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American Well Case Study

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American Well Case Study
Case Study: American Well Team Edition
Jennifer Zelensky
Marylhurst University MBA Program
Portland, Oregon
MKTG 522E

Background
American Well, founded by brothers Ido and Roy Schoenberg in 2006, has created an Online Care system that allows consumers to connect with physicians from their homes or offices (Ofek and Laufer, 2011). In April 2010, American Well introduced a new product, Team Edition, which leveraged the existing Online Care system to bring live, on-demand specialist care consults into primary care physicians’ exam rooms. The new product also introduced the Online Medical Home capability that enables multi-disciplinary clinical collaboration around a given patient. Ido Schoenberg stated in a press release for Team Edition, “In a time that calls for change and innovation in healthcare services, we are harnessing technology to transform the delivery and availability of specialty care. Team Edition extends quality specialty care into the hands of the patient’s own primary care physician allowing them to render and coordinate much broader, timely and convenient care for their patient panel. The primary care practice is now the gateway to the rest of the healthcare system, irrespective of its location” (American Well, 2010).
Value, Customers and Potential Barriers for Team Edition
American Well has created Team Edition with a few different customers in mind. First, patients benefit from the connected care offered by Team Edition (Ofek and Laufer, 2011). In a traditional model, patients who need to be evaluated by a specialist are referred by their PCP, see the specialist and then return to the PCP for follow up, each time navigating and waiting for an appointment and waiting for the specialist and PCP to exchange medical record and visit reports. Team Edition is designed to enhance and improve the patient experience by providing a direct and seamless connection to specialists while the patient is in the PCP office. The lower cost access to


References: American Well. (2010, April 13). American Well Launches Online Care Team Edition, Enabling On-Demand Provider-To-Provider Consultations And Online Medical Homes. Retrieved from http://www.americanwell.com/pressreleases_article9.htm Lewis, N. (2012, March 21). Global Telemedicine Market Headed For $27 Billion. Retrieved from http://www.informationweek.com/healthcare/mobile-wireless/global-telemedicine-market-headed-for-27/232602930 McGee, M. (2012, March 23). 11 telemedicine tools transforming healthcare. Retrieved from http://www.informationweek.com/healthcare/mobile-wireless/11-telemedicine-tools-transforming-healt/232602982?pgno=1# Ofek, E. and Laufer, R. (2011). American Well: The doctor will e-see you now. Boston: Harvard Business School Publishing. Pryke, N. (2013). Telehealth and e-care: The next generation of healthcare technologies. Retrieved from http://www.executivehm.com/article/Telehealth-and-e-care-The-next-generation-of-healthcare-technologies-/ Standards for Patient-Centered Medical Home (PCMH). (2011). Retrieved from http://www.iafp.com/pcmh/ncqa2011.pdf What are the reimbursement issues for telehealth? (2013). Retrieved from http://www.hrsa.gov/healthit/toolbox/RuralHealthITtoolbox/Telehealth/whatarethereimbursement.html
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