Is it better for Doctolib to focus on expanding into new medical specialties or deepening services for current specialties?

Introduction

The trade-off question at hand is whether Doctolib should focus on expanding into new medical specialties or deepening services for current specialties. This scenario involves balancing growth through market expansion versus intensifying value in existing segments. I'll analyze this trade-off by examining Doctolib's current position, potential impacts, and key metrics, then design an experiment to inform our decision.

Step 1

Clarifying Questions (3 minutes)

• Context: I'm assuming Doctolib is a leading digital health platform in Europe. Could you confirm if they've already expanded beyond their core markets of France and Germany?

Why it matters: Helps understand current market penetration and growth potential Expected answer: Limited expansion beyond core markets Impact on approach: Would influence the urgency of new specialty expansion

• Business Context: Based on Doctolib's business model, I believe they operate on a subscription basis for healthcare providers. Is this still their primary revenue stream, or have they diversified?

Why it matters: Affects the financial implications of our decision Expected answer: Subscription model remains primary, with some additional services Impact on approach: Would guide our focus on provider acquisition vs. service expansion

• User Impact: I'm thinking about the patient side of the platform. How does patient engagement vary across different specialties currently on Doctolib?

Why it matters: Indicates potential for deepening services in high-engagement areas Expected answer: Varied engagement, with primary care and some specialties showing higher usage Impact on approach: Could prioritize deepening services in high-engagement specialties

• Technical: Considering the platform's architecture, how modular is it for adding new specialties versus expanding features for existing ones?

Why it matters: Affects the feasibility and resource requirements for each option Expected answer: Relatively modular, but with some customization needed for new specialties Impact on approach: Would influence the timeline and resource allocation for each strategy

• Resource: Given Doctolib's current team structure, do we have dedicated resources for specialty expansion and feature development, or would this require reallocation?

Why it matters: Determines our capacity to pursue both strategies simultaneously Expected answer: Some dedicated teams, but likely need for reallocation Impact on approach: Would impact the feasibility of a hybrid strategy vs. focusing on one direction