1. IMPROVING PATIENT
OUTCOMES BY
PUTTING PREVENTION
FIRST
Product Manager: Xanthe Hammer

2. BUSINESS CASE

3. Initial Focus
• 37.3M Americans have diabetes1
• 1 in 4 healthcare dollars5 in the US is spent on diabetes treatment
• 90% of diabetes diagnoses could have been prevented by
lifestyle changes7
• Even though people know they should eat healthier and exercise, they do
not for multiple possible reasons:
• They have tried and failed to lose weight in the past
• They feel intimidated to start going to the gym because they don't look the
part
• They lack the resources to make healthier choices

4. Opportunity
• Diabetes is one of the most widespread preventable illnesses so we will initially
focus on this
• Kaiser Permanente has 12.7M subscribers2, of whom 1.45M have diabetes
• 38% of American adults are prediabetic1
• Kaiser Permanente is currently spending up to $9.1B annually treating diabetes
alone. This could increase to $21B over the next 5 years if prediabetes
progression is not slowed
Preventing the progression of diabetes in this population should be our #1 focus

5. Solution
Diabetes-focused video
workouts
Healthy & Delicious Recipes
Access to a full support team
who are just as invested in your
health as you are
A mobile app that will include:

6. Cost Analysis & ROI
• Cost Analysis:
9 months of development – $360K
2 trainers - $100K
2 nutritionists - $100K
5 support staff - $250K
Total Investment: $810K
• Preventing just 10% our 4.8M prediabetic subscribers from becoming diabetic
could save us $1.2B per year in the future

7. Measurement
Number of new diabetes
diagnoses among KP
subscribers
Average number of
workouts per active user
Time to meeting first
personal goal
Average number of goals
met per month across
active users
We will use the following KPIs to measure our product's success:

8. COMPETITORS

9. Apple Fitness+
• Apple Fitness+ is a paid subscription service that offers on demand workouts
• The main selling points are:
• Quality workouts that are constantly being added to
• Seamless integration with the Apple Watch for biometric feedback
• Gamification of fitness
• Social feature that enables friends to see eachother’s progress
• Offered as a bundle with Apple One

10. Noom
• Noom is a freemium weight-loss app. They aim to help their users lose weight by
using a traffic light system and by encouraging users to eat as many healthy foods
or foods in the green category as possible.
• The main selling points are:
• Simpler than counting macros
• Offers lessons about food psychology, why people overeat, and how users can
avoid it
• 45M users6

11. Our Competitive Advantages
Created with diabetes in mind and focused on aerobic exercises that have
been clinically proven to lower blood glucose levels4
Users will be able to speak with a representative from our team to get any
extra support they made need
Our App will be free for all Kaiser Permanente subscribers
We will offer full support for our users by combining healthy eating with
exercise

12. ROADMAP AND VISION

13. Beginner-Friendly Workouts
• Our video workouts will cater to our target users of prediabetics and low-activity
subscribers by being:
• Easy to follow
• Non-intimidating
• Home-friendly: we don’t want our users to have to do our workouts in a gym,
as many low-activity people will not want to visit a gym
Key Partners: Personal Trainer
Fitness for Everyone

14. Nutrition Support
We will provide support and education around healthy eating for our target users
who will not be used to eating healthily
• Healthy and delicious recipes that can be prepared quickly
• Education on meal prepping through instructional videos and weekly menu
templates
• A positive and shame-free environment
Key Partners: Nutritionist

15. Guidance & Support
We will empower our users to make long-lasting positive lifestyle changes. We will
accomplish this goal by:
• Compassionate Support Staff: Our users will be able to reach out to our support
team for any questions they may have along their journeys. Additionally, if our
staff notice users continually not meeting goals, they will reach out to offer
suggestions
• Personal Goal Setting: These will be goals set by the users – examples are doing 3
workouts a week, cooking a healthy recipe 5 times a week. These goals are more
attainable and positive than weight-based goals such as losing 10 pounds.
• Beginners Plans: We will offer plans for people who may not know where to start,
similar to couch to 5K

16. Marketing Channels
Ad campaigns in Kaiser
Permanente's 622 medical facilities
Information materials for doctors to
learn about the product and be able
to recommend it to their patients
Newsletters to our subscribers
inviting them to try the app

17. What's Next?
Smartwatch App: this will enable our users to track their fitness activity
with biometric feedback to get more out of their workouts
Mindfulness: physical and mental health are strongly connected. We will
empower our users to improve their mental health through guided
meditation sessions, gratitude exercises, and personal affirmations

18. THANK YOU
IMPROVING
PATIENT
OUTCOMES
BY
PUTTING
PREVENTION
FIRST
18

19. Sources
1 National Diabetes Statistics Report, Center for Disease Control
2 Kaiser Permanente Fast Facts
3 The Relation of the Chronic Disease Epidemic to the Health Care Crisis, Halsted
R. Holman
4 Why Does Exercise Sometimes Raise Blood Glucose (Blood Sugar)?
5 Economic Costs of Diabetes in the U.S. in 2017
6 Noom’s international revenue grows by 80% with help from Google
7 Simple Steps to Preventing Diabetes