You’re the PM for CareBridge, a Series B digital health company (telehealth + chronic care management) used by 120 provider groups across the US. CareBridge supports ~1.8M patient accounts and ~32k clinicians (physicians, nurses, MAs). Revenue is primarily B2B SaaS: providers pay per active patient per month, with performance bonuses tied to quality measures (HEDIS-like) and patient satisfaction.
CareBridge’s flagship product is a hypertension + diabetes care program that combines remote monitoring, asynchronous messaging, and visit scheduling. CareBridge integrates with Epic and Cerner via HL7/FHIR where available, but integration quality varies widely by customer.
CareBridge competes with:
Your differentiation has been “clinician-friendly workflows” and “fast time-to-value” for mid-sized provider groups (50–500 clinicians). However, churn risk is rising: 3 large customers (representing 14% of ARR) are up for renewal in 4 months.
| Persona | Segment | Goals | Current Pain Points |
|---|---|---|---|
| Maria, 58 | Patient with diabetes, low digital literacy | Keep A1C under control, avoid clinic visits | Confusing app navigation, distrust of messages, forgets appointments |
| Devon, 34 | Patient with hypertension, busy schedule | Quick refills, minimal disruption | Misses reminders, resents “nagging,” wants fewer steps |
| Dr. Chen | Primary care physician | High-quality care, avoid burnout | Too many inbox messages, unclear patient context |
| Nina | Medical assistant | Keep schedule full, prep visits | Manual reminder calls, fragmented tools |
| Sam | Care manager / RN | Close care gaps | Hard to triage who needs outreach today |
Over the last 2 quarters, CareBridge has seen:
Leadership believes the root cause is that CareBridge is optimizing for patient engagement features without deeply understanding clinician workflow constraints and the patient’s real-world barriers (transportation, trust, health literacy). You’ve been asked to propose a plan to gather insights from both patients and clinicians and translate those insights into a prioritized MVP that can be shipped before renewal season.
Your interviewer will ask follow-ups about trade-offs (speed vs rigor, patient vs clinician needs, and what you do when insights conflict).