Optima DX Messaging Framework

OPTIMAL DX MESSAGING FRAMEWORK

Authored and designed for OPTIMAL DX by Z’Onion Creative Group

THE STORY

Our founder, Dr. Dicken Weatherby, gained a profound view of health, sickness and healing during his childhood. His ailing father, suffering from kidney disease, steadily deteriorated despite the best efforts of his family doctor and specialists. His father only began to experience an increase in his quality of life under the care of a skilled naturopathic doctor.

Intent on helping others gain health, Dicken enrolled in the National College of Naturopathic Medicine (NCNM) in Portland Oregon in 1994. He discovered a vast repository of information on Natural Medicine, but was frustrated by the lack of naturopathically-oriented training manuals and reference manuals. Dicken began to write study guides and manuals for his own use and discovered he had a gift for processing and synthesizing information.

Dicken also noticed that students at NCNM were still using diagnostic tools based on the allopathic model of pathology. In 1995, Dicken went to his first training on Functional Blood Chemistry Analysis, and he was struck at the potential of this approach to identify dysfunction in the body. This one training shaped the course of his life’s study and work.

Dr. Weatherby began publishing his manuals and training guides to help fellow practitioners build their understanding of Functional Medicine. In 2002 he published his book, Blood Chemistry and CBC Analysis—Clinical Laboratory Testing from a Functional Perspective, which has become the seminal text on Functional Blood Chemistry Analysis.

In 2011, Dr. Weatherby launched a company, Blood Chem Software to develop an analytical and reporting software program from his work in Functional Blood Chemistry Analysis to give practitioners greater clarity when reviewing their patients’ blood test results.

Dicken’s company evolved to become OptimalDX. Our name embodies our purpose: to help people everywhere experience optimal health.

Our Blood Chem Software has also evolved. Using a sophisticated propriertary analysis, our program distills complicated lab results into easy-to-understand, graphically-rich interpretive reports.

Our goal from the start was to upend traditional medicine’s focus on disease and change the conversation practioners have with their patients. We’re ushering in a new approach by helping practitioners focus on dysfunction—before it becomes disease. By offering a clear window into the body’s functions, we’re helping shift expectations of health.

LICENSED PRACTITIONERS WHO WE EXIST FOR

PROFILE

These practitioners are dealing with patients on a day-to-day basis. They may initially expect their relationship with us to be transactional (but are pleased to discover we offer education and mentorship). They highly value their education. They also highly value their time and appreciate others who do as well. They love to be seen as valuable to their patients, and want to provide resources to those patients to help them seem credible and trustworthy. They are looking for ways to simplify their practice, and grow their business, while also truly helping their patients.

Licensed practitioners are:

Medical Doctors (MD)

Osteopaths (DO)

Naturopaths (ND)

Chiropractors (DC)

Acupuncturists (LAc)

Registered Nurses (RN)

Physicians Assistants (PA)

Nurse Practitioners (NP)

Doctor of Dental Surgery (DDS)

Doctor of Medicine in Dentistry (DMD)

Doctor of Optometry (OD)

Registered Dietitian (RD)

Physical Therapist (PT)

WHO THEY ARE

They care about their patients and are looking for ways to get more referrals, while also feeling inspired and empowered. They want recognition from their peers and a way to differentiate themselves in the marketplace. They don’t like to say, “I don’t know,” and instead want a tool that helps provide quality care and adds value.

WHAT THEY CARE ABOUT

• They like to be seen as credible.

• They’re drawn to our product because of Dr. Weatherby’s reputation and influence.

• They value peer-to-peer relationship and connection.

• They are knowledgeable and value knowledge.

• They value their education.

NON-LICENSED PRACTITIONERS WHO WE EXIST FOR

PROFILE

These practitioners view Dr. Weatherby as an authority. They look up to him and are looking for a way to validate their practice and increase their credibility. They truly care about their clients and want to find ways to appear smart and clever, while also adding value and helping their clients. They would like to increase their profits, while also increasing the amount of time they have.

Non-licensed practitioners include:

Health Coaches

Nutritional Therapists

Massage Therapists

Fitness Professionals

Herbalists

WHO THEY ARE

They are looking for ways to increase their business, expand their reach, and help more people. They value our resources and would like to integrate them into their practice. They are also looking for ways to differentiate themselves in the marketplace, and desire recognition from their peers.

WHAT THEY CARE ABOUT

• These relationships are not peer-to-peer—these people see Dr. Weatherby and ODX as an authority. They value our resources.

• They are looking for credibility. They are seeking to validate their practice through their association with highly-esteemed experts, specialists and service providers.

• Their primary obstacle is price/cost.

WILD PATIENT WHO WE

PROFILE

These patients may have real health issues and are searching for solutions—or they may be relatively healthy and looking for ways to improve their health now and for the long term. They want to feel good, feel connection, and want answers to questions they believe haven’t been properly addressed. They are not being seen by an Optimal DX practitioner, but instead are looking for their own solutions. They are tired of waiting for others to give them what they need. They are dissatisfied with the treatment they are receiving, but are motivated and are looking for a way forward.

Wild patients include people who are chronically ill, dealing with mysterious ailments, or healthy individuals like athletes, runners, coaches and cross-fit users.

WHO THEY ARE

The wild patient is taking matters into their own hands—out of frustration or lack of information. They are interested in educating themselves. They want to feel good, feel connected, and feel like they are making progress. If they are struggling with health issues, they want to gain an understanding of their illness so they can move closer to wellness.

WHAT THEY CARE ABOUT

• These people are searching for answers, clarity, and direction to health issues that they feel/believe have been unaddressed or are unresolved.

• They are looking for a way forward.

• They are dissatisfied with current service/treatment plans/ medical guidance/etc.

• They are highly motivated.

• They want to experience a true and effective partnership with a practioner.

HOW THE WORLD WILL CHANGE BECAUSE OF US

We’re out to change how practitioners serve patients.

We envision a world where the healthcare industry values empathy over ego. We believe better health can be achieved through a better partnership, with doctors and patients standing on an equitable plane. We support this partnership by giving practitioners ground-breaking tools to help provide answers and insights into their patients’ health—so their patients can live a better life. Our reports enable practitioners to map a clear path forward and recommend steps to positively impact a patient’s health, and guide them to a level of health that is optimal, rather than acceptable.

Our vision drives us to support the widespread adoption of a new assessment model— a model that unlocks the meaning to patients’ healthcare data. With informed analysis, we can understand, address and reverse the true cause of chronic disease and support the pursuit of optimal health.

THE STANCE WE TAKE IN THE CROWD

We’re upending expectations of health—challenging people who are satisfied with “normal” and motivating them to desire what’s “optimal”.

We are committed to helping people move towards optimal health and expanding their awareness of what’s possible. We create cutting-edge tools to offer a clear view of each person’s health and better define how their health can be improved. As practitioners and medical professionals, it’s our primary mission to help people achieve optimal health so they can experience an optimal life.

WHY WHAT WE DO MATTERS

We exist to change a system focused on disease and raise our expectations of health.

In America’s existing healthcare system, doctors treat at the point of disease. Our goal is to prevent disease by identifying emerging dysfunction so disease never becomes part of the equation. We have the knowledge and the capability to guide patients and practitioners toward a different future—one based on true human care and the pursuit of optimal health.

THE ELEVATOR PITCH

Our Functional Health Reports offer a window into the body’s functions and a comprehensive view of a patient’s health. Our reports give personalized recommendations to reach optimal health.

The OptimalDX software platform gives practitioners and patients a window into the body’s complex functions. Our reports serves as a comprehensive and contextual roadmap, building understanding of not just what the symptoms of a condition are, but more importantly, what the root cause is. Patients can finally see their health, raise their expectations of how healthy they can really be, and take greater ownership of their health and wellness.

VALUE PROPOSITION

OUR VALUE PROPOSITION CANVAS

The goal of the Value Proposition Canvas is to aid in the design and definition of great value propositions that match the need of our audience segments and their respective jobs-to-be-done and helps them solve their problems. This is what the start-up scene calls product-market fit or problem-solution fit. The Value Proposition Canvas helps us work towards this fit in a more systematic way.*

*Source: Strategyzer.com

FOR LICENSED PRACTITIONERS

WHAT THEY WANT

• They want insights into their patients’ health.

• They want refined processes that save time.

• They want a better interpretation of lab findings.

• They want market differentiation.

• They want to achieve expert status in their patients’ eyes.

THE PRODUCT & SERVICES THAT HELP

• ODX platform subscription (product suite)

• Training and certification

• In-platform purchases

• Dr. Weatherby’s books

THE PAINS THEY ENCOUNTER

• Losing patients to other practitioners/specialists

• Overwhelming demands on their time

• Strained financial resources

• Losing money

• Stress

• Extraordinary expenses

• Having to say “I don’t know”

• Complexity of information

• Lack of clarity

• Quackery

• Meeting a negative status quo

• Not having enough time for other things in life

• Getting burned out

HOW WE RELIEVE THEIR PAIN

• We work as a partner with practitioners—we do not try to take their patients.

• We offer professional connection.

• We help them provide better care.

• We offer education.

• We help them make money.

• We help them save money.

• We help them save time.

• We simplify their process.

• We provide tools to help them grow their business.

• We truly help their patients.

• We provide a community where they can belong.

• Our reports add value.

• We help them appear smart and clever.

• We provide support.

• We help them differentiate themselves from their competitors.

• We communicate complex lab findings with clarity, accuracy, and context.

HOW WE DELIVER MORE VALUE

• We provide meaning in addition to information.

• We provide a road map of patient’s health.

• We offer tools for true preventative care.

• We help practitioners feel empowered to better care for their patients.

• We deliver comprehensive analysis of lab results.

• We provide contextual analysis.

• We do the busy work for them.

HOW LICENSED PRACTITIONERS BENEFIT

• They gain a sense of purpose.

• They achieve expert status.

• They advance their education.

• They feel more fulfilled and happy.

• They receive recognition from their peers.

• They are free from worry.

• They can differentiate themselves in the market.

• They are more satisfied with their work.

• They earn more money.

• They have greater clarity.

• They experience greater success.

• They gain more referrals.

• They see an increase in profit.

• They feel empowered.

• They have fresh inspiration.

• They have more time for things they care about.

WHAT THEY WANT

• They want insights into their clients’ health.

• They want to save time.

• They want to provide a better interpretation of lab findings.

• They want to differentiate themselves in the market.

• They want strong tools to supplement their limited knowledge.

THE

PRODUCT & SERVICES THAT HELP

• ODX Platform Subscription (product suite)

• Training and certification

• In-Platform Purchases

• Dr. Weatherby’s Books

REASONS

THE PAINS THEY ENCOUNTER

• Overwhelming demands on their time

• Strained financial resources

• Losing money

• Stress

• Extraordinary expenses

• Having to say “I don’t know”

• Complexity of information

• Lack of clarity

• Quackery

• Meeting a negative status quo

• Feeling professionally isolated or alone

• Struggling to make it

• Failing in their business

HOW WE RELIEVE THEIR PAIN

• We provide meaning in addition to information.

• We provide a road map of their clients’ health.

• We offer tools to provide true preventative care.

• We empower them to better care for their clients.

• We offer comprehensive analysis of lab results.

• We provide contextual analysis.

• We do the busy work for them while providing instruction and guidance on use.

• We help fill in the gaps of their knowledge.

HOW WE DELIVER MORE VALUE

HOW NON-LICENSED PRACTITIONERS BENEFIT

• We help them communicate more effectively to clients.

• We connect them to experts.

• They experience a sense of purpose and belonging.

• They achieve expert status.

• They find validation in their work.

• We enable them to provide better care.

• We advance their knowledge.

• They have opportunities for networking.

• We help them make money.

• They advance their education and gain knowledge.

• We help them save time and money.

• We simplify their practice.

• They experience greater happiness and worry less.

• They receive recognition from their peers.

• We support their business growth.

• We truly help their clients.

• They can differentiate their practice in the market.

• We welcome them into a community and create a sense of belonging.

• They are more satisfied in their work.

• We add value to their practice.

• They can earn more money and increase their profit.

• We help them look smart and clever.

• They gain clarity.

• We provide support.

• Their practice becomes successful.

• We help them differentiate themselves from their competitors.

• They feel empowered to better care for clients.

• They have fresh inspiration.

• We help them be more efficient with their time

• They have more time for things they care about.

• We communicate complex lab findings with clarity, accuracy, and context.

• They expand their client base and gain more referrals.

• They find support and mentorship.

FOR WILD PATIENTS

WHAT THEY WANT

• They want direction and answers.

• They want information without being overwhelmed.

• They want a true and effective partnership with a practitioner.

• They want to get healthier.

• They don’t want to worry about their health now or in the future.

THE PRODUCT & SERVICES THAT HELP

• Access to ODX Lab Tests

• ODX Certified Practitioner Pathway (Practitioner Referral Program)

• ODX Supplements

• Patient Portal

• Facilitate Patient Conversation

• Self-Serve/Practitioner Selected

THE PAINS THEY ENCOUNTER

• Getting sicker

• Feeling alone

• Misinformation or falsified information

• Quack practitioners

• Stress, worry, frustration

• Wasting more money

• More pain

• Questions going unanswered

• More dead ends

HOW WE RELIEVE THEIR PAIN

• We provide a patient health roadmap so they have a path forward.

• We provide direction along with information.

• We provide personalized recommendations for treatment.

• We provide relevant information and insight.

• We connect them with a practitioner who can better support them in their health goals.

• We help lead them towards optimal health.

HOW WE DELIVER MORE VALUE

• We help them find answers.

• We help them get help.

• We offer direction and focus on the real issue.

• We help them feel good.

• We provide connection with practitioners.

• We hear them and give validation to their concerns.

• We provide support and coaching.

• We help them identify dysfunction before it becomes more serious.

REASONS TO CHOOSE

HOW WILD PATIENTS BENEFIT

• They find true wellness.

• They regain energy and vitality.

• They finally understand their illness.

• We help them avoid disease by treating dysfunction.

• We offer clarity and insight into their body’s functions.

• They have less stress and fewer worries, so they can experience greater happiness.

• They have answers they can trust, so they have greater degree of certainty.

• They improve their quality of life, now and in the future.

• They experience relief from their symptoms.

• They feel empowered to take control of their health.

“How can I better interpret my patients’ test results?”

WHO WE ARE

THE CHARACTER ARCHETYPE

To give us a deeper understanding of how our brand is relevant to our audiences, we mine archetypes found in literature, psychology and story. By identifying the archetypes that reflect us, we can better understand the role our brand plays in the life and customer journey of our audience segments.

An archetype is a character-type that recurs in different times and places so frequently or prominently as to suggest that it embodies some essential element of ‘universal’ human experience.

(Adapted from The Concise Oxford Dictionary of Literary Terms)

“An archetype is a universally familiar character that transcends time, place, gender, and age. It represents an eternal truth.”

Jon Howard-Spink, Planning Director at Mustoe Merriman Levy

OPTIMAL DX IS A TRANSLATOR

THE TRANSLATOR archetype can be described as the messenger of meaning.

Motivated by a fascination with how people create meaningful lives for themselves through communication and language, the Translator taps into meanings that are universal to the human race. The Translator may have a highly-developed need for fairness and integrity. High intellect, cognitive discernment and a strong intuitive capacity are attributes of this archetype.

TRANSLATOR

Skilled at navigating complex information, making unexpected connections to reveal meaning.

OPTIMAL DX

We synthesize complex, seemingly disparate information, providing our users with a clear and actionable way forward.

High intellect, cognitive discernment and a strong intuitive capacity.

Motivated by a fascination with how people create meaningful lives for themselves.

Our software leverages the insight and industry experience of our founders, so you can be the expert for your patients.

Possesses an unusually well-developed need to uncover true meaning and intention.

Fueled by fairness and integrity, this archetype has the strength of character to withstand societal pressure to conform to conventional thought or method.

We provide answers and insights into your patient’s health, so they can find the quality of life they’ve been searching for.

We offer early detection by identifying dysfunction at the root of the problem. We help patients actively avoid disease, in stark contrast to the passive approach of “You’re not sick...yet.”

For too long our industry has been comfortable with treating conditions when the goal should be to prevent them. We commit to changing the narrative.

Examples: Sigmund Freud, Van Jones (Green For All and Rebuild the Dream), NASA and Mission Markets (impact investing)

OPTIMAL DX IS A MENTOR

THE MENTOR is a teacher in whom trust can be placed. With a great curiosity about what makes people tick, gratification is found by supporting others’ empowerment. Becoming a partner toward the realization of higher order goals, the Mentor is motivated by the desire to be a rising tide that lifts all boats and to share wisdom for the benefit of all.

MENTOR

A teacher and trainer—one who supports learning in order to prepare others to meet life’s challenges.

OPTIMAL DX

We’re here to help you make sense of often unclear information, so you can better care for your clients.

Someone in whom trust can be placed without reservation.

We’re on your side because we believe what you believe: healthcare and human care go hand-in-hand.

Finds gratification in supporting others toward empowerment and the realization of a higher goal.

We believe your work has value in our industry, and our software better equips you to prove your value.

Committed to being a long-term advisor, supporter and partner through multiple engagements.

We’re with you for the long haul, equipping you to always be able to provide the best care for your clients.

Motivated by the desire to share wisdom for the benefit of all.

We’ve torn down the veil of mystery that often exists in healthcare, returning to people the right to know what’s going on with their health and why.

Examples: Lassie, Thelma & Louise, Anne Sullivan, Guide Dogs of America, Kiva.org, Zagat

OPTIMAL DX IS A DETECTIVE

THE DETECTIVE seeks answers to· the mysteries of why people do what they do. While deeply intuitive, knowing is not enough for the Detective ; empirical evidence must be found. The Detective is both a skilled investigator and a sleuth, intuiting clues and analyzing input. Guided by a need to uncover and understand, the Detective is satisfied by finding and fitting together the puzzle pieces of life so that knowledge and truth are served.

DETECTIVE

Ability to research, make connections and uncover those things that are hidden.

OPTIMAL DX

We commit to uncovering what’s true about your health and the things that are causing you to feel the way you do.

Motivated by the desire to overcome fallibility.

While deeply intuitive, knowledge is not enough for this archetype; empirical evidence must be found.

Driven by the need to seek and find the answers to life’s mysteries.

For so long you’ve experienced misinformation and misdiagnosis. We’re here to end that vicious cycle.

We don’t just give you information—we give you reason, cause, direction—everything you’ve been looking for.

You’ve been wandering in the haze of ambiguity for too long. Let’s find you a clear way forward.

Satisfied by finding and fitting together the puzzle pieces of life so that knowledge and truth are served.

You’ve been trying to fit together all the different things you’ve learned about your health. We’ll help you put the pieces back together.

Examples: Ram Dass, Ray Anderson (Interface), Morgan Freeman in Driving Miss Daisy, Dobby (Harry Potter series)

WHAT THIS MEANS

There is a lot of noise in the healthcare industry, and often patients are left feeling as though their best interests are not at heart. That’s why we make sure we are always putting the needs of patients front and center in our work. We approach everything from a place of empathy, not ego.

WHY IT MATTERS

We have the answers, but we don’t believe we hold 100% of the truth on your health. We don’t attack or dehumanize others to promote our service. There’s a lot of bravado in the health space. We don’t believe that if you say things enough times it becomes true.

WHAT THIS MEANS

We take the complex and we make it simple. It’s a process of synthesis—or making systems out of jumbled, disconnected, and scattered information. Although intelligent, we also remain approachable.

WHY IT MATTERS

We want every patient to be able to understand their specific health situation when they read our reports. We don’t want people to find our reports hard to use or too difficult. We are not complex for the user, but have a clever approach that makes it approachable.

Cutting Edge Conventional

WHAT THIS MEANS

We’re not cookie cutter, but instead are pushing the envelope. We’re on the edge of what’s known. We are energetic and looking for new ways to help people with our solutions. We understand traditional medicine, but are pushing away from that. We’re energetic in our approach.

WHY IT MATTERS

When someone is looking for answers for their health, the last thing they need is someone sitting behind a desk or in their ivory tower, telling them what to do. We’ve got the white coat, but we leave it in the closet and come out and talk to people. Our information is not jargon driven, and does not need to be interpreted by a gatekeeper. It can be understood by anyone.

Scientific Exclusive

WHAT THIS MEANS

We have integrity and are dependable. While what we do is scientific by nature, we envision a world where healthcare is driven by empathy and not ego. We look for the best ways to help patients. We back things up with research, but we aren’t just for a select group.

WHY IT MATTERS

We want all people to experience better health, and not just a select group. We are also not only for the licensed practitioner, but also for the non-licensed practitioner, and the individual patient who is looking for his or her own answers.

INTERNAL ELEMENTS

VISION

We’re out to change how practitioners serve patients.

We are changing the way practitioners are having conversations with their patients. We envision a world where the healthcare industry values empathy over ego. No longer are patients kept from the information they are seeking - instead they are given the information that they have the right to and are referred to practitioners who can help them best leverage that information to help them live a truly optimal life. We see doctors and patients standing on an equitable plane—no longer will the doctor stand above and look down on the patients they treat. We provide people with information and help patients take ownership for their health. We connect them with practitioners who can best help them steward the information they have.

CHARACTER

We are a TRANSLATOR For the Licensed Professional

We are a MENTOR For t he Non-Licensed Professional

We are a DETECTIVE For the Wild Patient PERSONALITY

We are ANALYTICAL, never BRASH

We are CLEVER, never COMPLEX

We are CUTTING-EDGE, never CONVENTIONAL

We are SCIENTIFIC, never EXCLUSIVE

EXTERNAL ELEMENTS

POSITION

We’re changing expectations about health— challenging people who are satisfied with “normal” and motivating them to desire what’s “optimal”.

We are committed to helping people move towards optimal health and expanding their awareness.

OUR STORY

Our blood chemistry software offers a window into the body’s functions and a clearer view of a patient’s health. Our reports give personalized recommendations to reach optimal health.

The OptimalDX software platform offers a window into the body’s functions. We provide a comprehensive and contextual roadmap, providing insight about the symptoms and root causes of a condition. This view is highly motivating and empowers patients to truly take ownership of their health.

Licensed Practitioners

• We provide patient insights and patient health roadmaps so licensed practitioners can communicate effectively with patients and provide them with answers.

• We help licensed practitioners differentiate themselves in the marketplace with true preventative care so they can grow their business, and be seen as the experts they are.

• Our software platform saves licensed practitioners time and money with comprehensive and contextual analysis, so they can stop the busy work and get back to helping more patients.

• We provide training and resources to licensed practitioners so they can feel empowered to help their patients.

Non-Licensed Practitioners

• We help non-licensed practitioners communicate complex lab findings with clarity, accuracy, and context, so they can differentiate themselves from their competitors.

• We provide a method for non-licensed practitioners to better care for their clients, and help fill in any knowledge gaps, thanks to our easy to understand reports and comprehensive analysis.

• We provide non-licensed practitioners a way to differentiate their business without wasted resources or money. They can save time, simplify their process, and grow their business, while also gaining the trust and respect of their clients.

• Our training and resources help non-licensed practitioners to grow their business and gain expert status with their clientele, without a struggle or having to spend an extraordinary amount of money to get there.

Wild Patients

• We provide patients with a health roadmap that puts the power of their health back into their own hands, and provides them with the answers they are seeking.

• We give patients access to relevant health information and insight without overwhelm, or leaving then wondering what to do next.

• We offer support and coaching to patients who are tired of misinformation or not understanding their illness and instead are looking to empower themselves to feel better, get healthy, and find connections.

• We improve patients’ quality of life by giving them the tools to get focused on a real issue and find the answers they need to move towards their optimal health.

“It’s time to change our expectations of health.”

—Dr. Dicken Weatherby, Founder and CEO of Optimal DX