The Health-Tech Customer Interview Framework (For Product Leaders)

If your product team isn’t conducting weekly customer interviews, you’re building in the dark.

Here’s the framework I use to help PMs run high-quality, unbiased interviews that drive real product insight in healthcare:

1. Start With the Why

Customer interviews aren’t for “feature ideas.”
They’re for understanding clinical workflow, constraints, motivations, and risk — the foundation of every successful health-tech product.

2. Set Clear Expectations

• Every PM → 1–3 interviews/week

• 20–45 minutes per conversation

• Summary after every interview

• Team-wide synthesis monthly

3. Train the Team

Shadow senior PMs → mock interviews
Make interviewing a skill, not an afterthought.

4. Define the Team’s Approach

• Which product/workflow are we validating?

• How will we find respondents? (champions, advisory boards, warm intros)

• How will we test concepts?

• Where will insights live? (Notion/Confluence/Airtable)

5. Get Exec Alignment

Partner with Sales, Marketing, Clinical Leadership, and Compliance.
Their support accelerates access, accuracy, and trust.

6. Start With Friendly Customers

Begin with power users and champions → expand to non-users, skeptics, and competitive users.

7. Share Insights Widely

After each interview: 3–5 insights.
After multiple trends → root causes → opportunities.
Insights are only valuable when the whole org can use them.

Enter these into a spreadsheet.

8. Coach Your PMs

Shadow interviews.
Catch bias.
Review notes.
Track weekly progress.
Reward insight generation — not feature shipping.

This is an ongoing process that will change the game for your products and your company’s bottom line.