How did Medable's site selection tool usage decline by 40% among pharmaceutical sponsors in Q2 despite new feature releases?

Introduction

Medable's site selection tool usage decline of 40% among pharmaceutical sponsors in Q2 despite new feature releases is a concerning trend that requires immediate attention. This analysis will systematically identify, validate, and address the root cause while considering both short-term and long-term implications for the product and business.

To tackle this issue, I'll follow a structured approach covering issue identification, hypothesis generation, validation, and solution development. My goal is to uncover the underlying reasons for the usage decline and propose actionable strategies to reverse this trend.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a seasonal component. Has Q2 historically shown lower usage compared to other quarters?

Why it matters: Seasonal patterns could explain the decline and inform our approach. Expected answer: No significant seasonal patterns observed in previous years. Impact on approach: If seasonal, we'd focus on Q2-specific strategies; if not, we'd investigate other factors.

• Considering the new feature releases, I'm curious about user adoption. What percentage of users have engaged with the new features?

Why it matters: Low adoption could indicate issues with feature relevance or usability. Expected answer: 30% of users have tried the new features. Impact on approach: Low adoption would lead us to investigate feature design and communication; high adoption would suggest looking elsewhere for causes.

• Given the specific mention of pharmaceutical sponsors, I'm wondering if this decline is uniform across all sponsor types or concentrated in certain segments?

Why it matters: Helps identify if the issue is global or specific to certain user groups. Expected answer: The decline is more pronounced among smaller pharmaceutical companies. Impact on approach: Segment-specific decline would lead to targeted investigation and solutions.

• Considering potential external factors, have there been any significant regulatory changes or industry events that might have impacted site selection processes?

Why it matters: External factors could explain the usage decline independent of product issues. Expected answer: No major regulatory changes, but a competitor launched a new tool in Q1. Impact on approach: Competitive pressure would shift focus to market positioning and differentiation.