Team Name - Medical Gatekeeper
Interviewee - Ray Date of Interview - 11/5/2016 Interviewer - Christine Why/how we interviewed this person? Ray works in risk analytics for medical insurance and is also in our target user demographic. What hypothesis did we test? Whether our target customers would be interested in our service and how likely they'll be willing to provide medical records to be sold to insurance companies. We really wanted to learn about this: What information are users willing to share? What information is useful to track from a medical practitioner standpoint? We learned from this interview: Ray thought that it would be interesting for us to track medical reports from doctors and test their consistency in diagnosis. So, it'd essentially also be a medical reporting and record keeping tool for practitioners and patients. In terms of insurance data, the claims you submit only tell insurance companies what they're being billed for, however, they don't get to see the results. As such, insurance companies could do much better risk assessments if they were able to see and understand what their customers habits were (i.e. social habits, food intake, gym membership and usage, how active they are, weight, lab results, etc.) They already collect diagnosis, medication, and demographic information. They would likely want to know anything else they could get. Where you live and your living conditions would also be helpful. He recommends that we stratify current insurance patient information and sell it to their insurance companies in an aggregated pool. HIPPA rules will likely make us get patient confirmation or even need patients to submit the information themselves so that may be a hold back. Ray also mentioned that medical information is not standardized. Federal facilities will ask the same questions as public sectors but give different options. Therefore, there's no easy way to aggregate and analyze all the data. We were surprised by: Ray's thoughts that insurance just doesn't make sense. You're not paying for what you need. The only way you can kind of control your insurance rates is through the copay to premium levels. If you don't anticipate going to the doctors very often, you'd be more likely to select the plan with a higher copay and lower monthly premium. Therefore, you're more so paying for what you use. When asked for random words or phrases that come to mind when they were told about our service, they said: Poseidon (5 seas combined) Holistic Hades Easter Egg Hunt
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Team Name - Medical Gatekeeper
Interviewee - Rumany and Venus Date of Interview - 11/5/2016 Interviewer - Christine Why/how we interviewed this person? Rumany and Venus were both previously practitioners in the medical field and are now working in medical related fields but on the operations side. They also fit into our target user demographics. What hypothesis did we test? Whether our target customers would be interested in our service and how likely they'll be willing to provide medical records to be sold to insurance companies. We really wanted to learn about this: What information are users willing to share? What information is useful to track from a medical practitioner standpoint? We learned from this interview: Rumany and Venus would be willing to provide non-personal information. From their viewpoint, people may be hesitant to provide medical information with the fear that they could be stereotyped to be a certain kind of patient because of their family medical history and conditions. They recommended pharmacy discounts and discounts on insurance premiums. They also threw out the idea that perhaps there should be a standard fee for insurance with discounts or rewards for people being healthy and active. From a medicare perspective, where Venus works, they collect information on demographics and assess problemless data (i.e. whether an illness is acute or chronic). There's a lot more that they'd like to know, like medication, prior procedures, diet, activity levels, etc. We were surprised by: It should have been obvious, but until Venus and Rumany pointed it out, I didn't think that people who have more chronic health issues would be more reluctant to provide their medical data due to the fear of them being disadvantaged for rates. Pharmacies would also want the data that we collect from patients. It would be useful for pharmacists to know the medication and medical history so they would know what a patient can or can't use. Doctors could also use the data to provide feedback to each other and analyze their prior diagnosis. When asked for random words or phrases that come to mind when they were told about our service, they said: Centralized Access Health ops Incentive plans Some sort of Latin wrods PI (for "Personal Info" but also like a detective) Team Name - Medical Gatekeeper
Interviewee - Michelle Lee and David Kim Date of Interview - 11/5/2016 Interviewer - Christine Why/how we interviewed this person? Michelle and David are potential customers from our target user group. They're in their late 30s, are active, and don't go to the doctor often. However, they are a bit more health conscious because they are a bit older than our other customer interviewees. What hypothesis did we test? Whether our target customers would be interested in our service and how likely they'll be willing to provide medical records to be sold to insurance companies. We really wanted to learn about this: What information are users willing to share We learned from this interview: The two most important factors are (1) security, and (2) benefits. They related this service to auto insurance, asking whether we would be able to model premiums like car insurance, where the rates are lower if you hae fewer accidents. Therefore, it's a model of paying for the level of risk you are to the insurance company. From a benefits perspective, Michelle would like discounts to places that she would use. So something that is tailored to the individual providing information. David and Michelle would also like to see a combination of financial and health benefits. For example, if they're providing all of this information, they'd like for their doctors to have access to the information so they can customize visits and provide specific feedback. They'd be willing to share their identify with the doctors but not the insurance companies, unless there is a financial benefit to them. From a medical history perspective, they feel that most will not know how to complete the forms because they don't have the information. David is a bit different because he is very health conscious. Especially since he's in his 30s and is more financially capable. He knows his blood pressure and cholesteraol levels, etc. As for reminders or frequency of use, they'd be okay with 1x week or 2x week reminders with the option to "snooze" and input the data later. Their preference is also for us to analyze the data for insurance companies in exchange for a tailored quote (i.e. pay for what you need). We were surprised by: The amount of information they'd be more likely to provide if there were financial incentives. Team Name - Medical Gatekeeper
Interviewee - Eric Date of Interview - 11/5/2016 Interviewer - Christine Why/how we interviewed this person? Eric is a potential customer from our target user group. He's in his mid 20s, is active, and does not go to the doctor often. What hypothesis did we test? Whether our target customers would be interested in our service and how likely they'll be willing to provide medical records to be sold to insurance companies. We really wanted to learn about this: What information are users willing to share We learned from this interview: Eric would be willign to provide his medical information if it was being used by medical professionals (i.e. doctors, dentists, etc.). He would also be willing to provide data to well known insurance companies but not to new, small, or unknown companies due to spam or phishing risks. He does like the idea of keeping electronic records for himself. He goes to the chiropractor or dentist frequently and has noticed that they ask the same questions everytime. Oftentimes, he doesn't remember his medical history and doesn't feel like he's able to accurately answer their questions. He also recommended that we put in a scanning system for emergencies. For example, blood type, medications, history of any illnesses would be good information to be able to offer an EMT or in the case of a medical emergency. He also recommended that if users have medical records in paper form that we have some sort of system that can scan the information and pull out the key pieces of data that would need to be stored in MedGate (i.e. resume scanners that help you autopopulate the required or recommended data). Also, the easier it is to use, the more likely he'll use it. Yes/No questions are more likely to be answered than comment or detail questions. We were surprised by: Eric didn't think that he'd be a long term user. He'd be interested in putting in his information once, but would need to either be reminded or find value in continuing to input information. However, if his doctor were to ask for the info, he would definitely provide it. When asked for random words or phrases that come to mind when they were told about our service, they said: Me Doctor Pills Diary Team Name - Medical Gatekeeper
Interviewee - Will Date of Interview - 10/25/2016 Interviewer - Joe Why/how we interviewed this person? Will is a Group Product Manager at a pharmaceutical company. Part of his role requires the usage of data. What hypothesis did we test? Insurance companies do not place great value on patient data We really wanted to learn about this: What do insurance companies charge others for similar types of data? We learned from this interview: Will said that the data he purchases from insurance companies is patient level, but not complete. He said he has purchased data within a range of $10-$70 per patient. In regards to completeness, he estimated the data to capture about 70% of what he was looking for. We will use this information as a way to triangulate value based on conversations with others familiar with insurance data and the market. Will also suggested that insurance companies may pay for the data and then sell the data to others, making it less expensive or even profitable for insurance companies to purchase this data from us. We were surprised by: Insurance companies charge around the same amount (give or take 10%) for a data set regardless of number of patients which is why there is such a large range of price per patient. Team Name - Medical Gatekeeper
Interviewee - Garrett Date of Interview - 11/5/2016 Interviewer - Christine Why/how we interviewed this person? Garrett is a potential customer from our target user group. He's in his early 30s, is active, and does not go to the doctor often. What hypothesis did we test? Whether our target customers would be interested in our service and how likely they'll be willing to provide medical records to be sold to insurance companies. We really wanted to learn about this: What information are users willing to share We learned from this interview: Garrett likes to be on top of his health status and be able to have access to documentation. He's definitely interested in having a place to log his immunizations and a platform that will remind him of when he needs to renew immunizations and medications. He is more willing to use the service if it is private. He's okay with providing anonymous data to insurance companies but it depends on the level of security of the data he provides. His preference would be for Medgate to process and analyze the data internally and then provide the risks and stats to insurance companies rather than the raw data. Garrett felt that dental records would be a great service to keep track of. Dentists are more commonly switched and each time there's a switch, they make you redo x-rays. From an activity tracking standpoint, he recommends that we pull information directly from Fitbit or other tracker platforms. He wouldn't want to enter data or log in into two places. In terms of incentives, he would be enticed by discounts to fitness centers or health and wellness related products and services. It doesn't have to be free money for him. We were surprised by: Even if we promise anonymity, people may still be skeptical about providing their medical records for fear that it can be traced back to them. When asked for random words or phrases that come to mind when they were told about our service, they said: Health profile Health symbol (multi armed guy) Physical shadow Health footprint Records Status Total Self |
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