Publications
Publications
- November 2016 (Revised October 2018)
- HBS Case Collection
Augmedix
By: Frank V. Cespedes and Alexandra N. Rachlin
Abstract
In April 2015, Ian Shakil and Pelu Tran, cofounders of Augmedix, are discussing how to grow their emerging health care startup. The company’s sole product, also called Augmedix, streams video of doctor-patient interactions to remote medical scribes, thus freeing doctors from the burden of having to manually input information into an electronic medical record (EMR) and giving them additional time to focus on patients. Shakil and Tran had grown the company by allowing any qualified doctor or health system to use the service but are now discussing whether they should segment the market and focus on a particular type of client. They also wonder whether Augmedix’s current pricing appropriately reflects the value their service provides. Lastly, the two want to discuss how to staff and structure the company’s nascent sales function as Augmedix grows.
Keywords
Entrepreneurial Management; Sales Management; Scaling; Hiring; Pricing; Entrepreneurship; Marketing; Marketing Strategy; Product Marketing; Sales; Technology; Health Industry; United States
Citation
Cespedes, Frank V., and Alexandra N. Rachlin. "Augmedix." Harvard Business School Case 817-048, November 2016. (Revised October 2018.)