1. MARK 468 Health Group Final Marketing Plan
HEALTHCONNECT
2012 PRODUCT LAUNCH
AND MARKETING PLAN
MISSION STATEMENT
HEALTHCONNECT TEAM HealthConnect aims to improve health
Amarinder Matharu outcomes and reduce costs by increas-
Annika Narotam ing transparency within the healthcare
industry. Our company provides health
Carlo Reyes
consumers with access to their medical
Erika Pineda information to promote better choices
Jameson Case about their health and lifestyle. We also
Josh Hibben seek to reduce healthcare costs by
Kate O’Brien aggregating data into our network offer-
ing healthcare providers and insurance
companies better insight into patient out-
Professor Evanthia Geroulis comes so they can improve the way they
care for their patients.
MARK 468 Winter 2010-11
Loyola University of Chicago Get Healthy, Stay Healthy.
Graduate School of Business

2. EXECUTIVE “If we build increasingly interactive platforms to enrich
feedback at each stage of diagnosis and care,
patients and physicians can make
SUMMARY
better health decisions
Ronald Dixon, M.D., MA together.”
Harvard Business Review
“Breakthrough Ideas for 2010:
The Technology That Can Revolutionize Healthcare”
HealthConnect helps people get healthy and stay healthy by providing a comprehensive, interactive
health portal, giving consumers the information needed to have more control over their health. Our
system offers users greater access to health information by enabling them to upload their electronic
health records from various health systems using the HealthConnect API (Application Programming
Interface). Unique to other health portals, our system sorts data from official medical records as well
as self reported vitals into simple graphics, providing the consumer with trends, benchmarks, com-
parisons, and goals. This engaging, user friendly approach gives consumers greater information and
motivation to improve their health and lifestyle.
In addition to its health portal services, HealthConnect can function as an information outsourcing
service for insurance companies. Our consumers can elect to give limited profile access to their insur-
ance companies who can then use the real time data and analytics to reduce risk and better reimburse
patients for medical services. Also, due to our vast data resources and tools, HealthConnect plans to
market this information to medical researchers so care providers can improve patient outcomes.
Finally, HealthConnect aims to build relationships and trust between patients and healthcare sys-
tems. Our network enables health systems to create profiles and answer general questions that
patients post about health concerns. This benefits both parties, patients get questions answered about
their health, while health systems build brand awareness and loyalty.
Targeting the Right Channel
Discovery To distinguish ourselves from other health portals,
Unmet needs: the ability to HealthConnect will partner with health insurance companies
share patient health records to draw in a larger consumer base. These companies will then
across multiple platforms; promote our services to be used by health providers in their
and for patients to be able network. By encouraging providers to create their own profiles
to access, read, understand and experience the benefits of our tools, they can in turn edu-
and act on the information in cate our services to their patients. Through this marketing strat-
those records. egy, we believe that the consumer will view us as a legitimate
compass in their quest for health.
The incentive for the health insurance companies will be the access that they receive through con-
sumer membership. This access will enable the insurance companies to significantly reduce labor
costs due to the ability to outsource data gathering and analysis. In return, members that share and
frequently update profile information receive monthly discounts and more efficient reimbursements.
Going Beyond the Debate
HealthConnect has been able to use the Affordable Care Act requirements to flesh out key needs in
the digital health care space. This company has positioned itself well and remains flexible to
adapt to current health care issues and grow in relevance and usefulness.
2

3. SWOT
ANALYSIS of
HEALTHCONNECT
Strengths
• Partnerships
• Multiple revenue streams
• Marketing strategy: targeting health
insurance membership by tapping Weaknesses
insurers’ need for information • Privacy concerns (Please
• Engagement of consumer see Appendix A for more
• Legimate access to information information on healthcare
• Simple data anaylsis privacy laws.)
Opportunities Threats
• New healthcare legislation — • Repeal of large parts of ACA
Affordable Care Act (ACA) (would not damage business
• Demand for lower healthcare costs model but would create
• Demand for better control of health confusion)
information • Resistance to change: all parties
• Increasing chronic health problems • Access to information and
• Large aging baby boomer role in malpractice suits
• population • Health insurance companies
• Trend of online sharing creating own health portal service
• Culture of insurance companies
(inabiility to collude)
At-a-Glance Analysis of HEALTHCONNECT
Compare to Competitor Analyses on page 6
Products: HealthConnect online, interactive health record portal, HealthConnect mobile app
Service: Health data collection and analysis
Features: User friendly interface, comprehensive health analysis, API designed to harness data
from multiple platforms, large amount of individualized care information at lowest cost, cross
platform (web and mobile)
Benefit/Strength: Targeting health insurers to push market service to membership.
This marketing channel is under-used by competition.
Weaknesses: Market is young, but large players (Google, Microsoft) have entered
Target: Health insurance companies’ membership
End Users: Health insurers members, physicians, individuals
Cost Burden: Health insurance companies, individuals
3

4. MARKET Uncertainty is plaguing the healthcare market in 2011. The biggest
target of the Affordable Care Act (ACA) has been the individual
ANALYSIS
insurance mandate.1 Fortunately, our product can adapt to get
ahead of current issues in the healthcare space and only grow in
relevance and usefulness. We have used ACA requirements to flesh
out key needs in the digital healthcare space. Our analysis has found that there are the following un-
met needs: the ability to share patient health records across multiple platforms; and for patients to be
able to access, read, understand and act on the information in those records.
A Requirement for Electronic Health Records
On October 1, 2012 a new law within the ACA will require health plans to begin adopting and imple-
menting rules for the secure, confidential, electronic exchange of health information in the form of
electronic health records (EHR).2 The law is intended to harness electronic health records to “reduce
paperwork and administrative burdens, cut costs, reduce medical errors and, most importantly, im-
prove the quality of care.” HealthConnect’s model relies on this mandate somewhat, but goes beyond
it to connect many platforms of EHRs. The certain existence
Anecdotal
of the EHRs now and in the future enables us to collect and
analyze data for consumer use.
Devoid of Data Sharing? HealthConnect goes one step beyond the current thinking
In “The Hot Spotters,” by Atul and seeks out the path to seamless integration, relevance and
Gawande, M.D., in The New ease-of-use for a person’s health information.
Yorker, Jan. 24, 2011, a young
doctor in Camden, N.J., is A New Venture for Doctors
scouring the city for the most The ACA also provides incentives for physicians to join to-
unhealthy people and finding gether to form “Accountable Care Organizations.”2 In these
ways to reduce care costs. He groups, doctors can better coordinate patient care and im-
is doing it with “an expanded prove the quality, help prevent disease and illness, and re-
computer database that lets duce unnecessary hospital admissions. If Accountable Care
Camden doctors view labora- Organizations provide high quality care and reduce costs to
tory results, radiology reports, the healthcare system, they can keep some of the money that
emergency-room visits, and they have helped save. Before they do that, they need patients
discharge summaries for their to treat. Our product will allow these organizations to interact
patients from all the hospitals with patients online and build awareness of their practices.
in town—and could show cost
patterns, too. The absence The Market Potential
of this sort of information is a The identification of high-care/high-cost patients is impera-
daily impediment to the care tive to health insurance companies, especially now. There is
of patients in Boston, where I broad support to maintain the idea of the ACA’s Pre-Existing
practice.” Condition Insurance Plan. This plan “will provide new cover-
age options to individuals who have been uninsured for at
least six months because of a pre-existing condition.” In 2014,
all discrimination against pre-existing conditions will be illegal and insurers will no longer be able to
deny membership based on preexisting conditions and/or chronic diseases.
Since there will be more patients on the rolls for health insurers, they will need members to
take greater responsibility for their health. Just as Mint.com revolutionized online accounting and
personal financial management, we hope to break apart the idea of how people interact with their
own health information. Where Mint.com can show your net worth and credit ratios, our product
can show you your cholesterol tests from the past three years (uploaded from your doctor)
then cross tabbed with your physical activity over the same time (as entered into your
smart phone or on the site). The importance of that information will be clearer.
4

5. SITE MAP for
HEALTHCONNECT
Main page
Secure Login
Insurer Page Provider Page Individual
Page
Mobile App
User Interface
Member Upload Upload
Information Functionality Functionality
Upload
Analysis Patient Individual UI
Tools Information Information
Analysis Analysis
Tools Tools
Health
Goals
Account
Dashboard
HealthConnect
Community
FAQ
Privacy
Policy
About Us
5

6. COMPETITOR ANALYSIS
Products: Suite of connectivity solutions and services
Features: Cerner Network allows providers to electronically share clinical information with
one another and makes it easier to stay in touch with patients. Enables physicians, nurses
and other authorized users to share data, streamline process across an entire organization.
Benefit/Strength: Cost saving and revenue improvements: Reduce unnecessary test, duplicate orders,
transcription costs, risk of medication errors, ineligible Rx/ Procedure Combos. Saves on regulatory documenta-
tion. Expand access through E-Visits. Maximize copay collection and decreases insurance costs.
Weaknesses: Reliability/scalability problems as well as implementation problems
Target: Mid-Size/Large Medical Groups, Hospitals and Integrated
healthcare organizations
End Users: Patients and Physicians
Cost Burden: Healthcare providers
Products: Online service to store, manage, and share health information.
Features: Manage health information online in a single storage location. Set and monitor
personal health goals. Track progress by keeping a health diary. Share health information
with family, friends, and medical professionals. Connect to third party apps and content
providers.
Benefit/Strength: Provides individuals with an easier way to track health records from disparate sources.
Improve health by tracking progress made towards health goals or in coping with a chronic illness. Better
coordinate care by sharing medical records. Get personalized information from content providers. Google
brand recognition, easy to use tools for individuals, developer knowledge of existing Google APIs.
Weaknesses: Privacy concerns, few industry partners
Target: Individual consumers; doctors’ offices, hospitals, retail pharmacies, and health device makers and other
application developers can partner with Google Health
End Users: Patients, healthcare providers, device and application makers, and content providers
Cost Burden: Free
Products: Software for mid-size and large medical organizations.
Features: MyChart gives patients controlled access to the medical records their doctors use.
Patients can schedule apporintments, get test results and print growth charts. It allows true any-
time/ anyplace access to patients information by allowing providers to login. Information is shared in two ways:
Care everywhere, where the doctor controls the flow of data across organizations and the PHR, where patients
control their own health information.
Benefit/Strength: Cost Saving and Revenue improvements: Reduce unnecessary test, duplicate orders, tran-
scription costs, risk of medication errors, ineligible Rx/ Procedure Combos. Saves on Regulatory Documentation.
Expand access through E-Visits. Maximize Copay collection and decreases insurance costs.
Weaknesses: Reliability and scalability problems as well as Implementation problems
Target: Mid-Size and Large Medical Groups, Hospitals and Integrated healthcare organizations
End Users: Patients and Physicians
Cost Burden: Healthcare providers
Products: Medical Management Software
Features: Integrated electronic medical record and medical charting solution with full
practice management including scheduling and medical billing capabilities. It provides
a complete EMR capabilities (integrated scheduling, messaging, referral processing, on-
line eligibility verification and patient historical charting) Physicians can utilize workflow
procedure and forms to manage clinical activities, collect patients history, etc.
Benefit/Strength: Manage practices efficiently, increase revenue, improve collections and cash flow and pro-
vide improved customer service. Increases productivity, adherence to best practices, medical coding recom-
mendations and seamless operation with billing system.
Weaknesses: Only used in local hospitals, not connecting networks used among large hospitals
Target: Mid-Size and Large Medical Groups, Hospitals, Integrated healthcare organizations
End Users: Patients and Physicians
Cost Burden: Healthcare providers
6

7. Products: Complete suite of products for medical office: Practice Management System,
Electronic Medical Record and Appointment Scheduler
Features: MPMS: is an automated practice management medical billing software, quick,
ready to use and with customizable reporting capabilities. The electronic medical re-
cord software: helps medical offices create the most complete medical chart electroni-
cally. The appointment scheduler: is used for scheduling and managing patient appointments.
Benefit/Strength: Manage practices efficiently, increase revenue, improve collections and cash flow and pro-
vide improved customer service. Increases productivity, adherence to best practices, medical coding recom-
mendations and seamless operation with billing system.
Weaknesses: Not well known in the industry. Not a big supplier.
Target: Mid-Size and Large Medical Groups, Hospitals and Integrated healthcare organizations
End Users: Patients and Physicians /Cost Burden: Healthcare providers
Products: Online service to store, manage, and share health and wellness information.
Features: Create and access personal health records. See how an individual’s health score
compares to peers. Create a personalized health plan and track progress. E-mail content
with relevant information to individual health issues.
Benefit/Strength: Easier tracking of health information from multiple sources. Peer comparisons with anonymous
data help to incentivize individuals to set personal health goals. Online tracking of personal health goals helps
individuals meet goals, resulting in healthier lifestyles. Brand recognition, extensive collection of health content
can be leveraged from WebMD existing site. Integration with WebMD community helps to connect patients
with experts.
Weaknesses: Closed system: does not appear to provide an API to allow for third parties to leverage informa-
tion in the system. Does not appear to have import function from third party systems like pharmacies or labs.
Target: Individuals; employees and health plan member access coming soon.
End Users: Patients / Cost Burden: Free
Products: Online service to store, manage, and share health and wellness information
in one central place.
Features: Create an account and manage personal health records or records for fam-
ily or loved ones. Import data from pharmacies and lab companies. View and track
health info with health tools. Share information with family and caregivers. Software development kit and API
for developers.
Benefit/Strength: Provides easier tracking of health records in a central location. Save time by importing data
from pharmacies and labs. Coordinate personal care or the care of loved ones. Microsoft brand, integration
with health devices, ability to manage a single individual or an entire family.
Weaknesses: Privacy concerns, fewer content resources
Target: Individuals, families, and health solution providers
End Users: Patients, healthcare providers, and healthcare device manufacturers / Cost Burden: Free
Products: Personally controlled health record that stays with a person for life.
Features: Open source system with secure storage of health records and an API to access
data from other sources.
Benefit/Strength: Open source allows developers to extend and expand the capabilities of the platform.
Weaknesses: Little brand recognition, not consumer-centric (developer focused)
Target: Developers / End Users: Developers
Cost Burden: Free
Products: Electronic medical record system using open standards to share data across
EMR systems.
Features: Open standards allow data to be transferred between systems. Ease in
collecting and aggregating information through use of standard data APIs. EMR with patient-facing portal.
Benefit/Strength: Ease in collecting and aggregating information through use of standard data APIs. EMR with
patient-facing portal.
Weaknesses: Not currently a well-know industry player
Target: Health providers, developers
End Users: Health providers, developers
Cost Burden: Unknown
7

8. COMPETITOR ANALYSIS con’t
Products: Interoperable personal EHR, modules and infrastructure solutions
Features: Open-source-based software and web services, automatic and manual entries
are structured in industry-standard HL7 continuity of care format (cannot be altered or de-
leted) and identify the source of entry
Benefit/Strength: Patients can access medical health records, or provide records to doctors with ease
Weaknesses: Dependent on technology and web connectivity- doctors can access data from EHRs or directly
with web-connected devices; does not allow for patient diary or self-recorded history, only provides medical
records. / Target: Healthcare providers, patients, developers/ End Users: Healthcare providers, patients,
developers / Cost Burden: Cost to patients, and cost to health providers
Products: Personally controlled health record that stays with a person for life.
Features: Create and manage a personal health record. Aggregate information from
various sources. Share information with healthcare providers.
Benefit/Strength: Employees become more active healthcare consumers, thereby
reducing waste and saving employers money in health insurance costs. Data source
network not available in other solutions, employer-sponsored service could increase
adoption among employees.
Weaknesses: Privacy concerns related to employer access of data, little brand recognition
Target: Individuals, employers, developers, and providers
End Users: Patients, healthcare providers, employer benefits departments, and software developers
Cost Burden: Employer paid
Catalyst Products: Software as a Service (SaaS) and Cloud Services, Rich Internet Applications,
Reusable UI, Mobile, Touch and Gesture applications, instrument control applications
Resources Features: SaaS, multiple application and dashboard components, user-validated UI com-
ponents, on-going implementation support
Benefit/Strength: Easy access through cloud computing (through multiple devices), saves time with built in IT li-
braries, panels, tools and components, efficient-provides workflow automation, easy to use- designs and devel-
ops modular, high-performance rich user interfaces (Adobe Flex, Java, Microsoft Silverlight, WPF, AJAX/HTML 5,
iOS, Android, Adobe AIR)
Weaknesses: Cloud computing could prove difficult with patient information rights, not for patients
Target: Health providers, developers / End Users: Health providers, developers / Cost Burden: Health providers
Products: Custom mobile app. design software and mgmt. tools for mobility projects
Mobile Features: Has built-in mobile application development (point and click), mobile device
Frame management, project administration, GPS tracking, and software integration
Benefit/Strength: Easy integration to backend systems, Saves time and money through
mobile solutions (finding an efficient route for mobile workforce), easy development
through WYSIWYG and code-free application development, simple- only need to create mobile application
once, and MobileFrame handles screen rendering complexities.
Weaknesses: Can be used for patient care, but not available for patients. Unknown where patient data is
stored. / Target: Health providers, healthcare administrators / End Users: Healthcare providers (home health,
and hospital-patient care) / Cost Burden: Cost to the health providers
Products: Web design-content development, usability testing, content management,
SEO, online recruitment, hospital social media, healthcare mobile applications
Features: Benchmark process to meet objectives and analysis of competitor applica-
tions, uses goal mapping processes to prioritize user requirements, product based on
stakeholder information/interviews
Benefit/Strength: Multiple offerings through one company; makes processes and recruitment easier
Weaknesses: Limited functionality for patients: ER/ED wait times, pre-registration, finding a physician, news and
events, health libraries, and videos
Target: Health providers, healthcare administrators, developers
End Users: Healthcare providers, patients, developers
Cost Burden: Cost to the health providers
8

9. OBJECTIVES Market Share: HealthConnect is a B2B venture and our target
market is primarily health insurance companies. Although this
service will be available to every individual who has a medical
record, for simplicity reasons our initial target market is the healthcare insured population. Accord-
ing to latest US Census Bureau data on Health Insurance Coverage there are presently 253.6 million
people insured. HealthConnect’s long term goal is to bring all 253.6 million insured people plus 45.6
million uninsured people on our network.3 Initially, we will rely on insurance company’s to market
our services to their members.
In our first year of operations we hope to tie up with at least two big names in the healthcare
industry, such as United Health Group and Well Point. In our first year of operations we hope to
bring in at least 300,000 patient records on our network. As stated earlier, by 2012 the healthcare law
will require health professionals to document patient records electronically. It is during this period
that we feel our sales will grow dramatically as the data will be easily retrieved from a network. We
expect to have 800,000 patient records by 2012, 1 million in third year, 2 million in fourth year and 4
million records in year 5.
Costs: We will need to constantly upgrade our servers to handle high user traffic. Our initial invest-
ment in technology (servers) should be more than enough to handle 300,000 users traffic. We found
an online calculator that can calculate the data/bandwidth usage based on the traffic. Based on the
average cost of data usage (based on number of user traffic) we were able to come with a cost. Cost
for securing a web-based high security system to ensure patient privacy is also included.
Our primary investment
in technology will be in the de-
velopment of API (Application
Programming Interface) for which
Revenue Streams
• Insurance companies pay $3/ year per user profile
we will be hiring two software
• Health systems pay us for brand marketing
engineers (full-time), one of them
(Health systems experts pay us to engage with users by
will be in-house programmer. Cost
answering their general health concerns)
of securing a server and data stor-
• Sales of aggregate data
age is directly proportional to the
• Ad revenue
sales. These costs will increase as
we start adding more features to
our web page, such as access to MRI images, etc. which require huge amount of bandwidth and data
storage. This API will be the core of our business; it is through this interface that all the encrypted pa-
tient records in local hospitals will be uploaded to a network accessible by patients and other doctors
and insurance providers, with a user-friendly interface.
Average salary for the software engineer is around 90K/annum. Investment in technology will
be a continuous process and will be directly proportional to sales. Initially our sales forces will in-
clude five people with base salary plus commission. We expect to hire a sales manager with a reason-
able amount of sales experience in the Healthcare industry (Average salary is 80k/annum plus com-
mission). The cost structure mentioned above is assumed to be in direct proportion with sales hence
percent of sales method is applied to estimate earnings.
Projected sales: Our primary source of revenue will be charging the insurance companies $3/year
for access to each patient record therefore our projected sales in dollars will be directly proportional
to the number of users we bring on the network. Our secondary source of revenue will be selling
online ad space to healthcare insurance companies. Ad revenue will play a key role only after five-six
years in operation.
We expect this to be a profitable venture within the first year, and due to the nature of the
industry the sales are projected to increase exponentially.
9

10. OBJECTIVES CON’T
10

11. MARKET ENTRY We are targeting with insurance companies because
they have a large consumer base that we can tap into.
Also we realize the need to be legitimate and going
STRATEGIES through well established health care organizations will
help us to create an official brand. Our product rollout
would require a mix of inside and outside sales staff to approach health insurance companies and
present the benefits of the comprehensive health record portal. In the interest of overall cost savings,
the insurance companies will then encourage providers to educate their patients on the benefits of
our services and tools.
All service agreements are between patient
and HealthConnect (the insurer who may introduce
the product to a member is not liable for service is-
sues).
Additional service agreements apply if a patient
wishes to allow an insurance company access to the
portal to offer targeted discounts and other
qualifying benefits.
3 PHASE ROLLOUT
We have laid out in detail the 12 month plan Health Care Community: Allow healthcare
for the development and launch of our prod- systems such as hospitals to build profiles within
uct in the timeline within the Implementation the network to interact with patients, market
section. Broadly, we see the product creation services and build brand loyalty
in three phases.
Phase three
Phase one Anonymous data packages aggregated for
Establish main site medical research.
• This extracts and houses a person’s health
information in a simple and well orga-
nized way
• Data and analysis outsourcing services to
health insurance companies
Building key relationships:
• Insurance companies
• Health care organizations
• Research groups
Phase two
HealthConnect Mobile app: This contributes
to the depth and utility of the main site while
adding its own, more immediate access to
analysis of and interaction with day-to-day
health data.
11

12. MARKET ENTRY CON’T
STRATEGIES
More on the Mobile App.
While mobile is a key part of our product’s design, we are staging the rollout in Phase 2 so that the
app will be immediately useful because it will tap into the fully-realized main site. That means con-
centrating on developing the main site software now.
Once we launch the HealthConnect mobile app (targeting month 12) we will use market data
on some core questions to deliver a fully realized product.
We interviewed Sutha Kamal,
the CEO of the startup Massive
Health (massivehealth.com), to deter-
mine what the key questions are for a
mobile health app to answer in 2011.
He suggested that we determine:
• Overlap of Facebook and Twitter
to the various demographics of
chronic diseases
• Percentage of individuals inter-
ested in fitness/use fitness apps
• Percentage of individuals that care
about Google Health/Microsoft
Vault
• Percentage of individuals (and
in what demographics) that use
smart phones now
• Market size/consumer willingness
to pay for each of the above
• Advertising spend in those industries
• Breakdown by medical device vendors, pharmaceutical
At-a-Glance Market Entry for HEALTHCONNECT
This initial cost of entry will be significant but will gradually ease as adoption
takes hold:
• Sales force lands key accounts with insurers
• Insurers push product to membership
• Healthcare systems are offered the opportunity to access the service to
drive business and encourage referrals
• Eventually, the sales force will migrate to untapped markets. The service is
largely turnkey, but will require significant IT interface and some account
management.
12

13. MARKETINGMIX HealthConnect is a network that enables a pa-
tient to compile a comprehensive health portal
which includes electronic medical records and
self-reported data. In the best interest of that individual’s health, this information can be shared with
whomever the patients selects. The HealthConnect portal can be securely accessed through website
and mobile devices anywhere with Internet access.
To communicate these benefits and connect with the consumer, emphasis will be placed on
user-friendly data graphics, personalized analysis and progress, and interactivity. These features
simultaneously benefit patient users, healthcare providers and insurance companies.
Benefits to Communicate to Patients (User Features to Highlight in Marketing Materials)
Access:
• Upload health records from care provider’s EHR directly into portal.
• Enter and track self reported data: drug side effects, daily symptoms, glucose levels, weight, etc.
Analysis:
• Algorithms will offer health analysis and scoring based on comprehensive individual data.
Progress reports and stated goals
• Alerts: Health reminders and alerts, based on life stage (e.g.: mammogram
reminders after age 40 for women
• Aimed to maximize patients preventative care to
save costs from major illness
Appearance and Extras
• User friendly, simple interface HEALTHCONNECT
• Data presented in charts and
graphics for quick, easy review
• Fun incentives to encourage users to update info frequently such as points, levels, status awards
• promotions and discounts from insurance companies to encourage updates
Privacy
• Secured website,password protected
• Health provider access with permission and/ or emergency situation
Benefits to Communicate to Healthcare Providers
Efficiency and cost reduction due to:
• Cross platform access to patient data, regardless of individual health system EHR format
• Comprehensive look at patient data: formal medical records as well as frequently updated self
reported data (ex: daily glucose levels for diabetics)
• Medical Research: Access to aggregate data over time of health outcomes
• Platform for Accountable Health Organizations and other health systems to market cost effective
services
Benefits to Communicate for Insurance Companies
Efficiency and cost reduction due to:
• Collection of Aggregate Data on subscribers
• Health patterns and trends analysis
• Predictive Modeling
• Ability to determine more appropriate pricing structures
13

14. MARKETING MIX CON’T
Promotion
HealthConnect is distinct from other online health portal providers such as Google Health. They tar-
get and benefit mainly individual health consumers. This method results in limited patient participa-
tion due to lack of interactivity and adequate incentives.
Since HealthConnect’s success depends on a large
network of users, the company will target health insurance
companies. HealthConnect will offer insurance companies
access to a multitude of valuable health informatics and
modeling based on aggregate user data. As a result, it would
be in the insurance company’s best interest to offer discounts
to customers who participate in HealthConnect’s portal. In
addition, the insurance companies can encourage healthcare
providers in their network to motivate patients to participate
in the portal. Patient participation will benefit the patients,
health providers, and insurance companies. Our company
expects that this approach will be successful in attracting a
large base of HealthConnect users.
In addition to targeting users through their insurance
companies and healthcare providers, we will educate people
of our services through online marketing initiatives such as
Google and Facebook Ads. Facebook will be an important place to attract users because people who
are already comfortable displaying a personal profile, may be more willing to participate.
Partnerships
Integration is at the heart of HealthConnect’s business model. As we work with health insurers to
encourage their membership to centralize their health information, we then move to the next step of
partnering with healthcare organizations.
The access to a cohort of people who are interested in im-
proving their health would give the healthcare organizations
many marketing opportunities. The trade-off is simple: For a
certain amount of interaction with the health consumers on our
site, the healthcare organizations will pay an access fee. There is
a baseline level of interaction required from the health experts
(five health questions answered or commented on per week). But
there is no limit to how much information they can share. This
could be a direct link to referrals for doctors through the online
interaction space. Smart hospital systems would see our service
as a niche social media platform that they could use to build
brand awareness and get an edge on the communication compe-
tition that any business faces, but that the medical community is
only now confronting.
As HealthConnect grows, we would have the opportunity
to create partnerships with brands that wanted to have a captive
audience and a trusted portal through which to share information. The key to the portal is that the
health insurer is front-facing. Although research shows a low level of appeal for the healthcare
industry as a whole (New England Journal of Medicine, vol. 358, no. 18, pp. 1881–1883),
information delivered by the insurance providers is taken at face value.
14

15. MARKETING MIX CON’T
Distribution
HealthConnect will own all the data that users upload. For privacy purposes, the website will anony-
mously aggregate the data when selling for research purposes. The company will sell user profile
access to health insurance companies as determined by the user. When selling research we will offer
digital research packages or the option to mail hard copies.
Pricing
HealthConnect will have a two-tiered revenue stream of the up-front licensing fee with and addition-
al per member usage charge. This will be very adaptable as we work toward profitability. That two-
tiered system allows for a great deal of pricing flexibility:
• For a large health insurer (250,00 members or more), the initial license fee will be substantial with
a modest per member fee.
• For a smaller insurer, we would take the opposite tack: a smaller upfront fee that would be aug-
mented by a higher per member usage fee.
That pricing structure ties into our approach as a unifier of the niches, not an across-the-board solu-
tion. Our service is adaptable for any kind of member, regardless of health and so it appeals to any
health plan.
Additional Pricing
Add pricing for other revenue streams referenced in Objectives:
• Health systems interaction with users would be based on a subscription fee: $50,000/year
subscription (based on ShareCare pricing)
• Ad Revenue: Bid Based Rate PPC to be determined by auction
• Research packages: starting at $1000
the new way
HEALTHCONNECT
the
old
way
15

16. IMPLEMENTATION For the initial phase of the network, we will only
need a few professionals (see Objectives). Once
the network is ready to launch, other personnel
will be required full time. Below are the professionals needed after the network is created and fully launched.
President/CEO: To align the company, internally and externally, with strategic vision. Will facilitate business
outside of the company while guiding employees and other executive officers towards a central objective
VP Marketing: Responsible for the strategy, tactics and programs to create interest, demand and recognition
for the Network through the use of PR, Product Marketing, Creative Services, Advertising, Strategic Relation-
ships, Direct and Online Marketing.
Marketing Manager: Full time professional respon-
sible to create the logo, marketing materials, and
website design. And responsible for influencing the
level, timing, and composition of customer demand
accepted.
VP Finance: Responsible of analyzing the key areas
of the business, including product profitability and
prepare annual budget, monthly forecasts, and other
financial reports. As well as, to forecast revenue
based on current sales and future estimates
Programmer: Full time professional in charge of
writing the software necessary for the network.
Engineer: Full Time professional concerned with
applying scientific knowledge, mathematics and in-
genuity to develop solutions for technical problems
that may come forward.
Web Designer: Responsible for creating the look and feel of web page for a HealthConnect’s Web site. This
involves developing a graphic design that effectively communicates the ideas being promoted by the Web site
and must collect the text documents and images that will appear on the page and convert them into a form in
which they can be viewed.
Product Manager: Full time professional responsible of investigating, selecting, and developing the network
by considering factors such as intended demographic, the products offered by the competition, and how well
the product fits with the company’s business model.
Nursing Informatics: a part-time professional which will assist the hospital management and nursing teams
by converting patient data into computer programs.
Training Specialist: Full time professional who plans, organizes, and directs a wide range of training activi-
ties. Trainers conduct orientation sessions and arrange on-the-job training for hospital and member involved
in the usage of the network.
Sales Manager: Full time professional responsible for the implementation of the sales plan.
Sales Team: Full time employees who responsible for selling the product.
Customer Service: Area responsible of service to customer before, during and after the imple-
mentation of the network. Capable of providing the best service by answering any questions
or concerns a client might have, in the most appropriate and professional way.
16

17. TIMELINE
17

18. APPENDIX A
Healthcare and Privacy Laws
HIPAA, shortened for the Health Insurance Portability and Accountability Act of 1996, is the federal
legislation that protects and provides patient rights. There are two parts to HIPAA: The Privacy Rule,
and the Security Rule.
The Privacy Rule pertains to individuals health information be it electronic, written, or oral.
The Privacy Rule sets rules and limits on who can look at and receive health information.
The Security Rule pertains to information doctors, nurses and other health care providers put
into patient medical records, conversations doctors have about patient care or treatment with nurses
and others, information about health insurers’ computer system, billing information about patient
at patient clinic, and most other health information about patients held by health plans and health
care clearinghouses. The Security Rule requires that all electronic health information be protected
and secured. This rule applies to health insurance companies, HMOs, company health plans, govern-
ment plans like Medicare and Medicaid, health care providers including those that conduct business
electronically like electronic billing, doctors, clinics, hospitals, psychologists, chiropractors, nursing
homes, pharmacies, dentists, and those that process nonstandard health information received from
another entity into a standard electronic format or data content or vice versa.
The information is protected by safeguards, such as encryption tools, restricted access, use and
disclose patient health information properly and appropriately, and implement training programs for
employees about how to protect patient health information.
If contracted, entities must have contracts in place with their contractors and others ensuring
patient health information is safeguarded, and entities must have procedures in place to limit who
can view and access patient health information.
Patient health information can be used and shared:
• For treatment and care coordination
• To pay doctors and hospitals for health care and to help run their businesses
• With patient family, relatives, friends, or others identified who are involved with patient health
care or patient health care bills (unless patient objects)
• To make sure doctors give good care and nursing homes are clean and safe
• To protect the public’s health, such as by reporting when the flue is in a specific area
• To make required reports to the police, such as reporting gunshot wounds
Patient health cannot be shared without written permission unless the Privacy Rule allows it.
Examples of unauthorized use of health information, a provider generally cannot:
• Give patient information to employers
• Use or share health information for marketing or advertising purposes
• Share private notes about patient health care
APPENDIX B
Endnotes
1. Domenech, B. (2011, 1 31). Retrieved from Health Care News: www.heartland.org/healthpolicy-
news.org/article/29270/Florida_Judge_Rules_Obamacare_Unconstitutional.html
2. US Government. (2010). Provisions of the Affordable Care Act, By Year. Retrieved from Health-
Care.gov: www.healthcare.gov/law/about/order/byyear.html#2012
3. US Census Bureau. (2010). Health Insurance Historical Tables. Retrieved from US Census
Bureau: www.census.gov/hhes/www/hlthins/data/historical/files/hihistt1.xls
18

19. 19
APPENDIX C

20. Get Healthy, Stay Healthy.
20