The 12th annual Health 2.0 fall conference was held in September 2018 in Silicon Valley. With over 2,000 attendees from various healthcare industries, the conference highlighted several emerging trends, including the rise of telehealth and remote patient monitoring to provide more convenient care at home. Other prominent themes included the importance of behavioral science and digital tools for managing chronic disease, concerns about privacy and data ownership as more health data is collected, and the need for partnerships across healthcare to advance solutions through shared learning.

1. H I L L H O L L I D AY @ H E A LT H 2 . 0
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P r e p a r e d b y K r i s t i n M e n g e l & E r i n M a d i s o n

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Health 2.0 was founded by consultants Matthew Holt and Indu
Subaiya who were independently following Web 2.0 trends and
their impact on the healthcare industry.
In September 2007, the first Health 2.0 conference was held in
San Francisco, hosting 500 attendees. Today, the annual fall
conference welcomes more than 2,000 digital health
innovators from the payer, policy, provider, marketing and
technology industries in the heart of Silicon Valley.
Health 2.0 itself has global chapters and a community of over
100,000+ visionaries across specialties “united by their belief
that digital tools will empower and enable people to live
healthier lives.”

3. “ W E A R E I N T H E N E O B I O L O G I C A L R E V O L U T I O N . ”
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Jane Metcalfe, founder of Wired Magazine and NEO.LIFE (online
magazine) excited the crowd with her keynote on what she calls
the “neobiological revolution.”
The digital revolution changed how we work, learn,
communicate and have fun. It’s impacted our politics, access,
wealth creation and how we connect with the world. The 20th
century was all about Physics. The 21st
century is all about
biology and changing our definition of what it means to be
human. Through brain mapping, genomic sequencing, etc., we
are evolving ourselves. We can wear, embed and even swallow
sensors. We’ve seen a cultural shift in our entertainment –
shows like Altered Carbon, Black Mirror and West World “reflect
how we now think about consciously directing our evolution.”
The next 5-10 years will be the story of our times. We are very
lucky to be at the forefront of this transformation.
- Jane Metcalfe, Founder of Wired and NEO.LIFE

4. D O N O T F E A R … T E C H W I L L N O T R E P L A C E H U M A N S
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We often hear “the robots are coming! We’re all going to lose our jobs.” This
is simply not the case. Rather than replace us, these tools will enhance
humans.
Steve Jobs was known to refer to a 1973 study published in Scientific
American that measured the output of organisms in the world to see what
could travel the farthest distance with the least amount of effort. It was the
Condor, however when a tool was added – specifically, a bicycle –humans
won hands down. Humans traditionally scale (get the most out of less)
through tools.
Since the release of the iPhone in 2007, we have seen exponential growth
in health tools available in the form of health apps that drive deeper
awareness of personal health conditions and improve communication and
experiences with physicians. And with these tools we will begin to see
earlier detection and interventions, pushing us towards a healthier future
together.
To succeed, we need to look beyond the technology and make sure we take
into account how the tool will add utility to both the physician workflow
“The computer is the
equivalent of the
bicycle of our minds.”
- S T E V E J O B S

5. Entrepreneurs want to bring healthcare home: The continued rise of telehealth,
importance of patient and physician communication, continuous monitoring,
remote patient monitoring, on-demand care.
We are in the Digital-Health Hype Cycle
Behavioral Science is key in managing chronic disease
Transparency, privacy, and ownership of data:
Patient and Physician concerns as data collection and aggregation increase.
The Importance of partnerships and learning transfer
Our Physicians are killing themselves: Physician burnout is on the rise in the US. Are
we part of the problem?
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6. Cost is certainly not the only issue when it comes to access to
healthcare. Gyre Renwick of Lyft shared an alarming statistic:
“Today, 3.5 million Americans miss appointments due to lack
of transportation, amounting to $150B in losses per year.”
One of the most apparent trends from the conference was
that startups are trying to take healthcare services out of the
four walls of the doctor’s office and into the home. Providing
more convenient care helps keep patients out of the hospital
or urgent care center, improves access, and ultimately drives
down costs for both patient and the healthcare system.
Whether it’s through continuous monitoring systems,
telehealth applications, home care, or transportation services,
these startups have a similar goal of improving the life in our
years, not just the years in our life. 66
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7. V I R T A H E A L T H M E D I C A L L Y H O M E L Y F T
Virta Health’s mission is to reverse
type 2 diabetes in 100 million people
by 2025. With their continuous care
app and specially trained physicians,
Virta has seen results:
• 94% of insulin users reduced or
eliminated usage after 1 year
• 60% of patients reversed their
diabetes after 1 year
• Average A1C reduction of 1.3% after
1 year
MedicallyHome focuses on eldercare,
providing all the services one would
expect in the hospital, at home. It’s
complete care coordination from
antibiotics, diet, infusions and physical
therapy. MedicallyHome service is 1⁄3 to
1⁄2 the cost of traditional hospitalization.
Lyft recently teamed up with Allscripts,
integrating their Concierge API and
enabling providers to request Lyft rides
for 7.2 million patients within their EHR
platform. Lyft is also working to
support Medicare and Medicaid
beneficiaries through their partnership
with Access2Care. CareLinx, a caregiver
marketplace, launched CareRides with
Lyft, allowing caregivers to arrange
rides for their loved ones
T E C H T O N O T E

8. Digital therapeutics and digital health are trendy
phrases right now – but don’t be jaded about these
shiny objects.
When Fitbit launched in 2007 there was a ton of
hype, followed by a ton of jokes(and stats to back
them up) about how “everyone has a Fitbit in their
drawer, not on their wrist.”
We are now in the ‘slope of enlightenment,’ where
the technology has been developed and refined to
the point where we are no longer just seeing shiny
toys, but real tools and utility that are reimbursable,
prescribed, and can even save lives.
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9. T E C H T O N O T E
Considered the “Netflix of
Fitness,” Aaptiv is an on-demand
audio based workout application
with over 200,000 paying
members. Amazon recently
became an investor, in talks to
develop Alexa skills that
incorporate on demand voice-
based Aaptiv workouts as well as
potential to expand the Prime
membership into fitness. Aaptiv
is successfully following the trend
to meet consumers where they
are and giving them control over
when and where they workout.
Livongo is a catalyst for
behavior change that uses
personalized health
insights to treat pre-
diabetes, diabetes, and
high blood pressure.
Livongo uses data science,
mobile applications and
connected devices to
deliver a personalized
experience.
Medici enables patients to
communicate with their
medical providers, creating
an additional channel for
patients and their doctors
and allowing for more
customized and timely
medical care through a single
app. HIPAA-compliant, the
app allows providers to
communicate with their
patients over text and video,
revolutionizing the doctor-
patient relationship.
Heal brings a qualified
doctor to you, on-demand
and on your schedule. In-
network with insurance,
you'll pay your regular
copay. No insurance, no
problem. No hidden costs
or extra charges. You will
always see your price
before you book & never
get a bill later.
A D A P T I V E L I V O N G O M E D I C I H E A L M P L
Johnny Matheny was
a self-proclaimed
“hillbilly” but is now
considered the most
advanced bionic man
in the world. Thanks
to targeted muscle
reinnervation using a
modular prosthetic
limb (MPL), he can
control movement of
his new arm using his
mind.
Spectrum of digital health tools: from wellness and fitness trackers to communication tools to bionics

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“Everyone likes to innovate, no one likes to change.” These
new digital health trackers and tools can empower us to live
healthier lives, but they only work if we’re willing to pay
them some attention. As we get smarter at predicting health
issues through data collection, the importance of patient
participation and persistence increases.
This is especially true in many chronic health conditions,
where lifestyle modifications and new habits can be as
important, or even more important, than the medications
prescribed to manage them. Harnessing behavioral science
can help patients reframe their failures and overcome
the human struggle to make real, lasting habit changes.
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11. T E C H T O N O T E
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*https://engagedin.com/
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EngagedIN is a neuroscience based
design firm specialized in behavior
change. They aim to solve the Brain-
Behavior Gap™ by combining the latest
research with a compassionate design
approach to increase engagement and
behavior change at-scale.* Why do
people fail at behavior change? They
stop trying. EngagedIN created a system
that transforms ”Goals” into “Practice”
and “Failure” into “iteration” to work
with, not against, the brain.
Designed to promote the formation of
lasting, healthy habits and based on the
brain science of habit formation, Fresh
Tri is a practice and iteration game that
invites you to test drive healthy habits –
removing the guesswork and feelings of
failure so you can iterate your way to
success. A social element allows users to
crowd-source healthy tips for better
habits. Fresh Tri has seen early success in
a case study with Wal-Mart employees
seeking healthier habits
HealthyCapital is a behavior-
modification app that utilizes actuarial
data to motivate individuals to adopt
simple physician-approved behavior
changes leading to lower healthcare
costs, longer life expectancy, and
increased retirement savings. In
simple terms, the application shows
how getting healthy is not only good
for the body, but also for the bank
account (and ultimately, their long-
term financial goals).
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12. You may have questioned who owns your Facebook posts
or Instagram stories, but have you wondered who owns
your genomic code? With the increase of health data
generation, and consequentially the storage of health
data, the answer of who owns your medical records may
not be that obvious. As tech gets more complicated,
transparency will be highly valued and essential to
consumer comfort.
At Health 2.0, Patients and Physicians questioned their
privacy and are demanding more control over their data.
Entrepreneurs are answering the call, with a few doing one
better by promising compensation for sharing this
precious information.
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13. T E C H T O N O T E
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B.well provides a single platform to
safely and securely store and manage
all healthcare information in one
place – including labs results, medical
records and histories, billing &
insurance information, past and
future appointments, and integrates
with wearables and genomic data. All
sharable with family, caregivers, and/
or HCPs at your request. Plus, patients
can connect to telemedicine services,
search for providers, and compare
pharmacy prices all within the app.
Initially focused on automating the Prior
Authorization process, CoverMyMeds now
offers an instant benefits check system
called RxBenefit Clarity™. Simply input a
few patient details for instant personalized
pricing, including deductibles, co-pay and
out-of-pocket benefits, financial aid,
available savings cards, etc. Rx pricing has
never been so transparent. Currently
incorporated in some EHR systems and
open to considering placement on
brand.com sites.
A storage, sharing, and computing
platform for biomedical big data.
Researchers benefit from access to the
aggregated privacy protected records,
and Patients are paid for sharing their
genomics with research – safely
through blockchain technology. “Our
mission is to build the world’s largest,
most trusted genomic and health data
marketplace where everyone can
participate to usher in an era of data-
driven healthcare.

14. Every part of the healthcare ecosystem has something to
offer – pharmaceutical companies in particular have the
ability to affect change on the industry.
We heard from a number of executives from
major healthcare systems, technology and pharmaceutical
companies who are encouraging start up incubation, open
innovation models and funding to improve and advance
the solutions we offer patients and physicians.
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“The future of healthcare will be built on the
shoulders of the strongest partnerships.”
- r a s a s h r e s t h a o f u p m c
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15. What do PayPay, SpaceX, Tesla, SolarCity, Hyperloop, OpenAI,
Neuralink and The Boring Company all have in common? A founder.
Certainly not a field or industry.
Elon Musk is a firm believer and expert in learning transfer. This
means he takes what he learns from one area and applies it to
another area. This is extraordinarily difficult to do on your own,
nearly impossible to manage four multibillion dollar corporations at
the same time, but through partnerships and shared learnings
across the spectrum of technology, pharmaceutical development,
marketing and communication, transportation, data management,
etc, we as a community can change the healthcare system for the
better.
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SoftwareEnergyTransportationAerospaceOnlineBankingNeurotech

16. P A R T N E R S H I P S O F N O T E
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Over the last 20 years, UPMC has
evolved from a single psychiatric
hospital into a $19 billion integrated
provider and insurance system.
UPMC is dedicated to “the relentless
pursuit of innovation– actively inventing
new models of patient-centered, cost-
effective, accountable care.”
UPMC Enterprises is the innovation
incubation arm, that fosters innovation
by investing in and developing new
digital health companies.
UPMC has a strong portfolio, including
the likes of Xealth and vivifyhealth.
Bayer’s Grants4Apps program is a
global open innovation initiative
that started as a passion project in
Berlin in 2012. Originally organized
to sponsor small meet-up events in
an effort to get to know the startup
scene, it now offers financial
support to companies looking to
change the patient experience for
the better.
Over the past 6 years, G4A has
grown to receive over 1800 startup
applications annually and hosts 14
G4A programs globally.
Jlabs is the life science incubator
arm of Johnson & Johnson that
hosts Quickfire Challenges to
empower innovators to deliver life-
enhancing health and wellness
solutions.
Quickfire Challenges cover issues
across the healthcare spectrum
including infant care, smoking
cessation and surgical robotics.
JLabs has 11 labs around the world,
firm in their belief that “great ideas
come form everywhere.”

17. Can you imagine if you heard that 50% of pilots were burned out and that
at least 400 of them committed suicide a year? There would be public
outcry. Doctors are our healers, yet they have the highest rate of suicide
among any profession. We are in the midst of a crisis in the medical world
that puts both physician and patient lives at risk – the third leading cause
of death in the US behind heart disease and cancer is medical error.
This begs the question -- Are we part of the problem?Innovators need to
provide solutions that work with and improve the physician workflow.
Unfortunately, physicians have not historically been consulted in the
discovery process for systems and tools – a prime example being EHR
systems that are often cumbersome and confusing, adding stress and
administrative work to the physicians day. Training programs and
updating standard med school curriculum's the include technology
training will be necessary in the coming years.
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18. C O L L A B O R A T I N G W I T H H C P S F O R B E T T E R T E C H
What are HCPs looking for in new tech?
• Will it save time AND provide better outcomes?
• Will I be reimbursed?
• I already spend too much time with my computer. How will this reduce that time, not add to it?
• Privacy concerns. Will I get sued?
Successful tech removes roadblocks for physicians, it shouldn’t create roadblocks
• Health information technologies should be accessible and affordable.
• Regulatory requirements should be simplified and flexible enough to accommodate emerging technologies, new models of care and
physician payment.
• Unessential tasks and administrative burden should be eliminated.
• Technical standards should be implemented for the secure transfer of health data.
• Policies should be developed for how patient information is shared between physicians, patients, health systems, medical registries and
others.
How to include physicians in your discovery:
AMA Physician Innovator Network – Match.com meets Linkedin for healthcare startups
• 2600 physicians, 4000 total users, 460 companies
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Click here for a link to full report from AMA.

19. H A N D O F F P R O A V I A M E D I V I S
T E C H T O N O T E
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HIPAA compliant smartphone app
designed for secure and more
complete patient handoff and task
management during shift changes in
the ER. Keeping teams on the same
page by easing communication and
collaboration reduces the chance that
something, or someone, falls through
the cracks and lifts some of the stress
associated with staff handoffs.
Avia is a technology company focused on
the health systems’ challenges and
opportunities, including clinician burnout,
mental health and consumer engagement.
Using a custom voice application, Avia has
developed a solution that allows
physicians and nurses to properly
delegate administrative tasks and work in
the hospital, easing the workflow to allow
physicians and nurses to do what they do
best – care for their patients. This tool is
being used at Cedar Sinai
MediVis is a mixed reality company
built to augment the training of medical
students. Launched in 2015 by two NYU
physicians, MediVis leverages Microsoft
HaloLens to “completely change how
physicians prepare for and perform
surgeries in the operating room.”
MediVis has transformed 2D medical
training to immersive, 3D training.

20. M I R A A C C E N D O W A V E F I B R I C H E C K
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Mira’s connected women’s health
tracker won the consumer competition
at Health 2.0 . For $199, women receive
a urine analysis device that connects to
a mobile app via bluetooth. The device
helps women identify peak fertility
days to maximize or avoid conception
and monitor hormones. In a clinical
trial, this class 1 medical device
demonstrated 99% accuracy and has
the opportunity to potentially serve as
a monitoring and management tool for
kidney conditions.
AccendoWave uses an EEG headband and
a tablet with AccendoWave software to
track patient relaxation, focus, pain, and
nausea. The software analyzes patient’s
brainwaves and prompts content such as
music, video, and games to help manage
discomfort. Proven to reduce discomfort
in 83% of patients in a clinical setting,
providing a non-pharmaceutical solution
for pain-management – something
hospitals are now required to offer
patients as of January 1, 2018.
FibriCheck, J&J Innovations Lab winner,
was awarded a $25k investment.
FibriCheck allows patients to monitor
heart rhythms for aFib with their
smartphone, anywhere, anytime. The
app is medically certified screening
and monitoring and available on
prescription for the detection of
irregular heart rhythms, including
atrial fibrillation. All of the information
is automatically shared with HCPs for
instant remote monitoring.

21. What changes in the next 5-10 years will have the biggest
impact on the future of healthcare?
1. Technology: More sophisticated infrastructure.
The de-siloed trend will put pressure on tech solutions
to improve cross-communication between systems.
2. Collaboration: Working together across industries to
solve our most pressing problems like interoperability,
physician burnout and privacy.
3. Culture: Shift from wariness to acceptance of AI as essential.
4. Policy: Software regulation similar to the medication
regulation of today.
5. Consumer: Increased adoption of data generating devices.
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W H A T W E C A N D O N O W A S P H A R M A M A R K E T E R S
Bring healthcare home: Support the increased adoption of telehealth with digitally-housed information and resources
like brochures and discussion guides. Consider remote monitoring opportunities for safety and efficacy tracking.
Take advantage of the Digital-Health Hype Cycle: Look to strategic digital solutions that serve all of the members of
the healthcare team, like prescribable tools that drive real outcomes.
Harness Behavioral Science: Build patient support programs and RM streams that teach patients how to hack their
own habits for better med adherence and lifestyle management.
Transparency, privacy, and ownership of data: Always allow patients to access and control any information or data
shared.
Look for partnerships outside of your traditional network: Keep up with current consumer expectations by bringing
consumer-centric thinking into the healthcare space, with faster, more personalized, and more convenient brand
experiences.
Support our physicians: Reduce the prescribing burden with streamlined PA processes and digitally-enabled
monitoring solutions
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23. kristin.mengel@hhcc.com
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