This presentation introduces the concept of health technology as a shovel, a hole, or a fruit tree. Learn what drives consumer action and how you can focus your technology to be meaningful to a consumer’s health and wellbeing.

1. Utilizing Technology to Thrive in a Consumer
Driven Retail Market
a presentation by Kevin Riley
to World Healthcare Innovation & Technology Congress
Thursday, November 8, 2012

2. Learning objectives
Session: Utilizing Technology to Thrive in a Consumer Driven Retail Market
During this session you will learn:
• What is retail health, really?
• Who is “going retail”?
• How does technology drive success in retail?
• What is the right way to approach the problem?

3. Who am I?
former chief innovation officer of Florida Blue (Blue Cross Blue Shield of
Florida) and founder and former president/CEO of GuideWell
entrepreneur, health care executive, business model innovator, and pursuer of
experiences that drive behavior, and ultimately action
follow me on @kevineriley, linkedin

4. What is retail health?
“Retail health is where consumers find quality care in a variety of convenient
forms and at competitive prices.
Consumers are able to plan for the health care needs they can anticipate and
make informed decisions based on readily available information.
They can then “shop” competitively for products and services using a variety of
channels, formats and business models.
And for those that need help, they can turn to “navigators” who work with them
to design the most suitable health care solutions for themselves and their
families.”
• Source:* Booz & Company's Health Care’s Retail Solution
Retail health should serve as a means to
EDUCATE | NAVIGATE | PLAN | MOTIVATE
to enable consumers to choose from suitable solutions
for health care needs, anticipated and otherwise.

5. With so many choices …

6. What could be the problem?
It is for me? What do other people think?
Which expert is right? Can I afford it?
Can my family use it? What are others doing?
Will my insurance cover it?
Is it the best?
What works?
How can I fit it in?
What is new?
Where do I start?
Is it safe?
Who do I trust?

7. Too much of a good thing
~13,500 heart rate monitor entries on amazon
~23,000 articles on WebMD
>13,000 healthcare related apps in iTunes

8. What is retail health, again?
Retail health should serve as a means to
EDUCATE
NAVIGATE
PLAN
MOTIVATE
to enable consumers to choose from suitable solutions for
health care needs, anticipated and otherwise.

9. Which one is yours?
A Shovel A Hole A Fruit Tree
By technicians for technicians – it is Better than shovel, in fact best They have utility and you forget
shinny and sturdy, but in of itself is created with shovels, holes have they are a tree because you are
of no use! usefulness only when applied focused on the sweetness of the
properly (filled with something) fruit and what it brings you

10. A better educator
VS.

11. A better navigator
VS.

12. A better planner
VS.

13. A better motivator
VS.

14. A better choice
VS.

15. How much is enough?
Customers want what they want –
not what you want for them
"The minimum viable product is that version of a new
product which allows a team to collect the maximum
amount of validated learning about customers with the least
effort.”
Source: Eric Ries, The Lean StartUp

16. Focus on your (MVP)
1. Start with the features that allow the “app” to be
deployed, and no more.
2. Launch to your defined early adopters (they are
forgiving) and get feedback.
3. Add what is relevant to extend value incrementally.
4. Lather, rinse, & repeat.

17. Facebook started as an App!
An app delivers end-user value.
A platform delivers 3rd party value.
Source: Russell Benaroya, CEO of Everymove
A platform is a … foundation on which entire
businesses can be built. It encompasses … a technical
infrastructure … a user experience framework … a
selling channel, and a defined large-scale developer
ecosystem. Facebook is a platform and companies like
Zynga have been built upon it.
Source: Lee Hower, part of the founding team at LinkedIn

18. Start with your App then create a platform
1. Focus on delivering end user value in small and fast
increments.
2. Build up from there until you & the consumer have a
shared vision for the value that is exchanged.
3. Then & only then do you begin to leverage that value to
and for others.
4. If you begin building a “platform” and your end-user
does not understand intimately the value exchange you
are proposing – you will not connect and your
investment will most likely fail.

19. Kevin Riley & Associates | Health Model Innovation
kevin@healthmodelinnovation.com
www.healthmodelinnovation.com
Questions?