Dyer Medicine 2.0 (2012)
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Physician Entrepreneurship Physician Entrepreneurship and App Development: and App Development: How Did I Do It? How Did I Do It? Medicine 2.0, September 15 th 2012 Jennifer Shine Dyer MD, MPH Physician, Mobile Health Entrepreneur Duet Health LLC EndoGoddess LLC Columbus, Ohio
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Physician entrepreneurship and app development: business model lessons. First given at Medicine 2.0 Meeting at Harvard Medical School September 15, 2012.
Transcript of Dyer Medicine 2.0 (2012)
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
