Marketing‌‌Management‌‌-‌‌1 

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American‌‌Well:‌‌The‌‌Doctor‌‌Will‌‌E-See‌‌You‌‌Now‌  ‌
Case‌‌Analysis‌  ‌
 ‌
Problem‌‌Statement:‌  ‌
What‌‌is‌‌the‌‌way‌‌forward‌‌for‌‌Ido‌‌and‌‌Roy?‌‌   ‌
1. Should‌  ‌American‌  ‌Well‌  ‌continue‌  ‌to‌  ‌invest‌  ‌in‌‌  efforts‌‌
  to‌‌
  get‌‌
  more‌‌   insurance‌‌   companies‌‌  on‌‌
  board‌‌  and‌‌ 
concentrate‌‌on‌‌developing‌‌the‌‌existing‌‌‘Online‌‌Care’‌‌platform?‌‌   ‌
2. Is‌‌   it‌‌
  okay‌‌
  to‌‌
  launch‌‌
  the‌‌
  new‌‌
  product‌‌  ‘Team‌‌   Edition’‌‌  to‌‌ assist‌‌ PCPs‌‌ in‌‌ connecting‌‌ with‌‌ specialists?‌‌ If‌‌ 
yes,‌‌what‌‌would‌‌be‌‌the‌‌right‌‌time‌‌for‌‌the‌‌launch?‌  ‌
3. Should‌‌American‌‌Well‌‌expand‌‌their‌‌service‌‌at‌‌this‌‌stage‌‌- ‌ ‌
a. Internationally‌‌in‌‌Australia,‌‌Germany,‌‌and‌‌the‌‌United‌‌Kingdom?‌  ‌
b. By‌‌venturing‌‌into‌‌other‌‌sectors‌‌like‌‌legal‌‌advice,‌‌accounting‌‌services‌‌&‌‌religious‌‌counseling?‌‌   ‌
4. Should‌  ‌American‌  ‌Well‌  ‌develop‌  ‌solutions‌  ‌for‌  ‌retail‌  ‌clinics‌  ‌by‌  ‌installing‌‌   Online‌‌
  Care‌‌
  kiosks‌‌   to‌‌
  help‌‌ 
patients‌‌receive‌‌specialist‌‌advice‌‌that‌‌can’t‌‌be‌‌availed‌‌through‌‌NPs?‌  ‌
 ‌
Recommended‌‌Solution,‌‌Implementation,‌‌and‌‌Justification:‌  ‌

1. American‌  ‌Well‌  ‌presently‌  ‌enjoys‌  ‌the‌  ‌first-mover‌  ‌advantage‌  ‌in‌  ‌connecting‌  ‌Primary‌  ‌Care‌  ‌Physicians‌‌ 
(PCPs)‌  ‌with‌  ‌patients‌  ‌via‌  ‌their‌  ‌novel‌  ‌service‌  ‌model‌  ‌‘Online‌  ‌Care.’‌  ‌Online‌  ‌Care‌  ‌is‌  ‌effective‌  ‌and‌‌ 
efficient‌‌  as‌‌
  it‌‌
  allows‌‌  the‌‌
  PCPs‌‌   to‌‌
  consult‌‌   their‌‌  patients‌‌   without‌‌   having‌‌   to‌‌
  wait‌‌  10+‌‌  days‌‌
  to‌‌  schedule‌‌ 
an‌  ‌appointment‌  ‌while‌  ‌also‌  ‌optimizing‌  ‌the‌  ‌PCP‌  ‌to‌  ‌patient‌  ‌allocation.‌  ‌The‌  ‌platform‌  ‌enables‌‌ 
retired/at-home‌  ‌doctors‌  ‌to‌  ‌consult‌  ‌patients.‌  ‌It‌  ‌provides‌  ‌patients‌  ‌with‌‌   a ‌‌platform‌‌   to‌‌
  reach‌‌  out‌‌  to‌‌
  any‌‌ 
PCP‌  ‌across‌  ‌the‌  ‌United‌  ‌States,‌  ‌which‌  ‌isn’t‌  ‌possible‌  ‌otherwise‌  ‌due‌  ‌to‌  ‌some‌  ‌state-laws‌  ‌prohibiting‌‌ 
people‌‌  from‌‌   other‌‌
  states‌‌
  to‌‌
  consult‌‌   PCPs‌‌   in‌‌
  their‌‌   states.‌‌  Since‌‌  40%‌‌ (out‌‌ of‌‌  990,000)‌‌ U.S.‌‌ physicians‌‌ 
are‌‌
  PCPs‌‌ and‌‌  14%‌‌ U.S.‌‌  citizens‌‌  do‌‌ not‌‌ see‌‌ doctors‌‌ due‌‌ to‌‌ cost‌‌ concerns,‌‌ Online‌‌ Care‌‌ acts‌‌ as‌‌ a ‌‌liaison‌‌ 
between‌  ‌the‌  ‌two.‌  ‌Due‌  ‌to‌  ‌low‌  ‌costs,‌  ‌Online‌  ‌Care‌  ‌acts‌  ‌as‌  ‌a ‌ ‌source‌  ‌of‌  ‌increased‌  ‌revenue‌  ‌for‌  ‌young‌‌ 
PCPs‌  ‌and‌  ‌a ‌ ‌reduction‌  ‌in‌  ‌customer‌  ‌expenditure.‌  ‌Further,‌  ‌Online‌  ‌Care‌  ‌can‌  ‌also‌  ‌capitalize‌  ‌on‌  ‌the‌‌ 
significant‌‌   demographic‌‌   shift‌‌
  expected‌‌   to‌‌
  occur‌‌   in‌‌  the‌‌
  U.S.‌‌  over‌‌   the‌‌
  next‌‌   two‌‌ decades.‌‌ Over‌‌ 20%‌‌ of‌‌ 
Americans‌‌will‌‌be‌‌over‌‌the‌‌age‌‌of‌‌65‌‌by‌‌2030‌‌and‌‌in‌‌need‌‌of‌‌medical‌‌care.‌  ‌

However,‌‌   American‌‌   Well‌‌   still‌‌

  needs‌‌  to‌‌
  improve‌‌   its‌‌ technological‌‌ infrastructure‌‌ and‌‌ brand‌‌  awareness‌‌ 
to‌‌
  build‌‌
  their‌‌
  customers’‌‌   trust‌‌ regarding‌‌ data‌‌ security‌‌  and‌‌ privacy‌‌ concerns.‌‌ They‌‌ also‌‌ need‌‌  to‌‌ assure‌‌ 
physicians‌  ‌that‌  ‌Online‌  ‌Care‌  ‌would‌  ‌not‌  ‌cause‌‌   the‌‌  risk‌‌   of‌‌  an‌‌
  increase‌‌  in‌‌
  legal‌‌
  liability‌‌
  and‌‌
  physician‌‌ 
workload.‌‌   Getting‌‌
  more‌‌   health‌‌   insurance‌‌   companies‌‌   on‌‌  board‌‌   is‌‌
  going‌‌
  to‌‌ help‌‌ American‌‌ Well‌‌ to‌‌ not‌‌ 
only‌‌gain‌‌the‌‌trust‌‌of‌‌patients‌‌and‌‌PCPs‌‌but‌‌also‌‌build‌‌brand‌‌awareness‌‌in‌‌the‌‌healthcare‌‌sector‌  ‌

2. It‌  ‌is‌  ‌recommended‌  ‌that‌  ‌Roy‌  ‌& ‌‌Ido‌‌   launch‌‌  their‌‌  next-generation‌‌   product,‌‌   ‘Team‌‌   Edition’‌‌   in‌‌
  parallel‌‌ 
with‌‌'Online‌‌Care',‌‌justifications‌‌&‌‌suggestions‌‌being‌‌-‌‌   ‌
a. 100%‌‌   online‌‌
  consultation‌‌   is‌‌
  impossible‌‌   in‌‌
  the‌‌  Healthcare‌‌
  sector‌‌
  & ‌‌patients‌‌   with‌‌ moderate‌‌ to‌‌ 
high‌‌ illness‌‌ will‌‌ continue‌‌ to‌‌ visit‌‌ PCP's‌‌ for‌‌  consultation.‌‌ Additionally,‌‌ ‘Team‌‌ Edition’‌‌ reduces‌‌ 
the‌‌cycle‌‌time‌‌from‌‌the‌‌patient's‌‌visits‌‌to‌‌just‌‌a‌‌few‌‌minutes‌‌from‌‌several‌‌weeks!‌  ‌
b. It‌  ‌removes‌  ‌the‌  ‌need‌  ‌for‌  ‌patients‌  ‌to‌  ‌visit‌  ‌specialists‌  ‌in‌  ‌person,‌  ‌thereby‌  ‌eliminating‌  ‌the‌‌ 
geographical‌‌   constraint‌‌  & ‌‌high‌‌   waiting‌‌   time‌‌   involved,‌‌
  especially‌‌   in‌‌
  the‌‌ specialties‌‌ of‌‌ Mental‌‌ 
Health,‌  ‌Obstetrics,‌  ‌Gynecology‌  ‌-‌  ‌where‌  ‌there‌  ‌is‌  ‌a ‌ ‌substantial‌‌  regional‌‌   shortage.‌‌   Some‌‌   state‌‌ 
governments‌  ‌have‌  ‌regulations‌  ‌that‌  ‌restrict‌  ‌people‌  ‌from‌  ‌consulting‌  ‌a ‌ ‌physician‌‌   outside‌‌   their‌‌