20A – Growing Your Social Capital

Adam Odessky (Domain Expert), Co-founder and & CEO of Sensely

Adam Odessky has over 15 years-experience in the fields of technology and speech recognition. He has BS in Computer Science from the University of Illinois, Urbana-Champaign and an MBA from the University of San Francisco. Adam has worked at Oracle, Microsoft and Orange and holds several provisional patents in the areas of healthcare, security, telecommunications and augmented reality. 

Sensely was founded by Adam Odessky and Ivana Schnur with the belief in artificial intelligence as the next frontier in healthcare. Sensely is a digital health company powered by an avatar-based, empathy-driven clinical platform that helps clinicians and patients better monitor and manage their health. The Virtual Health Assistant is equipped with a set of remote diagnostic tools and leverages natural user interfaces to facilitate the assessment of a patient’s condition and provide insights for meaningful follow-up. Sensely provides access to high quality medicine by bringing back old-fashioned house call enabling billions to live better and thrive.

I found Mr. Odessky online doing a little research while looking for the top healthcare experts. His name came up and I read about his company and what is he trying to do is very interesting. I asked for information concerning the delivery structure of healthcare and how it works. I believe his input could really help me succeed in my business because he has built a system that allows for direct interaction with patients while providing information on resources available.

Joseph Anselmo (Market Expert) Senior Director of Broker Sales-Florida, WellCare Health Plans, Inc.

With over 20 years-experience in the Medicare Advantage segment of the insurance industry in Florida, Joseph currently manage the broker distribution channel for WellCare Health Plans, Inc. WellCare is a subsidiary of Centene Corp. that provides provides managed care services primarily through Medicaid, Medicare Advantage and Medicare Prescription Drug plans for more than 6.3 million members across the country. His specialties include: Medicare Advantage sales and marketing, training and community outreach.

I have personally known Mr. Anselmo for 6 years and I have attending many of his training meetings. He is a valuable resource when it comes to staying compliant and following CMS guidelines for agents and brokers. He has already assisted me by providing direction and information that I need in order to successfully market to the senior market. In the future as I grow, I intend to lean upon his expertise to make sure that any employees of COHA are properly vetted and trained for their assignments.

Derek Ciocca (Supplier) Chief Marketing Officer, Digital Blueprint Marketing

Derek started his business career as an intern at the GNC world headquarters in Pittsburgh where he "climbed the corporate ladder" so to speak.  He would end up managing a portfolio of brands, including the GNC house brands, for the 5,000 corporate stores. Derek would leave and take a chance on a start-up sports nutrition brand, Ronnie Coleman Signature Series, where 7 years later he is currently the Chief Marketing Officer. Derek decided to immerse himself in the digital world and learn its intricacies the old-fashioned way...by just doing it himself, failing and learning from those experiences. He now runs the entire digital strategy from planning to implementation in his current role as well in a consulting role for other large companies. 

One day, last year, a friend and I were hanging out and we noticed this nice car. As we were admiring it, the owner walked-up and we struck up a conversation. I we found out that he was an internet marketer and a relationship began.

We contact usually by email, and I asked for suggested reading material on digital marketing. He has already explained some of the basics such as Google Analytics and SEO optimization. I plan on using his services to develop a website and funnel systems to generate leads for insurance sales.

To me, this assignment is one of the most practical ones we have had in class. It has made me think about how to ask for help and to identify those who could assist me in accomplishing my goals. I am used to networking and don’t have a problem taking with someone who has knowledge I need. However, emailing someone I don’t know is not my usual MO. So, I plan on getting more comfortable with establishing business relationships from afar.

19A - Idea Napkin No. 2

My talents and skills lie in networking and teaching complicated concepts in a simple and clear way. So basically, I am an educator. I am passionate about people knowing what their options are when it comes to access to affordable and effective healthcare. My business concept is very simple. I want to be a resource for reliable information on healthcare issues that directly impact the end user. By providing information, I will connect with my members and show them alternatives that may work better for them and improve their current situation.

Many people need treatment for a variety of services and many times have no money or limited resources and need information on how to get help. I can do a Needs Analysis and direct them to resources that match their needs. I am offering my services to any individual or company that is interested in better healthcare outcomes.

Here is a list of key demographic information that describes my preferred customer:

Preferred Customer (Under-65)

Gender: Female

Age: 51-63

Marital Status: Divorced or Single

Family Status: No Dependents

Smoker: No

Occupation: Retail sales, receptionist, caregiver

Self-Employed: No

Employer Health Coverage Qualified: No

Health Status: Poor (overweight, taking several expensive medications, insulin dependent, post-menopausal)

Income: 14-17K/year

Regular income tax filer

Preferred Customer (Receiving Disability)

Gender: Male or Female

Age: 26-64

Marital Status: Divorced or Single

Family Status: No Dependents

Smoker: Not important

Occupation: None

Self-Employed: No

Employer Health Coverage Qualified: No

Health Status: Poor (overweight, taking several expensive medications, insulin dependent, post-menopausal)

Income: 0-16K/year

Current Coverage: New to Medicare (Parts A&B) 4 months from now

Preferred Customer (Self-Employed)

Gender: Male or Female

Age: 26-64

Marital Status: Married

Family Status: Dependents

Smoker: No

Occupation: Not important

Self-Employed: Yes

Employer Health Coverage Qualified: No

Health Status: Poor (overweight, taking several expensive medications, insulin dependent, post-menopausal)

Income: 300+ % of FPL, based on size of family

Regular income tax filer

Preferred Customer (65 and over)

Gender: Male or Female

Age: 65 and over

Marital Status: Divorced or Single

Smoker: Not important

Occupation: None

Self-Employed: No

Employer Health Coverage Qualified: No

Health Status: Poor (overweight, taking several expensive medications, insulin dependent, post-menopausal)

Income: 0-16K/year

Family Status: No Dependents

Turning 65 within 3 months of lead generation

One of the most important keys to the success of my venture is that the consumer does not need to pay an upfront cost to receive the information. My company can contract with an agency or product manufacturer or supplier to generate the revenue necessary for operations.

People care about their health. When someone doesn’t feel good, they are very interested in finding a solution in order to feel better. So, I can meet someone at their point of pain. My core competencies include compassion and the ability to connect different parties together in order to achieve an objective.

In reviewing my business concept, I had to make a big change when it came to revenue generation. I am going to keep my future insurance agency separate from the COHA marketing company. So, COHA will not have direct contracts with the same companies that the insurance agency does. Changing the revenue model was a big deal. So, I will reach out to companies to market products and services that are health related, and not necessarily insurance such as ED medication and health supplements. I can obtain permission from the consumer to share information concerning healthcare options and pass the information to the insurance agency.

I did not receive any feedback from fellow students.

18A - Create a Customer Avatar

The Perfect Avatar (Under-65)

Gender: Female

Age: 51-63

Marital Status: Divorced or Single

Family Status: No Dependents

Smoker: No

Occupation: Retail sales, receptionist, caregiver

Self-Employed: No

Employer Health Coverage Qualified: No

Health Status: Poor (overweight, taking several expensive medications, insulin dependent, post-menopausal)

Income: 14-17K/year

Regular income tax filer

Or

The Perfect Avatar (Receiving Disability)

Gender: Male or Female

Age: 26-64

Marital Status: Divorced or Single

Family Status: No Dependents

Smoker: Not important

Occupation: None

Self-Employed: No

Employer Health Coverage Qualified: No

Health Status: Poor (overweight, taking several expensive medications, insulin dependent, post-menopausal)

Income: 0-16K/year

Current Coverage: New to Medicare (Parts A&B) 4 months from now

Or

The Perfect Avatar (Self-Employed)

Gender: Male or Female

Age: 26-64

Marital Status: Married

Family Status: Dependents

Smoker: No

Occupation: Not important

Self-Employed: Yes

Employer Health Coverage Qualified: No

Health Status: Poor (overweight, taking several expensive medications, insulin dependent, post-menopausal)

Income: 300+ % of FPL, based on size of family

Regular income tax filer

The Perfect Avatar (65 and over)

Gender: Male or Female

Age: 65 and over

Marital Status: Divorced or Single

Smoker: Not important

Occupation: None

Self-Employed: No

Employer Health Coverage Qualified: No

Health Status: Poor (overweight, taking several expensive medications, insulin dependent, post-menopausal)

Income: 0-16K/year

Family Status: No Dependents

Turning 65 within 3 months of lead generation

I wanted to start with the demographic information in creating a customer avatar. This is the most important information for sales purposes. Now, as far as the lifestyle I envision my perfect avatar having, well I see a woman who is approaching age 65 who cares about her health. She eats yogurt (sugar-free and no artificial sweeteners) with fruit and oatmeal for breakfast. She has salads and fish for lunch and steamed vegetables with wild rice for dinner.

She walks 2-3 miles 4-5 times a week. She is within 5-7 lbs. of her ideal weight for her height. She doesn’t smoke and drinks red wine occasionally. She watches the Hallmark and Lifetime channels consistently. She enjoys potting and gardening and cooking at home. Her favorite books are the Bible and To Kill a Mockingbird. She has several grandkids who live nearby. She owns a blue 2011 Toyota Camry with low mileage. She is not wasteful with her money buying frivolous things, but will readily spend money on quality.

She lives with her husband and they have a modest income. She is comfortable wearing sandals or athletic shoes with shorts and a knit top. She keeps up to date on the latest trends and is proactive when it comes to solving problems. She is gracious when speaking what is on her mind. She is a registered Republican but does not vote on party lines.

I share some of the same traits with my perfect avatar. I don’t smoke and I do drink red wine on occasion. My favorite book is the Bible, and I am registered Republican who does not vote party lines. I am proactive when it comes to solving problems.It is not a coincidence that my customer avatar shares some of my qualities. I know what type of customer I prefer to service, I am looking for a specific customer. My main concern is to find someone who will take responsibility for their health.