![Page 1: UCSF Life Sciences Week 2 digital health - Customer Segments](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d53ce3bb61eb2a678b4605/html5/thumbnails/1.jpg)
Customer Segments Lean Launchpad: Digital Health
UCSF Entrepreneurship Center October 8, 2013
Abhas Gupta, MD Mohr Davidow Ventures
@abhasguptamd
![Page 2: UCSF Life Sciences Week 2 digital health - Customer Segments](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d53ce3bb61eb2a678b4605/html5/thumbnails/2.jpg)
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
![Page 3: UCSF Life Sciences Week 2 digital health - Customer Segments](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d53ce3bb61eb2a678b4605/html5/thumbnails/3.jpg)
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
![Page 4: UCSF Life Sciences Week 2 digital health - Customer Segments](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d53ce3bb61eb2a678b4605/html5/thumbnails/4.jpg)
Product/Market Fit
Last Week This Week
![Page 5: UCSF Life Sciences Week 2 digital health - Customer Segments](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d53ce3bb61eb2a678b4605/html5/thumbnails/5.jpg)
Customer Archetypes
?Find the customer begging you
to build the MVP !
Understand decision-makingand buying process
(Customer Context) !
Keep it simple! 1-2 archetypes
![Page 6: UCSF Life Sciences Week 2 digital health - Customer Segments](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d53ce3bb61eb2a678b4605/html5/thumbnails/6.jpg)
Digital Health Market Types
New Market
Clone Market
ExistingMarket Resegmented
Market
![Page 7: UCSF Life Sciences Week 2 digital health - Customer Segments](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d53ce3bb61eb2a678b4605/html5/thumbnails/7.jpg)
BIG IDEA: Automation
Increasing Skill
Less
Rou
tine
High Skill, Non-Routine
High Skill, Routine
Low Skill, Routine
Automation Opportunity
![Page 8: UCSF Life Sciences Week 2 digital health - Customer Segments](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d53ce3bb61eb2a678b4605/html5/thumbnails/8.jpg)
Key Customers
Consumers Employers Providers
Insurers + Government Producers
![Page 9: UCSF Life Sciences Week 2 digital health - Customer Segments](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d53ce3bb61eb2a678b4605/html5/thumbnails/9.jpg)
Consumers
Disease-based Segmentation
Patients, Caregivers, &
Decision-makers
Technology Segmentation
TIDM vs. TIIDM (insulin) vs. TIIDM (orals)
![Page 10: UCSF Life Sciences Week 2 digital health - Customer Segments](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d53ce3bb61eb2a678b4605/html5/thumbnails/10.jpg)
Employers
Active Risk Managers
Third-Party Administrators
Signal vs. Noise
RFPs galore -- how are you any different?
Claims Processing Vendor Management
... HSAs, 401Ks
![Page 11: UCSF Life Sciences Week 2 digital health - Customer Segments](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d53ce3bb61eb2a678b4605/html5/thumbnails/11.jpg)
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.
![Page 12: UCSF Life Sciences Week 2 digital health - Customer Segments](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d53ce3bb61eb2a678b4605/html5/thumbnails/12.jpg)
Insurers + Government
Government
Medicare (Regional) !
Medicare Advantage (Private)
!Medicaid (State)
Effectively Single-Payer
![Page 13: UCSF Life Sciences Week 2 digital health - Customer Segments](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d53ce3bb61eb2a678b4605/html5/thumbnails/13.jpg)
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
![Page 14: UCSF Life Sciences Week 2 digital health - Customer Segments](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d53ce3bb61eb2a678b4605/html5/thumbnails/14.jpg)
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”
![Page 15: UCSF Life Sciences Week 2 digital health - Customer Segments](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d53ce3bb61eb2a678b4605/html5/thumbnails/15.jpg)
Customer Segments Lean Launchpad: Digital Health
UCSF Entrepreneurship Center October 8, 2013
Abhas Gupta, MD Mohr Davidow Ventures
@abhasguptamd