base that can be acquired through online care kiosks,
 hospitals, pharmacy chains. With another consideration of expanding globally they
would need to divert these resources to another countries adding to the dilemma
whether to venture in other fields as well.
3. Use information to develop at two alternatives to solving the problem. Support
each alternative based on case evidence.
Solution:
Alternative 1: Align the companies objectives towards the health insurance as our
customers who will get us direct access to large network of doctors and customer
base
Alternative 2: Delivery networks comprising of pharmacy chains, retail clinics,
hospitals, online care kiosks could be another market segment. Which will include
creating a new customer base with the help of these segregated networks.
4. Take a position / decision from the alternatives by using an integrated
approach. Justify decision clearly based on interpretation of case facts by
understanding their interdependencies.
Solution: Our approach comprises of American Well targeting the insurance
companies as primary customer. American Well as a new venture will find it difficult
to find consumers for its online medical service citing the amount of work that needs
to be done for marketing the service to people and then getting them to try and
eventually retaining them. On the other hand, health insurance company with their
existing customer base can provide their existing clients with the American Well
online care service. American Well can act as a service provider to its huge base on
behalf of insurance companies. Other than that they can tap in into other benefits
that insurance companies’ assets could possibly offer. Their financial status
represented a more lucrative customer channel than individual patients.