In most countries in Africa and the Middle East, there is a shortage of specialized physicians who are up-to-date with the latest medical discoveries and treatments. Getting access to specialists for diagnosis is a privilege for those who are more affluent and can afford traveling overseas to receive proper care. In addition to the shortage, there is a level of mistrust in local healthcare systems and physicians. Western expatriates are concerned about misdiagnosis, so they prefer to receive a second medical opinion from specialists in their home countries. Locals from affluent backgrounds, or rich countries, demand better healthcare services and treatments at medical institutions in the USA, UK, Germany, and France.
Ver2 management researched the second opinion market and provided findings and recommendations to the advisors and investors. The advisors and investor board members requested that a new service be incorporated into the Ver2 business strategy to provide second opinion services to consumers. They requested a cost effective proof-of-concept, real pilot cases, and a targeted launch within nine months. Hence, Piñon was created.
Piñon was a B2C business, which was a diversion from Ver2’s business strategy. The Ver2 business model was based on a B2B value proposition to help payors and providers close the digital gap between them and their patients. The Piñon project team worked tirelessly to manage the development of the required technology, workflows, human resources, infrastructure, service offerings, SLA’s, in addition to the legal and regulatory requirements to facilitate medical business activity. Agreements were put in place with Western medical institutions to provide expedited second opinion services during the targeted launch of the service. In December 2016, eight months after the board’s request, Piñon was ready for a targeted test launch to provide its services to expatriate communities.
Success Story:
During the pilot stage, one particular case of a patient highlights how finding the right specialist and treatment through a second medical opinion program can save and improve patients’ lives.
In 2001, a 51 year old patient started experiencing pain in the right leg and swelling in the neck area. He was examined at a reputable international hospital locally and diagnosed with a rare disease called Erdheim Chester’s Disease (ECD). ECD is a rare malignant condition believed to be fatal in 60% of patients within 3-5 years, if left untreated. Only 600 cases of ECD have been reported to date – about 40% of them have a specific genetic mutation (BRAF).
Under his doctors’ care locally, the patient’s condition worsened with time. His family was desperate to find a cure or stop the progression of his disease. They approached Piñon during the pilot for an expert medical opinion. Piñon helped his family gather all the required medical reports of the last 15 years and put them in the hands of the right experts at a globally recognized healthcare institution in the US.
A team of experts reviewed his case and suggested further genetic screening. Genetic screening showed that the patient was positive for a BRAF gene mutation. Luckily, he was among a small group of ECD patients who may respond to BRAF-targeted treatment that has the potential to reverse active disease, bring about varying degrees of remission, and prevent further deterioration.
Piñon assigned a case manager for the patient, which was an add-on service per the patient’s request. The case manager coordinated the new treatment plan with the medical institution in the US and his doctors in Dubai. Three months into the treatment, the patient was responding positively. His speech improved significantly and his family members were observing positive developments in his general case condition. Six months later the patient was able to walk again unassisted, and he started physical therapy sessions. Piñon helped this patient by connecting him with expert physicians who have given him a new lease on life without having to leave Dubai.