AMERICAN WELL CASE

ANALYSIS ASSIGNMENT
MARKETING-1

Anne Marina H 2017PGP052

Ishan Chauhan 2017PGP138
Pranzal Tiwari IPM2014064
Avupati V N Satya Praveen 2017PGP082
 Assignment Case Analysis – American Well: The Doctor Will E-See You Now
Problem Statement: American Wells is currently facing a dilemma in deciding the way forward for
their company. They are unsure on whether to focus on current business or diversify into new
avenues. At the same time, if they do nothing they could be losing out to competitors.

Situation Analysis (5C):

Customer: The prime customer for American Well are the patients. Their convenience and
satisfaction that matters the most to Ido and Roy.

Context: As this is an online care, there will be technological and legal factors (using PESTEL) for
diversifying the business.

Company: American Well was created by Ido and Roy Schoenberg, trained physicians to address the
issue of accessible and quick health care for everyone using an extensively built IT network.

Collaborators: Collaborators are currently doctors, Insurance companies and Hospitals. Doctors
ensure that the goal of the company is achieved by expediting the consultation process. Insurance
Companies bring in the patients to the platform. Collaboration with hospitals will accelerate the
launch of Team Edition.

Competitors: At present American Well has no competitor as its first of its kind. But there is a
potential threat of competitors diversifying their system as well as capitalising on the loopholes in
their system.

Options:
 Partnership with Hospitals
 Collaborate with Employers
 Launch Team Edition

Evaluation criteria:
Following are the criteria used for the evaluation of the options

1. Quality of service: American Well company should not compromise on quality of service
irrespective of business diversification.

2. Secure the Patient information: Patients seek to protect their information from others. This
could be one of the key factors which can increase the customer base for the American well
company.

3. Customer satisfaction: Patient waiting time should be kept as minimum as possible

irrespective of the number of patients at that particular point of time.

4. Affordability: Cost of fee should be within the limits as it is one of the key factors deciding
the customer preference.

5. Longevity of business: Any new changes brought into the business should contribute for the
long-term feasibility of business.

6. Achieving the volume(revenue): Increase in the revenue of the company with the help of all
the changes brought in the business
Justification:
Partnership with Hospitals: Implementation will lead to increase in the scale of operations of
American Well with little conflict. Collaborating with well-established institutions like hospitals
ensures the longevity of the business, maintaining the best quality of service because of the
network that will be created between doctors and American Well. It can lead to more stable
consultancy hours and greater involvement from doctors increasing revenue and customer
satisfaction.

Collaborate with Employers: Collaborating with employers helps in creating a recurring customer
base thereby increasing the revenue earned by the business. This could be the next level of
diversification after partnering with Hospitals. This can be implemented without much conflict since
the health benefits the companies provide are often in the form of insurance plans which can entail
online consultancy sessions as well to ensure that the insurance companies earn as well.

Launch Team Edition: This step reduces the complexity in the system by ensuring proper
communication between patients, PCPs and specialists. Since specialists are often recommended
by PCPs themselves, this system can be implemented without causing any conflict while ensuring
the formation of a proper network of specialists which can contribute to greater revenue and
longevity.

Trade-offs:
1. With increase in the network and number of doctors or physicians of the company, there
could be little chance of leaking the information of patient.
2. There could be conflict of interest between insurance companies and American Well
because of collaboration with hospitals as it would bring in non-insured patients.