Related Work

1. Teaching Note | HBS Case Collection | March 2018

   Augmedix

   Frank V. Cespedes

   Teaching Note for HBS No. 817-048. Augmedix provides a service that live-streams video of patient appointments to a remote scribe, freeing up significant physician time from electronic medical record data-entry tasks. The venture is confronting decisions in areas such as customer segmentation, pricing, and sales hiring. The case and teaching note examine factors that drive adoption of a service, how these factors vary by segment or buyer type, and the implications (and trade-offs) for customer acquisition cost (CAC), customer lifetime value (LTV), pricing, and sales hiring in a venture that has achieved product-market fit and is seeking to scale.

   Keywords: Entrepreneurship; Sales; Management; Marketing Strategy; Growth and Development Strategy; Technology Adoption; Customers; Segmentation; Health Industry; Technology Industry; United States;

   Citation:

   Cespedes, Frank V. "Augmedix." Harvard Business School Teaching Note 818-117, March 2018.  View Details

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2. Case | HBS Case Collection | November 2016 (Revised October 2018)

   Augmedix

   Frank V. Cespedes and Alexandra N. Rachlin

   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; marketing strategy; 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.)  View Details

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