1.

Do you share the assessment of the founders regarding the potential of

online care to revolutionize healthcare delivery? Why or why not?
I share similar assessments with the potential aspects of online care, particularly
with real time kiosk technology. Hospitals and clinics could install care kiosks with web
cam equipped computers in work site health clinics as well as emergency rooms,
allowing patients in the waiting areas to consult with a physician in real time over an
internet connection while waiting to be seen. By the time hospital personnel could see
the patient, they would already have preliminary information about their condition. This
process would increase the hospital's overall efficiency by expediting the patients visit.
Retail clinics could supplement their services by installing these kiosks. American Well's
research stated a patient preference to receive care even Online Care at dedicated
healthcare sites such as retail clinics. Since NP (Nurse Practitioners) were usually the
highest level clinical staff at retail clinics, offering access to physicians through an
online service could boost patients' perceptions of the legitimacy of retail clinics.
(Case) It is very intriguing to explore how this type of information technology can
potentially decrease the issues regarding health care flow management issues in some
parts of the country. There are inner city emergency rooms that have been so busy
that they have had to transport less critical patients to other facilities because they
were too busy. Potential also lies with the fact that the technology platform is so
versatile and cost-saving that it could be applied to other areas of healthcare. For
example, delivery mechanisms such as emergency vehicles, pharmaceutical and
doctor interaction, and chaining information across all of the health industry entities, all
presents great potential to achieve cost efficiencies, provide better customer service,
and boost revenues.
One potential option as a new venture would be expanding internationally. Potential
customers in other countries have already expressed interest. However, the issues I
perceive, is that the company would have to tailor its services and support to each
individual market, with local regulations and governing laws as a constraint. Lack of a
well-known brand would also hinder the potential expansion into the international
market. As of now the firm has no established brand or image, whereas some of the
competitors may have a stronger more well-known name and have been established
for more time in the market place. This issue, however, can be addressed with the
founder's network connections within the industry, experience as doctors, and quality
service expanded over time.
2. What value do you see "Team Edition" creating? What barriers to its adoption
do you foresee?
The new product Team Edition would be a valuable extension for American Well's.
Team Edition would drastically cut down on the amount of time it would take a patient
to see a specialist after being referred by his PCP. The authors claim that it could
potentially reduce the time from weeks and months to minutes. (Case) Traditionally, a
patient would meet with their PCP and if a PCP decided that a specialist was required,
the patient would have to make a separate appointment as long as several weeks to
several month out. In exhibit 1, the authors provided information that patients in
Boston waited on an average of sixty days. With Team Edition, consultations with
specialists could occur in real time while the patient was still with his PCP.
A potential problem, or barrier, with rolling out Team Edition is that patients using
the current American Well systems may be confused with multiple products, especially
since the core product had not been completely adapted yet. However, Team Edition is
a natural extension to the services already offered by American Well and would further
add value while reducing cost to health insurance companies and patients. There may
need to be extra resources and support allowed for the training of staff and
implementing of Team Edition. The new edition of Team Edition would not incur

substantial cost, because the company may use already existing technology to support
this product launch. Team Edition would basically be used in the same manner as
when a patient consults with a physician online, and can be easily rolled into the
service package that is already established.
3. Which of the new market opportunities did you see as most promising?
American Well's market consists of consumers and businesses who prefer to utilize
the internet and electronic devices for communication, information storage, and
organization. Patients and physicians have become more comfortable communicating
electronically through e-mail and text or secured messaging. Online communication
creates efficient ways of reducing the number of patient visits to physicians and
decreasing the volume of phone calls to physicians' offices. Specific entities I would
target would be physicians, insurance companies, and patients, especially increasing
the transfer of diagnostic information between all three entities. Between all three, the
role of the insurance companies is substantially intriguing; especially from a market
never tapped before, they may act as gatherers of patients and offer attractive
insurance which will help reduce costs, allowing access of its resources to nonmembers at a premium may result in increased revenue.
4. If you were in the shoes of American Well Management, would you pursue
any of the next-generation options (products or markets) in 2010, or would
you just focus on the core platform with the core target market? Explain your
decision.
Presently there is increasing demand for online communication between physician and
patients. I recommend the go ahead of the launch of Team Edition because it is more of
a natural extension to the existing product, and would eliminate some of the largest
frustrations that the current system provides. With the introduction Team Edition
American Well can drastically cut down wait times and turn-around times for
consultations with specialists and physicians. Immediate attention / facilities could be
provided to the people in need, specialist advice and treatment could be provided to
the people in remote areas where the physical treatment by the specialist is not
possible. Rolling out Team Edition will not require extensive resources as it has already
required technology through the existing system. The company should approach the
already identified customer base for online care. These targeted customers will
definitely be interested in the new Team Edition. It appears that sustaining the core
platform with Team edition will be the best option all around.