Bill Van Wyck is president and chief innovation officer of Zillion of Norwalk, CT.
Tell me about yourself and the company.
I’m the president and chief innovation officer of Zillion. We are a technology platform that powers digital healthcare products that are redefining engagement with consumers. It’s allowing healthcare providers to standardize and deliver better care to consumers outside a facility.
What can customers do with your product?
Companies all across various types of healthcare stakeholders are using Zillion’s technology to deliver three main areas of care in the form of digital programs. Preventive care, like medically necessary weight loss to pre-diabetes type programs. Care management and disease management for more chronic conditions including diabetes, smoking cessation, and depression. The third category is procedural care – bariatric programs, including pre-conditioning and post-conditioning, post-surgery, prenatal programs, and even in orthopedics for knee replacements and shoulder replacements.
Many software companies want to be involved with patient engagement. Where does Zillion fit in?
Zillion has approached the healthcare vertical from a technology perspective. We look at the combination of services and look at the industry jargon around point solutions such as telemedicine, telehealth, population health, and so on. We look at that more from a configuration standpoint and a software technology standpoint.
The differences in the market exist where healthcare has been trying to build vertical silo products to address specific conditions. The reality is that patients don’t typically have just one condition. They are overweight and may have depression, or they may be diabetic and need other types of procedures and support. There are co-morbidities and multiple chronic conditions that exist in the real world.
Having a common backbone platform like Zillion where you can design, create, and deploy programs to patient populations and then refine and refine and modify those programs at scale is a differentiator for healthcare stakeholders. When you look at what they’ve been building, typically none of them interact with existing systems. They’re not interoperable. They don’t always reach patients on the devices and the technology that they use day to day.
Can patients customize the view they’re given? If I have both COPD and a heart condition, is the presentation seamless?
To play that back, the patients don’t configure the content or the availability of services on the platform. The clinician, caregiver, provider, or the payer are configuring and designing best-in-class programs based on evidence-based care plans. It’s keeping the doctor in the process.
That’s where Zillion is highly differentiated. The industry has focused a long time on these member portals and wellness portals, configurable portals which are largely self-serve. In the real world, if you’re going to drive outcomes, standardize plans, and offer compelling services that impact behavior, you need to keep he caregiver in the process. You need to keep best-in-class content programs delivered and designed by professionals.
We look at it as an iceberg. The tip of the iceberg is the member portal. Everything below the water includes coaching portals, program administration portals, practice-based on-boarding portals, as well as administration portals that allow the population of caregivers to work together to serve and benefit the patient. It is served up to the patient in a whole new way.
My question really was that if I’m a physician and I’ve ordered weight loss content for you and then you have a heart attack, can I just turn the heart attack content on and you start seeing it within your existing presentation?
That’s exactly correct. You can add content, augment content, and even assign and augment services in the form of types of caregivers and credentialed clinician and make those available to patients depending on their needs.
Who is your typical user user? What parts of your platform can be used out of the box without creating original content?
In terms of who is using this as a patient or a member, typically the payers are targeting self-funded employers, typically populations that have in excess of 200-300 users. They are offering products to stem the tide of chronic illness or disease within an organization.
When you look at more procedural care, you move into a different demographic. With orthopedics, you may be moving into a 60- to 75-year-old bracket, which is not in the self-funded world, but they are individuals who are being offered programs as part of a procedural care program. There it’s a different population and demographic of users.
Clients of Zillion span everything from payers to providers to specialized care practices to even device manufacturers. Depending on those types of clients, they have different levels of availability of content and plans. You look at what’s been delivered by a facility in terms of programs. You may go in for a procedural care plan for a bariatric center or comprehensive weight loss center and everything has been delivered in person with paper, quizzes, and scripts and in the form of documentation and different types of caregivers there. Zillion is going to them and taking a combination of people, content, and program cadence and bringing those together on the platform to deliver that to patients.
Some organizations have the wherewithal to create some of this type of content. By example, larger payers will sit down and build a business around a pre-diabetes program. They construct this content at a very, very high grade. Whereas if you go to an orthopedic group or a specialized group, they can use more rudimentary content. They can use more mechanical content. Move your knee this way, move your shoulder that way, do this, don’t do that. It’s less entertaining and much more practical in its delivery.
Zillion allows our clients to lay that out longitudinally, almost like an education curriculum over time. You can set up what happens chronologically across that program. What services do they have access to when? What content gets served during what week? What questionnaires and what data do we need to intake at various points along that program?
Using the combination of video conferences, content serving, IoT device integration, and so on, we can get patients to engage at very, very high rates for very long periods of time. At the end, you have better data to make better decisions in terms of modifying that program to achieve goals.
What’s the secret to not just offering a program but actually moving the needle on the health of the people who need it most, not necessarily just those who are attracted to a health tool?
There’s a shift from wellness programs to not-so-wellness programs. Wellness programs, which were typically paid for by large employers out of their benefits budget, were availability of services to help typically the 30- to 40 somethings who participate in those types of programs. The value proposition of those was largely based on absenteeism and a lot of squishy metrics that really didn’t resonate from an ROI perspective.
These organizations are now focusing on real programs that are evidence-based that include and require often real caregivers in the process. Those caregivers are in different roles these days, everything from coaches to therapists to RNs to RDs to actual doctors. Using different combinations of those and doing it in a scaled way drives better behavioral change than you could ever do with self-service apps.
Zillion is powering those next-generation digital products by combining those video communications apps with digital workforce scheduling with content management and servicing and data analytics. Bringing those four together to build compelling programs across those various areas I went through earlier.
Where do you see the company moving in the next few years?
We’re going to continue to build out the Zillion platform as a service. It is the underlying backbone for all the programs that run on Zillion. Zillion will look to add multiple programs and platform-level services and integration that make the product more and more valuable and relevant to broad-scale healthcare products. We look to build out as many programs as we can for our clients on our platform.
We are a software technology company, so we focus on driving utilization of our platform. A clarifying point is that we do not brand any product Zillion. We build products quickly for our costumers and configure them quickly for our customers which are branded under their names, using their content and their care practices.