Customer Segments

Lean Launchpad: Digital Health
UCSF Entrepreneurship Center	

October 8, 2013

Abhas Gupta, MD	

Mohr D...
Interview as Entrepreneurs
... Not Census Workers!
Interviewee
Issues

Hypothesis
Testing

Adaptive
Interviewing

!

!

!
...
Stay Organized
Keep concise notes so you
can refer back easily

...

Always be hypothesis testing;
update accordingly
Synt...
Product/Market Fit

Last Week

This Week
Customer Archetypes
Find the customer begging you
to build the MVP	

!

?

Understand decision-making

and buying process
...
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 Ski...
Key Customers
Consumers

Employers

Insurers + Government

Providers

Producers
Consumers
Disease-based
Segmentation

TIDM vs.

TIIDM (insulin)

vs.TIIDM (orals)

Technology
Segmentation

Patients,
Care...
Employers
Active Risk
Managers

Signal vs.

Noise

Third-Party
Administrators


RFPs galore -- how
are you any different?
...
Providers
Fee-for-Service
At-Risk
Global Capitation
Episodic Bundled	

Payments
Capitated
Primary
Care (IPNs)

Increasing ...
Insurers + Government
Effectively

Single-Payer

Government


Medicare (Regional)	

!

Medicare Advantage
(Private) 	

!

...
Producers
Pharma, Medical Devices, Cloud-based EMRs
Producer
Stakeholders
Product Managers	

VP Sales	

VP Marketing	

Fie...
BIG IDEA: Product +
Customer Prioritization
Tight product/market fit is key

MVP
Generic
Expected

What actually addresses
...
Customer Segments

Lean Launchpad: Digital Health
UCSF Entrepreneurship Center	

October 8, 2013

Abhas Gupta, MD	

Mohr D...
Upcoming SlideShare
Loading in...5
×

UCSF Life Sciences Week 2 digital health - Customer Sements

44,634

Published on

0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
44,634
On Slideshare
0
From Embeds
0
Number of Embeds
57
Actions
Shares
0
Downloads
75
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide
  • 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. 1. Customer Segments Lean Launchpad: Digital Health UCSF Entrepreneurship Center October 8, 2013 Abhas Gupta, MD Mohr Davidow Ventures @abhasguptamd

    2. 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. 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. 4. Product/Market Fit Last Week This Week
    5. 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. 6. Digital Health Market Types New
 Market Existing
 Market Clone Market Resegmented Market
    7. 7. BIG IDEA: Automation Less Routine High Skill, Non-Routine Low Skill, Routine High Skill, Routine Increasing Skill Automation Opportunity
    8. 8. Key Customers Consumers Employers Insurers + Government Providers Producers
    9. 9. Consumers Disease-based Segmentation TIDM vs.
 TIIDM (insulin)
 vs.TIIDM (orals) Technology Segmentation Patients, Caregivers, & Decision-makers
    10. 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. 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. 12. Insurers + Government Effectively
 Single-Payer Government
 Medicare (Regional) ! Medicare Advantage (Private) ! Medicaid (State)
    13. 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. 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. 15. Customer Segments Lean Launchpad: Digital Health UCSF Entrepreneurship Center October 8, 2013 Abhas Gupta, MD Mohr Davidow Ventures @abhasguptamd

    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×