The case assignment is to be done in groups. All assignments should be typewritten in 12-point font, double-spaced, with one-inch margins, and should not exceed 4 pages of text plus 3 additional pages of exhibits (i.e., total max of 7 pages). No late submissions can be accepted. Case: American Well: The Doctor Will E-See You Now Using American Well’s online platform, patients can initiate communication with physicians and other healthcare providers via the internet or by phone and received advice or even a diagnosis in real-time without having to visit the physician’s office. The co-founders Ido Schoenberg and Roy Schoenberg, believe this platform will create great value for all players in the healthcare chain. Discussion Questions: Do you share the assessment of the founders regarding the potential of Online Care to revolutionize healthcare delivery? What’s American Well’s business model for connecting players in OC? What are the specific values of OC to patients? To physicians? To Health Insurance Companies (HIC?) What value do you see Edition” creating? What barriers to its adoption “Team do you foresee? Which of the new market opportunities did you see as most promising? If you were in the shoes of American Well management, would you pursue any of the next generation options (products or markets) in2010, or would you just focus on the core platform with the core target market? Session 5.2 - Pricing Strategies : Ortmeyer, Gwendolyn K. Issues in Pricing,” Chapter 5.1 “Ethical Simon, Hermann (1992), Opportunities And How to Exploit Them,” “Pricing – Sloan Management Review, winter 1992. Srinivasan, et al. (2002) Benefits from Price Promotions?” HBR, Sept.2002 “Who Chernev, Alexander, Chapter 10 Price.” (skim) “Managing Branding (Communicating Positioning) In this class we discuss the topic of brands and how they facilitate or impede sales and marketing strategy. Readings: Keller, Kevin L. and Donald R. Lehmann, do Brands Create Value.” A “How framework for understanding the development and impact of brand equity.
The case assignment is to be done in groups. All assignments should be typewritten in 12-point font, double-spaced, with one-inch margins, and should not exceed 4 pages of text plus 3 additional pages of exhibits (i.e., total max of 7 pages). No late submissions can be accepted. Case: American Well: The Doctor Will E-See You Now Using American Well’s online platform, patients can initiate communication with physicians and other healthcare providers via the internet or by phone and received advice or even a diagnosis in real-time without having to visit the physician’s office. The co-founders Ido Schoenberg and Roy Schoenberg, believe this platform will create great value for all players in the healthcare chain. Discussion Questions: Do you share the assessment of the founders regarding the potential of Online Care to revolutionize healthcare delivery? What’s American Well’s business model for connecting players in OC? What are the specific values of OC to patients? To physicians? To Health Insurance Companies (HIC?) What value do you see “Team Edition” creating? What barriers to its adoption do you foresee? Which of the new market opportunities did you see as most promising? If you were in the shoes of American Well management, would you pursue any of the next generation options (products or markets) in2010, or would you just focus on the core platform with the core target market? Session 5.2 - Pricing Strategies : Ortmeyer, Gwendolyn K. “Ethical Issues in Pricing,” Chapter 5.1 Simon, Hermann (1992), “Pricing Opportunities – And How to Exploit Them,” Sloan Management Review, winter 1992. Srinivasan, et al. (2002) “Who Benefits from Price Promotions?” HBR, Sept.2002 Chernev, Alexander, Chapter 10 “Managing Price.” (skim) Branding (Communicating Positioning) In this class we discuss the topic of brands and how they facilitate or impede sales and marketing strategy. Readings: Keller, Kevin L. and Donald R. Lehmann, “How do Brands Create Value.” A framework for understanding the development and impact of brand equity.