Publications
Publications
- March 2018
- HBS Case Collection
Augmedix
Abstract
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.