UCSF Life Sciences Week 2 digital health - Customer Sements

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  • 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 -
  • Michael Porter & Thomas Lee
  • UCSF Life Sciences Week 2 digital health - Customer Sements

    1. Customer Segments Lean Launchpad: Digital Health UCSF Entrepreneurship Center October 8, 2013 Abhas Gupta, MD Mohr Davidow Ventures @abhasguptamd

    2. 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
    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
    4. Product/Market Fit Last Week This Week
    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
    8. Key Customers Consumers Employers Insurers + Government Providers Producers
    9. Consumers Disease-based Segmentation TIDM vs.
 TIIDM (insulin)
 vs.TIIDM (orals) Technology Segmentation Patients, Caregivers, & Decision-makers
    10. Employers Active Risk Managers Signal vs.
 Noise Third-Party Administrators
 RFPs galore -- how are you any different?
 Claims Processing Vendor Management ... HSAs, 401Ks
    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.
    12. Insurers + Government Effectively
 Single-Payer Government
 Medicare (Regional) ! Medicare Advantage (Private) ! Medicaid (State)
    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

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