WEIGHT MANAGEMENT
Obesity affects 42% of the U.S. population, and is related to heart conditions that are among the leading causes of preventable, premature death. By introducing a program that helps the clinically overweight manage their weight and shows a clear correlation between improved weight management & reduction of life-threatening comorbidities, making a meaningful impact on their health.
Business Impact
In the last year, 192k test takers reported as clinically obese, and 208k more were clinically overweight. With conservative conversion rates at prices comparable to market competition, we believe we can achieve a top line of $4.9M at 65% margin after 12 months.
Top Risks and Unknowns
Customers less likely to engage unless the Rx is included in the cost of the program.
Out-of-pocket expense is too high when high cost treatment is factored in and they churn.
Weight loss Rx damages brand perception.
Product Approach
Utilize existing Telehealth platform partnership to offer a program where eligible test takers gain access to weight management Rx, at home testing of co-morbidities & health provider coaching to understand the root of their weight-related health issues and their weight management goals.
Include monthly consults with a clinician and chat with a health coach, w/ 3rd-party partnership.
Explore low cost alternatives to GLP-1 include any lower cost/cash pay treatments like metformin.
Explore reimbursement support for customers with clinical need for higher cost Rx like GLP-1.
Competitive Research
I compared indirect competitors who utilize Telehealth services and direct competitors who offer weight management with prescriptions to understand the current landscape and discover any potential value props EW could offer to fill a market gap.
Example of competitive analysis work
High-Level Strategy
Make a real impact on our users’ health:
Create low-friction path to enroll:
Implement compelling landing page & discovery, eligibility screen, and checkout process to encourage sign-up for eligible participants.
Delight users with an exceptional weight management program:
Craft smooth process from enrollment to consult, prescriptions, and more. Implement “loveable” features including Care Plans & weight tracking in the app.
Provide meaningful features & empathetic and holistic clinical services to encourage positive lifestyle changes to drive health outcomes.
Build a lasting relationship with our consumers:
Increase LTV:CaC ratio by engaging customers in meaningful relationship-based models of care.
Eligibility
To participate in the Weight Management program, we needed an easy way for customers to find out if they’re eligible. By partnering with our Clinical team, I was able to ask disqualifying questions upfront and collect only the essential data needed to determine user eligibility. I wanted to shorten enrollment time to minimize question fatigue and decrease drop-rate.
Approach: Implement an eligibility screener on Everlywell.com, re-using functionality from Health Profile where appropriate to decrease dev efforts.
Success Metrics
Funnel metrics:
Started screener → completed screener
Eligible → Enrolled (and steps in between)
User Stories:
As a user, I can enter my demographic information, height, weight, and medical history into an eligibility screener
As a user, my BMI will be calculated on the backend to determine my eligibility for the program
As a user, I can see if I am eligible for the Weight Management program based on my responses
As a user, if I am ineligible for the program, I will see why I am ineligible
As a user, if I am eligible for the program, I can click to be redirected to sign up
As a user, if I am ineligible for the program, I am redirected and not abandoned.
Enrollment
Users needed a way to enroll in the Weight Management program easily. From a business perspective, the checkout flow should both compel users & reduce friction to purchase. However, providing an adequate balance of guidance and setting early expectations was essential to building trust and transparency in the process.
Approach: Implement an enrollment workflow on Everlywell.com, re-using functionality from memberships & fertility care pathways where appropriate. We will balance re-usability for future test-to-treat programs with speed to launch.
Success Metrics
Funnel metrics: Landing Page CTA→ Enrolled (and steps in between)
User Stories
As a user, I can enroll in the program
As a user, I can log in or create a new Everlywell account
As a user, my Healthie account will be created on the backend, so that I can access Healthie features like appointment management in future
As a user, I can enter my billing information
As a user, I can enter my personal & shipping information
As a user, I get a confirmation email once I enroll in the program
As a user, I will be billed appropriately for the program upon sign-up, and at monthly intervals afterward.
My Everly
Once enrolled in the Weight Management program, customers need a way to view their Care Plan and keep track of appointments and prescriptions.
Approach: Implement a new Weight Management section on MyEverly where users are able to keep track of completed and upcoming appointments and prescriptions, re-using functionality from Virtual Care Visits where appropriate.
Success Metrics
Engagement with Weight Management on MyEverly dashboard:
% of users that view the Weight Management tab
% of WM users who navigate to view a Care Plan
% of WM users who click to view medication details
% of WM users who click to schedule an appointment from MyEverly
User Stories
As a user, I can find my Care Plan on MyEverly in a separate Weight Management section
As a user, I can access information about my prescriptions in the Weight Management section of MyEverly
As a user, I can see my completed and upcoming appointment details in the Weight Management section of MyEverly
As a user, I can schedule a new appointment on MyEverly
