Clinical proof

Care Model 101

08/10

Quite possibly the biggest challenge of modern care models is proving they are superior to the status quo in both cost and quality. It’s not good enough to offer a far better, more modern experience for all users. You’ve got to prove that they are higher quality and less expensive. This is a massive dilemma when care models need to prove their superiority in a short amount of time. This means that care models dependent on external payors need to design a clinical study to assess clinical proof from day one. But with so many variables found in modern and traditional care models, how do you design these studies, how long should the studies go, and what metrics do you choose to compare your care model to the status quo?

But sometimes your care model doesn’t depend on proving to payors that we offer a superior service. Sometimes you’re simply designing a better mousetrap, and god bless the USA, consumers will happily pay you to make their lives easier. This conversation then becomes less about clinical proof and more about proving to savvy consumers that your service gets them. This becomes more of a marketing and communication problem. However, the challenge in this situation is care models have so many variables and benefits to consumers. It’s a human experience and different humans value different things. The goal here is to list the 30+ different benefits of your service and design a marketing strategy to reach as many segments of potential customers as possible.

Examples of questions in this component of a care model are:

  • What flavor of status quo services do we need to prove our superiority?
  • Are we focused on proving parity or superiority?
  • Who are we proving our value to?
  • How do we need to architect the platform to easily produce ongoing data that proves our value over time?
  • If we do not need to prove our value to payors, how do we need to prove our clinical value directly to consumers?
  • What is important to consumers when communicating our value to them?

Next: Marketing and education ⇢