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