Chronic Cow, LLC — the company

Dr. Kevin J. Payne
Founder
www.ChronicCow.com!
© 2018 Chronic Cow, LLC
The science of living well,
delivered with care.
Chronic Cow ™
Your Life, Lived Well.!™
“deep dive to go” deck, v.5

Like more than 150 million Americans,
you have a chronic diagnosis.
It’s a lot more than “managing symptoms.”
It gets in the way of the life you want to live.
But this is the life you’ve got.
You need to live well.

Medicine doesn’t have the solution,
or it wouldn’t be “chronic.”
Everyone has a suggestion,
but they don’t live your experience.
Most of those tips work for someone.
But only some will work for you.
You can’t keep guessing.
That’s discouraging & exhausting.

Chronic Cow™ gets to know you.
We show you how to improve your quality of life.
We support you in ways that work for you.
Chronic Cow™ is the guide
to your life, lived well.

Problem
Chronic illness is far more than managing symptoms.
It changes how we think, feel, relate & get things done. It
demands we adapt in ways we didn’t anticipate and don’t
want. And it effects the people we love, too.
Our life rules have changed.
But no one explains how.
Chronic Cow™ does.

Context
•  Chronic illness is any health condition lasting 3+ months.
•  Many are lifelong or with danger of relapse.
•  Half of all Americans have at least one.
•  6 of the Top 10 killers are chronic health conditions.
•  They cost $2.3 T of our $2.7 T annual healthcare spend.
•  And the human costs are incalculable.
But we still need to live
meaningful, productive lives.

What’s a chronic illness?

You think your
problem is
HERE.
(or whichever
body part
is affected.)
It is…
Everyone thinks it’s a medical problem
with a medical solution.

But it’s also here, in
the ways you, others &
our environment react,
experience & try to
accommodate.
It is a medical problem — without a medical
solution — and its effects are everywhere.

Existing Solutions
Existing “solutions” begin from a medical perspective
with the goal of training better patients to improve
healthcare outcomes (not “well,” but better medical
adherence & symptom management).
That’s great, as far as it goes.
But there’s a lot more to it…

Our Solution
Chronic Cow starts from the perspective of people trying to
live with chronic health conditions (and their loved ones and
caregivers), and delivers a path to improve the quality of life
we experience.
Everyone who lives it understands
current solutions are incomplete.
A complete solution means seeing
the problem differently.

Our Solution
Chronic Cow™ delivers knowledge, support & technology that
guides you to a better quality of life.
We show you the mental, emotional, behavioral, functional &
environmental strategies & tools that specifically help you
improve the life you experience.
Our analytics match you with the
missing tools you need to
succeed at living well.

How It Works: #1
Evaluation!
Tell us about
yourself.

How It Works: #2
Analysis!
Our intelligent data science identifies:
•  your biggest challenges
•  your actionable challenges
•  best solution tools for you
Based on millions of data points
& thousands of studies.

How It Works: #3
Action!
High Touch
High Tech!
•  Your trained, personal Chronic Cow™ Guide
•  A Chronic Cow™ Guide-led Group
•  Your choice of digital interface
(web, app, email, text, chat)

Works with
Teaches the ill to
be “good”
patients.
•  symptom
management
•  treatment
adherence
•  basic disease
information
Tries to cure,
mask or manage
medical
symptoms.
Medical solutions
for narrowly
conceived
medical
problems.
Individualized for
commonly
experienced life
challenges — for
those with
chronic
conditions & their
caregivers.
We compliment
existing solutions.
Attempts to
lessen or regulate
“abnormal”
mental,
emotional &
behavioral
patterns.
Healthcare!
Chronic!
Disease!
Management!
!
Mental!
Healthcare!Chronic Cow™!

Serving
•  Those living with chronic conditions
•  Their loved ones & caregivers
•  Medical & therapeutic professionals
•  Healthcare organizations
•  Corporate HR departments
consumer
enterprise

Insight
We’re a lot more than “patients.”
We need to live good lives, not just manage conditions.
We’re not “healthy,”
but we’re also not “sick” in the ways people expect.
We have overwhelming life challenges
others don’t see or understand.
Chronic Cow™ does.
We live it, too. And we can match you
with your best solutions.

What are those real challenges?

Symptoms
<20%
All Other
Life
Factors
What are those real challenges?
most daily challenges are here
(not medical)

Condition Management
• Symptom, Treatment & Side Effect Management
• Health Communication
• Advocating for Care
• Medical Red Tape
• Condition Monitoring
• Knowing Your Condition & Reliable Information
Your diagnosis adds many direct life concerns.
“I can’t keep up with all my meds.”
— Paul, 32, obesity with complications

Behavioral Change
• Changing Habits
• Diet & Nutrition
• Exercise & Movement
• Sleep & Rest
• Planning around Health Demands
• Meeting Life Obligations
You know what needs to happen, the trouble is actually doing it.
“I can’t see myself, anymore.
I tell myself to stop, but I don’t.”
— Zach, 28, PTSD & addiction

Mindset
• Hope & Resilience
• Self Image & Respect
• Keeping Your Identity
• Emotional Management
• Dealing with Grief, Anger, Frustration, Shame, Sadness
• Managing Expectations
You have a diagnosis, but you can’t live as “sick.”
“I’m always anxious. I can’t relax.
I spend every day waiting to get worse.”
— Sophia, 24, multiple sclerosis

Threat Response
• Pain
• Stress
• Fatigue
• Fear
• Frustration
• Overwhelm
• Boredom
Not in your diagnosis, but how your body & brain respond.
“I can’t think. I can’t move.
I can’t even breathe.
The pain’s so much, all I can do is cry.”
— Angela, 35, endometriosis

Relationships
• Strengthening Relationships
• Communicating Well
• Conflict Resolution
• Correcting Expectations
• Balancing Caregiving
• Self-Advocacy & Control
• Keeping Secrets (“Closeted”)
• Handling the Stigma
• Finding Support
• Abandonment & Making New Connections
No one teaches us what to expect.
“I don’t trust myself anymore.
I’m not sure anyone else does, either.”
— Janice, 37, lupus

Quality of Life
• Staying Motivated
• Finding Happiness & Satisfaction
• Making Meaning
• Setting & Keeping Goals
• Managing Time & Resources
• Feeling Safe
• Staying Involved in the World
The rest of your life can’t stop, though illness gets in the way.
“I just want my life back.”
— Tony, 52, cancer

Our Solution
Most of them work for some people.
Only some will work for you.
You can’t try them all.
Trying the wrong ones is
discouraging & costly.
Our analytics match you with the ones
that work for you.
We educate, support & monitor you through your process.
There are thousands of possible solutions for these challenges.

Benefits
Improves…
•  progress toward goals
•  mindset & behavioral change
•  relationships
•  motivation
•  knowledge
•  outlook
•  quality of life
•  medical adherence
Our solution efficiently & effectively:
Reduces…
•  pain
•  distress
•  fear
•  frustration
•  confusion
•  overwhelm
•  fatigue
•  experience of symptoms

Chronic Cow
1  A science-backed, data driven framework for quality
of life improvement.
2  A platform to collect data and deliver prescriptive
analytics for improved quality of life.
3  A system for support, monitoring & motivation.
4  Data that enrich mainstream healthcare analytics.
5  Community for support & movement for awareness.
™
What We Deliver:

Chronic Cow
1  Online & F2F workshops, seminars and classes.
2  Individual & group guidance sessions.
3  Programs for targeted life improvement.
4  Print, digital & video materials.
5  Mobile & web apps for monitoring & analytics.
6  Data products & API.
7  Branded identity merchandise.
™
How We Deliver:

Why Chronic Cow?
Mission Presence
Founder Story
IPMarket
Offerings
© 2018 Chronic Cow, LLC© 2018 Chronic Cow, LLC

Chronic Cow ™
Mission
Chronic Cow™ delivers training, support, and technology that helps you, your
loved ones, and caregivers thrive with the challenges of chronic illness. And
we help medical and therapeutic personnel better understand and support
your real life needs.
Chronic illness demands you live life by different rules. Chronic Cow™
delivers the tools, training, & support that make those better lives possible.

Chronic Cow ™
As a company, Chronic Cow™ is committed to:
1.  A beneficial, socially aware presence.
2.  Partnering with nonprofits, agencies, movements &
practitioners.
3.  Maintaining an active research & development program.
4.  Rethinking work for those with chronic illness and who
give care.
5.  Speaking for scientifically-informed, data driven, and
humane practices, policies, and procedures.
6.  Bridging across chronic health communities.
Presence

Chronic Cow ™
•  Experienced social & behavioral scientist (earned
doctorate in Sociology & Psychology), and 27 years
research experience.
•  Designed, conducted, managed, or consulted on
more than a thousand basic and applied research and
data science projects across most segments of
business, industry and public policy.
•  Experienced manager & startup entrepreneur: grew
Park Univ. Sociology program (managed >260
instructors, & >6K students, grew revenue from
$2.2M to $5.5M, responsible for 21% of all university
revenue gain over 7 straight years), DART Research,
Inc. (Founder), TeraCrunch, LLC (Co-Founder).
Founder
Dr. Kevin J. Payne
•  Experienced educator: taught 162 sections of 30 college & graduate courses; designed
and implemented multiple courses & curricula. Hundreds of speeches & seminars.
•  Experienced technologist: 40 years of digital technology experience; developed
applications, platform & analytic technologies.
•  Thrives with multiple sclerosis & has been long-term caregiver.
•  Effective story & face for company.

Chronic Cow ™
Chronic Cow™ began with a harrowing
story of all-too-ordinary tragedy: triumphing
over multiple sclerosis, cancer, and the
many ways chronic illness ravages our lives.
Chronic Cow™ is a movement to deliver
better tools supporting quality lives.
Story

Chronic Cow ™
•  The product of decades of professional research and lived
experience, the Chronic Cow™ system is a better approach to living
well under the distress and dysfunction of chronic conditions. This
forms the backbone of our comprehensive, modular, hierarchical, and
responsive curriculum for lay audiences through professionals.
•  Our prescriptive analytics are built on years of proprietary advances
in data collection, measurement, modeling, and intelligent analytics.
Our data are enriched with a unique, adaptive sematic layer that
allows us to derive greater meaning. Block chain (and other
distributed technologies) allow us to securely and ethically integrate
data to generate more nuanced prescriptive recommendations.
•  Bossie, The Chronic Cow™, is a comforting and humorous face for
the brand, helping to diffuse some of the distress associated with the
topic. She much more than a logo. She is an active character in our
application interfaces and she’s built for merchandising.
Intellectual Property

Chronic Cow ™
Offerings
High Touch High TechConsumer
Group Guidance
Individual Guidance
Seminars / Webinars
Book & Educational Materials
Classes
Targeted Evaluations
Good Life Monitor App
Good Life Guide Predictive App
Bossie Chatbot Guide
Enterprise
Group Guidance, Patient or Professional
Seminars / Webinars
Classes
Program Evaluation Services
Continuing Ed Courses
Certification & Franchise
Patient Monitor App
Integrated Analytics / API

Why now?
Population
Health
Quantified
Self
Health &
Wellness
Personalized
Medicine
Comfort with
Monitoring
Consumerized
Healthcare
Self
Improvement
Value-Based
Reimbursement
Biopsychosocial
Model
Evidence-Based
Medicine
Patient
Experience
Healthcare
Efficiency
Telemedicine Mobile Tech

Technology
Our tech is designed for innovation, research & growth:
1.  generative adversarial neural networks fed by genetic algorithms
2.  intelligent, adaptive semantic data enrichment layer
3.  optimized to objective health & subjective quality of life outcomes
4.  blockchain/distributed ledger for security and data veracity
5.  multiple “in” points (web, app, social ingestion, API)
6.  multiple end points (web, app, API, reports)
7.  adaptive, hierarchical & modular end-to-end infrastructure
8.  edge computing
9.  staged development path for real innovation

Business Model
Built to flexibly monetize our 3 core IP elements:
1. Framework: a better way to see and understand the many effects of
life with a chronic illness on those diagnosed and their loved ones.
• educational products, multiple formats
• certification & licensing, continuing ed credits
2. Data, Monitoring & Analytics: we collect a missing slice of data
that predict unique outcomes & match individuals to beneficial solutions.
• patient, caregiver & professional apps
• predictive & enrichment services, API
3. Presence: Bossie, the Chronic Cow, is a comforting, hopeful face with a
cheeky attitude toward conditions that are often overwhelming & depressing
• identity merchandising
• awareness movement
• organized to grow with flexible personnel & infrastructure

Business Model
Our business models flexibly monetize core IP & expertise:
1. Subscription
• guidance sessions, online courses
• apps, reports, data, analytics, API
2. At-Need Solutions
• classes, targeted guidance, certifications
• organizational advising & customized solutions
3. Merchandise
• Chronic Cow branded swag for identity & community
• flexible personnel, infrastructure & partnerships for staged,
internally-funded growth & innovation

Market & Competition
Chronic Cow cuts across existing markets and opens a better alternative
for personalized, holistic life care under demanding conditions. These
are some of the markets we partially overlap.
Self Help
$11B
Quantified Self
$18B
Behavioral Therapy
$29B
Healthcare Analytics
$30B
Digital Health
$196B
Chronic Cow crosses
existing verticals &
opens a new market
space for a different
kind of prescriptive
social & behavioral
analytics & education.

Market & Competition
Our bigger competition is mindset: educating people to see this as
a life problem (not just a medical problem) with a wide range of
cognitive, emotional, behavioral, social & environmental solutions
(not just narrowly-conceived medical solutions).
The public — and the healthcare industry — is primed for this
paradigm shift, but it’s still a significant challenge.

Go to Market
We are actively pursuing these strategies to build presence:
1. Awareness
• social campaigns (daily themed memes, #hashtag campaigns, curation)
• podcast, blog & other media guest appearances
2. Partnerships
• health, wellness & related professionals
• clinics, medical practices & support organizations
3. Education
• seminars & webinars
• content marketing
4. Organizational Services
• advising organizations on a broader perspective to support chronic illness
Our initial focus is on premium early adopters.

Early Adopters
Early clients are different from those who come later.
Everyone is welcome, but our first focus is here.
1. Individuals
• diagnosed with later onset condition (remembers life “before”)
• 30s — 60s
• college educated
• disposable income
• tech savvy
• feels dissatisfied & misunderstood
2. Organizations
• medical practices, clinics, hospitals improving care & reducing return
• related professionals expanding service through partnership
• supporting nonprofits, insurance, etc. meeting unmet needs

Dr. Kevin J. Payne
Founder
www.ChronicCow.com!
Chronic Cow ™
Your Life, Lived Well.!™
Thanks!

Chronic Cow, LLC — the company

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