Selling a New Patient Portal

Selling a New Patient Portal

Agarwal Anil, Roberta McDonald, and Steve Diamond have spent the past 3 years developing a patient friendly portal that could be layered onto the electronic medical record system of an existing company. While it took some sophisticated programming work, the three of them had prior work experience with IBM, Apple, and Cerner, as well as some smaller IT start-ups, so their background in this work was rather sophisticated. Additionally, they had educational preparation with degrees from MIT, Carnegie Mellon, and Cornell. After significant testing, and having received investment from two West Coast venture capital firms for 30 percent equity, the three principals decided roll-out of the product was now important and ready to commence. The target market for the product was large, multi-specialty group practices with a minimum of 100 physicians. The group believed that this practice size would see the investment as relatively small but would recognize the added value of the product as worthwhile to their large patient base.

Don't use plagiarized sources. Get Your Custom Essay on
Selling a New Patient Portal
Just from $13/Page
Order Essay

Based in Chicago, the group felt there were sufficient large group practices in the upper Midwest, and they would not have to travel too far in order to reach their initial target market. If they were successful in their initial sales, it would establish credibility for a trickle-down effect for other smaller group practices.

While the challenge of gaining entry to a large group was significant, Steve Diamond’s mother was a physician in Chicago. Using her contacts, they were able to get an initial meeting with the chief information officer at one of the larger multi-specialty group practices in Wisconsin. After the meeting, the CIO was intrigued with the portal design and said that he would arrange a meeting with the information systems committee. He would call them back as to a future date. Two weeks later a meeting date was confirmed. “This committee consists of members from my staff, the CFO, physicians from five specialty departments, the department chair of primary care, and the head of laboratory and services. It is a pretty diverse group.”

“Could you give us access to your existing portal page?” asked Steve, “In this way we can show a comparison with our page and its features.”

“Sure,” said the CIO, “temporary access is no problem, and you should have about 20 minutes in front of the group, 30 at most.”

The Committee Meeting

Two weeks later, Agarwal, Roberta, and Steve drove to Wisconsin and spent time at the hotel going over their PowerPoint slides. They were going to show the features of the portal compared with how the group functions now and what the patient would see when they access the group’s portal.

After going through the presentation, Agarwal, Roberta, and Steve opened it up for questions. Dr. Boyer, chair of primary care spoke up first, “I really like this portal; it is really user friendly—almost like Amazon. How fast could we integrate over our platform?”

As Roberta was about to respond, Dr. Jain, the chair of cardiovascular surgery interrupted, “I disagree, while it looks nice, my premise is we don’t change what isn’t broken. Why spend money here when we have so many other needs. And, patients have not complained about the portal. We have just gone through an upgrade with Epic. I have had enough.” The chair of surgery nodded in agreement.

“Well, I think whatever might be beneficial for patients does put us in a better competitive advantage,” said Ms. Jonson, the director of the laboratory, “after all, it is not like we are in a state without a lot of strong competition.”

After 15 more minutes of back and forth, the CIO interrupted. “This has been a good discussion; Let me thank Agarwal, Roberta, and Steve for showing us an exciting new patient portal. I think our discussion shows we need to have more discussion here among ourselves and possibly another meeting. Let me suggest that I get back to you in few days to follow-up.

With that, Roberta, Agarwal, and Steve left the room. On the ride back to Chicago, Steve said, “I am not sure how that meeting degenerated like that. What did we do wrong?”

“I am not sure we did anything wrong,”Roberta said, “Were we presenting to the wrong group?” “I think we need to step back and rethink our strategy,” said Agarwal, “We know we have a good product, but we need to refine how we get our first adoption.”


Directions:  This case study is based on the adoption of a new patient portal to a committee.  After reading Chapter 4, incorporate into your discussion the Industrial Buyer Behavior.  Provide a full page, single space paper, using APA format and outside reference with the application of this model to marketing.


The Homework College
Calculate your paper price
Pages (550 words)
Approximate price: -

Why Work with Us

Top Quality and Well-Researched Papers

We ensure that our writers and editors work within the work guidelines and follow all paper instructions to the letter. When placing an order, you choose the academic field and expert level (high school, college, university, or professional). Our team then assigns your paper to a writer with a respective qualification or degree to ensure that you receive quality work.

Professional and Experienced Academic Writers

We employ professional writers with more than two years of experience in academic and business writing. Most of our writers and editors are native English speakers to ensure quality and professional work. We are confident that our team of professional writers can handle all types of business and academic writing work.

Free Unlimited Revisions

We provide a free revision service for all orders. If you feel that our writers missed something, you can request a revision of your paper at no additional cost. When we deliver your work, you have seven days to go through it and request a revision or modification if you are not satisfied. You can also contact our support team directly for any clarifications and queries on revision.

Prompt Delivery and 100% Money-Back-Guarantee

We ensure that all papers are delivered on time. In case we need more time to master your paper requirements and deliver quality work, we may contact you and discuss a deadline extension. If a deadline extension is not feasible, depending on the work and submission deadlines, we guarantee a 100% refund.

Original & Confidential

To ensure that we deliver plagiarism-free work, we use various writing and plagiarism checking tools. Our professional editors' team carefully goes through all work and references used in papers to ensure proper referencing and that original work has been done. We also guarantee confidentiality in all the services that we provide.

24/7 Customer Support

Our support team is available round the clock for any customer queries and communication. We guarantee 24/7 customer support and assistance. Feel free to contact us at any time of day for questions and follow-ups.

Try it now!

Calculate the price of your order

Total price:

How it works?

Follow these simple steps to get your paper done

Place your order

Fill in the order form and provide all details of your assignment.

Proceed with the payment

Choose the payment system that suits you most.

Receive the final file

Once your paper is ready, we will email it to you.

Our Services

You do not have to spend sleepless nights worrying about your paper. We got you covered. We offer all kinds of writing services.


Essay Writing Service

Regardless of the type of academic paper you need and its urgency, we have writers on call ready to work on your paper. Feel free to choose the field, educational level, and type of paper you want, and we will deliver it at an affordable price. We are here for all your academic and business paper needs. With our round the clock service, we guarantee that you will receive your work on time.


Admission Essays & Business Writing Help

Admission essays are written by students wishing to join a college, graduate school or university, as applications for enrollment. We guarantee quality admission essays and business papers with our professional writing and customer care support services.


Editing Support

We have experienced academic writers and editors who are on standby to make all the necessary changed to your paper at your request. We ensure that your paper is polished and appropriately formatted (APA, Harvard, Chicago/Turabian, MLA formats) before it is delivered.


Revision Support

We provide revision support, where you can request a revision of a delivered paper if you feel that it can be improved or repolished. Your paper is checked by an experienced writer or editor for revamping and improvement upon a revision request. Revision service is free, and you can use it as many times as you wish until you are satisfied with your paper.