'The Innovator's Prescription' by Clayton Christensen Gives Away Two Secrets to Startups.

In one of the most insightful books on disruption in healthcare, written by an outsider, Clayton Christensen in his book, @The Innovator's Prescription shows how his "Jobs To Be Done" theory applies to healthcare, and will apply to healthcare in the future.

He says this about #customers. Clayton believes people use or buy services or products because those services or products get the customer's job(s) done.

"Most of us have an important job to do: (a) we just want to be sure there isn’t anything serious going on inside of us, which is, for now, unseen and unfelt, but might be a harbinger for death or difficulty in the near future. Or (b) when we are sick, we just want to get onto the course to recover as fast and as conveniently as possible.

Right now there aren’t affordable, conveniently accessible services to hire to do these jobs—and we’re left feeling unfulfilled by a healthcare system that seems unable or unwilling to do these jobs well."

So there are two jobs our #patients are trying to get done in #healthcare. Want certainty that they are healthy and the symptoms they feel aren't going to kill them and two, they want that symptom to go away.

Any healthcare startup interested in the disruption of healthcare will need to check one of the two checkboxes above. If not both.

-------------------------------------------------------------

Atif Zafar, MD is a physician, entrepreneur, and the author of the book "Why Doctors Need To Be Leaders". He is a physician leader with experience in both the US and Canadian healthcare systems.

His startup, Human Health, aims to transform primary healthcare system all across the globe. Connect with him at atif@human-healthcare.com