Assess New Segment Opportunity

Brightsquid Secure-Mail provides healthcare clinics with secure email to better connect with patients and other providers. Through the pandemic adoption from medical clinics has been strong. A recent integration with Alberta's provincial portal that provides patients with access to their health information has sparked growth in patient users and in turn, demand for more provider connections. Our research has shown that patients want to connect with dentists, pharmacists, chiropractors, and optometrists. Now we want to know how chiros and optometrists view secure messaging services like Brightsquid Secure-Mail, use cases they will accept, and the best messaging and campaign approach for selling the service to them. The opportunity is to bring more types of providers onto the service so that patients can be more connected to their circle of care. Students will be provided with existing primary research on professional (Medical/Dental) perceptions of the service as well as patient preference and perceptions as a basis for their segment analysis and recommendations.

Assess New Segment Opportunity

Brightsquid Secure-Mail provides healthcare clinics with secure email to better connect with patients and other providers. Through the pandemic adoption from medical clinics has been strong. A recent integration with Alberta's provincial portal that provides patients with access to their health information has sparked growth in patient users and in turn, demand for more provider connections. Our research has shown that patients want to connect with dentists, pharmacists, chiropractors, and optometrists. Now we want to know how chiros and optometrists view secure messaging services like Brightsquid Secure-Mail, use cases they will accept, and the best messaging and campaign approach for selling the service to them. The opportunity is to bring more types of providers onto the service so that patients can be more connected to their circle of care. Students will be provided with existing primary research on professional (Medical/Dental) perceptions of the service as well as patient preference and perceptions as a basis for their segment analysis and recommendations.

Analyzing Sales Trends

We believe we have a good handle on our customer but we are lacking some knowledge into the acquisition of our customers. It is important for us to go back to the data we have on our sales process to determine key trends and patterns that will help us make informed decisions for the future of our business. Some areas that we hope to analyze include, but are not limited to, pre-purchase activity levels in our app, sales cycle length, average ROI/customer, buying behaviours, etc. At the end of this collaboration, we hope to have a detailed report of the key data that students gather. The data should reflect aspects of our sales cycle that we should be utilizing to make informed sales decisions. The student findings should be organized in a way that is easy to draw upon. It should includes the corresponding hard data for us to reflect upon and present to our senior leaders.

Secure-Mail adoption optimization

We want to assess the digital design of Secure-Mail to ensure that key features are intuitive to access while continuing to present a clean interface. The drive behind this analysis is to simplify the upgrade path. Secondary to a streamlined upgrade path, is encouraging repeat visits to the site and increased utilization.

Patient Managed Healthcare

The core to this research is to identify a target group of features Canadians would be willing to pay a nominal annual fee for that would increase access to care in our country, and improve overall population health just by streamlining communications and giving us each the ability to centrally manage our team of care providers. For this, we want to validate the market demand and size for new service features and identify a commercial minimum viable product. It will be important to access patients for primary research on product perceptions. Given the perception that healthcare in Canada is completely free, there may also be need for secondary research into how and why patients are already paying to advance the care they receive.