3. Stay Organized
Keep concise notes so you
can refer back easily
...
Always be hypothesis testing;
update accordingly
Synthesize Key Insights;
spend the extra time here
5. Customer Archetypes
Find the customer begging you
to build the MVP
!
?
Understand decision-making
and buying process
(Customer Context)
!
Keep it simple! 1-2 archetypes
6. Digital Health Market Types
New
Market
Existing
Market
Clone
Market
Resegmented
Market
7. BIG IDEA: Automation
Less Routine
High Skill,
Non-Routine
Low Skill,
Routine
High Skill,
Routine
Increasing Skill
Automation
Opportunity
11. Providers
Fee-for-Service
At-Risk
Global Capitation
Episodic Bundled
Payments
Capitated
Primary
Care (IPNs)
Increasing Patient Complexity
“The trillion-dollar
opportunity that could
save healthcare”
http://bit.ly/GJbfb1
“The strategy that will
fix healthcare”
http://bit.ly/GJbOl8
Other segmentation by size
(clinic vs. hospital), patient
population, services (primary
vs. tertiary), inpatient vs.
outpatient, etc.
13. Producers
Pharma, Medical Devices, Cloud-based EMRs
Producer
Stakeholders
Product Managers
VP Sales
VP Marketing
Field Rep
...
Venture Arms
Resellers /
Distributors
Cloud-Based
EMRs
Product Managers
Data Science
VP of BD
14. BIG IDEA: Product +
Customer Prioritization
Tight product/market fit is key
MVP
Generic
Expected
What actually addresses
the critical need?
Niche Need >>
Broad “Nice to Haves”
Distill both sides to the most fundamental
value proposition and customer segment
15. Customer Segments
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 8, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd
Editor's Notes
Existing Market - technology innovation/automation
Resegmented Market - evolving business models within existing markets (bundled payments, etc.)
New Market - new ways of delivering care (mostly B2C)
Clone Market -