Nikolai Bratkovski - Keynote at Product Hunt TO #9

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We had Nikolai Bratkovski, CEO and Co-Founder of Opencare (www.opencare.com) join us as the Keynote Speaker for the 9th event. Check out the slides from his presentation where he shared his journey building healthcare tech companies. Enjoy!

Tecnologia

HEALTHCARE:
UNSEXY —> SEXY
and what I learned along the way
Nikolai Bratkovski
CEO, Opencare

10% of all diagnostic
imaging in Canada
2004
5 locations across GTA,
expanding to Florida
2009

GLOBAL HEALTHCARE MARKET
$5.5T
$16B US Taxi Industry

NO ONE IS WINNING
WE CHOOSE DOCTORS THE SAME WAY WE CHOOSE LUNCH

THE FUTURE
1.0
Directory Enhanced directory Personal Healthcare Expert
Address, phone number 1.0+ Reviews, availability Data-driven recommendations
2.0 3.0

GLOBAL HEALTHCARE MARKET
$3T $2.5T
$16B US Taxi Industry

NICHE WITH BROKEN DISCOVERY
healthcare providers
in private practices
1.5 MILLION
$800B
Spent on healthcare providers
(outside of hospitals)
search for healthcare
providers online every year
70 MILLION
$16B
Healthcare providers
spend on marketing
• 500M searches
• 1B appointments

THERE IS NO MAGIC TO SUCCESSFUL
HEALTHCARE PRODUCTS

EVERYONE IS MAKING
THE SAME MISTAKES
(INCLUDING US)

EVERYONE IS MAKING THE SAME
MISTAKES ACROSS ALL INDUSTRIES

PRODUCT MANAGEMENT =
MAXIMUM VALUE WITH LEAST
RESOURCES

PRIORITIZATION IS BROKEN
1. Customer Discovery
2. Business Model
3. Focus
Healthcare Alert: Regulations

REGULATIONS SUMMARY
1. Build what customer wants
2. Sell it
3. Find the right lawyer
4. Be creative and invest minimum resources to navigate or
satisfy regulations

1. CUSTOMER DISCOVERY
No data = no knowledge
Not enough data = no knowledge
~$300/hr to run 3 person product team
~$900/hr to run 10 person startup
Sounds like common sense?
Seen only few companies do it well

1. CUSTOMER DISCOVERY
AD-HOC
B2B
CONTINUOUS
B2B
+
B2C

B2B VS B2C
Paid to think about
their problems
Don’t even realize they
have a problem

FIREHOSE OF CUSTOMER DATA
• In-product chat
• Concierge service
• Button to concierge
• Phone conversations
• In-person interviews
• Cohort analysis
• Surveys
• Advertising experiments
• More

MONEY IS THE BEST METRIC
OF VALUE CREATION

PATIENT FUNNEL
PATIENT FUNNEL PRODUCT MARKET FIT=

HEALTHCARE ALERT: STAKEHOLDERS
KEEP IT SIMPLE

SUMMARY
1. Healthcare is a massive market with a lot of broken parts
2. Forget about regulations
3. Focus on your customers to build what they want
4. Figure out who will pay
5. Laser focus on one segment of customers
6. Build playbook
7. Scale

QUESTIONS
Nikolai Bratkovski
nikolai@opencare.com
We are hiring:
careers.opencare.com

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Nikolai Bratkovski - Keynote at Product Hunt TO #9

1. HEALTHCARE: UNSEXY —> SEXY and what I learned along the way Nikolai Bratkovski CEO, Opencare

2. UNSEXY social meme image

3. UNSEXY social meme image

4. 10% of all diagnostic imaging in Canada 2004 5 locations across GTA, expanding to Florida 2009

5. HEALTHCARE CONCIERGE

6. LATE TO THE GAME

7. GLOBAL HEALTHCARE MARKET $5.5T $16B US Taxi Industry

8. NO ONE IS WINNING WE CHOOSE DOCTORS THE SAME WAY WE CHOOSE LUNCH

9. THE FUTURE 1.0 Directory Enhanced directory Personal Healthcare Expert Address, phone number 1.0+ Reviews, availability Data-driven recommendations 2.0 3.0

10. GLOBAL HEALTHCARE MARKET $5.5T $16B US Taxi Industry

11. GLOBAL HEALTHCARE MARKET $3T $2.5T $16B US Taxi Industry

12. NICHE WITH BROKEN DISCOVERY healthcare providers in private practices 1.5 MILLION $800B Spent on healthcare providers (outside of hospitals) search for healthcare providers online every year 70 MILLION $16B Healthcare providers spend on marketing • 500M searches • 1B appointments

13. Your Personal Healthcare Expert

14. UNSEXY social meme image

15. UNSEXY social meme image

16. THERE IS NO MAGIC TO SUCCESSFUL HEALTHCARE PRODUCTS

17. EVERYONE IS MAKING THE SAME MISTAKES (INCLUDING US)

18. EVERYONE IS MAKING THE SAME MISTAKES ACROSS ALL INDUSTRIES

19. PRODUCT MANAGEMENT = PRIORITIZATION

20. PRODUCT MANAGEMENT = MAXIMUM VALUE WITH LEAST RESOURCES

21. PRIORITIZATION IS BROKEN 1. Customer Discovery 2. Business Model 3. Focus Healthcare Alert: Regulations

22. HEALTHCARE ALERT: REGULATIONS

23. REGULATIONS PARADOX: EMRS & VCS

24. REGULATIONS SUMMARY 1. Build what customer wants 2. Sell it 3. Find the right lawyer 4. Be creative and invest minimum resources to navigate or satisfy regulations

25. 1. CUSTOMER DISCOVERY No data = no knowledge Not enough data = no knowledge ~$300/hr to run 3 person product team ~$900/hr to run 10 person startup Sounds like common sense? Seen only few companies do it well

26. 1. CUSTOMER DISCOVERY AD-HOC B2B CONTINUOUS B2B + B2C

27. B2B VS B2C Paid to think about their problems Don’t even realize they have a problem

28. FIREHOSE OF CUSTOMER DATA • In-product chat • Concierge service • Button to concierge • Phone conversations • In-person interviews • Cohort analysis • Surveys • Advertising experiments • More

29. EMERGING ROLE: USER RESEARCHER

30. 2. BUSINESS MODEL

31. MONEY IS THE BEST METRIC OF VALUE CREATION

32. PATIENT FUNNEL PATIENT FUNNEL PRODUCT MARKET FIT=

33. HEALTHCARE ALERT: STAKEHOLDERS KEEP IT SIMPLE

34. 3. LASER FOCUS

35. PLAYBOOK

36. SUMMARY 1. Healthcare is a massive market with a lot of broken parts 2. Forget about regulations 3. Focus on your customers to build what they want 4. Figure out who will pay 5. Laser focus on one segment of customers 6. Build playbook 7. Scale

37. QUESTIONS Nikolai Bratkovski nikolai@opencare.com We are hiring: careers.opencare.com

Nikolai Bratkovski - Keynote at Product Hunt TO #9

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