For Thirty Madison's migraine treatment service, Cove, should we prioritize expanding the medication options or improving the telemedicine consultation experience?

Introduction

For Thirty Madison's migraine treatment service, Cove, we're facing a critical trade-off between expanding medication options and improving the telemedicine consultation experience. This decision will significantly impact our ability to serve patients effectively and grow our business. I'll analyze this trade-off by examining our product, metrics, and potential experiments to make a data-driven recommendation.

Step 1

Clarifying Questions (3 minutes)

• Based on Cove's business model, I'm thinking revenue is primarily driven by subscription fees and medication sales. Could you confirm our current revenue breakdown between these sources?

Why it matters: Helps prioritize which aspect of the service to focus on for maximum financial impact. Expected answer: 60% medication sales, 40% subscription fees. Impact on approach: A higher percentage from medication sales would lean towards expanding options.

• Considering user behavior, I'm assuming patients value quick relief and personalized treatment plans. What's our current average time from sign-up to receiving medication?

Why it matters: Indicates whether the consultation process is a bottleneck in patient care. Expected answer: 3-5 days from sign-up to medication receipt. Impact on approach: A longer time might prioritize improving the telemedicine experience.

• Looking at our technical capabilities, I'm thinking our platform might have limitations in integrating new medications. How flexible is our current system for adding new treatment options?

Why it matters: Determines the feasibility and resource requirements for expanding medication options. Expected answer: Moderately flexible, requires 2-3 weeks of development per new medication. Impact on approach: High flexibility would make expanding medications more attractive.

• Regarding our team capacity, I'm assuming we have both product and medical professionals. What's our current ratio of product developers to medical consultants?

Why it matters: Indicates which area we're better equipped to improve quickly. Expected answer: 2:1 ratio of product developers to medical consultants. Impact on approach: A higher ratio of developers might favor improving the telemedicine experience.

• Considering market trends, I'm thinking telemedicine adoption is rising. What's been our year-over-year growth in new patient sign-ups?

Why it matters: Helps gauge whether improving the consultation experience could lead to significant user growth. Expected answer: 30-40% YoY growth in new patient sign-ups. Impact on approach: High growth might prioritize scaling the consultation experience.