New Product Development

Tristan Fackler
Sara Faizpour
Clement Juillard
Ricardo Lenis
Srushty Parsana
Paritt Ruengvisesh
The Mad Hatters
THE MEDICINE CABINET
Opportunity Identification
Family Healthcare
Small, Local, Trusted
Objective
McKesson / Mobile Health
Number 1 Pharmaceutical Distribution in US and Canada
52% of US Hospitals and 20% of Physicians Use McKesson
43% of US Physicians Use Mobile Health Technology
500M
medical app users
by 2015
$400M
market for mobile
health apps by 2016
B2B to B2C
McKesson Medical App
Why B2B to B2C?
Recognition and Awareness of End Users
Recommitting Medical Professionals as Partners to McKesson
Creating Value for Professionals and Patients
End User
Customer Segmentation
Patients
Caregiver
Chronically ill
Healthcare Interested
Professionals
Clinical Doctors
Independent GP
Medical Students
Pharmacists
Nurses
Olivia James
42. San Francisco. Mother of 2
Olivia is a 42 year old mother of two. She has a son who is 12
and a daughter who is 6. She is also a freelance graphic
designer and things can get hectic sometimes.
She would really appreciate a way she can keep track of the
medical needs of the family while she is busy with her job.
Likes
>Keeping up with the latest trends in design.
>Planning family gathering.
>Creating a balance between personal and professional life.
Dislikes
>Poor time management.
>Not following a routine for household tasks.
>Procrastination.
Behavior
Use of Mobile Devices
Availability
Tech Savvy
Medical Knowledge
Daniel Scott
33. Houston. Medical Student
Daniel Scott has been a Houstonian since 1985. He graduated
from Texas A&M University in College Station with a Bachelor of
Arts degree in Biology in 2008. He then received her Doctorate
of Medicine from Baylor College of Medicine in 2012 and is
completing his internship and pediatric residency at Baylor
College of Medicine affiliated hospitals
Likes
>Keeping up with the latest trends in Medicine.
>Conducting research in his field of study.
>A structured and strategic patient management system.
Dislikes
>Poor time management.
>Lack of concentration.
>Procrastination.
Behavior
Use of Mobile Devices
Availability
Tech Savvy
Medical Knowledge
THE MEDICINE CABINET
MY CABINET
PROFILE
BODY ACHES
CALENDAR
PHARMACIES
Tap on different body parts to specify the
location of pain. You can then start search-
ing based on medical information entered in
your prole. Medicine Cabinet gives you
search results compatible with your body.
Family-Oriented
Personalized
User Experience
User Interface
Informative
Value Propositions
3 Languages
Do you smoke?
Do you drink?
Do you excercise?
QQ WW EE RR TT YY UU II OO PP
AA SS DD FF GG HH JJ KK LL Search Search
123 123 123 123
ZZ XX CC VV BB NN MM
??
..
!!
,,
Name: Age:
Weight: Height:
Blood Type:
Do you suffer from any medical conditions?
Specify:
Have you undergone any operations?
Do you suffer from any drug allergy?
Are you currently on any medications?
Specify:
Yes No
Yes No
Adelabi Oru 55
146 Lb. 5 7
A+ A- B+ B- AB+ AB- O+ O- Unknown
Yes No
Specify:
Yes No
Prole Prole Label
NEW USER PROFILE
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
Medical Cabinet Medical Cabinet
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
Pick your ache Pick your ache Back
iPad 8:35 PM
Search Ache
CIRCULATORY SYSTEM
THE HUMAN BODY THE HUMAN BODY
CATALOG CATALOG BODY ACHES BODY ACHES PHARMACIES PHARMACIES CALENDAR CALENDAR PROFILE PROFILE MY CABINET MY CABINET
Enoxaparin is a medicine used to treat
certain heart problems like heart failure.
Heart failure results when the heart can't
pump blood well enough to supply the
bodys needs. If you have heart failure,
digoxin can improve your heart's ability to
pump blood. This will often improve
symptoms such as shortness of breath.
Enoxaparin can also help people who have
a rapid or irregular heartbeat . .This can be
caused by a heart problem called atrial
fibrillation. Enoxaparin helps by slowing
down and controlling the heart rate.
ENOXAPARIN
Dronedarone is used to treat people who
have had atrial fibrillation (a heart rhythm
disorder that may cause the heartbeat to
be fast and irregular) or atrial flutter.
DRONEDARONE
Heart Heart
MEDICATION INFO
Pick Your Medicine Pick Your Medicine Label
ADVIL CONGESTION RELIEF TABLETS
Generic Medication Generic Medication
Contains: ibuprofen & phenylephrine. Ibuprofen
200 mg pain reliever/fever reducer (NSAID);
Phenylephrine HCl 10 mg nasal decongestant.
Non-drowsy relief of: sinus pressure, nasal swell-
ing & congestion, and headache. 1 pill dosage.
Temporarily relieves these symptoms associated
with the common cold or u: headache; fever;
sinus pressure; nasal congestion; minor body
aches and pains. Reduces swelling of the nasal
passages. Temporarily restores freer breathing
through the nose.
CATALOG CATALOG BODY ACHES PHARMACIES CALENDAR PROFILE MY CABINET
ADVIL CONGESTION
RELIEF TABLETS
IBUPROFEN 200mg
PRODUCT DETAIL
INGREDIENTS
DIRECTIONS
WARNING
That is one of the biggest pluses of
Advil is that you can regulate yourself.
One pill works ne? Great! Doesn't
quite cut it? Okay, take another. Always
be careful to keep track of what you've
taken and when, however, since you
should take no more than 2 tablets
every 4 to 6 hours, and no more than 6
tablets total in 24 hours.
THE CALENDAR
Manage Your Schedule Manage Your Schedule Label
Medical Calendar
Adelabi Oru
Rinsola Oru
Bernard Oru
Bisola Oru
Nosike Oru
Nosike Oru
Ferrous Sulfate 325 mg 30 tablets
Take medication on an empty stomach 1 hour
before or 23 hours after a meal.
Date Filled 02.19.2011
Discare After 05.18.2012
Buffered Vitamin C 1000 mg 90 Tablets
Take one tablet daily or as directed by a health-
care practitioner.
Vicks Nature Fusion Cold & Flu Nighttime
Relief Liquid Real Honey 8.0 OZ
Rell date close. (03.12.2011)
Coricidin Hbp Tablets Cold And Flu
Needs Rell
J
a
n
u
a
r
y
J
a
n
u
a
r
y
F
e
b
r
u
a
r
y
F
e
b
r
u
a
r
y
M
a
r
c
h
M
a
r
c
h
A
p
r
i
l
A
p
r
i
l
325mg
Fr Sulfate
325mg
Fr Sulfate
325mg
Fr Sulfate
325mg
Fr Sulfate
MARCH 3RD 2011
CATALOG CATALOG BODY ACHES PHARMACIES CALENDAR PROFILE MY CABINET
My Tasks
Urgent Today OK
Medicine Cabinet
Setting
Top Priority
Family Profiles
Pharmacies
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
Medical Cabinet Medical Cabinet
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
IBUPROFEN
200mg
Medicine Cabinet Medicine Cabinet
Age:
Name: Jessica Jones
24
Weight:
Height:
146 Lb.
5 7
Medicine Cabinet
Pharmacies Family Profiles
Mary Jones
19
Status: In Class
Lowell School
Family Profiles
8
4
2
12
Competition
Healthcare Apps
Kaiser Permanente
Cardinal Health Inc.
Mayo Clinic
Drug Retailing Chain Apps
WebMD / Med Scape / Symple
Go To Market Strategy
Key Points
Information
Promotion
Downloading
Engagement
Financial Summary
Sales Forecast
Online Prescription
In-app Purchases: Annual Subscription for $0.99 Per User
Online Advertising: Using Google Admob
Financial Summary
Sales Forecast
Assuming Online Prescriptions A re Never Used

KPI: Mobile App Analytics
Acquisition
Top 10 List of Free Apps, iTunes & Google Play
5 Star Feedback
100k New Users / 6 Months & 100k Active Users / 1 Year
Behavior
500,000 App Openings/Visits in 6 Months
Maintain Average 5 Screen Views
Maintain Average Session Length Above 3 Min
Conversion
Click Through Rate More Than 1.5% (Average 1.37%)
Average Revenue Per Prescription 68$
Next Steps
Strategies
UK, Canada, France, The Netherlands
Celesio with Operations in 14 European Countries
Develop More Language Capabilities

THE MEDICINE CABINET
Risks
A Competitive Market
Hackers (Theft/Viruses)
Infringement of HIPAA
Human Error & Fraud
Lawsuits
Natural Disasters
Contingency Plan
Strategies
Backup System via Cloud Storage
Security Protocol to Contact Authorities in Case of Hacking
Cancellation of the Project & Exit Strategy:
1. B2B: Hospitals, Electronic Medical Records Company
2. Pull the Plug & Email Records Back to Patients

$#!!?
8udgets: now much w||| be budgeted for each acnon- 3 yr. p|an
8kLAk-LVLN = 294,296 users
"#$ %# &'()* %*' %#+ ,- ./ 0'1.)(2 )(%'3#&4
566 70'8 +'& 1(4 9:5;<666 70'8 ( 4'(&=
Source: research2gu|dance.com