Capstone – Project Charter

Sales and Marketing Channel Assessment

A Collaboration Between

Engagement Synopsis

OneRecord is trying to transform how data flows throughout the healthcare industry. They hope to give patients more control over and access to their data in order to improve transparency and levels of care. They need help with their sales and marketing strategy since their product is largely B2B.

Company Information

HQNew York
StagePre-Revenue Startup
Hiring Potential

Company Overview

OneRecord is a consumer-facing application that enables users to access & aggregate their medical records using interoperability standards and open APIs. The OneRecord platform is a secure, scalable and device agnostic, and all data goes through a proprietary reconciliation and deduplication process to build a clean longitudinal health record in real time.

Company Supervising Team



[email protected]

Course Info & Engagement Details

SchoolThe University of Texas at Dallas
Engagement FormatCapstone - Small Team Consulting Project - Students work in small groups of 2-6 directly with faculty and host company project champions on developing real solutions to real-world challenges.
ProgramNaveen Jindal School of Management
CourseHealthcare Management Capstone
Students Enrolled10
Meeting Day & TimeTBD
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration13 weeks (01/28/2019 - 04/24/2019)
Departments InvolvedData Management
Sales & Business Development
File Attachments

School Supervisors

There are currently no supervisors assigned.


There are currently no students assigned.

Collaboration Timeline

  • January 11, 2019

    Finalize Participating Companies

  • January 23, 2019

    Finalize Project Plan & Paperwork

  • January 28, 2019

    Project Kickoff

  • April 24, 2020

    Final Presentation

Key Milestones & Project Process

  • February 11, 2019 - Deep Dive on Product

    • How is the product built?
    • What are the core features and functions?
    • Who are the key stakeholders (users and customers)?

    Suggested Deliverable:

    Produce an overview of what you understand about the product to-date. In addition, prepare a list of questions you have about the product and/or business model to present to the management team before diving into the project further.


  • March 4, 2019 - Deep Dive on Industry & Competitors

    • Who are the key competitors?
    • What makes OneRecord’s product and business model more effective/relevant?

    Suggested Deliverable:

    Produce a competitive analysis to compare OneRecord based on key features

  • March 18, 2019 - Analysis of Beta User Segments

    • What are the key user segments that OneRecord has identified thus far?
    • What additional user segments are there? Should OneRecord be prioritizing them?

    Suggested Deliverable:

    A comprehensive analysis of the sales and marketing strategy used by OneRecord including measured performance and recommendations for improvements

  • April 8, 2019 - Select Top Segment & Create Marketing Strategy

    • What marketing channels has OneRecord used to-date? (e.g., Social Media, Traditional Media, Webinars, Speciality Shows/Conferences, etc.)
    • How would you rate performance on their marketing strategy so far?
    • What segment are you most interested in focusing on? Does this segment look like a promising source of users (revenue) for the business?
    • What suggestions do you have to improve performance in sales and marketing?
    • What sales and marketing channels are available that OneRecord is not yet using?
    • What are the costs associated with using these channels?
    • What is the potential impact if they choose your suggested channels?
    • What should be the marketing strategy for your focus segment?
    • What are the expected cost and outcomes of targeting those user segments? How long would it take to roll out the plan? Over what timeline?

    Suggested Deliverable:

    Develop a comprehensive proposal on a new sales and marketing strategy that can help the business increase focus and conversion with that user segment. The more detail, the better! This should highlight not only the different marketing channels you’ve selected as an ideal way for the business to target the appropriate users, but also the cost, expected outcomes, and plan to get started.

  • April 24, 2019 - Final Presentation & Paper

    The OneRecord team will be logging in remotely to listen to your final presentations.

    Suggested Deliverable:

    • OneRecord is looking for a comprehensive overview of the work that was done. Prepare a presentation and paper that provides an overview of the process that was used and the results that were ultimately generated.