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jay parkinson + md + mph




@jayparkinson
Sutter
1   visit my site

2   see my google calendar

3   choose a time. tell me your symptoms


4   iPhone would alert me

5   house call

6   paypal
$1500 & 7 million hits
why did i do this?
DIY
i wanted to be an entrepreneur
patients should be the center
1 hour a year with your doctor.
        8,764 without.
uncoordinated
unfocused
inconsistent
unmeasured
inefficient
perversely incented
excessive
expensive
dangerous

-george halvorson
healthcare needs a revolution
the experience & the affordability
i believe in simplicity
disruptive innovation
cheaper
simpler
“inferior” quality
more accessible to more people
goes after the low hanging fruit
smaller target markets
simpler products
not as attractive as the status quo
but a small market will value it
and it will eventually replace status quo
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i believe in design
what is design?
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the process that creates an ecosystem of
networked products and services that takes
 something highly complex and makes it
            pleasantly simple.
an emotional identity
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a physical space
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an object
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a virtual service
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virtual support
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physical support
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creative, effective communication
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all designed from the ground up to
function as one pleasant whole experience
Date: 3/22/10
                                                                                                                             Starbucks Experience Map                                                                                                                                                    Eric - Repeat Customer

          Enriched Experience
                                                                                                                                                                                                                                                                                                         Purpose: To work/drink coffee




                                                                                                                                                                                                               Tasty drink               Free Wi-Fi                                                                              Good drink
                                                                                                                                                                                                               Flavorable
                                                                                                                                                                                                               Appropriate temperature
                                                                                Aroma

                                                                                                                                                         Polite
                                                                                                                                                                                                                                       People watching
                                                                                                                                                                                                                                       Crowd conversation noise
                                                                                Ambience                                                                Quick, convenient          Sofa chair is comfortable                                                                                                  Good byes
   baseline
                                                                                                                             Greeting
                                                                                                                             Fake

                                                                               Audible Sensations                                                                                                                                                                                    Closing time
                                                          Worrying
                                                                               Loud                                          Factory line                Impersonal
          Poached Experience




                                                          Second guessing                                                                                                                                                               Blasting air conditioning
                                                                                                                                                                                                                                        Loud music
                                                                                                                                                                                                                                        Distracting
                                                                                                                             Unwilling to try something new, risk                                                                                                                                                                Annoyed about closing time
                                                                                                                                                                                                                                        Repeating, not my taste
                                                                               Cold, drafty                                  Feeling rushed                                                                                                                                                                                      Annoyed about where I sat
                                                                               Slightly crowded
                                                                                                                                                                                                                                                                                                                                 Back hurts
                                                                                                                                                                                   Not large work spaces                               Not large work spaces
                                                                                                                                                         Feedback
                                                                                                                                                                                                                                       Furniture not ideal for computer work
                                                                                                                                                         Confusing
                                                                                                         Lack of personal space                                                    Lack of seating
                                                                                                                                                         Inconsistent
                                                                                                         Unstructured                                                              Lack of outlets
                                                                                                                                                                                   Uncomfortable wooden chairs


                                       Anticipate                           Enter                                                                                             Engage                                                                                                     Exit                             Reflect


Touchpoints                        Office              Car               Walk-In                   Line                Order                       Pay                        Sit                   Drink                        Work                                           Pack Up                Walk Out             Car
                                1.a Discussing    1.c Hoping          2.a Notice           3.a The wait-           4.a The Barista            5.a The barista           6.a Grab my           7.a The cub is                 8.a I place my       8.f I enjoy the          9.a The barista          10.a I pack my    11.a I head to
                                with team the     to find a close      that there are       ing line occu-          acknowledges               tells me the              drink and look        hot, steaming,                 drink on the         free wireless            walks by me              things up and     my car and
                                local places to   parking spot.       a couple of          pies the main           me with a                  total and I pay           for a place to        but withstand-                 table next me        and the unlim-           and makes an             head out the      wish that I
                                grab a coffee.                        people in line.      traffic way.             smile.                     with my credit            sit.                  ing in my                      and place my         ited use. The            announce-                door.             could have
                                                  1.d Hoping                                                                                  card. He asks                                   hand.                          bag on the           signal strength          ment to the                                stayed longer
                                1.b Decid-        Starbucks is        2.b Notice the       3.b The                 4.b I can see              me if I want              6.b I need,                                          floor.                is adequate.             tore that it             10.b The re-      to work. I
                                ing to go to      not overly          narrow, con-         menus across            the menu bet-              my receipt, I             most im-               7.b Smells                                                                  will be closing          maining staff     know that
                                Starbucks and     crowded and         fined layout.         the counter             ter now, but I             decline.                  portantly, an          roasty and                    8.b I remove         8.g The music            shorty -10 pm.           tell me to have   once I get
                                work on de-       will have avail-                         are hard to             feel rushed to                                       outlet and a           sweet.                        my computer          is really both-                                   a good night.     home, I will be
                                sign reports.     able seating.       2.c Enjoy the        read while in           order a drink.             5.b My inter-             workspace.                                           and accesso-         ering me. I put          9.b I would like                           in the wrong
                                                                      aroma of             line.                                              action ends                                      7.c First sip is              ries and now         my head-                 to continue                                mind state
                                                                                                                   4.c I feel
                                                  1.e Consider-       roasted coffee                                                          with him say-             6.c I notice           too hot, but                  am shifting my       phones on and            to work. I feel                            to continue
                                                                                                                   forced to
                                                  ing alternative     and mixed            3.c The line                                       ing thank you.            that there are         flavorful. I’m                 coffee to find        play my mp3              10pm closing                               working.
                                                                                                                   make a quick
                                                  places just in      sweet, robust        moves slow,                                        He doesn’t use            only a few             happy with                    room for all of      songs.                   time is much
                                                                                                                   beverage se-
                                                  case..              smells.              people who                                         my name.                  locations in           the taste and                 my things on                                  too early,                                 11.b The cof-
                                                                                                                   lection. I play it
                                                                                           just ordered                                                                 the seating ar-        my choice.                    this little cof-     8.h The bat-             especially in a                            fee was very
                                                                      2.d The light-                               safe by having
                                                                                           are still in the                                                             eas that have                                        fee table.           tery use on my           college town.                              good, but I
                                                                      ing is pleasant,                             what I always              5.c Now I
                                                                                           same area.                                                                   outlets. This is      7.d The                                             computer is a                                                       was disap-
                                                                      not overly                                   get.                       move to the                                                                    8.c The table
                                                                                           Becomes                                                                      discouraging.         continued                                           concern now.             9.c I stand                                pointed in the
                                                                      bright and not                                                          left of where                                                                  is too low to
                                                                                           crowded.                4.d The baris-                                                             sips remain                                         I will begin             up and walk                                environment.
                                                                      too dim.                                                                i paid. Once                                                                   work from
                                                                                                                   ta confirms                                           6.d Most              satisfying.                                         looking for              around until I                             Distracting
                                                                                                                                              again I feel                                                                   there, so I
                                                                                           3.d The order-          my selection                                         places are                                                                another table            find a hidden                               music, small
                                                                      2.e The music                                                           crowded and                                                                    place my
                                                                                           ing process             and asks my                                          occupied. No                                                              to work at.              trash can to                               workspace,
                                                                      seems ethnic,                                                           out of place.                                                                  laptop in my
                                                                                           seems too               name to write                                        outlets are                                                                                        throw my cup                               lack of power
                                                                      extended                                                                People are                                                                     lap. My drink
                                                                                           slow. Inconsis-         on the cup.                                          available.                                                                8.i The air              into.                                      outlets.
                                                                      vocals, soft in                                                         walking by me.                                                                 remains on
                                                                                           tent structure                                                                                                                                         conditioning
                                                                      style, volume                                                           There isn’t a                                                                  the table, my
                                                                                           of service.             4.e He writes                                        6.e The work-                                                             seems inten-
                                                                      too load and                                                            designated                                                                     bag on the
                                                                                                                   down my                                              spaces seem                                                               tion. It’s cold
                                                                      but my taste.                                                           waiting ,sitting                                                               floor.
                                                                                                                   name and                                             small and                                                                 outside and
                                                                                                                                              area.
                                                                                                                   some code                                            impractical.                                                              cold inside. I
                                                                      2.f The room                                                                                      Most are just                                        8.d I’m feel-        slip my jacket
                                                                                                                   on the cup                 5.d As I stand,
                                                                      climate seems                                                                                     have a small                                         ing crowded.         on.
                                                                                                                   and hands it               the drinker
                                                                      intentionally                                                                                     round wooden                                         I have no
                                                                                                                   off to another             maker shouts
                                                                      cold.                                                                                             table with                                           room to use          8.j I continually
                                                                                                                   barista who                finished orders
                                                                                                                   will make it                                         two wooden                                           my wire-             finding myself
                                                                                                                                              and places                                                                     less mouse. I
                                                                                                                   when he is                                           chairs.                                                                   people watch-
                                                                                                                                              them on a                                                                      now use the
                                                                                                                   finished with                                                                                                                   ing while I
                                                                                                                                              drink stand.                                                                   surface of the
                                                                                                                   other orders.                                        6.f I find an                                                              work. There
                                                                                                                                              He screams                                                                     arm chair as
                                                                                                                                                                        empty reclined                                                            are interesting
                                                                                                                                              Grande Chai.                                                                   my mouse
                                                                                                                                                                        cushioned                                                                 people here,
                                                                                                                                                                        armchair.                                            pad. Not very        so I’m not too
                                                                                                                                              5.e Confu-
healthcare was never designed
it just happened.
Sutter
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do pills and scalpels solve social problems?
are we meeting our nation’s health needs?
the processes revolve around
profits...not patients nor their needs
supply creates demand
we’re good people stuck in a bad system
we need to rethink health
we need to rethink health needs
we need to redesign health around
our needs
re-designing health
it can (and will) be AWESOME
efficient
communicative
convenient
focused
secure
virtual
comfortable
affordable
social
safe
minimal
incentivized
empowered
virtual
keep your eye on the periphery
disruptive innovations
an ecosystem is forming...
efficient
@futurewell
health buddy


nurse                          nurse practitioner




  generalist                  specialist
help       log out


                                                                     what’s wrong?         choose an expert        my profile


You need to visit a gastroenterologist in the next 24 hours.
Here are three excellent gastroenterologists near you.




                                     Sudhir Gadh, MD                                 Cost of office visit:
                                     105 Berry Street
                                     Brooklyn, NY 11211
                                     917-712-3456


                                               MAKE AN APPOINTMENT
                                                                                                110        130          170
                                                                                     Commonly Ordered Tests:
                                     Sean Khozin, MD
                                     105 Berry Street                                Stool culture $35.00
                                     Brooklyn, NY 11211                              O & P $32.00
                                                                                     Fecal Occult Blood $21.00
                                     917-712-3456                                    ESR $7.50
                                                                                     CRP $89.00
                                                                                     CBC $43.00
                                                                                     Calprotectin $145.00
                                               MAKE AN APPOINTMENT                   pANCA $99.00
                                                                                     ASCA $215.00
                                                                                     Sigmoidoscopy $450.00
                                     Catherine DeGood, MD                            Colonoscopy $350.00
                                                                                     Biopsy $250.00
                                     105 Berry Street
                                     Brooklyn, NY 11211
                                     917-712-3456
                                                                                     Commonly Prescribed Medications:
                                                                                     Alprazolam $55.00
                                                                                     Atenolol $68.00
                                               MAKE AN APPOINTMENT                   Levitra $67.00
                                                                                     Lisinopril $79.00
                                                                                     Synthroid $249.00
                                                                                     Fluoxetine $99.00
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communicative
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it will speak like a human
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focused factories
10%   consumes   80%




                 $
light users = an “apple like” health experience
heavy users = efficient, effective focused factories
a team of focused experts to deliver
consistent, accurate, high quality results
diabetes clinics full of only diabetes experts
CHF clinics full of only CHF experts
depression clinics full of only depression experts
etc
a virtual network
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affordable
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transparent
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social sharers
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safe
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informed / empowered / connected
$4,000 + 20 hours of missed work
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minimal
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pleasant
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personalized options
Which treatment should I have?




                    High Dose Interleukin
                    Pros                        Cons




Connect with others on High Dose Interleukin?
personalized matches
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the company that puts this all
together into an affordable
experience...
the “apple” of healthcare...
wins.
it will truly meet the needs of 85%
of Americans...the light users
simple problems are much easier
to solve.
solving simple problems elegantly
will create an emotional
attachment with your brand
it won’t include a lot of pills
and scalpels.
it will be lifestyle specialists
and acute care.
and an impeccably designed, elegant
mix of physical and virtual processes
that adds up to a pleasant experience
people love
it’ll start small.
it won’t appeal to most doctors
it won’t appeal to most patients
it can’t compete with breadth
but it will appeal to enough
and there are “enough”
doctors and patients looking
for a better experience
and it’ll be better than nothing
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  • 1. jay parkinson + md + mph @jayparkinson
  • 3. 1 visit my site 2 see my google calendar 3 choose a time. tell me your symptoms 4 iPhone would alert me 5 house call 6 paypal
  • 4. $1500 & 7 million hits
  • 5. why did i do this?
  • 6. DIY
  • 7. i wanted to be an entrepreneur
  • 8. patients should be the center
  • 9. 1 hour a year with your doctor. 8,764 without.
  • 11. healthcare needs a revolution
  • 12. the experience & the affordability
  • 13. i believe in simplicity
  • 16. more accessible to more people goes after the low hanging fruit smaller target markets simpler products not as attractive as the status quo
  • 17. but a small market will value it
  • 18. and it will eventually replace status quo
  • 23. i believe in design
  • 27. the process that creates an ecosystem of networked products and services that takes something highly complex and makes it pleasantly simple.
  • 42. all designed from the ground up to function as one pleasant whole experience
  • 43. Date: 3/22/10 Starbucks Experience Map Eric - Repeat Customer Enriched Experience Purpose: To work/drink coffee Tasty drink Free Wi-Fi Good drink Flavorable Appropriate temperature Aroma Polite People watching Crowd conversation noise Ambience Quick, convenient Sofa chair is comfortable Good byes baseline Greeting Fake Audible Sensations Closing time Worrying Loud Factory line Impersonal Poached Experience Second guessing Blasting air conditioning Loud music Distracting Unwilling to try something new, risk Annoyed about closing time Repeating, not my taste Cold, drafty Feeling rushed Annoyed about where I sat Slightly crowded Back hurts Not large work spaces Not large work spaces Feedback Furniture not ideal for computer work Confusing Lack of personal space Lack of seating Inconsistent Unstructured Lack of outlets Uncomfortable wooden chairs Anticipate Enter Engage Exit Reflect Touchpoints Office Car Walk-In Line Order Pay Sit Drink Work Pack Up Walk Out Car 1.a Discussing 1.c Hoping 2.a Notice 3.a The wait- 4.a The Barista 5.a The barista 6.a Grab my 7.a The cub is 8.a I place my 8.f I enjoy the 9.a The barista 10.a I pack my 11.a I head to with team the to find a close that there are ing line occu- acknowledges tells me the drink and look hot, steaming, drink on the free wireless walks by me things up and my car and local places to parking spot. a couple of pies the main me with a total and I pay for a place to but withstand- table next me and the unlim- and makes an head out the wish that I grab a coffee. people in line. traffic way. smile. with my credit sit. ing in my and place my ited use. The announce- door. could have 1.d Hoping card. He asks hand. bag on the signal strength ment to the stayed longer 1.b Decid- Starbucks is 2.b Notice the 3.b The 4.b I can see me if I want 6.b I need, floor. is adequate. tore that it 10.b The re- to work. I ing to go to not overly narrow, con- menus across the menu bet- my receipt, I most im- 7.b Smells will be closing maining staff know that Starbucks and crowded and fined layout. the counter ter now, but I decline. portantly, an roasty and 8.b I remove 8.g The music shorty -10 pm. tell me to have once I get work on de- will have avail- are hard to feel rushed to outlet and a sweet. my computer is really both- a good night. home, I will be sign reports. able seating. 2.c Enjoy the read while in order a drink. 5.b My inter- workspace. and accesso- ering me. I put 9.b I would like in the wrong aroma of line. action ends 7.c First sip is ries and now my head- to continue mind state 4.c I feel 1.e Consider- roasted coffee with him say- 6.c I notice too hot, but am shifting my phones on and to work. I feel to continue forced to ing alternative and mixed 3.c The line ing thank you. that there are flavorful. I’m coffee to find play my mp3 10pm closing working. make a quick places just in sweet, robust moves slow, He doesn’t use only a few happy with room for all of songs. time is much beverage se- case.. smells. people who my name. locations in the taste and my things on too early, 11.b The cof- lection. I play it just ordered the seating ar- my choice. this little cof- 8.h The bat- especially in a fee was very 2.d The light- safe by having are still in the eas that have fee table. tery use on my college town. good, but I ing is pleasant, what I always 5.c Now I same area. outlets. This is 7.d The computer is a was disap- not overly get. move to the 8.c The table Becomes discouraging. continued concern now. 9.c I stand pointed in the bright and not left of where is too low to crowded. 4.d The baris- sips remain I will begin up and walk environment. too dim. i paid. Once work from ta confirms 6.d Most satisfying. looking for around until I Distracting again I feel there, so I 3.d The order- my selection places are another table find a hidden music, small 2.e The music crowded and place my ing process and asks my occupied. No to work at. trash can to workspace, seems ethnic, out of place. laptop in my seems too name to write outlets are throw my cup lack of power extended People are lap. My drink slow. Inconsis- on the cup. available. 8.i The air into. outlets. vocals, soft in walking by me. remains on tent structure conditioning style, volume There isn’t a the table, my of service. 4.e He writes 6.e The work- seems inten- too load and designated bag on the down my spaces seem tion. It’s cold but my taste. waiting ,sitting floor. name and small and outside and area. some code impractical. cold inside. I 2.f The room Most are just 8.d I’m feel- slip my jacket on the cup 5.d As I stand, climate seems have a small ing crowded. on. and hands it the drinker intentionally round wooden I have no off to another maker shouts cold. table with room to use 8.j I continually barista who finished orders will make it two wooden my wire- finding myself and places less mouse. I when he is chairs. people watch- them on a now use the finished with ing while I drink stand. surface of the other orders. 6.f I find an work. There He screams arm chair as empty reclined are interesting Grande Chai. my mouse cushioned people here, armchair. pad. Not very so I’m not too 5.e Confu-
  • 58. do pills and scalpels solve social problems?
  • 59. are we meeting our nation’s health needs?
  • 60. the processes revolve around profits...not patients nor their needs
  • 62. we’re good people stuck in a bad system
  • 63. we need to rethink health
  • 64. we need to rethink health needs
  • 65. we need to redesign health around our needs
  • 66. re-designing health it can (and will) be AWESOME
  • 68. keep your eye on the periphery
  • 70. an ecosystem is forming...
  • 73. health buddy nurse nurse practitioner generalist specialist
  • 74. help log out what’s wrong? choose an expert my profile You need to visit a gastroenterologist in the next 24 hours. Here are three excellent gastroenterologists near you. Sudhir Gadh, MD Cost of office visit: 105 Berry Street Brooklyn, NY 11211 917-712-3456 MAKE AN APPOINTMENT 110 130 170 Commonly Ordered Tests: Sean Khozin, MD 105 Berry Street Stool culture $35.00 Brooklyn, NY 11211 O & P $32.00 Fecal Occult Blood $21.00 917-712-3456 ESR $7.50 CRP $89.00 CBC $43.00 Calprotectin $145.00 MAKE AN APPOINTMENT pANCA $99.00 ASCA $215.00 Sigmoidoscopy $450.00 Catherine DeGood, MD Colonoscopy $350.00 Biopsy $250.00 105 Berry Street Brooklyn, NY 11211 917-712-3456 Commonly Prescribed Medications: Alprazolam $55.00 Atenolol $68.00 MAKE AN APPOINTMENT Levitra $67.00 Lisinopril $79.00 Synthroid $249.00 Fluoxetine $99.00
  • 84. it will speak like a human
  • 87. 10% consumes 80% $
  • 88. light users = an “apple like” health experience
  • 89. heavy users = efficient, effective focused factories
  • 90. a team of focused experts to deliver consistent, accurate, high quality results
  • 91. diabetes clinics full of only diabetes experts CHF clinics full of only CHF experts depression clinics full of only depression experts etc
  • 107. safe
  • 109. informed / empowered / connected
  • 110. $4,000 + 20 hours of missed work
  • 120. Which treatment should I have? High Dose Interleukin Pros Cons Connect with others on High Dose Interleukin?
  • 124. the company that puts this all together into an affordable experience...
  • 125. the “apple” of healthcare...
  • 126. wins.
  • 127. it will truly meet the needs of 85% of Americans...the light users
  • 128. simple problems are much easier to solve.
  • 129. solving simple problems elegantly will create an emotional attachment with your brand
  • 130. it won’t include a lot of pills and scalpels.
  • 131. it will be lifestyle specialists and acute care.
  • 132. and an impeccably designed, elegant mix of physical and virtual processes that adds up to a pleasant experience people love
  • 134. it won’t appeal to most doctors it won’t appeal to most patients
  • 135. it can’t compete with breadth
  • 136. but it will appeal to enough
  • 137. and there are “enough” doctors and patients looking for a better experience
  • 138. and it’ll be better than nothing