We’ve recently decided to reevaluate certain aspects of our business model in an effort to:
• Improve the overall performance of our product (the wellPORTAL PCMH Model)
• Better position us for new business growth (making our business model more repeatable, scalable and sustainable)
In order for our business model to work, we need to ensure that all three customer segments buy in fully to our “value proposition”. One way to assess customer perceptions of an organization’s value proposition is to conduct in-depth customer interviews (sometimes called customer discovery or customer development).
Our customer interview approach is based on best practices and works like this:
1. First, we conduct what’s called a “Problem Test”. The goal of the Problem Test is to learn whether your audience even agrees that you’ve identified a “problem” worth solving or discovered a “need” they want fulfilled. If upon conducting the Problem Test, you discover that customers strongly agree you’ve identified a problem worth solving (or a need worth fulfilling) then you can move on to the next step which is the “Solution Test”.
2. The goal of the Solution Test is to validate whether your “solution” (i.e. your product/service) adequately addresses the problems (or needs) of the customer as previously confirmed during the Problem Test.
3. Both the Problem and Solution Tests essentially consist of a series of “hypothesis statements”. Essentially you’re saying something like this to the audience:
1. Problem Test - “We believe this is a “problem” that you have and would like solved!” OR “We believe this is a “need” that you have and would like fulfilled!”
2. Solution Test - “We believe our solution might solve your problem (or fulfill you need)!”
4. The Problem and Solution Tests can be conducted in a variety of ways, but typically they’re done by delivering some sort of presentation to convey your hypotheses to the audience and then soliciting their feedback. Organizations can use a wide variety of formats to deliver the presentations (e.g. - power point slides, video, prototypes, and even live role-playing).
wellPORTAL is about to begin conducting Problem and Solution Testing for our Primary Care Physician (PCP) Customer Segment.
We are starting with the Problem Test. Typically, we’d conduct the customer interviews using traditional Power Point slides with bulleted text explanations for each of our hypotheses. This time we want to try something different. Instead of using traditional Power Point slides with written text to explain our hypotheses, we’d like to develop custom illustrations or drawings depicting each of our hypothesis statements.
Keeping all this in mind, wellPORTAL is seeking the assistance of a competent graphic designer(s) to help us develop a custom illustration or drawing for each of our hypotheses statements that we can use in our Problem Test Presentation.
We are starting with the Problem Test for our PCP Customer Segment. Our first hypothesis statement is as follows:
• Fee for Service (Payment) is Flawed by Design
The reason it is important for us to verify whether our current and prospective wellPORTAL Network PCPs agree with this hypothesis is that our solution for PCPs is based on a different payment model that seeks to rectify many of the problems associated with fee for service payment models (see product description above). Therefore, if we are not able to validate their feelings towards this hypothesis, it will be difficult for us to achieve product/market fit with this customer segment (PCPs).
We’d like a custom illustration or drawing that conveys the most significant reasons people in the health care industry (including PCPs) think Fee for Service is Flawed by Design.
To assist you, we’ve attached a few ancillary documents.
Attachment 1 – FFS Flawed Power Point Slide
• A Power Point slide that includes a written explanation for the 4 key points (4 bullet points) we’d like to convey (see Attachment 1 - FFS Flawed Power Point Slide).
Attachment 2 – Industry Quotes on Fee for Service Flaws
• A few Power Point slides containing some quotes from industry experts on “Why Fee for Service Payment is flawed by design”. This is just to give some more background on common themes. It is very similar to the info in Attachment 1.
Attachment 3 – Possible Layout for Visual
• We’ve also attached a “rough sketch” to provide some direction for just one possible layout for the illustration/drawing (see Attachment 3 – Possible Layout for Visual). But we are open to creative input. At the end of the day, we’d like to have the 4 key points (4 bullet points) represented in the illustration/drawing.
Attachment 4 – Concept Ideas
• We’ve also attached several “concept ideas” for the 4 key points (4 bullet points) that are represented in Attachment 1 - FFS Flawed Power Point Slide. These represent some possible themes for the illustration/drawing, but please do not feel beholden to these ideas. We are really looking for some creative input.
Attachment 5 – More Details on wellPORTAL
• This attachment is just a more detailed description of wellPORTAL explaining how our model works, especially as it relates to our PCP Network.
• In addition, Wikipedia’s page for Fee for Service offers a useful synopsis. While I cannot speak for the validity of all of its references it seems to offer a good easy to digest synopsis. It can be found here: