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Innovative partnerships to improve lifelong brain 
health and customer/ patient satisfaction
Sponsors 
Welcome!
Innovative partnerships to improve lifelong brain 
health and customer/ patient satisfaction 
Chaired by: Rita Carter, 
Au...
4 
Bringing Brain Fitness to Market 
Bill Prenovitz 
Philips HealthTech 
October 28, 2014
Introducing Philips HealthTech 
5 
As recently announced, Philips has merged its Healthcare and Consumer 
Lifestyle sector...
What we wanted to accomplish with Brain Fitness 
6 
• Seniors want to age well and at home, and are concerned 
about the m...
What are the learning objectives? 
7 
• Test brain fitness in the senior market 
– Receptivity 
– Adoption 
– Churn 
• Tes...
Our Partner Selection Criteria 
8 
After deciding to enter the market, and to collaborate with an experienced 
partner, we...
We partnered with Posit Science 
9
Learnings from Marketing Direct to Seniors 
• The results of the in-market test confirmed that seniors are concerned 
abou...
11
Innovative partnerships to improve lifelong brain 
health and customer/ patient satisfaction 
Dr. Michael Weiner, 
Lead Sc...
The Brain Health Registry: 
An Internet-Based Registry 
Recruitment, Assessment, & Longitudinal Monitoring 
Use Of Compute...
BACKGROUND 
• Currently there are few effective treatments for 
Alzheimer’s disease, and many other serious brain 
disorde...
GOALS: 
• To reduce costs of AD clinical trials 
– An on line registry for recruitment, screening, and 
monitoring progres...
OUR APPROACH: 
BRAIN HEALTH REGISTRY.org 
• BrainHealthRegistry.org 
• UCSF based, informed consent, questionnaires 
• Cog...
25%
Longitudinal Growth of the Project 
Over 10,000 Registered 
6 month followup rate is 40%
Location of Registrants
Location in California
Gender
Age
Family History of Alzheimer’s
OUR PARTNERS: 
COGSTATE 
27
COGSTATE CARD TESTS 
A. Simple 
Reaction time 
task 
B. Choice RT task 
C. 1-card learning 
& 1-card back 
tasks 
28
PRELIMINARY RESULTS 
ON LINE TESTS 
• Results on 3500 subjects who took Cogstate and 
Lumos, on line, in an unsupervised s...
One card learning accuracy 
Age group 
18-34 
Age group 
35-49 
Age group 
50-59 
Age group 
60-69 
Age group 
70-79 
Age ...
INITIAL RESULTS - COGSTATE
LUMOS LABS: SHARING CONTACTS & DATA 
32
USE OF INTERNET GAME 
SCORES TO IDENTIFY 
SUBJECTS AT RISK FOR 
COGNITIVE DECLINE 
Jason Geyer, Scott Mackin, Joe 
Hardy, ...
ANALYSIS OF INTERNET 
GAME SCORES 
• Lumosity’s Memory Match (LMM) ) is an 
online visual working memory game 
• Change in...
GOALS 
• Develop a model that would explain 
variation of LMM data in terms of learning 
and forgetting effects. 
• Determ...
Caveats 
• Neither Memory Match nor any Lumosity 
game is a validated cognitive test 
• Training sessions are played inter...
Changes in the Score Depend on the 
Rates of Learning & Forgetting 
• Learning rate is a measure of change 
between consec...
Learning and forgetting 
38
METHODS 
• Effects of age and time on LMM learning and 
forgetting rates were estimated using 2,212 
registered Lumosity u...
Sample (Ages 40 - 79) 
40 
Age Group 
Variable 40 – 59 60 – 79 All Ages 
Women 817 706 1523 
Men 409 280 689 
Age Group To...
MEMORY MATCH ~ TIME*AGE 
41
RESULTS 
Using the mixed effects linear model 
• There were significant effects of age on 
lower initial LMM scores (β = -...
Evidence for age-associated 
cognitive change 
Estimate Standard Error P-Value 
Intercept 23.06 0.16 <.0001 
(Age - 58) -0...
Initial Score by Age 
44
INITIAL LEARNING RATE BY AGE 
45
Identifying decliners 
• Even though older people function at a 
lower level than younger people 
• Over all the over 60 g...
Simulated Trial Using Prior 
Lumos Memory Match Data 
• 56 sessions – 4 sessions per day for 14 days 
• Time points : 1, 2...
Lower 25th of Declining Learners 
Learning Rate by Time 
48
Simulated Trial Results 
• 80% power, 5% significance 
• 202 subjects per arm 
49
SUMMARY 
• Establishing a large cohort of subjects followed 
longitudinally will assist recruitment, reduce costs, 
and im...
www.TheBrainHealthRegistry.org 
51 
Coming to a computer near you: 
Desktop, laptop, iPad – the choice is yours!
Tommy Sagroun, CEO
About the Company 
● Founded in 1999 by neuroscientists 
● Computerized cognitive assessments and brain training 
software...
What is MS? 
● Multiple sclerosis (MS): incurable disease of the central 
nervous system that disrupts the flow of informa...
Bayer long-term commitment in MS 
● Bayer HealthCare Pharmaceuticals: pioneer in the field of MS 
with a long-term commitm...
Peer-reviewed publications 
● Examples of peer-reviewed publications showing that CogniFit 
programs help improve cognitiv...
How does the CogniFit program work? 
● CogniFit and Bayer collaboration: specific and exclusive brain 
training program fo...
The partnership 
● Initial collaboration with Bayer global 
● Local Bayer entities review regulations and marketing strate...
Key lessons 
● Largest global companies recognize brain fitness 
● CogniFit’s scientific credibility increases 
● Stronger...
Thank you 
Thank you 
Tommy Sagroun, CEO
 To learn more, visit SharpBrains.com
Inno­v­a­tive part­ner­ships to improve life­long brain health and customer/ patient satisfaction
Inno­v­a­tive part­ner­ships to improve life­long brain health and customer/ patient satisfaction
Inno­v­a­tive part­ner­ships to improve life­long brain health and customer/ patient satisfaction
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Inno­v­a­tive part­ner­ships to improve life­long brain health and customer/ patient satisfaction

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(Session held at the 2014 SharpBrains Virtual Summit; October 28-30th, 2014)

10:00–11:30am. Inno­v­a­tive part­ner­ships to improve life­long brain health and customer/ patient satisfaction

- Bill Pren­ovitz, Global Prod­uct and Ser­vice Man­age­ment at Philips Healthcare’s Aging-in-Place Program
- Dr. Michael Weiner, Lead Sci­en­tific Inves­ti­ga­tor of the Brain Health Registry
- Tommy Sagroun, CEO of CogniFit
- Chair: Rita Carter, Author, Broad­caster and BBC Contributor

Learn more here:
http://sharpbrains.com/summit-2014/agenda/

Published in: Science
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Inno­v­a­tive part­ner­ships to improve life­long brain health and customer/ patient satisfaction

  1. 1. Innovative partnerships to improve lifelong brain health and customer/ patient satisfaction
  2. 2. Sponsors Welcome!
  3. 3. Innovative partnerships to improve lifelong brain health and customer/ patient satisfaction Chaired by: Rita Carter, Author, Broadcaster and BBC Contributor Bill Prenovitz, Global Product and Service Management at Philips Healthcare’s Aging-in-Place Program Dr. Michael Weiner, Lead Scientific Investigator of the Brain Health Registry Tommy Sagroun, CEO of Cognifit
  4. 4. 4 Bringing Brain Fitness to Market Bill Prenovitz Philips HealthTech October 28, 2014
  5. 5. Introducing Philips HealthTech 5 As recently announced, Philips has merged its Healthcare and Consumer Lifestyle sectors into a single, integrated business: Philips HealthTech Philips Healthcare Philips Consumer Lifestyle Philips HealthTech The Home Monitoring business unit is focused on improving the aging process for seniors and their family caregivers. Directly and through professional caregivers and their organizations.
  6. 6. What we wanted to accomplish with Brain Fitness 6 • Seniors want to age well and at home, and are concerned about the many things which challenge this, including: – Cognitive Aging – Falls – Auto accidents (for those who drive) • Philips Brain Fitness can help with these challenges • Adding another component to the Philips Aging-in-Place suite of services which help seniors and their caregivers with Safety, Health and Connectedness.
  7. 7. What are the learning objectives? 7 • Test brain fitness in the senior market – Receptivity – Adoption – Churn • Test cost of customer acquisition – As cross sell – As independently marketed service • Determine most effective positioning – Specific to the direct cognitive benefits vs. other potential benefits
  8. 8. Our Partner Selection Criteria 8 After deciding to enter the market, and to collaborate with an experienced partner, we evaluated the potential partners using these criteria • Credibility • Clinical evidence • Endorsements • Usability • User engagement and length on service • Business systems • Level of business maturity • Long term viability • Strategic fit • Economic alignment
  9. 9. We partnered with Posit Science 9
  10. 10. Learnings from Marketing Direct to Seniors • The results of the in-market test confirmed that seniors are concerned about the consequences of cognitive aging and that a segment are willing to purchase a product. • The brain fitness field still has a very long way to go to separate itself from excessive claims of the past and to fully leverage the real, clinically-proven 10 potential. • Awareness of the brain fitness concept is growing, but there is limited understanding of the category, especially with seniors. • Direct to consumer mass marketing remains challenging; more targeted initiatives (such as cross-selling or point solutions) will expand the field.
  11. 11. 11
  12. 12. Innovative partnerships to improve lifelong brain health and customer/ patient satisfaction Dr. Michael Weiner, Lead Scientific Investigator of the Brain Health Registry
  13. 13. The Brain Health Registry: An Internet-Based Registry Recruitment, Assessment, & Longitudinal Monitoring Use Of Computer Games To Identify Subjects At Risk For Cognitive decline Michael W. Weiner, M.D. Professor of Radiology, Medicine, Psychiatry and Neurology: University of California, San Francisco 13
  14. 14. BACKGROUND • Currently there are few effective treatments for Alzheimer’s disease, and many other serious brain disorders • Major obstacle towards developing treatments – High costs of recruitment: a slow process – High rates of screen fails – Identifying subjects at risk for cognitive decline
  15. 15. GOALS: • To reduce costs of AD clinical trials – An on line registry for recruitment, screening, and monitoring progression – Available to investigators for all types of neuroscience studies • To establish a large cohort of subjects who are monitored longitudinally • To share the data and to provide subjects to other investigators to facilitate their studies • To provide prescreened and longitudinally monitored subjects for randomized treatment trials 15
  16. 16. OUR APPROACH: BRAIN HEALTH REGISTRY.org • BrainHealthRegistry.org • UCSF based, informed consent, questionnaires • Cogstate – Established computer-based neuropsychological tests • Lumosity – Computer games: 50 million registrants – Cognitive tests in addition to games 16
  17. 17. 25%
  18. 18. Longitudinal Growth of the Project Over 10,000 Registered 6 month followup rate is 40%
  19. 19. Location of Registrants
  20. 20. Location in California
  21. 21. Gender
  22. 22. Age
  23. 23. Family History of Alzheimer’s
  24. 24. OUR PARTNERS: COGSTATE 27
  25. 25. COGSTATE CARD TESTS A. Simple Reaction time task B. Choice RT task C. 1-card learning & 1-card back tasks 28
  26. 26. PRELIMINARY RESULTS ON LINE TESTS • Results on 3500 subjects who took Cogstate and Lumos, on line, in an unsupervised setting • Results agree remarkably well with previous normative data • Our results show: age related changes, lower scores on subjects with memory complaints • Results support the use of on-line testing
  27. 27. One card learning accuracy Age group 18-34 Age group 35-49 Age group 50-59 Age group 60-69 Age group 70-79 Age group 80-89 N Mean SD N Mean SD N Mean SD N Mean SD N Mean SD N Mean SD Cogstat e 683 1.05 0.13 212 1.01 0.12 206 1.02 0.11 575 1.02 0.11 531 1.00 0.10 132 0.97 0.11 BHR 316 1.02 0.13 504 1.02 0.12 983 1.00 0.12 1563 0.99 0.12 854 0.96 0.12 167 0.93 0.14
  28. 28. INITIAL RESULTS - COGSTATE
  29. 29. LUMOS LABS: SHARING CONTACTS & DATA 32
  30. 30. USE OF INTERNET GAME SCORES TO IDENTIFY SUBJECTS AT RISK FOR COGNITIVE DECLINE Jason Geyer, Scott Mackin, Joe Hardy, Daniel Sternberg, Michael Scanlon, Faraz Farad, Philip Insel, Michael Weiner
  31. 31. ANALYSIS OF INTERNET GAME SCORES • Lumosity’s Memory Match (LMM) ) is an online visual working memory game • Change in LMM scores may be associated with individual differences in age-related changes in memory.
  32. 32. GOALS • Develop a model that would explain variation of LMM data in terms of learning and forgetting effects. • Determine association between age and longitudinal changes in LMM learning rates • Identify suspected decliners from estimated changes in learning rate • Estimate statistial power in a putative clinical trial
  33. 33. Caveats • Neither Memory Match nor any Lumosity game is a validated cognitive test • Training sessions are played intermittently with different training times for different individuals • Lumosity participants may not represent the general population 36
  34. 34. Changes in the Score Depend on the Rates of Learning & Forgetting • Learning rate is a measure of change between consecutive sessions closely spaced in time • Forgetting rate is a measure of change between sessions separated by large time gaps • Age influences learning & forgetting 37
  35. 35. Learning and forgetting 38
  36. 36. METHODS • Effects of age and time on LMM learning and forgetting rates were estimated using 2,212 registered Lumosity users (ages, 40 – 79). • linear mixed effects regression model with R • estimated LMM learning rates, forgetting rates, longitudinal changes in learning rates • effects of age on learning rates, forgetting rates and longitudinal changes in learning rates
  37. 37. Sample (Ages 40 - 79) 40 Age Group Variable 40 – 59 60 – 79 All Ages Women 817 706 1523 Men 409 280 689 Age Group Total 1226 986 2212 Age Group Variable 30 – 59 60 – 79 All Ages Mean Age (S.D.) 51.0 (5.5) 66.9 (5.0) 58.1 (9.5)
  38. 38. MEMORY MATCH ~ TIME*AGE 41
  39. 39. RESULTS Using the mixed effects linear model • There were significant effects of age on lower initial LMM scores (β = -.39, P < .0001), lower initial learning rates (β = - .0031, P < .0001) and greater declines in learning rates over time (β = -8.00E-06, P < .001).
  40. 40. Evidence for age-associated cognitive change Estimate Standard Error P-Value Intercept 23.06 0.16 <.0001 (Age - 58) -0.39 0.02 <.0001 Initial Learning Rate 0.27 5.49E-03 <.0001 Initial Learning Rate * (Age - 58) -3.05E-03 5.81E-04 <.0001 Δ Learning Rate 1.60E-04 2.29E-05 <.0001 Δ Learning Rate * (Age - 58) -8.00E-06 2.42E-06 0.0009 Forgetting Rate -7.68E-03 3.90E-04 <.0001 Forgetting Rate * (Age - 58) 9.60E-05 4.10E-05 0.02
  41. 41. Initial Score by Age 44
  42. 42. INITIAL LEARNING RATE BY AGE 45
  43. 43. Identifying decliners • Even though older people function at a lower level than younger people • Over all the over 60 group did not decline during the period studied • This is consistent with many other studies • However, a substantial fraction of older subjects did show signs of decline • We chose the lower 25 % of the older group
  44. 44. Simulated Trial Using Prior Lumos Memory Match Data • 56 sessions – 4 sessions per day for 14 days • Time points : 1, 2, 30, 31, 87, 88, 172, 173, 201, 202, 258, 259, 343, 344 • Subjects selected from the lower quartile of the declining learners 47
  45. 45. Lower 25th of Declining Learners Learning Rate by Time 48
  46. 46. Simulated Trial Results • 80% power, 5% significance • 202 subjects per arm 49
  47. 47. SUMMARY • Establishing a large cohort of subjects followed longitudinally will assist recruitment, reduce costs, and improve statistical power of AD trials • Problems of feasibility, reliability, validity, and generalizability need to be addressed • This new approach has promise to accelerate progress in neuroscience research • Analysis of Lumos game data suggests that subjects at risk for cognitive decline may be identified by longitudinal game data • Our goal is to provide subjects and data to other investigators and clinical trials to facilitate their work 50
  48. 48. www.TheBrainHealthRegistry.org 51 Coming to a computer near you: Desktop, laptop, iPad – the choice is yours!
  49. 49. Tommy Sagroun, CEO
  50. 50. About the Company ● Founded in 1999 by neuroscientists ● Computerized cognitive assessments and brain training software ● Mission: to improve quality of life through brain fitness ● 15 years of scientific validation: independent institutions and peer-reviewed publications ● Personalized brain fitness programs
  51. 51. What is MS? ● Multiple sclerosis (MS): incurable disease of the central nervous system that disrupts the flow of information within the brain, and between the brain and body ● Symptoms: frequency and duration vary  Physical symptoms: loss of muscle control, vision, balance, and sensation  Hidden symptoms: fatigue, cognitive impairment and socio-psychological problems ● Treatment: incurable disease but various treatment options to decrease the frequency of relapses and to delay disease progression
  52. 52. Bayer long-term commitment in MS ● Bayer HealthCare Pharmaceuticals: pioneer in the field of MS with a long-term commitment. First company to offer an efficacious and innovative treatment for MS ● Bayer optimizes existing therapies and offers physicians and patients a complete help network, including a 360° support approach:  Efficacious MS therapy  Innovative application system  Direct MS-nurse support  Informative and practical materials ● Next step: help MS patient train their cognition
  53. 53. Peer-reviewed publications ● Examples of peer-reviewed publications showing that CogniFit programs help improve cognitive function:  In MS patients  In older adults  In people with intellectual and developmental disabilities (IDD)  And reduce depression levels in patients with unipolar and bipolar disorder  And improve sleep quality in older adults with insomnia  And mobility in sedentary seniors  And boost reading skills in dyslexic students ● CogniFit and Bayer collaboration: specific and exclusive brain training program for Bayer patients with MS
  54. 54. How does the CogniFit program work? ● CogniFit and Bayer collaboration: specific and exclusive brain training program for Bayer patients with MS ● Scientific approach: starts with a baseline assessment of your cognitive profile ● Patented methodology: automatically builds your optimal brain training regimen ● Revolutionary technology: assesses and tracks 20+ key cognitive skills
  55. 55. The partnership ● Initial collaboration with Bayer global ● Local Bayer entities review regulations and marketing strategies for their market ● CogniFit is available in 13 languages ● First product’s roll out in Bayer’s parent company country ● Bayer teams work locally with doctors, nurses and health care providers
  56. 56. Key lessons ● Largest global companies recognize brain fitness ● CogniFit’s scientific credibility increases ● Stronger patient’s involvement in fighting the disease ● Customized brain fitness for specific targets ● Other partnerships with large companies from different industries such as health and wellness, and driving academies
  57. 57. Thank you Thank you Tommy Sagroun, CEO
  58. 58.  To learn more, visit SharpBrains.com

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