If the last 10 years practicing family medicine have taught me anything, it’s that there is a desperate need for innovation in healthcare. I don’t just mean in terms of medical treatments or protocols, but really in every aspect. As a physician, I’ve worked with my fair share of “the latest and greatest” innovations both in my outpatient practice and at hospitals.
As I shifted into my current position, I’ve come across some products that were distinguished winners, eventually going on to become not just highly successful but the new gold standard in the industry. Others, unfortunately, never even got off the ground. Often, in the back of my mind, I felt like I could always tell which ones had the staying power to transform healthcare the way it needed to be transformed.
When it comes to ensuring the success of your product, service or innovation, following these three golden rules will put you on the right track.
When it comes to ensuring the success of your product, service or innovation, following these three golden rules will put you on the right track. It’s no guarantee, but without getting these three things right, you’ve got no shot.
Design for outcomes first
Stephen Covey coined the phrase: “Begin with the end in mind.” It’s the second of his 7 Habits. But he could have also been writing about habits for health tech innovators. It’s not enough to develop a “new tool” to use in a health setting. Maybe it has a purpose, but does it meaningfully address a need, or solve a problem, in a way that measurably improves outcomes? In other words: Does it have value?
When the COVID-19 pandemic hit, pharmaceutical and research firms set out upon a global mission to develop safe and effective vaccines, to bring the virus under control and return life around the world to something approaching “normal” … and quickly. In less than a year, Pfizer and Moderna crossed the finish line first, bringing novel two-jab mRNA vaccines to market with extraordinary speed and with an outstanding efficacy rate.
Vaccine makers started with an outcome in mind and, in countries with plentiful vaccine access, are delivering on those outcomes. But not all outcomes need be so lofty to be effective. Maybe your innovation aims to:
- Improve patient compliance with at-home treatment plans.
- Reduce the burden of documentation on physicians and scribes.
- Increase access to quality care among underserved, impoverished or marginalized communities.
For example, Alertive Healthcare, one of our portfolio companies, wanted to meaningfully improve round-the-clock care for when patients couldn’t get in to see their physicians and developed a platform for clinical-grade remote patient monitoring. Patients download an easy-to-use app that sends intelligent alerts to providers, reducing documentation and decreasing time to treatment. Patients enrolled in the app reduce their risk of heart attack and stroke by 50%. That’s compelling value and an example of designing for outcomes.
When designing for outcomes, it’s also important to know precisely how you’ll measure success. When you can point toward quantifiable metrics, you’re not only giving yourself goals in your product design and development, you’re also establishing the proof points that sell your product into the market. Make them as meaningful and measurable as possible, as soon as possible.