Rock Report: Sensors by @Rock_Health


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A review of the health sensor market estimated at 400M devices and worth $4B by 2014, including 36 companies offering devices across the wellness, chronic, diagnostic and monitoring markets. Purchase the report here:

Published in: Technology, Business
  • Excellent overview! When referring to 'market', is the market a global market or a US market?
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  • The third party payer issue is interesting, and it would be easier to test and use this in a system like Kaiser Permanente or the VAMC. In the indigent medical care system or community clinic system, there likely could me funding to do a more intensive proof of concept for sensor use in, example, diabetic or COPD/asthmatic pops. I have been working on something like that with an engineer from RPI (Troy, NY) and some other folks at Dartmouth. To the member who posted this, I noted you are on the Mission Neighborhood Board; you might already have considered asking the M-health, e-health team of funders at McKesson to consider this. And you might talk to some of the venture philanthropy types in SF Bay Area (Good Capital) about pushing this in the harder to reach/treat patient populations. Good Report!
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  • Bravo for this clear report - just the kind of thing I've wanted to have in my hands to explain at a high level what's happening commercially.
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  • I'd be very curious about the age breakdown of consumer-attitudes towards mobile health tech. There's a juxtaposition of the youth embracing technology and the older generation needing healthcare. This market might really mature in another 10-20 years, simply based on life progression.
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Rock Report: Sensors by @Rock_Health

  2. About Rock Health Rock Health is powering the future of the digital health ecosystem, bringing together the brightest minds across disciplines to build better solutions. Rock Health funds and supports startups building the next generation of technologies transforming healthcare. Rock Health partners include Aberdare Ventures, Accel Partners, California HealthCare 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 About this report We wanted to know more about medical and wellness sensors. This report sources data and feedback from interviews conducted with entrepreneurs working in the space. Caveat: we are not professional white-paperistas, just curious advocates who like to share knowledge and further the discussion around the evolving digital health space.
  3. sen*sor noun 1. A device that measures a signal and processes data from the signal, for real-time monitoring of a variety of parameters.
  4. Why do sensors matter? They create a wealth of data and make measuring physiological parameters simple. We looked at what data is being collected, where it is being sent and what impact it is making on the health ecosystem.
  5. user (or caregiver) sensor data processing (real-time or asynchronous) user interface (feedback) Sensor Microsystem
  6. Sensor Macrosystem data aggregation meaningful interpretation You Average
  7. Sensors 1.0 ability to measure and record signal Sensors 2.0 Sensors 3.0 sensor integration with web; sharing and accessing data passive data gathering, aggregation and meaningful interpretation Sensor Evolution
  8. companies making it happen
  9. AgaMatrix First Apple-approved iPhone med device, measures blood glucose levels funding: $23.7M series C market: 3-4 million US diabetics with an iPhone payer: insurers “With data, you can coach, drive adherence, promote compliance, and provide inspiration and educational information to patients.” - Sonny Vu, Co-Founder
  10. Basis A wrist-watch tracking vitals: heart rate, movement, sweat and temperature sensor: optical sensor, accelerometer, galvanic skin response, and skin/ambient temperature price: $199 funding: $5.5M seed, undisclosed series A “The market for sensors will far exceed anyone’s expectations and we will see exponential growth in the near future.” - Nadeem Kassam, Founder
  11. Lark Sleep sensor and alarm clock, for sale at Apple sensor: measures micromotions (3,000 data points / minute) funding: $1M series A price: $99, $129 “Our philosophy: turn data into actionable items so consumers can improve their quality of life.” - Julia Hu, Founder & CEO
  12. Proteus “Proteus wants to shift the way healthcare is delivered-- facilitated by technology and data.” - Arna Ionescu, Director of Product Development Microsensor-enabled medication to track medication compliance and customize therapy development: working with Novartis to launch new products in Q3 2012 funding: $25.4M in 2009
  13. UP by Jawbone A sensor-infused wristband and smartphone app to track and improve health from: new product from the hardware company Jawbone funding: $119M in 2011 launch: available before end of Q4 2011 “Health doesn't just happen during 30 minute intervals a few times a week - it is the cumulative effect of the small decisions we make throughout every day.” - Brad Kittredge, Manager of Platform & Partner Success
  14. Withings WiFi body scale measures weight, body fat and lean mass features: generate graphs and add measurements to your medical records price: $159 funding: $4.2M
  15. We looked at 36 sensor companies Wellness Chronic Diagnostic Monitoring
  16. What are they measuring? Motion Heart Rate Skin Brain Body Temperature Glucose Other 0 3 6 9 12 15 Themes of the 36 sensor companies 2011
  17. Most important reasons consumers buy mobile health tech I would not Monitor fitness / well-being Doctor monitor remotely Monitor previous condition 0% 12% 24% 36% 48% 60% Source: PricewaterhouseCoopers HRI Physician and Consumer Surveys, 2010
  18. What consumers and physicians want to track Source: PricewaterhouseCoopers HRI Physician and Consumer Surveys, 2010 What consumers and physicians want to track 70% 60% 50% 40% 30% 20% 10% Physicians Consumers Weight Vital Signs Calories/ Fat Intake Exercise/ Physical Activity Sleep Patterns Blood Sugar Acid Reflux/ Indigestion Digestive Health Source: PricewaterhouseCoopers HRI Physician and Consumer Surveys, 2010
  19. Trends Sensor companies in 2011
  20. Looks like Apple... Devices need to be fashionable, unobtrusive, wireless, and posses a rich set of sensors for a richer set of data. - Nadeem Kassam, Founder of Basis “ ”
  21. Priced like Apple... $99Average selling price
  22. But will sensors be mass-market like the iPod? 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 “ ” 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 ” “
  23. Today’s Market self-initiated health tracking (quantified self) prescribed health intervention (following doctor’s orders) John, 40. Diabetic. Uses AgaMatrix. Jane, 28. Runner. Wears FitBit. ? disease management, preventive health, remote monitoring & care, detection & screening, consumer personalized medicine, predict and control outbreaks { }
  24. Tomorrow’s Market Mass adoption driven by: Decreasing cost of sensors and improving battery technology Reducing barriers to use (compliance & reimbursement for use) “Quantified self” movement going mainstream Off-the-shelf distribute (at places like BestBuy, Walgreens)
  25. By 2014 400million devices *Qualcomm Wireless Health
  26. By 2014 $4 billionmarket *Dow Jones
  27. Lack of consumer awareness and initiative Poor health system infrastructure with perverse incentives to keep people sick Making the data actionable and proving meaningful consumer benefits Regulatory and reimbursement hurdles Sustainable and attractive business models are yet to be proven Barriers 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 ” “
  28. Opportunities 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 ” “ Sensors are becoming cheaper, smaller, and more reliable Improvements in smartphone, wireless, and battery technology vastly improve product value Off-the-shelf product sales = broader distribution A proactive consumer philosophy is shaping, and the “quantified self” movement is on the rise
  29. 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 motion Therefore.... Huge opportunity for mass market personal health management sensor products, both personal- and doctor-initiated Rise of the "quantified self" movement will increase demand But.... Mass adoption of sensors will depend on cost, ease of use, availability, and integration within the entire healthcare system
  30. Ben Rubin Zeo Co-Founder & CTO Nadeem Kassam Basis Co-Founder Dr. Dave Albert AliveCor Founder Sonny Jandial P&G Marketing Manager Thank You Arna Ionescu Proteus Director of Product Dev Julia Hu Lark Co-Founder Sonny Vu AgaMatrix Founder Brad Kittredge Jawbone UP Platform & Partner Manager Rick Valencia Qualcomm Global Business Lead Deck construction & research credit goes to: Ashlee Adams, Jessica Koenig, Sona Makker, Zach Malchano, Halle Tecco & Leslie Ziegler Jamie Eisinger Qualcomm Marketing Coordinator
  31. get in touch @rock_health