The First Principles of Building DTC Health Tech

How Hatch’s VP of Product finds balance between her inner physician and technologist

By April John, MD

Living at the crossroads of being a physician and a technologist has given me a unique lens through which to view the evolution of healthcare. Today, we're not just witnessing a shift; we're actively participating in a revolution that places the consumer at the heart of healthcare.

Why? Because today's healthcare consumers expect the same level of ease, access, and personalization they get from their favorite digital services. They want healthcare that's not just effective but also intuitive, convenient, and tailored to their lives.

This shift towards direct-to-consumer (DTC) health tech isn't just inevitable; it's essential. It's about meeting people where they are, with the right care, at the right time.

So, how do we navigate this transformation while ensuring we stay true to the core of medical ethics and patient care? By adhering to three first principles: patient experience, access, and data.

Three First Principles for Direct-to-Consumer Health Tech

#1 Patient experience is foundation, not fluff.

The patient experience goes beyond the clinical outcome. It encompasses every touchpoint a patient has with our health tech, from the initial interface to the follow-up care. A recent study showed that 80% of patients would switch providers for convenience factors alone. As physicians, we know that the care journey doesn't end with a prescription or a procedure; it's about the continuous, compassionate engagement that builds trust and loyalty.

Patient experience mindsets to adopt:

• Think of technology as an extension of bedside manner.
• Every feature should solve a real patient problem.
• Feedback isn't just data; it's the voice of our patients.

#2 Access is not optional.

Access is the cornerstone of equitable healthcare. It's not just about physical locations but about creating pathways that make getting care as simple as sending a text. 70% of patients are more likely to choose a provider that offers reminders for follow-up care via email or text. We've all experienced the frustration of barriers to care, whether bureaucratic or logistical. Removing these barriers is not just beneficial; it's a moral imperative.

Access mindsets to adopt:

• Care without access isn’t.
• Design with the least tech-savvy user in mind.
• It should feel simple for them, even though it isn’t for you.

#3 No good data. No good decisions.

In the age of information, data is the lifeblood of personalized care. But it's not just about collecting data; it's about using it to make real, positive changes in patient health. As clinicians, we use data to inform our decisions every day. In tech, we have the opportunity to scale this impact, making personalized, data-driven care a reality for everyone. By 2025, the compound annual growth rate of data for healthcare will reach 36%

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Data mindsets to adopt:

• Create data with the same confidentiality and care as you would a patient.
• Use data to empower patients, not just monitor them.
• The value of data is in action, not collection.

How I use first principles to guide Hatch’s product development

At Hatch, these principles aren't just theoretical; they're the bedrock of everything we do. We've integrated these insights into our platform, ensuring that each feature and update is designed with the patient's needs, access, and data use in mind. For example:

• We've streamlined the patient experience, making our interfaces intuitive and responsive, ensuring patients feel supported and understood from their first interaction.
• Our platform prioritizes access, using technology to connect patients with the right care at the right time, breaking down traditional barriers that have long stood in the way of efficient care.
• We leverage data to personalize the healthcare journey, using insights to guide patients through their care pathway, making each step clearer and more impactful.

Closing Thoughts

Blending the worlds of medicine and technology is no small feat. It requires a deep understanding of the challenges and opportunities within each domain. But more than that, it demands a commitment to principles that prioritize patient care above all. At Hatch, we're dedicated to this mission, using every tool and insight at our disposal to build a future where healthcare is not just a service but a seamless part of our daily lives.

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