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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

Hypothesis
Testing

Adaptive
Interviewing

!

!

!

#s: B2C >> B2B	


Be goal directed	


!

!

Recap context &
validated learnings	


Preview
importance	


Understand key
drivers; explore
alternatives	


!

Cut failed
interviews short

!

Push back!

!

Craft & refine
frameworks / flow
diagrams
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
Product/Market Fit

Last Week

This Week
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
Digital Health Market Types
New

Market

Existing

Market

Clone
Market

Resegmented
Market
BIG IDEA: Automation

Less Routine

High Skill,	

Non-Routine

Low Skill,	

Routine

High Skill,	

Routine

Increasing Skill

Automation
Opportunity
Key Customers
Consumers

Employers

Insurers + Government

Providers

Producers
Consumers
Disease-based
Segmentation

TIDM vs.

TIIDM (insulin)

vs.TIIDM (orals)

Technology
Segmentation

Patients,
Caregivers, &
Decision-makers
Employers
Active Risk
Managers

Signal vs.

Noise

Third-Party
Administrators


RFPs galore -- how
are you any different?


Claims Processing	

Vendor Management	

...	

HSAs, 401Ks
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.
Insurers + Government
Effectively

Single-Payer

Government


Medicare (Regional)	

!

Medicare Advantage
(Private) 	

!

Medicaid (State)
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
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
Customer Segments

Lean Launchpad: Digital Health
UCSF Entrepreneurship Center	

October 8, 2013

Abhas Gupta, MD	

Mohr Davidow Ventures	

@abhasguptamd


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UCSF Life Sciences Week 2 digital health - Customer Sements

Editor's Notes

  1. 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 -
  2. Michael Porter & Thomas Lee