Customer Segments Lean Launchpad: Digital Health

UCSF Entrepreneurship Center October 8, 2013

Abhas Gupta, MD Mohr Davidow Ventures

@abhasguptamd

Interview as Entrepreneurs... Not Census Workers!

Interviewee Issues !#s: B2C >> B2B !Preview importance !Cut failed interviews short

Hypothesis Testing !Be goal directed !Understand key drivers; explore alternatives !Push back!

Adaptive Interviewing !Recap context & validated learnings !Craft & refine frameworks / flow diagrams

Stay Organized

...

Keep concise notes so you can refer back easily

Synthesize Key Insights; spend the extra time here

Always be hypothesis testing; update accordingly

Product/Market Fit

Last Week This Week

Customer Archetypes

?Find the customer begging you

to build the MVP !

Understand decision-makingand buying process

(Customer Context) !

Keep it simple! 1-2 archetypes

Digital Health Market Types

New Market

Clone Market

ExistingMarket Resegmented

Market

BIG IDEA: Automation

Increasing Skill

Less

Rou

tine

High Skill, Non-Routine

High Skill, Routine

Low Skill, Routine

Automation Opportunity

Key Customers

Consumers Employers Providers

Insurers + Government Producers

Consumers

Disease-based Segmentation

Patients, Caregivers, &

Decision-makers

Technology Segmentation

TIDM vs. TIIDM (insulin) vs. TIIDM (orals)

Employers

Active Risk Managers

Third-Party Administrators

Signal vs. Noise

RFPs galore -- how are you any different?

Claims Processing Vendor Management

... HSAs, 401Ks

Providers“The trillion-dollar opportunity that couldsave healthcare” http://bit.ly/GJbfb1

“The strategy that will fix healthcare”http://bit.ly/GJbOl8

Fee-for-Service

At-Risk

Increasing Patient Complexity

Global Capitation

Episodic Bundled Payments

Capitated Primary

Care (IPNs)

Other segmentation by size (clinic vs. hospital), patient

population, services (primary vs. tertiary), inpatient vs.

outpatient, etc.

Insurers + Government

Government

Medicare (Regional) !

Medicare Advantage (Private)

!Medicaid (State)

Effectively Single-Payer

ProducersPharma, Medical Devices, Cloud-based EMRs

Producer Stakeholders

Cloud-Based EMRs

Resellers / Distributors

Product Managers VP Sales

VP Marketing Field Rep

... Venture Arms

Product Managers Data Science

VP of BD

BIG IDEA: Product + Customer Prioritization

Distill both sides to the most fundamental value proposition and customer segment

MVP

Generic

Expected

Tight product/market fit is key

What actually addresses the critical need?

Niche Need >> Broad “Nice to Haves”

Customer Segments Lean Launchpad: Digital Health

UCSF Entrepreneurship Center October 8, 2013

Abhas Gupta, MD Mohr Davidow Ventures

@abhasguptamd