Chris McCann - Lessons learned & mistakes made: GTM in the US from Europe (Turing Fest 2019)

At Current Health, we're seeking to help move from a world where we call 999 when we get sick, to a world where healthcare comes to you automatically before you experience symptoms. To do so, we combine complex hardware, software, and core science into a product that is responsible for keeping people alive, safe and healthy in hospital and at home. We've built it here in the UK and we deploy it into an exceedingly difficult US healthcare operating environment.

My goal is to provide an open and honest view of the mistakes we're making and the lessons we're learning building our customer base in the US, from a headquarters in Europe.

Most stories are only told at the end, at the point of success or failure. This won't be a post-mortem but instead, a view right into the maelstrom of what's actually happening today amid the chaos and opportunity we have ahead as we grow into the US.

Transcript

1. Growing in the US from Scotland.
2. @christophmccann 2 We turned this… … into this!
3. First FDA-cleared platform to capture continuous health data and detect illness earlier. 3 Capture Alert Learn + Detect > > @christophmccann
4. 4 @christophmccann 2002
5. 5 2012 @christophmccann
6. 6 2014 @christophmccann
7. 7 Apr 2015 @christophmccann
8. No perfect founder or founding story. 8 @christophmccann
9. 9 @christophmccann Jun 2015
10. 10 Dec 2015 @christophmccann
11. Find a mentor. 11 @christophmccann
12. 12 @christophmccann Aug 2016 (3 months of cash left)
13. Anything that can go wrong will go wrong. 13 @christophmccann Murphy’s Law
14. 14 @christophmccann Aug 2016
15. Focus. 15 @christophmccann
16. 16 Sept 2016 @christophmccann
17. 17 @christophmccann May 2017 (CE Marked + FDA Submitted) Select target customer Identify personas Write messaging Contact 5-10 accounts per day Take every meeting A very sales driven process. Relationship-based. Beware the cultural differences.
18. 18 @christophmccann Healthcare in the US • Vendors are almost always large enterprises e.g. Medtronic, Epic, Philips • Very complicated payment models • Murky decision-making units and processes • Lots of education and training required. Complicated user group. • Patient care significantly increases the risk
19. 19 @christophmccann August 2017 100+ Meetings and 25+ Person Conference Calls
20. 20 @christophmccann 2018 - 2019
21. Don’t create imaginary barriers. Just get out there. 21 @christophmccann
22. 22 @christophmccann June 2017 - Hospital focus, doesn’t translate to the customer’s strategic focus or money flow
23. 23 @christophmccann May 2019 - Home focus, plays on internal competition, aligned to their strategic focus
24. 24 @christophmccann June 2017 Focused on just the wearable
25. 25 @christophmccann May 2019 Turnkey platform from single vendor. We manage everything inc. connectivity and logistics. Definition of MVP is different in enterprise. You are not a startup.
26. Learn then iterate on message and product. 26 @christophmccann
27. 27 @christophmccann March 2018
28. 28 @christophmccann March 2018
29. 29 @christophmccann August 2018
30. 30 @christophmccann November 2018
31. 31 @christophmccann August 2018
32. 32 @christophmccann December 2018
33. Do what you need to do to get it done. 33 @christophmccann
34. You will screw it up. 34 @christophmccann
35. Mental health. 35 @christophmccann
36. 36 @christophmccann July 2019 “During her first night on the monitor we were alerted to alarms where we noted that her oxygen saturations dropped considerably during the night and feel that this is an indication of sleep apnea.”
37. Find amazing people 37 @christophmccann
38. 38 @christophmccann
39. 39 @christophmccann May 2019
40. 40 @christophmccann June 2019
41. Success is possible. 41 @christophmccann
42. Christopher McCann christopher@currenthealth.com