Augmedix

Frank V. Cespedes

Teaching Note | HBS Case Collection | March 2018

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;

Language: English

Format: Print

11 pages

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Citation:

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

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Augmedix

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