Physician Entrepreneurship and App Physician Entrepreneurship and App Development: Development:

How Did I Do It?How Did I Do It?

Medicine 2.0, September 15th 2012

Jennifer Shine Dyer MD, MPHPhysician, Mobile Health Entrepreneur

Duet Health LLC

EndoGoddess LLC

Columbus, Ohio

• Pediatric Endocrinologist

• Health Behavioralist (MPH)

• Problem-solving technology entrepreneur

• Social media enthusiast (@EndoGoddess)

Problem: Adherence

Not scalable

Need more motivation

Bolus Reminder App, 2010Bolus Reminder App, 2010

Automated, personalized

SMS texting conversation

by doctor

to teen

EndoGoddess App, 2011EndoGoddess App, 2011

Self-entry glucose journal:

- iTunes rewards

- motivating quotes

EndoGoal App, 2012EndoGoal App, 2012

Self-entry glucose journal:

- real $ rewards

- digital pet rewards

- company wellness

Definitions: Business Models

• B to C

• B to B

Definitions: How Apps Make Money

App Store

purchase

Definitions: How Apps Make Money

Subscription

Model

Definitions: How Apps Make Money

In App

Purchases

Definitions: How Apps Make Money

Advertisement

Banners

Example #1

• B to C

• App store purchase

Bolus Reminder App, 2010Bolus Reminder App, 2010

Automated, personalized

SMS texting conversation

by doctor

to teen

Bolus adherence improvements

decreased over time

• Needed motivation

• Needed more reminders

• Needed more support

BJ Fogg’s Health Behavior BJ Fogg’s Health Behavior ModelModel

NetworkingNetworking

LLC Formation, LLC Formation, Duet Health PartnershipDuet Health Partnership

EndoGoddess App, 2011EndoGoddess App, 2011

Self-entry glucose journal:

- iTunes rewards

- motivating quotes

+1000 users

Duet Health: Proprietary Revenue

+6,000,000 users

Investment Funding, Mentorship

Example #2

• B to B

• App subscription model

B to B Pivot: Follow The Money

Nationwide Children’s Hospital, 2009

80% of hospitalizations

due to insulin non-adherence (140 total)

$10,000 each hospitalization

$1.4 million total cost

Who is paying?

Employers

Fifth Third Bank: Diabetes

21,000 employees

30 kids with type 1 diabetes

420 adults with diabetes on insulin

$450,000/year extra annual costs due to non-adherence

Adults with insulin-dependent diabetes (2% of total population) Kids with type 1 diabetes (0.15% of total population)

10% of those on insulin therapy will have hospitalization ($10000 each) due to non-adherenceSources: CDC, NIH, Fifth Third Annual Report

Adherence Programs: Email Reminders

Ineffective

Not specific for diabetes

Wrong target behavior

Correct target behavior:glucose checks

Diabetes Care :June 2003, vol. 26, no. 6, 1759-1763.

Record Glucose Earn Points Get Rewarded

Amazon.com Deposits

Health Savings Account Deposits

Motivation from Support•Amazon account deposits

•Social network support

Social Business Model: Peer & Family Reinforcement/Motivation

EE

Education

Reminders/Triggers

Health Savings Account

Amazon.com

Rewards

105

30

3

10:00 pm

Subscription Payment Model (Corporate Program)

- Initiation/Configuration Fee

- Monthly User Fee

Competitive Analysis (US)

AgaMatrix iGlucose Glooko Telcare WellDoc EndoGoal

Data Management X X X X X X

Device Connectivity X X X X

Guidance X XCorporateWellness X X

Adherence X

Rewards X

Corporate Case Studies: Revenue

Crowdfunding

Growth: Angel/VC InvestmentsExpand corporate clients (sales force)

Expand consumer users (exposure)

Reach critical number of users

Data Sales, Advertising

Device Connectivity, Platform Expansion

Pharma Partnerships

Advertisement

Banners

In App

Purchases

(Pharma)

Founder, PartnersFounder, Partners

Clients, RevenueClients,

Revenue

InvestorsInvestors

Jeff Harper

(Duet Health)

Jeff Harper

(Duet Health)

Ivan

Harper(Duet Health)

Ivan Harper

(Duet Health)

Shawn O’Reilly

(Advisor)

Shawn O’Reilly

(Advisor)

Jennifer Dyer

(EndoGoddess)

Jennifer Dyer

(EndoGoddess)

Fifth Third (pending)Fifth Third (pending)

Huntington (pending)

Huntington (pending)

Nationwide (pending)

Nationwide (pending)

Cardinal (pending)Cardinal (pending)

Ohio State (pending)Ohio State (pending)

JP Morgan Chase

(pending)

JP Morgan Chase

(pending)

Founders Factory

Founders Factory 10X10X

Scotts(pending)

Scotts(pending)

Crowd-funding

(MedStartr)

Crowd-funding

(MedStartr)

Founder, PartnersFounder, Partners

Clients, RevenueClients,

Revenue

InvestorsInvestors

Jeff Harper

(Duet Health)

Jeff Harper

(Duet Health)

Ivan

Harper(Duet Health)

Ivan Harper

(Duet Health)

Shawn O’Reilly

(Advisor)

Shawn O’Reilly

(Advisor)

Jennifer Dyer

(EndoGoddess)

Jennifer Dyer

(EndoGoddess)

Fifth Third (pending)Fifth Third (pending)

Huntington (pending)

Huntington (pending)

Nationwide (pending)

Nationwide (pending)

Cardinal (pending)Cardinal (pending)

Ohio State (pending)Ohio State (pending)

JP Morgan Chase

(pending)

JP Morgan Chase

(pending)

Founders Factory

Founders Factory 10X10X

Donatos(pending)Donatos(pending)

Crowd-funding

(MedStartr)

Crowd-funding

(MedStartr)

Real rewards. Real results.

endogoal.com

Thank You!

jennifer.dyer@duethealth.com