This Case is aboutÂ ENTREPRENEURSHIP, HEALTH, MARKETING, TECHNOLOGY
PUBLICATION DATE: March 16, 2015 PRODUCT #: 515032-PDF-ENG
American Well was founded in 2006 and till, sold its option to health plans, which subsequently supplied their members with on-line care services using their particular brand names. But while American Well brought a number of the biggest U.S. health insurance companies as customers, a surprisingly small amount of individual members had really used the on-line care service.
American Well management considered low consumer knowledge-the consequence of inadequate advertising by health plans, among other variables-was hampering what should have been a tremendously valuable offering for all stakeholders. They wondered if a DTC strategy, in which American Well would eventually be a consumer brand and marketplace a telehealth service directly through a cellular use, for instance, to the general public, could drive usage and catapult the company to another degree.
In addition, the move needed to be contemplated in light of other initiatives the business had lately embarked on, including selling kiosks that supplied a real space to run on-line consultations, targeting big companies, and advertising its platform to pharmacy chains. The case forces students to grapple with the challenges and obstacles included in disturbing an established sector, analyze alternate go to-market strategies as well as the time of executing them, and contemplate distinct business models produce sales and to handle supply. The case also provides a rich investigation of digital marketing problems.