helping healthcare as one

Brand Messaging
& Architecture
Submitted By: Kushal Walia
Problem Statement What We Know Architecture Messaging Packaging

Objective: Create a vision and strategy document

Precise Statement Leverages / Common Knowledge Constraints

To come up with a vision and The following would be known to us Ambiguities & non-uniformities
strategy document covering: based on historical data / research may exist
● Brand Architecture for the ● Existing Customers ● Different value metrics work
company ■ What services & modules they use for different customers
● Innovaccer’s messaging for ■ How frequently do they use them ● Varying price sensitivity
various segments, namely: ■ What add-ons do they take ■ Large, price-insensitive
■ Employers ■ What other services do they desire customers perceive prices
■ Payers ■ At what price do they purchase as cheap
■ Life Sciences ■ Which services are bought together ■ Small, more price-sensitive
■ Value based care providers ● Potential Customers customers perceive it as too
■ Fee for service ■ What do they search for expensive
● Packaging of product and ● Competitor Analysis
solutions as per market ■ Competitors’ product differentiation
needs ■ What are our USPs vs competitors
Problem Statement What We Know Architecture Messaging Packaging

Healthcare system struggles to identify information

that should be captured to understand a patient
CHALLENGES Leading to demand for a unified system
Generating activated data that can deliver actionable insights to assist organizations in
● What information should be
devising meaningful strategies
captured to understand a patient
● How best to engage a patient in
conversation that uncovers this
information
● Negative patient experiences
occur due to incomplete patient
picture:
■ Gaps in care & communication
■ Poor referrals for additional
services & appointments
■ Incorrect medication use
Problem Statement What We Know Architecture Messaging Packaging

Solutions: Based on the Data Activation Platform

● Smart, AI-assisted care ● Smart, lightweight ● Intuitive healthcare ● Automated

management solution physician’s digital analytics offering for analytics-driven patient
● With PCMH level care assistant that surfaces implementing health engagement solution to
delivery critical system and strategies across cities / scale patient outreach
● Hardcoded into workflow population health insights ZIP codes workflow and bring
● To enable coordinated care derived from multiple data ● 800+ measures to track patients closer to care
across locations & allow sources network performance and team
quality, low cost scaling of ● Insights – care gaps, outcomes ● Dedicated patient app and
care management dropped codes, process ● Allows healthcare leaders other features to
measures, and referrals to identify and analyze maximize patient
information – can be areas of concern to engagement
shared with the clinician eliminate care variations ● Care teams can send
● Digital assistant for reminders, book cabs,
physicians process payments, send
educational content
Problem Statement What We Know Architecture Messaging Packaging

Disclaimer:
As an outsider, my knowledge about the industry, its
products & solutions, and the customer is limited
Problem Statement What We Know Architecture Messaging Packaging

Brand Architecture: Popular Routes

Problem Statement What We Know Architecture Messaging Packaging

Brand Architecture: Route #1a: Hybrid (Existing)

Has some element of association with each other, but not to the parent company

Pros Cons

● Different products have some common ● Association is lost with the parent brand
thread of association with each other; because of no element of consistency
visible in the construct / logo / wordmark with the parent brand image

● Manages to build a brand equity in ● Current point of similarity is highly similar

to LinkedIn products and might confuse
totality
audience
Problem Statement What We Know Architecture Messaging Packaging

Brand Architecture: Route #1b: Hybrid (Improved)

Bringing in more association with the parent brand elements

Proposed Product Names

innovCare

innovNote

innovGraph

innovConnect
Problem Statement What We Know Architecture Messaging Packaging

Brand Architecture: Route #2: Monolithic (Suggested)

Prevents dilution of parent brand, and brings instant association and recall

Doc Employer Payer

Care TeleMedicine Graph
Note Benefits Note

Graph Graph
Connect Connect
Problem Statement What We Know Architecture Messaging Packaging

Brand Architecture: Route #2: Monolithic (Suggested)

Prevents dilution of parent brand, and brings instant association and recall

Patient Life Sciences

TeleMedicine Note
Connect Graph
Connect
Problem Statement What We Know Architecture Messaging Packaging

Brand Messaging: Doc

The US healthcare system wants to minimize the medical cases but are unable to identify the information be captured to
1 Tension understand a patient. Absence of this info leads to gaps in care, poor recommendations, and incorrect medicine use

2 Trend Health systems have moved towards having a unified infrastructure to integrate disparate data together

We want to overturn how people rely on different vendors to solve for different parts of the data problem, thus leading to
3 Turnaround disparity and eventually disturbing the user experience, and ultimately leading to distrust between physician and doctor

Brand Message:
innovaccer Doc wants to change the way healthcare data is collected. It wishes to create a unified platform, capable of
incorporating data ingestion, analytics, and automation, and deliver actionable insights using activated data to enable health care
providers devise meaningful strategies to achieve successful physician alignment and enhance patient satisfaction.

This T3 framework can be similarly applied to other solutions developed by innovaccer

Problem Statement What We Know Architecture Messaging Packaging

Packaging
Care

Lite Professional Enterprise

● Detailed patient-360 profiles x ● 2,000 detailed patient-360 ● Unlimited detailed patient-360

profiles unlocked per month profiles unlocked per month
● Historical data of up to 60 days ● Historical data of up to 1 year ● Unlimited historical data
● Patient-centric care protocols X ● Patient-centric care protocols ✓ ● Patient-centric care protocols ✓
● Collaborative worklists x ● Collaborative worklists ✓ ● Collaborative worklists ✓
● Workflow automation ✓ ● Workflow Automation ✓ ● Workflow Automation ✓
● Individual productivity dashboard ● Team productivity dashboard for ● Team productivity dashboard for
| Add +1 up to 20 members | Add +20 500 members | Add +500
● Mobile workflow manager ● Mobile workflow manager ● Mobile workflow manager
Problem Statement What We Know Architecture Messaging Packaging

Packaging
Note

Lite Professional Enterprise

● Performance analysis ✓ ● Performance analysis ✓ ● Performance analysis ✓

● Sort referrals by rating ● Sort referrals by rating, distance ● Sort referrals with advanced filters
● Automate referrals x ● Automate referrals x ● Automate referrals ✓
● Comprehensive patient history ● Comprehensive patient history ● /unlimited comprehensive patient
backup for 60 days backup for 1 year history backup
● Data storage space: 20 GB ● Data storage space: 30 GB ● Data storage space: 60 GB
■ Add + 20 GB ■ Add + 30 GB ■ Add + 60 GB
Problem Statement What We Know Architecture Messaging Packaging

Packaging
Graph

Lite Professional Enterprise

● Identify at-risk patients ● Identify at-risk patients ● Identify at-risk patients

● Examine 400+ utilization ● Examine 600+ utilization ● Examine 800+ utilization measures
measures and cost-drivers measures and cost-drivers and cost-drivers
● Track utilization patterns ● Track utilization patterns ● Track utilization patterns
● Monitor adherence to medication ● Monitor adherence to medication ● Monitor adherence to medication
● Single-click uploads, downloads ● Single-click uploads, downloads ● Single-click uploads, downloads
● Automated quality measurement ● Automated quality measurement ● Automated quality measurement
● Collaborative workflows x ● Collaborative workflows ✓ ● Collaborative workflows ✓
● Customizable dashboard x ● Customizable dashboard x ● Customizable dashboard ✓
● Define patient population into ● Define patient population into ● Define patient population into
cohorts cohorts cohorts
Problem Statement What We Know Architecture Messaging Packaging

Packaging
Connect

Lite Professional Enterprise

● Automated patient outreach and ● Automated patient outreach and ● Automated patient outreach and
triaging capabilities triaging capabilities triaging capabilities
● Send 500 bulk messages or voice ● Send 2,000 bulk messages or ● Send unlimited bulk messages or
outreach per month voice outreach voice outreach
● Voice and text support based on ● Voice and text support based on ● Voice and text support based on
requirements and needs requirements and needs requirements and needs
● Upload and download files in ● Upload and download files in ● Upload and download files in
desired formats x desired formats x desired formats ✓
● TeleMedicine Support x ● TeleMedicine Support ✓ ● TeleMedicine Support ✓
● Multiple inbuild APIs to book ● Multiple inbuild APIs to book ● Multiple inbuild APIs to book
appointments and other services appointments and other services appointments and other services
Problem Statement What We Know Architecture Messaging Packaging

Packaging
Doc
Number of Employees . Billing Cycle Monthly ▼

SELECT YOUR PRODUCT PLAN SELECT ADD ONS

Care Lite ▼ innovaccer benefits ▼ Lite ▼

Note Professional ▼ customized dashboard ▼

Graph Lite ▼ white-label mobile app ▼

Connect Enterprise ▼ ▼

Similar packaging can be done for other broad solutions, based on product value metrics and relevant add-ons
Thank You.
Brand Levers; will be led by Kushal & Ashish
What will drive the brand positioning

Consistent Messaging Design Analyst Meetings

● Pre-event Collaterals ● Booth Branding; digital ● Booth Meetings

● Booth Collaterals and physical ● Networking Dinners
● Product PR ● Videos
● Booth Coordinator ● Takeaways and - Driving customer focus &
Training downloadables technological outlook in our
in-person interactions
- Channelizing relationships to
Communicating consistent message – Enhancing communication via design
energize our messaging around
Focused on Innovaccer Health Cloud – which is consistent with our brand
Innovaccer Health Cloud
across all touch points identity & stands out in the crowd

Kushal Ashish Ishita Michael Prakhar Prasenjeet

Walia Dubey Gautam Manning Mohan Fulzele

Responsible Accountable
Key Messages
Brand Focus

Vision Innovaccer envisions connected healthcare working collaboratively to keep people healthy and well

Our mission is to connect and curate the world’s healthcare information to make it accessible and
Mission
useful. With Innovaccer, everyone works in the service of patients like never before—as one.

Tagline Innovaccer: Building the future of healthcare

Innovaccer stands for Innovation Accelerator and we are the leading platform for connecting providers,
Elevator Pitch
payers, patients and pharma so that everyone in healthcare can care as one

Innovaccer
Speed-to-value | Health-dedicated | Customer-obsessed | Cloud-native | Holistic
Advantage

More

Brand Health Cloud

Key Messages
Health Cloud Focus

The Innovaccer Health Cloud is the next big advancement in the pursuit of our mission. With the launch
Future of Health
of Innovaccer Health Cloud, Innovaccer is building the platform that will power the future of health.

1. A Data Activation Platform that ingests, aggregates, and normalizes healthcare data across
systems and settings, delivering unified patient records and actionable insights that improve
clinical, financial and operational outcomes.

Components 2. Flexible and configurable applications with highly customizable persona-based applications
with close support from Innovaccer’s customer engineering team.

3. Innovative and flexible developer tools which make it easy to develop healthcare specific
applications and solutions.

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Brand Health Cloud