Case Study — Healthcare Forms Platform

Analyzed 60 sales calls. Found 85 jobs nobody knew existed. Resized a $1.41B market.

A healthcare forms platform thought they knew their customers. Structured validation against real sales data revealed they were entering the wrong segment.

60
Sales calls validated
85+
New jobs discovered
$1.41B
Total addressable market sized
45%
Overestimation corrected on key feature
Stack Python JTBD Kano Firecrawl

Before.

A healthcare SaaS platform had launched across multiple healthcare verticals — small practices, multi-specialty groups, hospitals, startups. The founding team had an original JTBD framework with 27 jobs and persona hypotheses. But these were assumptions, not data.

They didn’t know which segments were viable, what providers actually needed versus what was assumed, whether pricing matched value, how large the real opportunity was, or which features to prioritize. Every strategic decision was built on gut feel.

The Situation
  • 27 assumed jobs — no validation against real buyer conversations
  • Persona distribution based on gut feel — some overestimated by 2–3x
  • Feature priority rankings that didn’t match actual buying behavior
  • No market sizing grounded in verified data sources

What we did.

Systematic validation of every assumption against real sales conversations — then rebuilt the market strategy from verified data.

Step 1 — Sales Call Coding
Transcribed and coded 60 of 82 sales calls — 73% coverage. Every call scored for JTBD mentions, severity, persona match, and deal outcome.
Step 2 — Job Frequency Validation
Each of 27 original jobs tested against actual call data. Discovered 85+ new jobs — 3x the original framework. Manual data entry confirmed at 100% (vs claimed 88%). HIPAA compliance elevated from #3 to co-#1 at 97%.
Step 3 — Persona Accuracy Audit
Real distribution calculated: Sarah Chen (Office Manager) validated at 60%. Dr. Jennifer Park overestimated by 2–3x (actual 17%, claimed 38–52%). Dr. Rachel Martinez rare but real (7%, not 0% or 52%).
Step 4 — Market Sizing
Six-segment TAM/SAM/SOM analysis using NPPES database (9.4M NPI records), CMS data, Census Bureau, and AMA benchmarks. Multi-Specialty Groups identified as #1 opportunity ($360M TAM).
Step 5 — Feature Priority Correction
Integration (F15) demoted from #2 to #4 — only 43% frequency (claimed 88%), only 13% deal-breaker. HIPAA (F3) promoted to co-#1. Paper-to-digital (F44) discovered as new #3 at 57%.

After.

85+
New jobs discovered — 3x the original 27-job framework
100%
Manual data entry frequency — validated, was underestimated at 88%
45%
Integration feature overestimation — demoted from #2 to #4 priority
$1.41B
TAM across six healthcare segments, sourced from NPPES + CMS primary data
38%
Essential Plan win rate — highest converting tier identified
60
Calls coded — 73% coverage of total pipeline, statistically robust sample

What you can do now.

Your product team knows which features actually drive purchase decisions — not what surveys say, but what buyers do. Integration dropped from assumed #2 to actual #4. HIPAA rose from #3 to co-#1. Roadmap reprioritized around real signal.

Your sales team has segment-specific qualification criteria. Essential Plan converts at 38%. The DocuSign switcher segment (8% of calls, $6K/year current spend) is a new high-value target nobody was pursuing.

Your market strategy is grounded in primary data — NPPES database (9.4M records), CMS specialty data, Census Bureau, AMA benchmarks. Not a model. Not an estimate. Each claim sourced.

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Jake McMahon
Jake McMahon
ProductQuant

10 years building growth systems for B2B SaaS companies at $1M–$50M ARR. BSc Behavioural Psychology, MSc Data Science. This engagement required navigating ambiguous sales data, contradictory persona assumptions, and a six-segment market that looked nothing like the company expected.

What this looks like for your company

The Foundation.

A six-week engagement that turns your existing customer data — sales calls, support conversations, churn interviews — into validated product intelligence connected to roadmap, analytics, and positioning.

  • Sales call coding and JTBD validation: jobs ranked by frequency and accuracy vs. current assumptions
  • Persona accuracy audit: who is actually buying and using vs. who the team thinks is
  • Market sizing from primary data sources — NPPES, CMS, Census — not top-down estimates
  • Full analytics audit with biggest revenue gaps sized and implementation roadmap
  • Competitive intelligence library with ongoing monitoring system
$15,000–$25,000 · 6 weeks
Right for you if
  • Product strategy built on persona assumptions never validated against actual buyer behaviour
  • Sales call recordings sitting unused with no systematic process to extract insights from them
  • Need validated market sizing before a fundraise or GTM expansion decision
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Think you know your customers?

A 15-minute call is enough to know whether what we do is relevant to where you are. No pitch. Just a conversation about your specific situation.

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