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WEBVISIONS PORTLAND / MAY 9, 2014
Big BioData:
The Story of Us
© 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 2
What’s the
Big Deal?
3
© 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 4
!
US HEALTH INDUSTRY
$3 

TRILLION

2015
© 2014 Citizen, Inc. Proprietary and confidential.
Fee-For-Service doesn’t scale, taxes innovation.
Current Model is Unsustainable
5
Significant amounts of
data collected for use
Federal incentives to
use Big BioData
Pushing for evidence-
based practices
5
Cost Pressure
Healthcare expenditure
reached 17.6% of GDP,
with over $600B inefficient
spending
!
Moving to risk sharing
model instead of 

fee-for-service
More Supply
In 2005 <30% of
physicians used EMRs.
Today, 75% hospitals use 

e-record systems and 50%
of US hospitals participate
in information exchange
Government
$40B payment incentives
for EMR-using providers.
!
Over $500M invested to
release Big BioData
housed within government
science institutions.
© 2014 Citizen, Inc. Proprietary and confidential.
Healthcare has lagged behind other
industries in the use of big data.
6
© 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 7
AVERAGE BRAIN SCAN
10MB/S
© 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 8
TYPICAL 

20 MINUTE SCAN
GIGABYTESOF DATA PER PERSON
© 2014 Citizen, Inc. Proprietary and confidential.
Common Characteristics
Big Data Overview
9
VOLUMEVARIETY VELOCITY
© 2014 Citizen, Inc. Proprietary and confidential.
Additional Characteristics
Big Data Overview
10
VOLUMEVARIETY VELOCITY
VERACITY VALUE
© 2014 Citizen, Inc. Proprietary and confidential.
The business case has been widely accepted.
Big Data Deployments are Increasing
11
70%
ENTERPRISES
56% 

SMB
© 2014 Citizen, Inc. Proprietary and confidential.
71% of current big data analytics
rely on data visualization not
advanced intelligence engines.
12
Big BioData
13
© 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 14
!
HEALTH IT
$57 

BILLION

2017
© 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 15
IN 2001
GENOME SEQUENCING
$10,000/MB
© 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 16
IN 2014
GENOME SEQUENCING
<1¢/MB
© 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 17
Patient
Data
Medical
Technology
Scientific
Research
© 2014 Citizen, Inc. Proprietary and confidential.
Domains of Big BioData
Data From the Clinic
Patient Records
Bedside information. This data
is collected from patients for
the purpose of building clinical
histories and treatment plans.
Drug History
The prescriptions of patients
are tracked and stored with
their medical files along with
dosage and disease history.
Clinical Outcome
Whether from surgical,
rehabilitative, or drug-based
treatment, clinical outcomes of
patients are vital to health.
18
© 2014 Citizen, Inc. Proprietary and confidential.
Domains of Big BioData
Medical Technologies
Point of Care
Medicine practiced at the point
where - and when - treatment
is required.
Lab-on-a-Chip
The evolution (and shrinkage)
of decades-old clinical
technologies
Human-Computer Interface
Technologies that interact with
humans for the purpose of
treating or augmenting function.
19
© 2014 Citizen, Inc. Proprietary and confidential.
Domains of Big BioData
Scientific Research
Prospective Research
All research that seeks to
investigate novel phenomena
add to the existing ocean of
scientific information.
Biology and Physiology
Includes the studies of:
neuroscience, genetics,
molecular biology, and systems
physiology.
Publications
A scientific paper is the
medium to communicate and
pass down knowledge through
scientific discovery.
20
© 2014 Citizen, Inc. Proprietary and confidential.
Multidimensional information about the self
Combining the Domains
PATIENT RECORDS
This data is collected from patients for
the purpose of building clinical histories
and treatment plans.
DRUG HISTORY
The prescriptions of patients are tracked
and stored with their medical files along
with dosage and disease history.
CLINICAL OUTCOME
Whether from surgical, rehabilitative, or
drug-based treatment, clinical outcomes
of patients are vital to health.
POINT OF CARE
Medicine practiced at the point where -
and when - treatment is required.
LAB-ON-A-CHIP
The evolution (and shrinkage) of
decades-old clinical technologies
HUMAN-COMPUTER INTERFACE
Technologies that interact with humans to
treat or augment function.
PROSPECTIVE RESEARCH
All research that seeks to investigate
novel phenomena add to the existing
ocean of scientific information.
BIOLOGY AND PHYSIOLOGY
Includes the studies of: neuroscience,
genetics, molecular biology, and systems
physiology.
PUBLICATIONS
A scientific paper is the medium to
communicate and pass down knowledge
through scientific discovery.
21
© 2014 Citizen, Inc. Proprietary and confidential.
Heterogenous Big BioData is being
acquired in huge volumes too fast
for humans to understand.
22
© 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 23
Biological Biometric Biographical
© 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 24
3.2 MILLION
BASE PAIRS IN EVERY
HUMAN CELL
© 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 25
37 TRILLION
CELLS IN AVERAGE HUMAN
~10 EXABYTES
OF BASE PAIRS TO ANALYZE
© 2014 Citizen, Inc. Proprietary and confidential.
Machine learning aims to identify 

and exploit hidden patterns in data 

to do useful tasks.
26
© 2014 Citizen, Inc. Proprietary and confidential.
Implement
Supervised Learning
CLASSIFICATION Discrete
Supervised learning algorithms
that classify data perform a
discrete mapping between
features and outputs.
Example: Hand-writing recognition
REGRESSION Continuous
Algorithms with a continuous
output, rather than finite, are
regressions that map features 

to an output value.
Example: Predicting stock price
27
Training Data:
Output Values:
• Exploratory data analysis
• Select appropriate model
Given new , predict
Training
Selection
© 2014 Citizen, Inc. Proprietary and confidential.
Unsupervised Learning
28
Clustering consumer purchasing history
Habit 2
Habit 1
Clustering
Find latent structures in data
without clear labels or
assumptions. Hidden features
can be explored post hoc.
© 2013 Citizen, Inc. Proprietary and confidential.© 2013 Citizen, Inc. Proprietary and confidential. 29
© 2014 Citizen, Inc. Proprietary and confidential.
Over 43,000 mobile health apps
available yet majority receive fewer
than 500 downloads globally.
30
© 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 31
© 2014 Citizen, Inc. Proprietary and confidential.
Approximately 42% of all 

US hospitals currently utilize 

electronic medical records systems.
32
© 2013 Citizen, Inc. Proprietary and confidential.© 2013 Citizen, Inc. Proprietary and confidential. 33
© 2014 Citizen, Inc. Proprietary and confidential.
After 20 years nearly 80% of
originally sourced data is either 

gone or unusable.
34
© 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 35
Purpose Vision Methodology
© 2014 Citizen, Inc. Proprietary and confidential.
The need to establish data integrity
should be at the core of every 

Big BioData application, service,
business model or policy.
36
© 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 37
metadata.pluscitizen.com
© 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 38
@PLUSCITIZEN @EMANUELBROWN

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Big BioData: The Story of Us, a talk by Emanuel Brown @ Webvisions PDX 2014

  • 1. WEBVISIONS PORTLAND / MAY 9, 2014 Big BioData: The Story of Us
  • 2. © 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 2
  • 4. © 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 4 ! US HEALTH INDUSTRY $3 
 TRILLION
 2015
  • 5. © 2014 Citizen, Inc. Proprietary and confidential. Fee-For-Service doesn’t scale, taxes innovation. Current Model is Unsustainable 5 Significant amounts of data collected for use Federal incentives to use Big BioData Pushing for evidence- based practices 5 Cost Pressure Healthcare expenditure reached 17.6% of GDP, with over $600B inefficient spending ! Moving to risk sharing model instead of 
 fee-for-service More Supply In 2005 <30% of physicians used EMRs. Today, 75% hospitals use 
 e-record systems and 50% of US hospitals participate in information exchange Government $40B payment incentives for EMR-using providers. ! Over $500M invested to release Big BioData housed within government science institutions.
  • 6. © 2014 Citizen, Inc. Proprietary and confidential. Healthcare has lagged behind other industries in the use of big data. 6
  • 7. © 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 7 AVERAGE BRAIN SCAN 10MB/S
  • 8. © 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 8 TYPICAL 
 20 MINUTE SCAN GIGABYTESOF DATA PER PERSON
  • 9. © 2014 Citizen, Inc. Proprietary and confidential. Common Characteristics Big Data Overview 9 VOLUMEVARIETY VELOCITY
  • 10. © 2014 Citizen, Inc. Proprietary and confidential. Additional Characteristics Big Data Overview 10 VOLUMEVARIETY VELOCITY VERACITY VALUE
  • 11. © 2014 Citizen, Inc. Proprietary and confidential. The business case has been widely accepted. Big Data Deployments are Increasing 11 70% ENTERPRISES 56% 
 SMB
  • 12. © 2014 Citizen, Inc. Proprietary and confidential. 71% of current big data analytics rely on data visualization not advanced intelligence engines. 12
  • 14. © 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 14 ! HEALTH IT $57 
 BILLION
 2017
  • 15. © 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 15 IN 2001 GENOME SEQUENCING $10,000/MB
  • 16. © 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 16 IN 2014 GENOME SEQUENCING <1¢/MB
  • 17. © 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 17 Patient Data Medical Technology Scientific Research
  • 18. © 2014 Citizen, Inc. Proprietary and confidential. Domains of Big BioData Data From the Clinic Patient Records Bedside information. This data is collected from patients for the purpose of building clinical histories and treatment plans. Drug History The prescriptions of patients are tracked and stored with their medical files along with dosage and disease history. Clinical Outcome Whether from surgical, rehabilitative, or drug-based treatment, clinical outcomes of patients are vital to health. 18
  • 19. © 2014 Citizen, Inc. Proprietary and confidential. Domains of Big BioData Medical Technologies Point of Care Medicine practiced at the point where - and when - treatment is required. Lab-on-a-Chip The evolution (and shrinkage) of decades-old clinical technologies Human-Computer Interface Technologies that interact with humans for the purpose of treating or augmenting function. 19
  • 20. © 2014 Citizen, Inc. Proprietary and confidential. Domains of Big BioData Scientific Research Prospective Research All research that seeks to investigate novel phenomena add to the existing ocean of scientific information. Biology and Physiology Includes the studies of: neuroscience, genetics, molecular biology, and systems physiology. Publications A scientific paper is the medium to communicate and pass down knowledge through scientific discovery. 20
  • 21. © 2014 Citizen, Inc. Proprietary and confidential. Multidimensional information about the self Combining the Domains PATIENT RECORDS This data is collected from patients for the purpose of building clinical histories and treatment plans. DRUG HISTORY The prescriptions of patients are tracked and stored with their medical files along with dosage and disease history. CLINICAL OUTCOME Whether from surgical, rehabilitative, or drug-based treatment, clinical outcomes of patients are vital to health. POINT OF CARE Medicine practiced at the point where - and when - treatment is required. LAB-ON-A-CHIP The evolution (and shrinkage) of decades-old clinical technologies HUMAN-COMPUTER INTERFACE Technologies that interact with humans to treat or augment function. PROSPECTIVE RESEARCH All research that seeks to investigate novel phenomena add to the existing ocean of scientific information. BIOLOGY AND PHYSIOLOGY Includes the studies of: neuroscience, genetics, molecular biology, and systems physiology. PUBLICATIONS A scientific paper is the medium to communicate and pass down knowledge through scientific discovery. 21
  • 22. © 2014 Citizen, Inc. Proprietary and confidential. Heterogenous Big BioData is being acquired in huge volumes too fast for humans to understand. 22
  • 23. © 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 23 Biological Biometric Biographical
  • 24. © 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 24 3.2 MILLION BASE PAIRS IN EVERY HUMAN CELL
  • 25. © 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 25 37 TRILLION CELLS IN AVERAGE HUMAN ~10 EXABYTES OF BASE PAIRS TO ANALYZE
  • 26. © 2014 Citizen, Inc. Proprietary and confidential. Machine learning aims to identify 
 and exploit hidden patterns in data 
 to do useful tasks. 26
  • 27. © 2014 Citizen, Inc. Proprietary and confidential. Implement Supervised Learning CLASSIFICATION Discrete Supervised learning algorithms that classify data perform a discrete mapping between features and outputs. Example: Hand-writing recognition REGRESSION Continuous Algorithms with a continuous output, rather than finite, are regressions that map features 
 to an output value. Example: Predicting stock price 27 Training Data: Output Values: • Exploratory data analysis • Select appropriate model Given new , predict Training Selection
  • 28. © 2014 Citizen, Inc. Proprietary and confidential. Unsupervised Learning 28 Clustering consumer purchasing history Habit 2 Habit 1 Clustering Find latent structures in data without clear labels or assumptions. Hidden features can be explored post hoc.
  • 29. © 2013 Citizen, Inc. Proprietary and confidential.© 2013 Citizen, Inc. Proprietary and confidential. 29
  • 30. © 2014 Citizen, Inc. Proprietary and confidential. Over 43,000 mobile health apps available yet majority receive fewer than 500 downloads globally. 30
  • 31. © 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 31
  • 32. © 2014 Citizen, Inc. Proprietary and confidential. Approximately 42% of all 
 US hospitals currently utilize 
 electronic medical records systems. 32
  • 33. © 2013 Citizen, Inc. Proprietary and confidential.© 2013 Citizen, Inc. Proprietary and confidential. 33
  • 34. © 2014 Citizen, Inc. Proprietary and confidential. After 20 years nearly 80% of originally sourced data is either 
 gone or unusable. 34
  • 35. © 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 35 Purpose Vision Methodology
  • 36. © 2014 Citizen, Inc. Proprietary and confidential. The need to establish data integrity should be at the core of every 
 Big BioData application, service, business model or policy. 36
  • 37. © 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 37 metadata.pluscitizen.com
  • 38. © 2013 Citizen, Inc. Proprietary and confidential.© 2014 Citizen, Inc. Proprietary and confidential. 38 @PLUSCITIZEN @EMANUELBROWN