Team Name - Medical Gatekeeper
Interviewee - Ana Date of Interview - 10/29/2016 Interviewer - Christine Why/how we interviewed this person? Ana is in the age range of individuals who insurance companies indicated as the most difficult to collect information from because they don't regularly visit the doctor; the interview was done in person What hypothesis did we test? Millennials don't visit the doctors often but would be open to providing medical and health information through an app We really wanted to learn about this: What information would millennials be willing to provide? And in what format would they be willing to provide it through? We learned from this interview: Ana is also on the same page as other millennials that I have interviewed. She doesn't go to the doctors often but would be willing to share medical information, especially if it's anonymous. She also thinks that syncing to Class pass check ins, etc would be helpful for keeping track of fitness activity. Getting reminders to get flu shots, check ups, updated blood tests, etc would also be very helpful. We were surprised by: How willing millennials would be willing to share their information. Compared to an earlier interview I did with Tina, it seems like either people in California are more open about sharing information or there's something else making folks local to here be more willing to share data. Other interesting outcomes; what did you learn about interviewing Ana recommended that users have screennames to hide true identity but have the capability to aggregate and ID information for 1 person.
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Team Name - Medical Gatekeeper
Interviewee - Jon Date of Interview - 10/29/2016 Interviewer - Christine Why/how we interviewed this person? Jon is in the age range of individuals who insurance companies indicated as the most difficult to collect information from because they don't regularly visit the doctor; the interview was done in person What hypothesis did we test? Millennials don't visit the doctors often but would be open to providing medical and health information through an app We really wanted to learn about this: What information would millennials be willing to provide? And in what format would they be willing to provide it through? We learned from this interview: Jon doesn't know much about his medical history or doesn't have the information handy. If he were asked to provide that information, he wouldn't know where to start. He suggested that we look into whether we can legally get folks to sign off that Medgate can go to their past doctors and collect the information for them. He has a friend who started PawPrint. The concern here is that human medical records are much more secure and regulated than pet medical records. We were surprised by: How unaware and lackadaisical millennials are about their health status and history. Other interesting outcomes; what did you learn about interviewing Even though the individual may be okay with us going out to collect their medical records, we're not sure if we can legally do that. Team Name - Medical Gatekeeper
Interviewee - Courtney Date of Interview - 10/29/2016 Interviewer - Susanna Nordrum Why/how we interviewed this person? Uses iPhones and apps; has non-group insurance. What hypothesis did we test? Millenials will easily adopt app systems for tracking health and expect $250-$500/yr in rewards We really wanted to learn about this: Would she use an app to track health data and earn rewards? At what price point? We learned from this interview: She currently uses a fitness app and would expect $300-$400 per year for rewards in medical info. We were surprised by: Courtney has undergone a lot of medical surgery and didn't feel the app would help with her bigger medical issues, but might be a good day-to-day incentive to exercise more often. Other interesting outcomes; what did you learn about interviewing Team Name - Medical Gatekeeper
Interviewee - Tim Date of Interview - 10/29/2016 Interviewer - Susanna Nordrum Why/how we interviewed this person? Non-group insurance at small company, in target demographic - millenials more likely to participate in new programs and care about health incentives. What hypothesis did we test? WIllingness to provide medical record data, price points. We really wanted to learn about this: Would people feel comfortable providing complete medical record data? How much would they expect to be rewarded? We learned from this interview: Wouldn't sell information for any price under $500, scared that it would affect coverage. We were surprised by: Interviewee's apprehension toward insurance companies; feels like they're "the enemy" and could use information against him. Other interesting outcomes; what did you learn about interviewing: keep an open mind and listen to person's concerns not just focus on the questions. Team Name - Medical Gatekeeper
nterviewee - Arvind Chavali Stanford Post Doc Research Fellow. Date of Interview - 10/23/2016 Interviewer - Abhijeeth Linganagari Why/how we interviewed this person? Arvind has a masters in public policy from Princeton and has doctoral degree in biotech from UVa with research fellowship from Yale and Stanford. We wanted to get a view of what policy regulations we might need to be aware of. (Phone Interview) What hypothesis did we test? Any policies that regulate this industry ? Any policy concerns with the benefits we plan to offer ? What other benefits would consumers like ? We really wanted to learn about this: We really wanted to find out about the different regulations we needed to contend with in the health industry and electronic medical record space. We learned from this interview: Arvind mentioned that the electronic medical record space in health industry is heavily regulated and there might definitely be other regulations outside of HIPAA. He recommended that we definitely dig deeper to identify these gaps. He also liked the idea of incentivizing customers to adopt a healthy lifestyle, but was cautious about sharing information with insurance providers and how comfortable consumers would be with securing and sharing their information. We were surprised by: Arvind recommended having a clear target customer base. It was surprising that he mentioned keeping this clear and small would help us drive our product more meaningfully. Other interesting outcomes; what did you learn about interviewing It was interesting that he mentioned about the need of having a consolidated health record database to be able to track one’s health over time. He also mentioned that the product needs to be interactive with the consumers. There was a specific ask of the product notifying users when their immunization shots are due or instructions for taking medication etc;. This will help users stay on track for their wellness goals. Team Name: Medgate
Date of Interview: Oct 23, 2016 Conducted By: Christine Interviewee: Becky Why/how we interviewed this person: Becky is a prior produce manager at Health Care Service Corporation. She has extensive knowledge of the health care insurance industry and understands what they need and what they have. I conducted this interview via phone. What hypothesis did we test? Are insurance companies willing to pay for patient healthcare data? What if it isn't attached to a specific person? We really wanted to learn about this: What kind of information do insurance companies already have and what kind of information would they be willing to pay for? We learned from the interview: "Biggest strength of insurers and what makes them competitively advantageous is the data they have (esp. with larger payers). They don't like to give up data. The challenge in getting people to do things like health assessments, certain tests done, and annual physicals." If insurers performed these annually, insurance companies would have so much more data to collect. The demographic of this is more heavily concentrated towards the younger generation because they are young and healthier. Also, insurers would prefer to know the identity of the patient we're providing information on, but if it's data they're not currently collecting, and that they find valuable and can see trends, that would be valuable regardless of person identification. We were surprised by: A place like the Blue companies (Anthem, Blue Cross Blue Shield, Blue Shield, etc.) have an affiliated pharmacy, Prime. Because of this, other pharmacies such as Walgreens or CVS are less willing to share patient information with them because they are a direct industry competitor. Some insurance companies also already have different gym programs, nurse hotlines, and other resources for services, but member facing programs have very little engagement. But many of these things are fragmented and it'd be good to get a holistic view of members and resources. THIS IS WHERE THE VALUE IS! Becky had previously worked with healthcare startups and the key thing the startups were missing was data. What would level the playing field is what we're proposing because the big insurers have the best data but they don't have enough. What would be interesting is if Blue could compare their rates to United Health to figure out negotiated rates. What are you eating, gym frequency, etc. Team Name: Medgate
Date of Interview: Oct 20, 2016 Conducted By: Joe Interviewee: Erik Why/how we interviewed this person: Phone, has recently changed jobs, going from a large international company to a family-owned business and is in a finance based role after being in a healthcare industry consulting role What hypothesis did we test? That people will be hesitant to share additional medical information with insurance companies We really wanted to learn about this: How plans differed between his employers and how the effects of this on his opinions We learned from the interview: Erik receives insurance from the family-owned company he works for, however, they offer no health incentives. His previous employer did offer $400-500 towards his monthly insurance costs if he was “healthy,” did a health test with his doctor to demonstrate it, and took a health and activity questionnaire each year. He said he could consider sharing more information as long as it was under a specific agreement between him and the insurance company not to be shared otherwise and only to be used at the time of determining discounts (and not future insurability). The discount would be need to be significant -- at least 40-60% range -- since this information is very sensitive, and the insurance company is gaining a huge advantage in its estimations of costs, future costs, probability of payouts, and certainty that will allow them to save more money. These savings should almost entirely be passed on to the insured who is providing the information to enable the insurance company to establish more appropriate premiums and models. Even if the insured is at higher risk for certain diseases, they should still share in the savings since the insurance company can now more accurately plan for those potential increased costs/payments. We were surprised by: Erik’s opinion of the value of this information based on his previous role as a health industry consultant and now as a financial advisor. He was able to draw on his experiences in both roles to form his opinion and determine what it would be worth to him. Team Name: Medgate
Date of Interview: Oct 20, 2016 Conducted By: Joe Interviewee: David Why/how we interviewed this person: Phone, works in a health-conscious industry What hypothesis did we test? That people will be hesitant to share additional medical information with insurance companies We really wanted to learn about this: If a health-conscious employer offers incentives, would someone still be inclined to provide more information We learned from the interview: David works for a professional sports franchise. They offer a $50 a month discount to employees that complete an annual check up. David takes advantage of this incentive. He tries to stay active, but does not do anything to regularly track his health/physical improvements. We were surprised by: Despite already receiving a generous discount from his employer, David would be willing to share additional data and information with his insurance company for a $15-$20 per month incentive. Team Name: Medgate
Date of Interview: Oct 20, 2016 Conducted By: Joe Interviewee: Yi, data scientist, formerly at Blue Cross Blue Shield CA Why/how we interviewed this person: In person, background in data for health insurance What hypothesis did we test? That insurance companies won’t pay for additional data We really wanted to learn about this: Is there a market for additional data with insurance companies We learned from the interview: Despite being in a data heavy position, Yi said that his department never looked into purchasing additional patient history. He mentioned that insurance companies already have access to their member's claims and they can see what diagnoses, surgeries, drugs, etc. a patient has. He did say there would be value in data for new patients and health improvement data. We were surprised by: Yi mentioned that before the Affordable Care Act, this data would have been worth more, however, as insurance companies are no longer allowed to screen based on pre-existing conditions, it has less value. Date of Interview: October 20, 2016
Conducted By: Megan Interviewee: Arielle Slam Why/how we interviewed this person: Arielle works for Kaiser as an Internal Medical Assistant working on quality improvement projects (operations). This interview was conducted over the phone. What hypothesis did we test? How does Kaiser do this? What benefit does it provide the company? What's the Value Prop? We really wanted to learn about this: Learn more about the Kaiser model (competitor), a closed health network that is population/heath/wellness focused. We learned from the interview: Because Kaiser employees are salaried and the payment system is via HMO as opposed to paying by service, they are incentivized to provide "total health care" to their customers by providing programs such as outreach, preventative care, wellness, free video access to doctors, etc. I also got insight to insurance companies willingness to pay (WTP)... HMO customers have more longevity (14yrs) compared to PPO customers. How much will PPO providers "invest" into customers? Depends on the longevity estimates. We were surprised by: Suggestion to segment the wellness market by type of employment. Does the preventative wellness care matter more for "manual labor" employees vs tech for example? Are there more opportunities in these markets? Arielle mentioned that the individual health exchange pools risk on only 2 factors: gender and smoker status. Do they care for more data? Other interesting outcomes; what did you learn about interviewing: Arielle viewed these Wellness programs as just a fad, or hype, that companies employ just for perception as opposed to any financial benefits. Is this perception shared with others? --> I think it is important to distinguish between gaining more data for premium calculations vs gaining data to reduce uncertainty. The first could effect premiums negatively for the customer and the latter will provide discounts. This distinction needs to be made clear in our process. |
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