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

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.

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Turing Fest
PRO

August 29, 2019
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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