Concept to Care Concept to Care, LLC

Concept to Care speaks to Brendan Keeler. He is the Head of Product at Flexpa. Flexpa is a developer friendly infrastructure that connects applications to identified claims data. Flexpa enables effortless sharing of claims data with your application in seconds. They’ve created the fastest, simplest, HIPAA compliant method for accessing identified claims data from anyone.
You’re going to hear about Brendan’s experience at Epic and the role it played in laying the foundation for his healthcare career. Brendan will give us all a master class in interoperability, the types of problems and an in-depth view on the solutions in the market today. He will walk through his EMR selection playbook and share an intimate love letter to a particular EMR vendor. We will dissect Brandan’s brain for how he thinks about tech start up culture and how that manifests within Flexpa. Lastly, we understand the origin story of the Health API Guy and share lots of laughs throughout the episode.
Here are all the highlights of our conversation:

Brendan's odyssey through the realm of healthcare, and how he culminated his mastery of healthcare interoperability


Explaining the interoperability challenge, navigating the technical solutions available, and strategies for evaluating vendors in this landscape


Epic v Particle, an overview of what happened along with a perspective on potential paths forward


To EHR or not to EHR, how should think about build vs. buy, the len’s of your tech enabled organization, and a love letter to a headless EMR partner


Mastering your career journey: Cultivating your personal product “skill tree”, navigating expectations with finesse, and infusing humor into organizational culture.


Deep dive into who is the Health API guy and what’s next for him?

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Where to find Brendan Keeler:

LinkedIn: https://www.linkedin.com/in/brendan-keeler/


X: https://twitter.com/healthapiguy


Substack: https://substack.com/@healthapiguy

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Where to find Angela and Omar:

Angela Suthrave

LinkedIn: https://www.linkedin.com/in/angela-suthrave/


X: https://twitter.com/ASuthrave


email: angela@concepttocare.com



Omar Mousa

LinkedIn: https://www.linkedin.com/in/omarmousa/


X: https://twitter.com/OmarMHealth


email: omar@concepttocare.com


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Referenced:

Flexpa: https://www.flexpa.com/


Flexpa’s Substack: https://flexpa.substack.com/


Brendan Keeler’s Newsletter - Health API Guys Substack: https://healthapiguy.substack.com/


How to identify use cases for interoperability: https://healthapiguy.substack.com/p/how-to-win-friends-and-integrate


Choices for connecting with other systems: https://healthapiguy.substack.com/p/the-only-three-ways-to-integrate


Brendan Keeler’s EMR Playbook: https://healthapiguy.substack.com/p/to-ehr-or-not-to-ehr


Health API Guy’s API Bible: The New Testament - Walkthrough for on-ramp APIs, open-aggregators, and closed-aggregators: https://healthapiguy.substack.com/p/the-api-bibles-new-testament-aggregators


Health API Guy’s API Bible: https://healthapiguy.substack.com/p/the-previously-undiscovered-bible


Epic v. Particle Health - Part 1: https://healthapiguy.substack.com/p/epic-v-particle


Epic v. Particle Health - Part 2: https://healthapiguy.substack.com/p/epic-v-particle-2-the-problem-of


Elion’s Interoperability Guide: https://elion.health/resources/guide-interoperability


Elion’s Headless EHRs: A Primer: https://elion.health/resources/headless-ehrs


Brendan’s Favorite Headless EMR, Medplum: https://www.medplum.com/


Health Tech Nerds is a great resource for crowd sourcing solutions for problems you may have as a PM or Operator: https://www.healthtechnerds.com/


Elion: https://elion.health/


Epic: https://www.epic.com


Particle Health: https://www.particlehealth.com/


Carequality: https://carequality.org/


Redox: https://www.redoxengine.com/


Zus Health: https://zushealth.com/


Canvas: https://www.canvasmedical.com/


Oak Street Health: https://

Concept to Care speaks to Ada Glover. Ada is a Co-Founder and the Chief Product Officer at Zus Health, a patient health data platform designed to help provider organizations drive impact with a comprehensive understanding of their patients and populations. At Zus Health, Ada leads product development and clinical strategy teams. Before the founding of Zus Health, Ada was an Executive Product Director at Athena Health. At athenahealth she was responsible for the revenue cycle, clinical, and value based care products.
In our conversation, we discuss:

Discover Ada's journey transitioning from the field of education tech to health tech, along with her guidance for those contemplating a similar career shift


Delve into the founding story of Zus Health and their overarching product strategy


The customer problem Zus Health set out to solve and the jobs-to-be-done (JTBD) for their customers


Deep dive into Zus Health’s Aggregated Profiles and Zaps


Introduction to healthcare data, their standards, and how Zus Health enables interoperability


Ada’s personal outlook on today’s electronic health record landscape


The sneak peak into the future of Zus Health’s product


Current state of the health tech industry with respect to data limitations, data standards, regulatory/compliance, and technical feasibility

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Where to find Ada Glover:

LinkedIn: https://www.linkedin.com/in/ada-glover/


email: aglover@zushealth.com

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Where to find Angela and Omar:

Angela Suthrave

LinkedIn: https://www.linkedin.com/in/angela-suthrave/


X: https://twitter.com/ASuthrave


email: angela@concepttocare.com



Omar Mousa

LinkedIn: https://www.linkedin.com/in/omarmousa/


X: https://twitter.com/OmarMHealth


email: omar@concepttocare.com


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Referenced:

Zus Health: https://zushealth.com/


Zus Aggregated Profiles: https://zushealth.com/zus-aggregated-profile/


Zus Health & Elation Partnership: https://zushealth.com/elation-health/


Zus Health & Canvas Partnership: https://zushealth.com/canvas/


Zus Health & Healthie Partnership: https://zushealth.com/healthie/


athenahealth: https://www.athenahealth.com/


Jonthan Bush, CEO of Zus Health: https://www.linkedin.com/in/jonathanbushjr/


Commonwell: https://www.commonwellalliance.org/


Carequality: https://carequality.org/


ADT Network - Bamboo Health: https://bamboohealth.com/


ADT Network - Point Click Care: https://pointclickcare.com/


TEFCA: https://www.healthit.gov/topic/interoperability/policy/trusted-exchange-framework-and-common-agreement-tefca

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Subscribe to our newsletter: https://concepttocare.substack.com/p/episode-4-ada-glover-co-founder-and-cpo
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Concept to Care speaks to Dhruv Vasishtha. Dhruv is a seasoned product expert, actively operates, advises, and angel invests in various health tech startups. Dhruv most recently served as the former Senior Vice President of Product at firsthand, and he now serves as an advisor. Before joining firsthand, he served as the Director of Product at Patient Ping, which was subsequently acquired by Bamboo Health. Dhruv is also the creator and instructor of the Healthcare Product 201 course offered by Out of Pocket.
In our conversation, we discuss:
Dhruv's perspective on the essence of value-based care and the experience of building within this pivotal healthcare domain
Characteristics defining a best-in-class value-based care tech stack
Strategies for discerning between build vs. buy solutions
Prospects for tech-enabled services to develop proprietary software tailored to specific needs and creating defensibility in the market
Exploration of innovation dynamics within Medicaid and the strategies adopted by startups operating within this sphere
Essential qualities and competencies of the native health tech product manager
Top questions asked by individuals who want to operate in health tech product
Frustrations of health tech product managers and product leaders
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Where to find Dhruv Vasishtha:
LinkedIn: https://www.linkedin.com/in/dhruvvasishtha/
X: https://twitter.com/dvasishtha
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Where to find Angela and Omar:
Angela Suthrave
LinkedIn: https://www.linkedin.com/in/angela-suthrave/
X: https://twitter.com/ASuthrave
email: angela@concepttocare.com

Omar Mousa
LinkedIn: https://www.linkedin.com/in/omarmousa/
X: https://twitter.com/OmarMHealth
email: omar@concepttocare.com

—
Referenced:

Dhruv Vasishtha’s & Out of Pocket’s Healthcare Product 201 Course: https://www.outofpocket.health/courses/healthcare-product-201


Native digital health talent - alpha signup form: https://docs.google.com/forms/d/e/1FAIpQLSeKvzZSG833S0dNis4fviBgK70vEDICy7MLBDiBUfP5q2Taww/viewform


firsthand: https://www.firsthandcares.com/


Patient Ping (acquired by Bamboo Health): https://bamboohealth.com/solutions/pings/


Elion: https://elion.health/ - Elion powers better vendor research, from discovery to deep diligence


Health System GenAI Adoption Report – Focus Areas & Open Questions from 20 Health Executives: https://elion.health/resources/health-executive-ai-roundtable


Ianacare: https://ianacare.com/ - Bridging the gap in home-based care —
support, guidance, and resources for patients and caregivers to improve outcomes


Webinar | Today’s Most Overlooked Opportunities as Acute Care Transitions Into the Home: https://ianacare.com/resource-center/webinar-overlooked-opportunities-as-acute-care-into-the-home/


Out-of-Pocket: https://www.outofpocket.health/


Laura Stratte: https://www.linkedin.com/in/laura-stratte-rn-bsn-72b58843/


Laura Stratte’s piece on Time Toxicity in Healthcare: https://www.outofpocket.health/p/time-toxicitiy-a-real-world-example


Elektra Health: https://www.elektrahealth.com/ - Menopause expertise for the 21st-century woman. A first-of-its-kind platform with telemedicine care, evidence-based education, 1:1 support, and a private community.


Yeva: Keep an eye out for this organization’s care giving conference: https://www.linkedin.com/company/yeva/about/

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Check out our website: https://www.concepttocare.com
Subscribe to our newsletter: https://concepttocare.substack.com/p/episode-3-dhruv-vasishtha-advisor

Concept to Care speaks to Michael Yang. Michael is the Senior Managing Partner for OMERS Ventures, a $1.5B assets under management venture capital fund that invests in early stage B2B software and early growth tech-enabled services businesses.  He is a long time investor in health tech and some of his prior investments include Healthline (acquired by Summit Partners), Talix (acquired by Edifecs), BodyMedia (acquired by Jawbone), PeerWell (acquired by Bardavon) and Accolade (ACCD).  He currently sits on the board of Caraway Health, a healthcare provider for GenZ.  Prior to OMERS Ventures, Michael was a Managing Director at Comcast Ventures and previously a VP/GM of Yahoo! Health.
This episode was recorded in November of 2023.
In our conversation, we discuss:
A VC’s perspective on the evolution of product and how Michael seen the role of product change over time
Attributes of a product led organization, examples of that in health tech, and the structures of management teams to enable it
Defining Product in Tech-Enabled Healthcare Services
Then vs. Now: The Venture Capital Ecosystem
Consolidation of healthcare solutions in this macro economic environment
Previous and current M&A activity in health tech — best possible outcomes with these transactions
Health tech pivots in today’s economy
Exits in health tech, common denominators, and who are the buyers
Starting a venture backed health tech business today
Types of talent entering the health tech markets and who is best positioned to win
The next big bet categories in health tech
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Where to find Michael Yang:
LinkedIn: https://www.linkedin.com/in/myang/
X: https://twitter.com/yangbness1
Crunchbase Profile: https://www.crunchbase.com/person/michael-yang-3
—
Where to find Angela and Omar:
Angela Suthrave
LinkedIn: https://www.linkedin.com/in/angela-suthrave/
X: https://twitter.com/ASuthrave
email: angela@concepttocare.com

Omar Mousa
LinkedIn: https://www.linkedin.com/in/omarmousa/
X: https://twitter.com/OmarMHealth
email: omar@concepttocare.com

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Referenced:
Michael Yang OMERS Ventures Bio: https://www.omersventures.com/team/michael-yang/
OMERS Ventures website: https://www.omersventures.com/
Comcast Ventures website: https://comcastventures.com/
OV 3.0. The constant state of change: https://www.linkedin.com/pulse/ov-30-constant-state-change-omers-ventures-zcele/
Melissa Moore’s The Green Room website: https://sites.google.com/view/thefoundergreenroom/home
Chrissy Farr’s Second Opinion: https://ovsecondopinion.substack.com/
Dave Wechsler’s Insurtech Rap: https://www.insurtechrap.com/
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Check out our website: https://www.concepttocare.com
Subscribe to our newsletter: https://concepttocare.substack.com/p/episode-2-michael-yang-senior-managing

Ben Foster, Co-founder and Executive Chairman of Prodify and Co-author of Build What Matters: Delivering Key Outcomes with Vision-Led Product Management. Prodify is a product advisory firm that help early-stage companies find product-market(-pricing) fit, or growth-stage companies scale their product team and processes efficiently, or established companies maintain a comfortable lead through vision-led product management principles.
Ben is also the Former Chief Product Officer of WHOOP. A health tech wearable company that has raised over $400M to date and has a post money valuation of $3.6B. WHOOP is a fitness and health technology company known for its wearable fitness tracker and accompanying mobile app subscription. The WHOOP Strap is a wrist-worn device designed to monitor various aspects of an individual's health and fitness. These wearables are used by millions (including celebrity athletes, including swimmer Michael Phelps, basketball player LeBron James, and golfer Tiger Woods.
In our conversation, we discuss:
How to leverage data generated from wearables in a way to drive consumer engagement
Whoops pivot from a B2B product to a B2C product
How did Whoop cross the chasm from early adopters to more mainstream consumers
Experiences from being a product manager at Ebay and how to build a marketplace product
What was it like working with Marty Cagen
What is Prodify and how does Prodify help it’s clients
Top 3 areas in which product management organizations struggle
Conducting internal audits of of product management organizations
Advice for product leaders in healthtech or product managers thinking about entering healthtech?
—
Where to find Ben Foster:
LinkedIn: https://www.linkedin.com/in/benfoster/
Website: https://www.prodify.group/
—
Where to find Angela and Omar:
Angela Suthrave
LinkedIn: https://www.linkedin.com/in/angela-suthrave/
X: https://twitter.com/ASuthrave
email: angela@concepttocare.com

Omar Mousa
LinkedIn: https://www.linkedin.com/in/omarmousa/
X: https://twitter.com/OmarMHealth
email: omar@concepttocare.com

—
Referenced:
Prodify’s website: https://www.prodify.group/
Whoop’s website: https://www.whoop.com/us/en/
Vision-Led Product Management: https://www.prodify.group/framework/vision-led-product-management
Build What Matters: Delivering Key Outcomes with Vision-Led Product Management: https://www.amazon.com/Build-What-Matters-Delivering-Vision-Led-ebook/dp/B08GQMCP19/ref=sr_1_1?tag=scribemedia-20&dchild=1&keywords=Ben Foster and Rajesh Nerlikar Build What Matters&qid=1598919535&sr=8-1&geniuslink=true
Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers by Geoffrey A. Moore: https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986
Inspired: How to Create Tech Products Customers Love (Silicon Valley Product Group) by Marty Cagen: https://www.amazon.com/INSPIRED-Create-Tech-Products-Customers/dp/1119387507
Empowered: Ordinary People, Extaordinary Products (Silicon Valley Product Group) 1st Edition by Matry Cagen: https://www.amazon.com/EMPOWERED-Ordinary-Extraordinary-Products-Silicon/dp/111969129X
Emily Capodilupo: https://www.linkedin.com/in/emily-capodilupo/
Kristen Holmes: https://www.linkedin.com/in/kristen-holmes/
—
Check out our website: https://www.concepttocare.com
Subscribe to our newsletter: https://open.substack.com/pub/concepttocare/p/episode-1-ben-foster-co-founder-of?r=3c81hw&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true

Welcome to Concept to Care, the podcast where Angela Suthrave and Omar Mousa have conversations with a range of expert guests, including founders, product leaders, health tech operators, and investors to share candid stories of success and failure, dissect strategies, and delve into the nitty-gritty details that offer invaluable advice on navigating the ever-evolving landscape of health tech.
Join us on March 6th, 2024 for our first episode where we talk to Ben Foster, Co-founder and Executive Chairman of Prodify and former Chief Product Officer of Whoop.
www.concepttocare.com