So you

want to be a

digital health

entrepreneur?

Chris Hogg

Chief Operating Officer

Propeller Health

@cwhogg

“Can you imagine how awesome it would have been

to be an entrepreneur in 1985 when almost any dot

com name you wanted was available?”

We are stilldisconnected from

our health

Being disconnected

stillleads to poor health

EMRs

SensorsSmartphones

Public Policy

(ACA)The Great Convergence

Health is a Data

Problem

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A medical record is a punctuated data stream

Pers

on

al H

ealt

h D

ata

Pers

on

al H

ealt

h D

ata

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EMR data + user generated/sensor data = a complete picture

Don’t

underestimate

the difficulty of

making the data

useful (and in workflow)

Doctor

NP/PA/Nurse

Care Coordinator

Technology

Molecular/cell biology

Digital Health

Entrepreneurship

Pharma Commercial Strategy

Healthcare

Investment Banking

Opportunity is missed by

most people because it is

dressed in overalls and

looks like work

Thomas Edison

37,341 views

4,302 views

“Data as the next blockbuster drug”

Search ‘100plus vimeo’ for video

We did some things

right at 100Plus…

Focused on delivering a

‘Consumer UX’

Used data effectively in UX

Experimented

and

Measured

We built a

good product

and built a

good team

(and did good PR)

And, we did some a lot of

things wrong at 100Plus…

Medical / clinical is converging with

health / wellness

Medical / clinical is converging with

health / wellness

We didn’t obsess

about user

acquisition

Fought the Market(it tells you where to go)

I built a product,

not a company

Propeller Health uses technology

to help patients and providersbetter manage asthma and COPD

Propeller sensors passively

capture information about

the daily use of medications

So you want to be

a

digital health

entrepreneur?

A few questions to ask yourself…

Are you in it for the fame, fortune and

adventure?

(be honest now)

What is your

target market?

(Wellness or Clinical,

but not both)

Corporate

wellness

Nothing today

Are you….

• A data creator

• A data aggregator

• A data analyzer

• Providing a human-powered service?

Narrow vs. Broad?

Find a niche you can own

What is the right problem for you to solve?

Can you leverage existing proof it will work?

What existing

tech trends can

you apply to

healthcare?

Synthesis

Disclaimer

IDEAS

Ideas

Execution

The Myth

Ideas Execution

The Truth

What is your Key Metric?

…………………….Hospitalizations for mental health

…………………Medication adherence

………………% of asthmatics who are controlled

…………………% of users with >5% weight loss

.…………………HbA1c

Engagement

is not

a Key Metric!

Caregivers

Patients

Testing

Potential

Enthusiasm

Build cheap prototypes

Measurably better respiratory health.Build a system

that allows you to

learn what works

Obsess about user acquisition from day one

Brian Balfour

coelevate.com

Iterate.

Experiment.

Learn.

(User acquisition is your second product)

Brian Balfour

coelevate.com

Know your audience

Make your product simple

Make your product delightful

Make your product meaningful

Obsess about UX

• Meta-aggregators

– An integration and communication layer

around the EMR

• Full verticals

– Oscar, Adelaide, more coming

• TeleMedicine / nurses / coaches

– But not TeleDoc, more like Better for CF

patients

• Proliferation of sensors

– But for what purpose? What is the UX – that’s

the hard part

Technology is nothing. What’s

important is that you have a faith in

people, that they’re basically good and

smart, and if you give them tools,

they’ll do wonderful things with them.

Steve Jobs