With respect to health care, given our common mortality, all of us have at least three fundamental jobs that arise in our lives:
1) Tell me what’s wrong - I think I might be sick, please diagnose me and figure out what’s wrong,
2) Fix what’s wrong - I know I’m sick, please give me the treatment I need to get better, and
3) Keep me well - I have a chronic condition to manage or just want to avoid getting sick again in the future, help me stay well.
Historically the way most people have satisfied all of these health care jobs is by going to the doctor or the hospital. These venues have tried to fulfill all health care jobs for all people for centuries. In most industries an attempt to satisfy all jobs for all people typically results in a ‘one-size-fits-none’ product or service failure.
However, in health care the hospital-centric business model has defied this law to date due in large part to a lack of viable alternative ways to satisfy the jobs to be done.
With the advent of digital health technologies, however, we see an opportunity for new business models to rise up and nail individual patient jobs-to-be-done.