SC

Strategy Canon

Modernizing Medicine: sourced choices

20 product and go-to-market choices, oldest first. Back to the case study

  1. 2010-12-31Product · Clinical prototype Sherling and Cane developed the initial dermatology record together before the 2010 launch. MM1
  2. 2010-12-31Go_To_Market · Initial specialty The company began with dermatology before entering other specialties. MM3
  3. 2014-11-21Product · Specialty content The record supplied medical content for the common work of each supported specialty. MM1
  4. 2014-11-21Product · Anatomical interface Physicians could document findings by touching an anatomical diagram on an iPad. MM1
  5. 2014-11-21Product · Connected clinical outputs Selections in the examination generated a note, billing information and prescriptions. MM1
  6. 2014-11-21Product · Adaptive defaults The software learned recurring physician preferences such as sutures and anesthetics. MM1
  7. 2014-11-21Product · Cloud record storage Patient information resided in the cloud rather than being stored on the iPad. MM1
  8. 2014-11-21Product · Structured clinical data Structured observations supported analysis across encounters and practices. MM1
  9. 2014-11-21Go_To_Market · Reported adoption Sherling reported about 4,800 providers using the software. MM1
  10. 2014-11-21Go_To_Market · Specialty expansion The company reported serving eight specialties by the interview date. MM1
  11. 2015-04-14Product · Clinical development team Cane said 18 practicing physicians across specialties helped code clinical content. MM2
  12. 2015-04-14Product · Broader practice tools The company had acquired billing, inventory and group-purchasing capabilities at the end of 2014. MM2
  13. 2015-04-14Go_To_Market · Practice-level expansion The broader software portfolio supported selling more of the practice workflow to specialty customers. MM2
  14. 2022-11-01Go_To_Market · Federal settlement The company agreed to pay $45 million to resolve federal allegations involving kickbacks and electronic-record certification, with no determination of liability. MM4
  15. 2024-10-24Product · Practicing medical directors Specialty medical directors continued practicing and used the software in their clinical work. MM3
  16. 2024-10-24Go_To_Market · Reported later reach The Yale interview described about 35,000 providers across 11 specialties. MM3
  17. 2025-04-30Go_To_Market · Completed majority investment Clearlake completed its majority investment; Warburg Pincus retained a significant minority interest. MM5
  18. Go_To_Market · Physician demonstrations Sherling retrospectively described demonstrating the early software to physician groups. MM3
  19. Go_To_Market · Physician backing The early demonstrations led to a group of roughly 30 physician investors. MM3
  20. Go_To_Market · Initial customer acquisition Sherling linked the initial physician relationships to the first 50 practices; the year is approximate in this retrospective sequence. MM3