Real-World PM Challenge: Fixing Remote Patient Monitoring Adoption with the CIRCLES Framework

 

Understanding the CIRCLES Framework

The CIRCLES framework is a memory aid that portrays a structured approach to problem-solving, especially useful in product design and management. Each letter in CIRCLES symbolizes an essential step in the process:
C - Comprehend the situation
I - Identify the customer
R - Report customer needs
C - Cut through, prioritise
L - List solutions
E - Evaluate tradeoffs
S - Summarise

Let's directly jump into the problem statement and how would we use this framework to spot the solution/s?

Scenario: Low Adoption in Small Urban Clinics

Assume you’re the PM of a Remote Patient Monitoring (RPM) SaaS platform.
Large hospitals love it, but adoption among small urban clinics is low.

The twist:
They sign up but don’t actively use the product after onboarding.

Step 1: C – Comprehend the situation

Before rushing to solve anything, we need to clarify:

• Is this a marketing problem (no sign-ups) or an adoption problem (signed up but not using)? → Here, it’s an adoption problem.

• Who are the target clinics? Rural or urban? → Urban (to remove infrastructure as a major blocker).

• What feedback do we have? → Onboarding is complex, staff training takes too long, and admins worry about cost.

Step 2: I – Identify the customer

In healthcare SaaS, there are multiple “customers”:

• Primary: Clinic administrators, Biomeds (make the buying decision)

• Secondary: Doctors (use the platform daily)

• Tertiary: Staff/medical assistants (do setup & maintenance)

For adoption, the clinic admin / biomeds are key — if they see value and smooth onboarding, they’ll push for usage.

Step 3: R – Report the Customer’s Needs

When we talk about “customer” in a healthcare SaaS context, we’re not just talking about the person who pays the invoice.

We mean all key stakeholders who interact with the product — because adoption depends on everyone in the chain seeing value and finding it easy to use.

1. Clinic Administrators (Primary Decision-Makers)

These are the people who approve the purchase and decide whether the clinic keeps using the product. Their needs drive the buying decision.

• Affordable pricing → Small clinics have tighter budgets than large hospitals. If the product feels too expensive, it’s an immediate dealbreaker.
• Clear ROI → They need proof that the product saves time, improves patient care, or boosts revenue — otherwise it’s just another expense.
• Minimal workflow disruption → Any new tool that slows down the clinic’s day-to-day operations will face resistance.

💡 If admins aren’t convinced on price, value, and smooth integration, the product never gets past the “trial” phase.

2. Doctors (Daily End-Users)

Doctors are the main operators of the platform for monitoring patient vitals. If it doesn’t fit their clinical workflow, adoption drops.

• Quick access to patient vitals → In busy clinics, every second counts. Doctors need the most important patient data immediately — not hidden behind multiple clicks.
• Simple navigation → Medical professionals aren’t looking to “learn another complex software” — they want intuitive, clean dashboards that get the job done fast.

💡 Even if admins approve the purchase, if doctors find the platform clunky, they’ll stop using it — and admins will eventually cancel the subscription.

3. Support Staff / Medical Assistants (Implementation & Maintenance)

These are the behind-the-scenes heroes who set up devices, train others, and troubleshoot.

• Easy onboarding → If setup is confusing, it slows the entire adoption process and frustrates staff.
• No heavy IT requirements → Small clinics rarely have in-house IT teams. The product must be simple enough for non-technical staff to manage.

💡 If staff can’t set it up or keep it running smoothly, the clinic won’t stick with it — no matter how great the software is.

Why this matters:
In B2B healthcare SaaS, adoption isn’t about just one user. You need a three-way win — admins see value, doctors find it easy, and staff can handle the technical side. If any one group’s needs are ignored, adoption fails.

Step 4: C – Cut through, prioritize

We can’t fix everything at once. We must choose what to solve first.

Here’s the Impact–Effort prioritization for our case:

Pain Point	Impact on Adoption	Effort to Solve	Quadrant (Impact–Effort)	Priority Rank
Complex onboarding & setup	High	Medium	Quick Wins	1
High cost for small clinics	Medium	Low	Quick Wins	2
Long training time	Medium	Medium	Major Projects	3
Workflow disruption	Medium	High	Fill-ins / Long-term	4
Lack of dedicated IT staff	Low–Medium	High	Fill-ins / Long-term	5

Step 5: L – List Solutions

Once we’ve prioritized the most pressing pain points (complex onboarding and high upfront costs), it’s time to brainstorm targeted solutions that address them directly. This isn’t just about throwing ideas at the wall — each solution should link back to a pain point, be realistic for the business, and aim for maximum impact.

1. Self-Setup Wizard with Video Guides
Many small clinics in rural areas lack dedicated IT staff, so setting up new software can be intimidating.
A guided, step-by-step onboarding wizard — supported by short explainer videos in local languages — helps users feel confident from day one. This reduces dependency on external help and accelerates time-to-first-use.

2. Lite Pricing Plan for Small Clinics
High upfront subscription fees can scare away smaller clinics, especially those operating on tight margins.
A lower-cost “Lite” plan with essential features allows them to start using the system immediately, then upgrade later as they see value. This also reduces the risk perception for first-time customers.

3. Onboarding Specialist for the First Month
For clinics with extremely limited digital experience, even a wizard might not be enough.
Assigning an onboarding specialist (via video call or in-person where possible) during the first month ensures clinics can ask questions, set up correctly, and integrate the software into their daily workflow. This increases the chances of long-term adoption.

4. Pre-Configured Starter Kits (Devices + Software)
Some clinics struggle not just with software, but with the required hardware.
A pre-configured package — including tablets, printers, or medical devices already linked to the system — means clinics can start using the platform immediately without wrestling with compatibility issues. This removes technical friction and boosts satisfaction early on.

Step 6: E – Evaluate Trade-offs

Solution	Benefits	Drawbacks / Trade-offs	Cost to Implement	Scalability	Long-term Impact
Self-setup wizard	Enables doctors/clinics to set up the software themselves without help; reduces dependency on support	Might not cover all complex use cases initially	Low	Very High	High – improves onboarding for all future users
Lite plan	Removes pricing barrier; attracts small clinics with budget constraints	Lower revenue per account; risk of “downgrade” from existing customers	Medium	High	Medium – good for market entry, but may need upsell plan later
Onboarding specialist	Personalized guidance ensures smooth adoption; can resolve custom needs	High manpower cost; difficult to scale for thousands of customers	High	Low–Medium	High – for high-value accounts, boosts retention
Starter kits (printed guides, quick-start materials)	Improves first impression; tangible support in rural areas with poor internet	Printing, shipping, and storage logistics; not instant delivery	Medium	Medium	Medium – good brand touchpoint but less effective than in-app tools

Step 7: S – Summarize recommendation

Step-by-step rollout plan

• Start with the easiest big wins:
• Launch a Self-Setup Wizard so clinics can set up the software on their own in minutes, without waiting for support.
• Introduce a Lite Plan with a lower price to attract smaller clinics that can’t afford the full version.
• Add a premium option for bigger clients:
• For large or high-value clinics that need extra hand-holding, offer an Onboarding Specialist who personally guides them through setup and training.
• Test and expand other ideas later:
• Wait 6 months, check the adoption numbers, and decide if sending Starter Kits (tablets, printers, printed guides, welcome packs) is worth scaling.

I hope you learnt something valuable today, i.e. the CIRCLES framework is not only an aid to crack your product management design interview questions, it's way more than that!

Now it's your turn! Think about any problem you're facing in any product and try to use this framework.

Your users are talking. CIRCLES helps you hear them loud and clear.

References:

https://productschool.com/blog/skills/circles-framework-guide

Content rephrasing assistance: ChatGPT