Enrich coach-led interventions with behaviour change programs

Edwin is a company that provides software for customers in the health and wellness space. The team behind Edwin has a collective 80 years of building products for health and wellness businesses ranging from payers to providers to a growing class of direct-to-consumer health startups.

Edwin’s core offering is a no-code platform that enables health care businesses to ship engaging digital programs and content experiences without building custom software. Edwin’s platform provides the infrastructure and tools that program managers and content creators use to develop, distribute, manage, and serve content to end-users (patients, members, subscribers, etc) through a set of web and mobile interfaces.

Edwin’s interfaces are predominantly conversational. Edwin’s business-facing platform interfaces enable content development through simple builder tool oriented around branch-and-tree (aka “if/then”) logic.

Through Edwin, businesses can offer more personalized content to end-users, drive better engagement through the familiar paradigm of conversation, while collecting valuable engagement data generally unavailable through existing means of content distribution (i.e., email, PDFs, video links).

In addition to developing, maintaining, and constantly improving its no-code platform, Edwin also performs customization of its platform upon request, and general web and mobile development services to help select customers get experiences built around the Edwin platform to market faster.

Edwin’s customers are health care and wellness companies focused on providing behavior change for their patients, members, and users. Edwin’s customers range from startups to health systems to publicly-traded consumer health businesses. Additionally, Edwin’s customers range in terms of their orientation to technology: both startups with technical co-founders and teams of clinicians with no previous product development experiences have found success using Edwin to drive engagement and outcomes for their end-users. Generally speaking, the consistent trait among Edwin’s customers is a desire to launch a new offering to patients, members, or users, built around digital health programs designed to help change behavior.

Edwin offers three services:

• Edwin Platform Services: access to its program development platform. Edwin’s infrastructure allows customers to build and manage content, manage user profiles, integrate with popular 3rd party devices and software services, serve content to end-users, receive data analytics for content consumption and engagement to first or third party tools. The core components of Edwin’s front-end infrastructure consist of the Conversation Builder and Content Management Studio, the customizable end-user facing Conversational User Interface, and an extensive library of pre-built Interactive Components that allow various types and formats of content to be delivered through Edwin’s Conversational User Interface.
• Platform Customization Services: customization services of its platform for customers above a certain size. Edwin’s Conversational User Interface (CUI) is designed to be customized to match the style and branding of any environment a customer wants to embed it in. Additionally, Edwin’s Interactive Component Library is designed to support custom Interactive Components, as required by Edwin customers. When an Edwin customer has customization requirements that involve extensive styling changes to Edwin’s interfaces, or when a net new interactive component is required to deliver on a customers goals, Edwin is capable of performing customization to meet those specifications.

These three services are distinct but interdependent. Critically, Edwin requires that a business be an Edwin Platform Services Enterprise Plan customer to be eligible for Edwin Professional Services.

Edwin has two pricing models: a usage-based plus monthly maintenance pricing model for its platform services; and a project-based pricing model for its customization and professional services.

• Edwin Platform Services is priced based on concurrent monthly users that engage with experiences powered by Edwin. The rate ranges from $3-$5 per active monthly user based on volume ($5 per active monthly user for the first 1,249; $4 for active monthly user 1,250-3,332; $3 for each incremental active monthly user above 3,333). Additionally, Edwin charges a monthly maintenance of $500, $5,000, and $10,000 for each of the aforementioned ranges, which goes to cover the equivalent usage-based costs for each tier.
• Edwin Customization Services are billed on an hourly basis and quoted up front based on scoping conversations with each customer. Both Customization and Professional services are billed at $150/hour, and projects are generally scoped to minimum and maximum estimates at the onset of a deployment.

An organization seeking to use Edwin must have certain elements in place: a web application, mobile application, go-to-market strategy and/or an existing customer base to market to, and finally a brand under which services will be offered to end-users. For organizations seeking to ensure compliance with existing data privacy policies, Edwin also recommends having a pre-determined approach to securing and validating compliance, prior to engaging Edwin as the provider of infrastructure and interfaces to deliver digital health programs.

For organizations that are pre-product, or for those who don’t have a pre-existing interface, the Edwin CUI can function as a core end-user interface via a customer-hosted web application built on top of Edwin.

Lastly, for larger organizations that want to create a net new product surface for their end-users and prospective end-users to interact with, Edwin is capable of owning the development and delivery of a customer end-user interface as part of the Edwin Professional Services offering.

Given what an organization has to have on hand, one question an organization might ask is: “If I have to have all of this stuff in place before using Edwin, what does Edwin actually do?!” That’s a great question, and the answer depends on the goals of each specific organization that uses Edwin.

• One illustrative example is an organization that has a core business model built around prescribing medication in a cash-pay subscription capacity. For that organization, there may be a desire to layer on additional value-added services to the core offering of medication prescription, management, and fulfillment, in order to reinforce differentiation, reducing acquisition costs, or improving retention metrics for subscribers/patients over time. Through Edwin, that organization can offer interactive educational content, comprised into time-based programs, driven by triggers related to medication prescription, lifestyle adjuncts, and more. Instead of relying on an outdated mode of content distribution (PDFs, blog posts, links to hosted videos), that organization can develop and deliver interactive and adaptive content that patients interact with through Edwin’s CUI, embedded within any existing product surface the organization already uses to interact with patients (web app or mobile app).
• Another illustrative example is an organization that wants to offer a 3-6 month post-acute rehabilitation program that end-users will gain access to through their preexisting relationship with a payer. In this example, the organization in question may have a brand, sign up flow, relationship with the payer in question, but may require a platform to develop and distribute the content that comprises the time-based program, beyond that of an email service provider, and basic blogging content management system. In this case, Edwin might act as the infrastructure that powers the vast majority of the organizations patient experiences: from intake, to onboarding, to education, to ongoing improvement or maintenance towards a specific outcome. Here, Edwin might act as the primary interface that end-users engage with, and the primary infrastructure that the organization’s internal stakeholders use to deliver value to their payer partners and end-users over time.

Edwin is built with PHI integrity in mind. In fact, in most cases, Edwin is able to perform without touching patient data at all. Edwin is able to accomplish this largely as a result of the fact that Edwin runs in customer organizations’ environments. To personalize and adapt content, Edwin looks for unique IDs that are depersonalized, and fetches relevant variables related to the depersonalized IDs to surface inside of Interactive Components or within Trackers.

Edwin is capable of providing customers with a view into how end-users use Edwin and is capable of returning the full path a user took through a specific mission.

Standard Edwin usage events include:

• when someone started a specific mission
• when someone finished a specific mission
• how long they were working on a mission
• if they dropped in the middle - we know when (time) and how many steps in the mission they took

For customers who are want to leverage Edwin’s ability to “return the full path,” we offer two primary methods of data access: through our SDK or through a custom dashboard that we build as part of our Edwin Professional Services offering.

Irrespective of the client (your first party analytics package, off-the-shelf business intelligence or analytics tooling, or a custom dashboard that we build for you) all methods to obtain that information are implemented as function hooks in the Edwin SDK. Those hooks are generic and information can be send to any analytic tool.2. Second one is understanding what are the choices people make inside of the mission. It's straightforward from technical standpoint. Our SDK supports returning full "path" taken in a mission (decision tree) on finish. It also has hooks to return information on each choice after it's made. So we know when exactly someone stopped if they dropped before finishing a mission.