Post by arfanho7 on Feb 24, 2024 22:47:41 GMT -5
Purchase this case https cb.hbsp.harvard cbmp product PDF ENG HARVARD BUSINESS SCHOOL CASE American Well The DTC Decision In late telehealth company American Well which developed a digital platform that allowed patients to conduct online medical consultations with physicians is considering pursuing a direct to consumer DTC strategy.
Founded in American Well had to date primarily sold its solution to health plans which then provided online care services to their members using their own brand name. But while American Well attracted some of the largest U.S. health insurers as clients a surprisingly small number of individual members had actually Ukraine Mobile Number List used the online care service. low consumer awareness the result of insufficient marketing by health plans among other factors was hampering uptake of what should be a highly valuable offering for all stakeholders involved.
They wondered if a DTC approach in which American Well would become a consumer brand and market a telehealth service directly to the public for example through a mobile app could drive utilization and catapult the business to the next level. If a DTC offering were given the green light the company had to come up with a coherent marketing plan to launch it and figure out how to manage potential conflicts with existing clients who might view the move as competing with their own telehealth efforts.
Founded in American Well had to date primarily sold its solution to health plans which then provided online care services to their members using their own brand name. But while American Well attracted some of the largest U.S. health insurers as clients a surprisingly small number of individual members had actually Ukraine Mobile Number List used the online care service. low consumer awareness the result of insufficient marketing by health plans among other factors was hampering uptake of what should be a highly valuable offering for all stakeholders involved.
They wondered if a DTC approach in which American Well would become a consumer brand and market a telehealth service directly to the public for example through a mobile app could drive utilization and catapult the business to the next level. If a DTC offering were given the green light the company had to come up with a coherent marketing plan to launch it and figure out how to manage potential conflicts with existing clients who might view the move as competing with their own telehealth efforts.