Effortlessly Create Hospital Receipt Format for Product Management

Hospital receipt format for Product Management

hi everyone thanks for joining this webinar where we're going to share our top 10 product lessons in health Tech and let you learn some lessons the easier way AKA through US learning them over the last year I'm Phila Hagan head of product at Holland and Barrett and focused on building some new exciting digital health and well-being experiences I've been in product management since 2014 in various guises some of them were agile than others and working in retail Financial Services travel and fashion all sorts of things from colleague tools platforms apps microservices and websites as you see today you're going to get a special three for one as I'm joined by two talented product leaders from Holland and Barrett uh Catherine and Sonia and I'll let them introduce themselves to you uh Catherine hi um so I am director of customer strategy and product at Holland and Barrett um my background is actually in building new businesses particularly from a strategy side um and I worked in a large consulting firm before um joining Holland and Barrett and finding my passion and Home in product I've worked across many different sort of products and businesses everything from Financial Services Telco but a large majority in healthcare both in health systems and also in sort of like consumer health Tech um yeah and I'll hand over to Sonia hi I'm Sonia I'm the product lead at home and Barrett um my background's quite similar to Phil so I've been doing product for the last 10 years predominantly b2c and across retail uh Home Improvement um Telco um so yeah thank you so as you can see we've got lots of experience in product um but both Sonia and myself are quite new to health Tech um Catherine has had a grounded in that um but we've all been unanimous the three of us in learning quite a lot over the last year um so we're going to just share a little bit of context and then we'll get into the lessons um so for for some of you you'll probably be wondering who are Holland and Barrow um so a little bit about us is that we're Europe's largest health and wellbeing retailer we're offering vitamins and supplements natural beauty active nutrition and free from foods with stores across the UK um Benelux and Ireland and we've got ever ever growing digital channels we've got significant Heritage having opened the doors of our first shop in Bishop's stortford in 1870. and in the last about 18 months at Holland Barrett we've been trying some truly Innovative and exciting things in the world of Health Tech um as part of a new strategy where we want to be known as a health and wellness Ally and not just a retailer and through this we've explored a lot of things so we've built a holistic health app called h b and me and with Journeys helping customers with their sleep with their gut health with menopause we've launched a standalone menopause app and website called Thrive and a standalone gut health app called Anna which son is the product lead for we've got much much more and we've got more exciting ones on the way but we don't want to share too much but hopefully that gives you a flavor of who we are today and takes us on to our first lesson with Catherine drum roll the first lesson is science is a product team amigo so when we think about the the typical sort of product team we think about this as the Three Amigos um so they're the business Amigos attack Amigo and the design Amigo and the PM's role in this product Squad is to act as sort of the conductor or the orchestra orchestrator of these of these Three Amigos and in fact these three lenses so as a product manager you know you have to understand what is the business objectives what is the what is value and success look like for the business um from a design perspective you're always asking the question what does the customer need what do they want um and from a technology perspective you're always asking the question how do I implement this what's the technical feasibility um and so it's always about Market needs technical feasibility and customer customer experience but in the world of Health Tech there's actually a fourth Amigo who is really really critical um to have within your squad so this brings the third lens of what is the science-based solution and that will shape my proposition so the proposition isn't only shaped by the business needs um the cut what the customer needs all the technical feasibility it's also shaped by what is the solution from a science perspective that will drive my customer and business outcomes um so an example of that maybe I'll use your example Sonia but for a gut health app how if if our business goal is to improve the quality of life of people experiencing a gut health issue and our customers are really interested in products I'm in programs and tools to impact their daily life um science will shape okay therefore this is the type of intervention we should offer offer a customer and the important thing here is that the science lens also adds that element of Behavioral Science so how do I drive compliance what are the behavioral interventions I need to make um within my app or within my experience that will actually result in compliance to the Interventional dissolution and it also creates that lasting sort of Ip or that intellectual property for your app that makes it really defensible in the market um and Sony will take a bit late talk a bit later about Reagan compliance but that also um becomes an important aspect of your of your product and your squad's thinking lesson two so your product not only does your product Squad become more complex but your business models become very complex in health Tech as well um and there's essentially three different types of business models that you can think of um so the first is what we call b2c so business to Consumer so here your customer and this is what's different across the three different business models is that your customer the person who's paying or using your product is different and they have different needs so this is really thinking about that customer aspect of the product the product Squad and and the customer lens of the product manager um so in a b2c proposition so where you're selling um an app or you have an app that helps individuals um the real question that a lot of individuals have is how can I improve my health and wellness so this is where you have apps like MyFitnessPal Noom headspace um there's a lot in it there is a lot in the space headspace also has a b to to be offering but they did start off as b2c but it's really about that what that individual needs and wants and what the science solution is to improve that individuals um goals the second business model is what we call B2B so this is where um your your customer is actually a business and there's lots of different types of businesses you can think about and the needs and sort of what you need to solve for the problems you're trying to solve are different for each of the different types of businesses so for an employer for example one they might be interested in how can I reduce absenteeism and boost my the productivity of my Workforce how can I feel like how can I Market that I'm supporting women for example in the menopause which is something that Pepe does so you really need to shape your product your customer lens based on what the employer will pay for and what they're looking for in their Workforce it's not necessarily about the individual employee um you need to shape your proposition around you know the employer benefit um fernandshora the the what they need is slightly different again so an insurer charges a premium based on the risk that they see associated with an individual so as a health type product you need to make sure that your marketing and your proposition is all about reducing the risk of a population for that insurer um headspace is an example here where they sell to employers so improving their mental health and therefore maybe absenteeism of an employee base and pepe is the menopause solution um and broader Women's Health Solution that's also a corporate product the last business model is what we call b2g or in the UK at least beta government or B to e which is beta Enterprise so like a health system so your your customer here is what we call in the UK the provider of healthcare and again this their needs are very different so if you're if you're creating a proposition for a health system um for the NHS in the UK or for uh for a medical practice um somewhere else the their primary question is how do I reduce my costs so how can I better treat us issues so and this is something that Babylon does really well that sort of act as that initial triage of do I need to see a doctor do I need to go to hospital hospital hospitals are very expensive places for Health Systems so they're really incentivized to keep people out of hospitals secondary care um so that's why battle is something like Babylon is really successful birdie is an organization that does remote monitoring of elderly patients and again that's to avoid the high cost of elderly patients ending up in emergency care um so that's how their their empire is essentially health systems for that reason because they're able to show the reduction um in in emergency emissions all right lesson three there is a healthy tension in health Tech between Health outcomes customer and business outcomes so again this comes back to sort of like that four Amigo um Amigo lens in health pack and it's a really really tricky thing to balance so for example um an app that you know is trying to improve the quality of life of users with gut health issues might do a lot of things like programs um Diagnostics Etc to improve symptoms or to reduce the severity of symptoms but those things might not necessarily be things that drive revenue or derive profit in the short term and they might be your business goals so there's this natural tension that kind of evolves between driving Health outcomes and driving business outcomes and there's also a natural tension between sort of customer outcomes what customers think they want a lot of customers will often say you know I want immediate relief but actually from a science perspective and from a health outcome perspective it's about it's about long long term sustainable behavioral change so again there's always this tension between um sort of like the outcomes you're trying to achieve in in your products and I think my learning or our learning here over the last year or so is what's really important is to create some kind of balanced scorecard that seeks to sort of outline the okr so objectives and key results across each of these areas with clear measurable kpis so for example my business outcome might be I want to you know increase my business growth over the next year my KR is I want to increase Revenue by 20 um customer outcome might be what might be I want to sort of um improve NPS by 20 points and then your health outcome is I want to prove that I want measurable Improvement of the quality of life of my my customers um so it's really important that you set the okrs otherwise you'll sort of be drawn into these different tension areas and it'll be really really hard to figure out what to prioritize within your product and the last lesson I think is around health and wellness is really really hard thing to Define um and it's also it can be quite sort of vague and Broad and specific as you as you want it to be and we have spent a lot of time thinking about sort of what are the pillars of Wellness particularly for Holland about our focus is more on the wellness side and we've defined it in eight pillars so overall health food diet is about nutrition exercise Mental Health financial work life emotional Wellness social Wellness um sleep and relaxation so there's all of these things contribute to um your overall Wellness there are some of pillars that are more important than others for your Wellness so we know that overall health things like their own health physical health heart health immunity are really really important to Wellness as well as food and diet and exercise Mental Health and even within there's a sort of like added complexity but you can really break it down um So within each each of these eight Wellness pillars there are 26 needs that we've identified customer needs um and many of these are interrelated but this is how we think about sort of the wellness landscape and how we think about sort of which are the highest areas of interrelatedness between between each other so that if we focus on one we'll be really improving overall Wellness for for a customer um and also ones that are that we use this as a framework to figure out where's the most underserved areas and areas that we should focus on building our propositions for thank you Catherine um so I'm going to take over some of the lessons now so um on to a really shocking lesson for us so Catherine's just talked about the whole world of complexity in terms of customer needs business models and defining health and wellness um but at the same time there's a really shocking lesson which is generally the simplest simplest solution for all people is to improve their sleep their diet and their exercise um so I remember having a very early talk with Suba who's our chief medical officer at Holland and Barrett and she told me this fact that the vast majority of people would live longer and healthier and have happier lives they walked for 20 minutes a day drunk enough water throughout the day and got enough sleep each night um and so as we looked at all these different Journeys and these different needs um whether it was sleep gut health menopause male fertility female Health we kept seeing this finding emerge as a key Cornerstone solution um and so the problem is if you imagine going to a doctor in the UK for your gut health um in the UK getting a doctor's appointment can be really difficult um an NHS survey recently found that one quarter of people avoided making the appointment because it was too difficult um so you've put in all that effort to make that appointment you've traveled to your appointment you've probably rearranged work or rearranged School pickups and things so that you can go um you go through with your doctoral your issues and then your doctor says Okay um sleep more drink more water and walk a bit more your reaction is probably one of disappointment it's intuitively something that we already knew we didn't need to make all of that travel to the doctor um and yet we struggle to prioritize this within our lives and so these behavioral Solutions are really important and they're projected to be really useful for the majority of people and lifestyle actually accounts for about 80 of healthcare issues versus 20 being clinical um but it's really underwhelming for a patient who's looking for quick relief looking for that medicinal solution and that medicinal Silver Bullet um and if I'm looking for that if I just take this thing once a day I'll be better kind of solution and this is something that we've encountered building Health Tech products for customers um similar to the journey with the doctor we know that our customers have gone to lengths to download our app not quite the same length of visiting a GP but they've still committed some time and generally we find the focused nature of an app is highly useful so that was a big learning from our holistic health app actually if a customer's got a problem with the gut they're going to search for a gut app if they've got a problem with mental health they'll search for a mental health app um we've seen that like with the doctor if we give a really simple solution it's too bland and generic it feels like it lacks Insight it's not specific enough to the ailment that they want and it feels like we're cheating and we're asking the customer to do the work rather than actually giving them a proper solution but likewise at the same time these products need USPS we can't just have lots of sleep more drink more water walk more apps for every single ailment and so we've got this really simple solution that we're trying to layer on something more complex too um and not all customers will need an app to do that and to make that behavioral change um and I think this is a real problem within the health Tech Market as a whole is that simplest solution is really useful to a customer and also there's a huge bloat within this Market there are over 350 hundred thousand apps on the App Store and that's projected to grow about a 10 kegger rate over the next year um it's only going to get more and more crowded there's only going to be more and more of these Solutions and options and if you're being customer focused you want to keep the Simplicity of the solution but you also need this USP and you don't want to disappoint them like you have with those NHS visits a very a very big lesson to learn um which brings us nicely on to lesson six which is finding an MVP is really hard and I know that we know this is true of every product in every industry but I definitely think it's more complex within Health Tech so let me explain a lot of us are really familiar with this illustration of how to build towards an end product via iterations it makes sense you find the smallest slice that allows the customer to complete their job because if you build it in four steps of the car then the customer can't transport they can't move so you try and find ways for them to move ways for them to get from A to B um whilst getting better each time and the reason I think this is a bit harder in health Tech is um the motivations of the people working in health Tech and so if you're feeling a bit sassy you might call it delusions or Grandeur or having a hero complex but a lot of us work in this space because we want to help people we want to help people and solve their health issues um and so there's a big altruistic Vision within this space of why people work here and but what it means is it's really hard for us to let go of the fact that a door or a Wizard of Oz experiment isn't actually going to help someone with their health and wellness and we might be just testing for demand to see do they want help with their health and wellness um and so that can feel quite difficult at times um and one of the best type ways that we found to solve for this problem is to accept that your MVP isn't going to be efficacious it's not going to be scientific in a proven solution um and actually to start with you're looking at are you helping customers feel better are they feeling more empowered are you giving them a bit of Hope or are you capturing demand that there's enough people struggling that you can then use that as a business case to build that hope so your end goal might be like it was with us like an app that helps people sleep better but you know building something that scientifically helps people sleep better is going to take a long time so in the meantime focus on what you can do which is give customers a greater awareness and understanding of sleep work on proxy metrics that such as do they now know more about sleep are they feeling more confident about how to manage their sleep um so do cultivate and create this Vision it's why you and your team are getting out of bed each day to work on this health Tech and work in such a tricky subject keep the vision in mind print it out put it around your office put it above your desk and remind you and your team of it but accept that right now you have to work on your MVP and you have to let go of some of those those complexes where you really want to save and help people today and this leads us nicely onto lesson seven which is supporting a customer can often Trump solving their needs so a really useful product technique that I found and used a lot is something called a sales Safari it was invented by Amy Hoy and Alex Hillman and it's a research technique where you go and observe customers and their pain points in the wild and their natural environment rather than what we often do which is bring them into a focus group or bring them into a lab and ask them really leading questions and so we were using this technique in health Tech at Holland and this very busy image that you can see here is actually a screenshot from Miro of a menopause Safari that I did on Reddit and reddit's a great place to do these things because users themselves will upvote key topics and themes on a subject until you quickly build a picture of what's important to that community um and I'm sure Reddit wouldn't consider themselves Health Tech but the finding from the menopause Safari was actually a lot of these health and wellness outcomes were being driven in a space such as the menopause community on Reddit lots of women simply wanted support they wanted to be heard they wanted to empathize with each other they wanted to share their their advice their hints and tips or they just wanted to share in gallows humor so there's a lot of incredible memes and jokes in that Community if you ever want to go check it out um but the learning here for us was that customers sometimes just wanted Community they wanted support they didn't want a scientific solution they wanted us place in a space to feel not not feel completely alone and to be feel like they were shouting into the void we found this was particularly true of needs that were chronic like IBS or more reflective of a life stage like menopause and sufferers had long learned that there wasn't the Silver Bullet that we talked about before there wasn't that medicinal Silver Bullet of going to a GP and so linking to previous lessons the MVP didn't need to be efficacious to meet expectations and we found that standing up a menopause Community for our Thrive um our Thrive offering that I talked about got brilliant feedback from users and that included my mum so I'm finally able to say that I've built a product that my mum uses and loves um but as always Health Tech is far from simple which I think Sonia is going to now talk about in lesson eight thanks Bill so yesterday and this is arguably one of the most trickiest lessons that we've all come to learn uh over the last few months and that is that personalization and regulation are intrinsically linked in health Tech and the impact on road maps can be very significant so really being intentional intentional and prepared and when to engage with the process is really key so MDR stands for medical device regulation and it's a regulation for software that's developed for a medical purpose but MDR can provide a really great defensibility to any business as Catherine mentioned earlier and will make your product compete amongst the very best of your competitors and that's largely down to the personalization that the regulation allows you to achieve with your product so using the two scenarios here I'd like to take you through examples of features that have and do not have MDR so the first scenario is an example of a non-mdr application where a customer can choose what symptoms they have and we as a business can provide a link to the most relevant content for them the second example asks customers to tell us the symptoms they face some more personal information and we take that information and using an algorithm we diagnose what we believe is their most common symptom and that that's based on a proxy of others just like them in their demographic so you might be wondering why is the second scenario MDR but the fast isn't and that largely comes down to the fact that we're providing our customers with new information in the form of a diagnosis in the second option and this new transaction here is what makes the product MDR to conclude it's very complex it can be time consuming and costly so our advice here would be to really focus in on what you need to do to drive the most value for your customers and then once you've identified those features or experiences that may be contentious for MDR test them rigorously before committing to the process lesson nine so you might be wondering in a world where product and science Collide our product technique is still viable do they still make sense I'm pleased to say that they really are and I'll take you through how we've merged Both Worlds so jobs to be done is a framework that approaches developing new products based on understanding the specific goal or job a customer is trying to achieve with your application the quote on this slide is by Theodore leather and it sums up this framework very well customers have an end goal that they're trying to achieve and our job is to help them innovate and find the best way for them to complete that specific job or goal when I started scoping out new propositions at Holland and Barracks I combine the jobs to be done framework with a science focused lens to help understand the health outcomes that people in the gut health space wanted to achieve while choosing our app here is a five-step process that you could use yourselves which combines jobs to be done within Health Tech so the first part of this process is really defining your jobs to read on target market as Catherine's also alluded to before in health that you can be focused on developing products for consumers employers or even government Healthcare bodies but really be intentional about who you're going after first and why because the market differs drastically and the focuses are names will differ depending on what you choose so the second would be to hypothesize what jobs your customer could be trying to complete so gather your Insight data competitor research and work out the biggest paints pain points for you and your customers Healthcare within your Healthcare topic and hypothesize the customer out what the customer outcomes would be we focus all of our jobs to solve one really key aim and that was to improve overall quality of life for gut health users the third part of this process is then testing out your hypotheses so the best way to sense check your theories is to test them with real customers but we went one step further and tested them with our internal science leads our store colleagues our gut health experts alongside all of our customers then you're asking them to rank what they find as the most important feature out of 10 as well as what is their specific job uh and whether it's catered For in the market is really key again out of 10. that then allows you to do step four which is to discover your opportunity space so once you've had all your feedback and you've ranked both what's important to a customer and how well it's served out of 10 you can map out a simple diagram that plots the importance of each job on an access and how well they're served on the other and that will allow you to kind of stratify your data into three areas to identify jobs that are really served well jobs that are served appropriately and jobs done are really underserved and that's really where you should focus your main efforts in the other needs to 0.5 which is once you've identified those really underserved areas and no hanging fruits the next step is then to ideate on how you solve for those jobs and again seek to go test them with your customers final lesson number 10 and this is probably one of our most shocking lessons alongside our regulatory one and that is that science is isn't is itself an MVP and it isn't as clear-cut as you may be led to believe one building Health Tech products it's really important to understand the nuances and biases that exist within the health sphere that you're working within in order to really build inclusive experiences here are just two examples so as you can see from a diagram on the left although higher breast screening results in higher treatment numbers it also means that there is a higher chance of over diagnosis a lot of people who do not even have cancer often face unnecessary treatment worry and anxiety the second the diagram on the right even more shocking shows that how demographic status is and who you identify as can have a huge impact on how we receive and Access Health at care this example shows that in the UK Health inequalities exist across different ethnic groups take for instance a key start which is black women are four times more likely than white men women to die in pregnancy the lesson here really is to make sure that you realize that it's important to understand the complete Health landscape and all the plays that exist within that area all the groups and all the demographics to ensure that you're building intentional products that are doing no harm and not further perpetuating Health inequalities back to you Phil thank you Sonia um so it wouldn't be a a product by me without at least one meme so here is the meme um you've heard a lot of info from us today um and a lot of things in terms of our top 10 lessons um we've put together this little takeaway in case you wanted a a short summary of those 10 lessons um so please do use this take this away and and use it in as you will um but the last thing just to do is to say thank you um we've learned this not just the three of us on our own but with a lot of other people um so thank you to everyone on that Journey um and please do get in touch with any of your thoughts questions your opinions on what we've said and shared and we'd really love to hear from you um huge thank you to Catherine and Sonia for doing this with me thanks Phil [Music]