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DIA Health
Robert Wood Johnson Foundation
Games To Generate Data Challenge



Akili Hinson MD MBA
akili@mydiahealth.com
Akili is a physician and MBA by training, but his passion is creating innovative technologies to
help people lead healthier lives and engage with their health like never before. After completing
medical school and 2 years of surgery residency at Cornell, Akili left clinical medicine to pursue
an MBA at Columbia Business School where he focused on finance, entrepreneurship, and
healthcare. In business school, he founded a volunteer organization that introduces NYC
students from disadvantaged backgrounds to careers in business and was named a Goldman
Sachs MBA fellow. While in medicine, Akili gained deep clinical research experience that
focused on integrating complex datasets to develop predictive models and an extensive
background in direct patient care. His obsession with technology is longstanding – Akili built his
first computer from spare parts as a teenager and recently began learning to code.



Mutaz Musa
mutaz@mydiahealth.com
Mutaz is an MD/MBA candidate at Columbia University. He received a BS in biology and
chemistry and an MS in neuroscience from the University of Toronto. He has over ten years of
software development experience most recently building real-time thick client web applications.
He has worked at Columbia's Department of Biomedical Informatics building prognostic
computational models of chronic kidney disease. He founded Qiurio.com a self-assessment
platform for medical education. Mutaz sits on the Entrepreneurial Scientist Advisory Panel of
NYC Tech Connect at the NYC Investment Fund and works with Polaris Venture Partners on
health IT solution for rural India.
Executive Summary

Software description
DIA Health is an entirely new way to connect with health. We help people to two things:
             1. Track and visualize all their nutrition, fitness, and health condition data in one
                place.
             2. Share with family and friends and find answers from experts in a network of
                trusted relationships and groups
Our initial focus is on fitness, nutrition, and preventive screenings for everyone as well as
support for diabetes, high blood pressure, and asthma - with more to come. Additionally, with
DIA it’s simple to share updates, photos and videos with close friends and family, and it’s easy
to integrate data from third-party health applications and devices. There are two types of people
who use DIA: Members and Experts.

DIA Health features two elements of game design: validation and completion. We use several
mechanics to support validation and completion including, voting, following, real-time and
intermittent feedback, clearing, and a profile completeness bar.

Data generation description
The gamification elements of validation and completion will facilitate data generation in two
ways: encouraging high quality content contributions and self-tracking of health-related data.
Member generated content can be analyzed to assess which types of contextual messaging are
most effective at promoting health engagement. Additionally, Expert-generated content will
create a powerful body of plain language health knowledge that is both vetted by other Experts
and confirmed as useful by Members. For self-tracked health data, clearing and feedback game
mechanics will generate nutrition, fitness, and health condition data. Lastly, the profile
completeness bar will encourage users to provide information about their chronic health
conditions, current medications, past procedures, and allergies.

Community deployment approach
Within the Aligning Forces geography of Greater Boston, we plan to leverage existing
relationships in the area to drive viral adoption amongst individual Members and Experts as well
as direct marketing to large institutions for large volume acquisition. For Members, we will seek
to engage people who have informally organized themselves into health interest groups with an
online presence. For Experts, we will leverage our personal and professional networks, medical
school alumni networks, and the networks of existing DIA Health experts as channels to reach
individuals. Lastly, via direct marketing, we intend to target large fitness organizations, dietitian
groups, and healthcare institutions to acquire both Experts and Members.
Software Description

Our vision is to create an entirely new way to connect with health by helping people to two
things:
             1. Track and visualize all their nutrition, fitness, and health condition data in one
                place.
             2. Share with family and friends and find answers from experts in a network of
                trusted relationships and groups.
Our initial focus is on fitness, nutrition, and preventive screenings for everyone as well as
support for diabetes, high blood pressure, and asthma - with more to come. People can also
integrate third-party data from popular health apps and devices to make tracking even more
simple and seamless.

With DIA it’s simple to share updates, photos, and videos with close friends and family. We also
make it easy to join or create groups that people care about and find personalized answers from
experts like, physicians, dieticians, and personal trainers.

There are two types of people who use DIA: Members and Experts. Members are the core of
the community and Experts are verified physicians, certified personal trainers, and registered
dietitians. DIA Health is structured like a social network where Member profiles feature a health
data tracking and visualization interface. Expert profiles feature professional information and
topic specific content they have personally shared or endorsed from other experts.

Members are able to track their nutrition, fitness, and weight in two ways: simple and detailed.
Detailed tracking involves entering calories consumed from food, calories burned from exercise,
and weight. Simple tracking involves answering three questions at the appropriate times with
the simple push of a button.
    ● Did you eat healthy today?
    ● Did you exercise today?
    ● How do your clothes fit?
Consistency over time is a challenge in health self-tracking and many people who are natural
self-trackers do so in their heads or use other heuristics. Simple tracking allows people who
informed about health to track in a way that’s straightforward but also provides feedback, e.g.
“you’ve eaten healthy 80% of the time this month, up from 70%”. Alternatively, it provides clear
way for people who incorrectly believe they are informed to recognize the need for detailed
tracking until they better understand healthy living.

Only detailed tracking is available for diabetes, hypertension, and asthma. For example,
Members can enter their blood sugars and A1c results, blood pressure readings, and record
asthma attacks.

Health is fundamentally social. We seek health advice from experts, friends and family. All over
the world people eat together, play team sports, and exercise together. But, health information
is also sensitive and, in many cases, private. With this in mind, DIA allows people to share
experiences, exchange ideas, and find answers from verified experts in a safe and trusted
environment that’s specific to health. Members and Experts can post updates and share photos,
videos, and other rich and engaging content.

In addition to a 250-character limit, DIA has some rules when it comes to social engagement.
Members can only establish mutual relationships with each other and they can only “follow”
experts. Experts can only “follow” other experts and cannot establish mutual relationships.

Questions and answers

Expert’s posts can be organized by tags, e.g. “fitness”, “diabetes”, etc. and stored in topics.
Experts and Members can both follow topics. Additionally, Members can ask an anonymous
question within a topic. For topics that a member follows, all posted questions are delivered to
her Newsfeed and she has the ability to “Like” the question. Once a question is “Liked” by a
critical mass of Members, e.g. 5 people, the question shows up in the Newsfeeds of Experts
who also follow the topic. After an Expert answers a question, the answer can be “Liked” by
both Members and Experts.

Game mechanics

DIA Health features two elements of game design: validation and completion. We use several
mechanics to support validation and completion including, voting, following, real-time and
intermittent feedback, clearing, and a profile completeness bar.

We believe that people must be intrinsically motivated to engage with game-like features and
therefore only focus on mechanics that tie into people’s goals.

Validation is a gamified element that represents community support, popularity, and approval for
our Member and Experts. It is one of the key drivers of long-term, high quality engagement. For
Members, when friends and family say, “we like this” with a positive vote on a shared post or
updated activity, it provides individual encouragement and also recognition for high quality
contributions. For Experts, follower counts reflect a sense influence, importance, and popularity.
Additionally, a positive vote on shared Expert content encourages future content contributions
and recognizes high quality posts.

Completion is gamified element that leverages the human desire for achievement to incent
people to take action. We provide real-time and intermittent feedback to Members tracking their
nutrition, fitness, and health condition data. For example, if a Member reports consuming too
many calories or enters a concerning blood sugar they receive a notification. Additionally,
Members receive weekly and monthly summaries of their health data. We also incorporate the
game mechanics of clearing and a profile completeness bar. Clearing centers on simple
tracking with our three questions. Questions appear in the notifications sections, prompting
users to “clear” the questions by answering them. Lastly, we feature a profile completeness bar
that specifically details key items to complete.
Use of Aligning Forces data

We plan to incorporate the Aligning Forces for Quality data from the Greater Boston area. For
Members who need to find a new provider or access to other forms of care, we will offer a
searchable database of institutions in the Boston Area that allows for selection via zip code. We
will then rank the institutions in the limited geography by average Aligning Forces quality score.
We also allow for custom search by category, e.g. “Women’s Health”, “Diabetes Care for Adults”,
etc.

Additionally, Experts from relevant institutions will have the opportunity to display Aligning
Forces quality information that’s germane to their area of expertise. For example, primary care
physicians can display Aligning Forces quality scores for “Adult Diagnostic and Preventive”,
“Asthma Care”, and “Diabetes Care for Adults”.



Data Generation Description

The gamification elements of validation and completion will facilitate data generation in two
ways, encouraging high quality content contributions and self-tracking of health-related data.

Game mechanics rooted in the human desire for validation will promote the contribution of high
quality content from experts and Members. Member-generated content can be analyzed to
assess what types of contextual messaging are most effective at promoting health engagement.
Additionally, publically shared Member content can be mined to help understand the impact of
cultural changes in underway in health and the positive effects of engaging patients in quality
improvement activities

Expert-generated content will create a powerful body of plain language health knowledge that is
both vetted by other Experts and confirmed as useful by Members. Voting mechanics and
follower counts strongly encourage high quality content contributions and creates a searchable
database that people can leverage to become more informed about health.

Clearing and feedback mechanics will facilitate the generation of nutrition, fitness, and health
condition data like:
             • Calories consumed and type of food
             • Calories burned and type of exercise
             • Blood sugar levels
             • Systolic and diastolic blood pressure levels
             • Frequency of asthma attacks
The profile completeness bar game mechanic will encourage users to provide information about
their chronic health conditions, current medications, past procedures, and allergies. These data
points will add a rich level of detail for statistical analysis of the tracked nutrition, fitness, and
health condition data.
The combination of the two types of data can contribute to a model capable of predictive
analytics, lending itself to the identification of the most effective nutritional and fitness plans,
given a person’s profile. Additionally, this data may also be analyzed in conjunction with
biometric data related to diabetes, high blood pressure, and asthma, making the model more
relevant for care providers. Both types of data will be immediately incorporated into our
application to also provided information on popular or trending workout and nutritional plans as
well as health-specific topics discussed on the social platform.



Community Deployment Approach

In the United States, it’s estimated that 80% of adults look up health information online and 70%
engage is some form of health self-tracking. Additionally, 24% of adults reported posting about
health experiences or updates via social media and-in a separate study-24% of adults reported
sharing their health tracking with another person or group. We believe these findings indicate
there are millions of people who would find value in becoming members of DIA.

However, within the Aligning Forces geography of Greater Boston, we plan to leverage existing
relationships in the area to drive viral adoption amongst individual Members and Experts as well
as direct marketing to large institutions for large volume acquisition.

Viral adoption

For Members, we will seek to engage people who have informally organized themselves into
health interest groups with an online presence, for example healthy living groups, online
diabetes communities, and yoga classes. For Experts, we will leverage our personal and
professional networks, medical school alumni networks, and the networks of existing DIA Health
Experts as channels to reach individuals. Once we reach a critical mass of social connections in
the community we will focus on rapid growth through viral marketing. Our viral marketing
strategy focuses on optimizing referral and conversion rates by leveraging acquisition tactics,
like inviting friends via contact uploaders and social APIs as well as judicious use of reminders,
social updates, and friend suggestions via email.

We will also engage the Greater Boston community using targeted free or low cost channels.
For example, geography-specific SEO, inbound marketing via social media, and third-party
promotion via early adopter and key opinion leader blogs.

Direct marketing

Direct channels to formal health-related organizations are the core element of our direct
marketing strategy. We intend to target large fitness organizations with certified personal
trainers, dietitian groups, and healthcare institutions to acquire both Experts and Members. For
example, securing agreements with personal trainers at Boston Sports Club, dietitians at the
Sargent Choice Nutrition Center, and primary care physicians at Brigham and Women’s, would
also lead to the acquisition of a number of their patients and/or clients. There is a potential direct
marketing acquisition multiplier effect that may manifest through organic referrals by patients
and or clients who invite people with whom they have health-related social connections to sign
up for DIA Health.

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Rwj games dia_health

  • 1. DIA Health Robert Wood Johnson Foundation Games To Generate Data Challenge Akili Hinson MD MBA akili@mydiahealth.com Akili is a physician and MBA by training, but his passion is creating innovative technologies to help people lead healthier lives and engage with their health like never before. After completing medical school and 2 years of surgery residency at Cornell, Akili left clinical medicine to pursue an MBA at Columbia Business School where he focused on finance, entrepreneurship, and healthcare. In business school, he founded a volunteer organization that introduces NYC students from disadvantaged backgrounds to careers in business and was named a Goldman Sachs MBA fellow. While in medicine, Akili gained deep clinical research experience that focused on integrating complex datasets to develop predictive models and an extensive background in direct patient care. His obsession with technology is longstanding – Akili built his first computer from spare parts as a teenager and recently began learning to code. Mutaz Musa mutaz@mydiahealth.com Mutaz is an MD/MBA candidate at Columbia University. He received a BS in biology and chemistry and an MS in neuroscience from the University of Toronto. He has over ten years of software development experience most recently building real-time thick client web applications. He has worked at Columbia's Department of Biomedical Informatics building prognostic computational models of chronic kidney disease. He founded Qiurio.com a self-assessment platform for medical education. Mutaz sits on the Entrepreneurial Scientist Advisory Panel of NYC Tech Connect at the NYC Investment Fund and works with Polaris Venture Partners on health IT solution for rural India.
  • 2. Executive Summary Software description DIA Health is an entirely new way to connect with health. We help people to two things: 1. Track and visualize all their nutrition, fitness, and health condition data in one place. 2. Share with family and friends and find answers from experts in a network of trusted relationships and groups Our initial focus is on fitness, nutrition, and preventive screenings for everyone as well as support for diabetes, high blood pressure, and asthma - with more to come. Additionally, with DIA it’s simple to share updates, photos and videos with close friends and family, and it’s easy to integrate data from third-party health applications and devices. There are two types of people who use DIA: Members and Experts. DIA Health features two elements of game design: validation and completion. We use several mechanics to support validation and completion including, voting, following, real-time and intermittent feedback, clearing, and a profile completeness bar. Data generation description The gamification elements of validation and completion will facilitate data generation in two ways: encouraging high quality content contributions and self-tracking of health-related data. Member generated content can be analyzed to assess which types of contextual messaging are most effective at promoting health engagement. Additionally, Expert-generated content will create a powerful body of plain language health knowledge that is both vetted by other Experts and confirmed as useful by Members. For self-tracked health data, clearing and feedback game mechanics will generate nutrition, fitness, and health condition data. Lastly, the profile completeness bar will encourage users to provide information about their chronic health conditions, current medications, past procedures, and allergies. Community deployment approach Within the Aligning Forces geography of Greater Boston, we plan to leverage existing relationships in the area to drive viral adoption amongst individual Members and Experts as well as direct marketing to large institutions for large volume acquisition. For Members, we will seek to engage people who have informally organized themselves into health interest groups with an online presence. For Experts, we will leverage our personal and professional networks, medical school alumni networks, and the networks of existing DIA Health experts as channels to reach individuals. Lastly, via direct marketing, we intend to target large fitness organizations, dietitian groups, and healthcare institutions to acquire both Experts and Members.
  • 3. Software Description Our vision is to create an entirely new way to connect with health by helping people to two things: 1. Track and visualize all their nutrition, fitness, and health condition data in one place. 2. Share with family and friends and find answers from experts in a network of trusted relationships and groups. Our initial focus is on fitness, nutrition, and preventive screenings for everyone as well as support for diabetes, high blood pressure, and asthma - with more to come. People can also integrate third-party data from popular health apps and devices to make tracking even more simple and seamless. With DIA it’s simple to share updates, photos, and videos with close friends and family. We also make it easy to join or create groups that people care about and find personalized answers from experts like, physicians, dieticians, and personal trainers. There are two types of people who use DIA: Members and Experts. Members are the core of the community and Experts are verified physicians, certified personal trainers, and registered dietitians. DIA Health is structured like a social network where Member profiles feature a health data tracking and visualization interface. Expert profiles feature professional information and topic specific content they have personally shared or endorsed from other experts. Members are able to track their nutrition, fitness, and weight in two ways: simple and detailed. Detailed tracking involves entering calories consumed from food, calories burned from exercise, and weight. Simple tracking involves answering three questions at the appropriate times with the simple push of a button. ● Did you eat healthy today? ● Did you exercise today? ● How do your clothes fit? Consistency over time is a challenge in health self-tracking and many people who are natural self-trackers do so in their heads or use other heuristics. Simple tracking allows people who informed about health to track in a way that’s straightforward but also provides feedback, e.g. “you’ve eaten healthy 80% of the time this month, up from 70%”. Alternatively, it provides clear way for people who incorrectly believe they are informed to recognize the need for detailed tracking until they better understand healthy living. Only detailed tracking is available for diabetes, hypertension, and asthma. For example, Members can enter their blood sugars and A1c results, blood pressure readings, and record asthma attacks. Health is fundamentally social. We seek health advice from experts, friends and family. All over the world people eat together, play team sports, and exercise together. But, health information is also sensitive and, in many cases, private. With this in mind, DIA allows people to share
  • 4. experiences, exchange ideas, and find answers from verified experts in a safe and trusted environment that’s specific to health. Members and Experts can post updates and share photos, videos, and other rich and engaging content. In addition to a 250-character limit, DIA has some rules when it comes to social engagement. Members can only establish mutual relationships with each other and they can only “follow” experts. Experts can only “follow” other experts and cannot establish mutual relationships. Questions and answers Expert’s posts can be organized by tags, e.g. “fitness”, “diabetes”, etc. and stored in topics. Experts and Members can both follow topics. Additionally, Members can ask an anonymous question within a topic. For topics that a member follows, all posted questions are delivered to her Newsfeed and she has the ability to “Like” the question. Once a question is “Liked” by a critical mass of Members, e.g. 5 people, the question shows up in the Newsfeeds of Experts who also follow the topic. After an Expert answers a question, the answer can be “Liked” by both Members and Experts. Game mechanics DIA Health features two elements of game design: validation and completion. We use several mechanics to support validation and completion including, voting, following, real-time and intermittent feedback, clearing, and a profile completeness bar. We believe that people must be intrinsically motivated to engage with game-like features and therefore only focus on mechanics that tie into people’s goals. Validation is a gamified element that represents community support, popularity, and approval for our Member and Experts. It is one of the key drivers of long-term, high quality engagement. For Members, when friends and family say, “we like this” with a positive vote on a shared post or updated activity, it provides individual encouragement and also recognition for high quality contributions. For Experts, follower counts reflect a sense influence, importance, and popularity. Additionally, a positive vote on shared Expert content encourages future content contributions and recognizes high quality posts. Completion is gamified element that leverages the human desire for achievement to incent people to take action. We provide real-time and intermittent feedback to Members tracking their nutrition, fitness, and health condition data. For example, if a Member reports consuming too many calories or enters a concerning blood sugar they receive a notification. Additionally, Members receive weekly and monthly summaries of their health data. We also incorporate the game mechanics of clearing and a profile completeness bar. Clearing centers on simple tracking with our three questions. Questions appear in the notifications sections, prompting users to “clear” the questions by answering them. Lastly, we feature a profile completeness bar that specifically details key items to complete.
  • 5. Use of Aligning Forces data We plan to incorporate the Aligning Forces for Quality data from the Greater Boston area. For Members who need to find a new provider or access to other forms of care, we will offer a searchable database of institutions in the Boston Area that allows for selection via zip code. We will then rank the institutions in the limited geography by average Aligning Forces quality score. We also allow for custom search by category, e.g. “Women’s Health”, “Diabetes Care for Adults”, etc. Additionally, Experts from relevant institutions will have the opportunity to display Aligning Forces quality information that’s germane to their area of expertise. For example, primary care physicians can display Aligning Forces quality scores for “Adult Diagnostic and Preventive”, “Asthma Care”, and “Diabetes Care for Adults”. Data Generation Description The gamification elements of validation and completion will facilitate data generation in two ways, encouraging high quality content contributions and self-tracking of health-related data. Game mechanics rooted in the human desire for validation will promote the contribution of high quality content from experts and Members. Member-generated content can be analyzed to assess what types of contextual messaging are most effective at promoting health engagement. Additionally, publically shared Member content can be mined to help understand the impact of cultural changes in underway in health and the positive effects of engaging patients in quality improvement activities Expert-generated content will create a powerful body of plain language health knowledge that is both vetted by other Experts and confirmed as useful by Members. Voting mechanics and follower counts strongly encourage high quality content contributions and creates a searchable database that people can leverage to become more informed about health. Clearing and feedback mechanics will facilitate the generation of nutrition, fitness, and health condition data like: • Calories consumed and type of food • Calories burned and type of exercise • Blood sugar levels • Systolic and diastolic blood pressure levels • Frequency of asthma attacks The profile completeness bar game mechanic will encourage users to provide information about their chronic health conditions, current medications, past procedures, and allergies. These data points will add a rich level of detail for statistical analysis of the tracked nutrition, fitness, and health condition data.
  • 6. The combination of the two types of data can contribute to a model capable of predictive analytics, lending itself to the identification of the most effective nutritional and fitness plans, given a person’s profile. Additionally, this data may also be analyzed in conjunction with biometric data related to diabetes, high blood pressure, and asthma, making the model more relevant for care providers. Both types of data will be immediately incorporated into our application to also provided information on popular or trending workout and nutritional plans as well as health-specific topics discussed on the social platform. Community Deployment Approach In the United States, it’s estimated that 80% of adults look up health information online and 70% engage is some form of health self-tracking. Additionally, 24% of adults reported posting about health experiences or updates via social media and-in a separate study-24% of adults reported sharing their health tracking with another person or group. We believe these findings indicate there are millions of people who would find value in becoming members of DIA. However, within the Aligning Forces geography of Greater Boston, we plan to leverage existing relationships in the area to drive viral adoption amongst individual Members and Experts as well as direct marketing to large institutions for large volume acquisition. Viral adoption For Members, we will seek to engage people who have informally organized themselves into health interest groups with an online presence, for example healthy living groups, online diabetes communities, and yoga classes. For Experts, we will leverage our personal and professional networks, medical school alumni networks, and the networks of existing DIA Health Experts as channels to reach individuals. Once we reach a critical mass of social connections in the community we will focus on rapid growth through viral marketing. Our viral marketing strategy focuses on optimizing referral and conversion rates by leveraging acquisition tactics, like inviting friends via contact uploaders and social APIs as well as judicious use of reminders, social updates, and friend suggestions via email. We will also engage the Greater Boston community using targeted free or low cost channels. For example, geography-specific SEO, inbound marketing via social media, and third-party promotion via early adopter and key opinion leader blogs. Direct marketing Direct channels to formal health-related organizations are the core element of our direct marketing strategy. We intend to target large fitness organizations with certified personal trainers, dietitian groups, and healthcare institutions to acquire both Experts and Members. For example, securing agreements with personal trainers at Boston Sports Club, dietitians at the
  • 7. Sargent Choice Nutrition Center, and primary care physicians at Brigham and Women’s, would also lead to the acquisition of a number of their patients and/or clients. There is a potential direct marketing acquisition multiplier effect that may manifest through organic referrals by patients and or clients who invite people with whom they have health-related social connections to sign up for DIA Health.