Product Management

Marketing Problem

Honor My Decisions had a consumer-facing advance care planning iPad app to help people capture and share advance healthcare directives, but recognized they needed assistance with product management and product marketing to re-architect the app and business model to take advantage of new market opportunities and technologies.

Client Goals

Honor My Decisions was in an early stage with no internal product management or marketing resources. They needed an experienced product manager to help define and evaluate market opportunities, assess their existing product in relation to market needs and make adjustments where needed, and deliver a complete go-to-market strategy.

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Project Challenges

We identified a potentially transformational opportunity for Honor My Decisions when Medicare began reimbursing healthcare providers for advance care planning discussions shortly after we started. However, to capitalize on this change the product needed to be completely re-imagined from a subscription-based consumer-facing iPad app to a software-as-a-service for healthcare practices that supported a session-based model as quickly as possible to beat the competition to market.

Final Results

We not only led the product definition, development, and successful launch of their new product for healthcare practices, but also created patient educational materials (including short-form videos) and delivered a comprehensive training curriculum for clinical staff. In addition, we created a full suite of sales enablement tools and helped them generate hundreds of new leads through a successful debut at the American Academy of Family Physicians annual show.