Rock Report: Sensors

sensorsconnected health Rock Report

About this reportWe wanted to know more about medical and wellness sensors. This report sourcesdata and feedback from interviews conducted with entrepreneurs working in the space.Caveat: we are not professional white-paperistas, just curious advocates who like toshare knowledge and further the discussion around the evolving digital health space.About Rock HealthRock Health is a San Francisco-based digital health seed-accelerator.We support the next generation of health entrepreneurs with grants,ofﬁce space, operational support and mentorship.Rock Health partners include Aberdare Ventures, Accel Partners, CaliforniaHealthCare Foundation, Fenwick & West, Harvard Medical School, Mayo Clinic,Microsoft, Mohr Davidow Ventures, NEA, Nike, P&G, Qualcomm, Quest Diagnostics,Silicon Valley Bank and UCSF. For more information, visit www.rockhealth.com.

sen*sornoun1. A device thatmeasures a signaland processes datafrom the signal, forreal-time monitoringof a variety ofparameters.

Why dosensors matter?They create a wealthof data and makemeasuring physiologicalparameters simple.We looked at what datais being collected, whereit is being sent and whatimpact it is making onthe health ecosystem.

Sensor Microsystem data processing (real-time or asynchronous) user interfacesensor (feedback) user (or caregiver)

Sensor Macrosystem data aggregation You Average meaningful interpretation

Sensor Evolution Sensors 3.0 passive data gathering, aggregation and Sensors 2.0 meaningful interpretation sensor integration with web; sharing and accessing dataSensors 1.0ability to measure andrecord signal

companiesmaking ithappen

First Apple-approved iPhone med device,measures blood glucose levelsfunding: $23.7M series Cmarket: 3-4 million US diabetics with an iPhonepayer: insurersAgaMatrix“With data, you can coach, drive adherence, promotecompliance, and provide inspiration and educationalinformation to patients.” - Sonny Vu, Co-Founder

“The market for sensors will far exceed anyone’sexpectations and we will see exponential growthin the near future.” - Nadeem Kassam, FounderBasisA wrist-watch tracking vitals: heartrate, movement, sweat and temperaturesensor: optical sensor, accelerometer, galvanic skin response,and skin/ambient temperatureprice: $199funding: $5.5M seed, undisclosed series A

Sleep sensor and alarm clock, for sale at Applesensor: measures micromotions (3,000 data points / minute)funding: $1M series Aprice: $99, $129 Lark “Our philosophy: turn data into actionable items so consumers can improve their quality of life.” - Julia Hu, Founder & CEO

“Proteus wants to shift the way healthcare is delivered-- facilitated by technology and data.” - Arna Ionescu, Director of Product Development ProteusMicrosensor-enabled medication to trackmedication compliance and customize therapydevelopment: working with Novartis to launch new products in Q3 2012funding: $25.4M in 2009

“Health doesnt just happen during 30 minute intervals a fewtimes a week - it is the cumulative effect of the small decisions wemake throughout every day.” - Brad Kittredge, Manager of Platform & Partner SuccessUP by JawboneA sensor-infused wristband and smartphoneapp to track and improve healthfrom: new product from the hardware company Jawbonefunding: $119M in 2011launch: available before end of Q4 2011

WiFi body scale measures weight, body fatand lean massfeatures: generate graphs and add measurements to your medical recordsprice: $159funding: $4.2M Withings

We looked at 36 sensor companies Wellness Chronic Diagnostic Monitoring

What are they measuring? Motion Heart Rate Skin BrainBody Temperature Glucose Other 0 3 6 9 12 15 Themes of the 36 sensor companies 2011

Most important reasons consumers buy mobile health tech I would notMonitor fitness / well-being Doctor monitor remotelyMonitor previous condition 0% 12% 24% 36% 48% 60% Source: PricewaterhouseCoopers HRI Physician and Consumer Surveys, 2010

What consumers and physiciansWhat consumers andwant to track physicians want to track70%60%50%40%30%20%10% Weight Vital Signs Calories/ Sleep Exercise/ Blood Acid Digestive Fat Intake Patterns Physical Sugar Reflux/ Health Activity Indigestion Physicians Consumers Source: PricewaterhouseCoopers HRI Physician and Consumer Surveys, 2010 Source: PricewaterhouseCoopers HRI Physician and Consumer Surveys, 2010

Trends Sensor companies in 2011

“ Devices need to beposses a rich fashionable,Looks like Apple... unobtrusive, wireless, and set of sensors for a richer set of data. ” - Nadeem Kassam, Founder of Basis

Priced like Apple...Average selling price $99

“ A health/wellness sphere and people in the proactive philosophy is taking hold are trying to prevent health and wellnessissues from becoming “healthcare” issues. ” - Julia Hu, Founder of Lark But will sensors be mass-market like the iPod? “Sensors are now powerful, small, and affordable enough to build compelling products that can be made available to the mass market. ” - Brad Kittredge, Manager of Platform at UP by Jawbone

Today’s Market John, 40. Jane, 28. Diabetic. Runner. Uses AgaMatrix. Wears FitBit. ? { } disease management, preventive prescribed health health, remote monitoring & care, self-initiated health tracking intervention detection & screening, consumer (quantiﬁed self)(following doctor’s orders) personalized medicine, predict and control outbreaks

Tomorrow’s Market Mass adoption driven by:Decreasing cost of sensors and improving battery technologyReducing barriers to use (compliance & reimbursement for use)“Quantiﬁed self” movement going mainstreamOff-the-shelf distribute (at places like BestBuy, Walgreens)

By 2014 400 million devices *Qualcomm Wireless Health

By 2014$4 market billion *Dow Jones

BarriersLack of consumer awareness and initiativePoor health system infrastructure with perverse incentivesto keep people sickMaking the data actionable and proving meaningful consumer beneﬁtsRegulatory and reimbursement hurdlesSustainable and attractive business models are yet to be proven “ The industry today is siloed, and there is a lack of interoperability, with many sensors and devices connecting to separate backend systems that make it impossible or extremely inconvenient for a consumer or caregiver to manage all of this data. ” - Jamie Eisinger, Marketing Coordinator at Qualcomm

OpportunitiesSensors are becoming cheaper, smaller, and more reliableImprovements in smartphone, wireless, and batterytechnology vastly improve product valueOff-the-shelf product sales = broader distributionA proactive consumer philosophy is shaping, and the“quantiﬁed self” movement is on the rise “ A proactive philosophy is taking hold in the health/wellness sphere and people are trying to prevent health and wellness issues from becoming “healthcare” issues. ” - Julia Hu, Founder of Lark

Key findings By 2014, sensors will be a $4 billion dollar market Trending toward passive data collection & aggregation The majority of products today target fitness and wellness Top biomarkers: heart rate and motionTherefore.... Huge opportunity for mass market personal health management sensor products, both personal- and doctor-initiated Rise of the "quantified self" movement will increase demandBut.... Mass adoption of sensors will depend on cost, ease of use, availability, and integration within the entire healthcare system

Thank YouDr. Dave Albert Jamie Eisinger Julia Hu Arna Ionescu Sonny JandialAliveCor Qualcomm Lark Proteus P&GFounder Marketing Coordinator Co-Founder Director of Product Dev Marketing Manager Nadeem Kassam Brad Kittredge Ben Rubin Sonny Vu Rick Valencia Basis Jawbone UP Zeo AgaMatrix Qualcomm Co-Founder Platform & Partner Manager Co-Founder & CTO Founder Global Business LeadDeck construction & research credit goes to:Ashlee Adams, Jessica Koenig, Sona Makker, Zach Malchano, Halle Tecco & Leslie Ziegler

get in touch research@rockhealth.org @rock_health

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Rock Report: Sensors

by Rock Health on Oct 31, 2011

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