3. DIAGNOSLY - Yesterday
• Provider Automated, Optional Consumers
engagement • Convenience of time 24x7 Support Families (primarily
• Device mfg and place subsequent mothers)
• Diagnostic and relationships • Reduced cost for Automated, Optional in the pregnancy and
uninsured or high SDK Support early childhood
monitoring • R&D deductible plan phase + traveling
device OEMs • Customer subscribers Corporate families
support
• Insurance • Payer Approval • Reduced cost and • Indirect, trusted Device Makers
networks increased quality of supplier Small/med, at-home
Process
software monitors and
diagnostic devices
• Independent • Lower costs due to
sales reps reduced visits, less • Physician / Clinics
Payers
Insurance, Medicare,
• Engineers and fraud and • Online
• Healthcare consistent, comprehe Medicaid
designers nsive data
Professional • Independent Sales Providers
• Legal/Regulatory Reps
Staffed Remote • Improved patient
General
Knowledge
Centers outcomes Practitioners, Midwiv
(IP, FDA, HIPPA, es, Nurses, Office
• Earn more money via
etc) focus on higher value Manager, Specialists
procedures (Pediatricians, OB/G
YNs, vets etc)
• People (R&D)
• Regulatory & Liability • Testing fees (per test/kit)
• Customer acquisition
• 15% Commission • Testing fees (per test/kit)
• Free Beyond Provider Acquisition • Subscription
• Pay Per Click 3
4. DIAGNOSLY - Thursday
• Provider Automated, Optional Consumers
engagement • Convenience of time 24x7 Support Families (primarily
• Device mfg and place subsequent mothers)
• Diagnostic and relationships • Reduced cost for Automated, Optional in the pregnancy and
uninsured or high SDK Support early childhood
monitoring • R&D deductible plan phase + traveling
device OEMs • Customer subscribers Corporate families
support
• Insurance • Payer Approval • Reduced cost and Indirect, trusted Device Makers
networks increased quality of supplier Small/med, at-home
Process
software monitors and
diagnostic devices
• Independent • Lower costs due to
sales reps Payers
reduced visits, less
Self Insured
• Engineers and fraud and • Physician / Clinics Companies, Insuran
• Healthcare designers
consistent, comprehe • Self-insured co’s ce, Medicare, Medica
nsive data
Professional • Legal/Regulatory id
• Independent Sales
Staffed Remote Knowledge • Improved patient Providers
Reps
Centers (IP, FDA, HIPPA, outcomes General
• Earn more money via
etc) Practitioners, Midwiv
focus on higher value
procedures
es, Nurses, Office
Manager, Specialists
• People (R&D) • Testing fees (per test/kit)
• Regulatory & Liability
• Customer acquisition • Testing fees (per test/kit)
• 15% Commission and SPIFs • Subscription
• Marketing support for interest
generation • Data acquisition fee 4
5. Payer Discussions
OTC: FSA & Insurance cannot
reimburse OTC
CPT: Review indicates that some home
diagnostics have data acquisition codes
A major reason companies self insure is
that they can include this type of items
in plan
- Also likely to provide ready third party
MD/Nurse Hotline
5
6. Diagnosly Ecosystem
Pharmacy Medical Devices (OEMs)
Remote
Payers MD/Nurseline
Patients
Online Health Services
(3rd Party)
DIAGNOSLY
PLATFORM
Cloud & Data
Phone, Tablet Services
, and Web
PrimaryPh Independent Applications
ysicians Representatives
CONFIDENTIAL 6
7. Primary Archetype – Day in the life
Before Diagnosly
Heather, 36: • 10pm: Noah (5 yrs) comes out to say that his throat hurts
3rd time expectant mom • Mom uses artery thermometer
• Temperature is 101
• Mom gives him Tylenol and lozenge, puts him back to bed
• 7am: Noah still complaining of sore throat, looks pale, swollen
glands, fever still at 101
• 8am: Mom calls dr office as soon as it opens, makes appt for
11am
• Noah gets popsicle and watches TV with Ryan (3 yrs)
• Mom calls school to let them know Noah won’t be there, calls
Ryan’s jujitsu class to cancel for the day
• 10:30am: Mom, Noah and Ryan go to drs office, wait 20 min in
waiting room, 20 min in exam room, take strep test, wait for
results, get prescription called in (Noah and Ryan are VERY
bored)
• Noon: Mom, Noah, and Ryan go to Walgreen’s to pick up
prescription
• 12:30: Arrive home and give Noah antibiotic, take a Valium
CONFIDENTIAL 7
10. My Devices
Ear Infection Detector
Last Used: 4/20/12
WheezOmeter (Asthma)
Last Used: 4/15/12
Strep Throat Test
Last Used: 3/25/12
Thermometer
Last Used: 2/18/12
3
Home Reports Inbox My Devices
CONFIDENTIAL 10
11. My Devices
Connect a New Device
Start
3
Home Reports Inbox My Devices
CONFIDENTIAL 11
12. My Devices
Searching for Devices…
3
Home Reports Inbox My Devices
CONFIDENTIAL 12
13. My Devices
2 Devices Found
Select Device to Connect:
Ear Infection Detector
Strep Throat Test
3
Home Reports Inbox My Devices
CONFIDENTIAL 13
14. My Devices
Connecting…
3
Home Reports Inbox My Devices
CONFIDENTIAL 14
15. My Devices
Ready to Begin Test
Start
Strep Throat Test
Last Used: 3/25/12
3
Home Reports Inbox My Devices
CONFIDENTIAL 15
16. My Devices
Test in Progress…
3
Home Reports Inbox My Devices
CONFIDENTIAL 16
17. My Devices
Analyzing Data…
3
Home Reports Inbox My Devices
CONFIDENTIAL 17
18. My Devices
Test Complete
Your Results are Ready
View
Share
3
Home Reports Inbox My Devices
CONFIDENTIAL 18
19. Reports
Strep Test Results
4/20/12 11:05 AM EST
White Blood Cell 103 mcL
Red Blood Cell 32 mcL
Hemoglobin 1343 c/
Hierocratic 1535 c/
Platelets 10
Strep 342 mg/
Live
Consult
3
Home Reports Inbox My Devices
CONFIDENTIAL 19
20. My Physicians
Dr. Steve Blank, MD
Entrepreneurology
Last Contact: 4/20/12
Dr. Mike Johnson, MD
Pediatrician
Last Contact: 4/14/12
Dr. Anne Miller, MD
OB/GYN
Last Contact: 3/29/12
3
Home Reports Inbox My Devices
CONFIDENTIAL 20
21. Primary Archetype – Day in the life
After Diagnosly
• 10pm: Noah (5 yrs) comes out to say that his throat hurts
• Mom uses artery thermometer
• Temperature is 101
• Mom swabs his throat and does a Diagnosly Strep Test which
comes back positive
• Diagnosly sends results to central server, runs confirmation
scan and calls in prescription to 24 hour pharmacy
• Noah takes Tylenol and lozenge
• 10:30: Jason (dad) goes to pharmacy to pick up prescription
• 11pm: Noah takes antibiotic
• Everyone goes to sleep
• 8am: Mom calls Noah in sick to his school
• 11am: Noah goes with Mom to watch Ryan’s jujitsu class
CONFIDENTIAL 21
22. Adword Campaign • Signs of market
demandamong
target segment.
(young parents)
• Signs of broader
demand for home
diagnostic tests.
CONFIDENTIAL 22
23. Sales Funnel
Consideration
Unbundling
Awareness
Cross-Sell
Purchase
Referrals
Interest
Up-Sell
Keep
Consumers
• Physician Recommendation (Partnerships)
• Self-Insured Company Health Plan Recommendations
(Partnerships)
• Viral in online mother’s groups (Earlyvangelists)
Providers
• Independent Sales Force (Existing Relationships & Cold Calls)
• Trade Journal Marketing
• Professional Conferences
CONFIDENTIAL 23
24. Sales Funnel
Consideration
Unbundling
Awareness
Cross-Sell
Purchase
Referrals
Interest
Up-Sell
Keep
Consumers
• Recommendations from physician groups
• Recommendations from other mothers
• Targeted marketing campaign
Providers
• Sponsored research and articles regarding improved outcomes
• Diagnosly forwards leads to independent reps
CONFIDENTIAL 24
25. Sales Funnel
Consideration
Unbundling
Awareness
Cross-Sell
Purchase
Referrals
Interest
Up-Sell
Keep
Consumers
• Ask physician for validation
Providers
• Speak to independent reps
• Review materials for medical validity
• Provide free samples
CONFIDENTIAL 25
26. Sales Funnel
Consideration
Unbundling
Awareness
Cross-Sell
Purchase
Referrals
Interest
Up-Sell
Keep
Consumers
• Subscription or One Time Purchase
• From physician, online, pharmacy
Providers
• Indirect Sales Force
CONFIDENTIAL 26
28. DIAGNOSLY - Monday
• Diagnostic and
Problem / Need –
1. Medical diagnostic
monitoring device Get customers:
• R&D tests cannot be Patients
OEMs • Partnerships
• Lab-on-chip OEMs • Tech support conducted effectively Device Makers
outside of a hospital or • Online marketing
• Health networks • Partner sales & Physicians
clinic. Keep + Grow:
• Testing labs support Payers
• Clinical research • Quality service and
• Customer support 2. Developing and Researchers
companies • user experience
maintaining proprietary
• Online health service software for each device
providers What they want:
is expensive
• Fewer hospital
Getting from them: 3. Integrating patient visits (spend less
• Hardware to conduct data is hard time, and money)
diagnostic tests • On-demand testing
• Access to customers
Payment process
Key Features – • Online (direct) • Frequent testing
Provide an easy way for • Physicians • Access to test data
• Industry experts
Giving them: diagnostic devices to
• Hospitals • Integration with
• Engineers and connect to the
• A platform other health data
designers internet, so that patients • Clinics
• Mobile connectivity • Privacy, security
• Data mgmt • IP experts and physicians can run • Health
• Integration with online • Privacy experts tests and access their networks
health ecosystem • Lawyers data from anywhere.
• People (R&D)
• Tech infrastructure • Testing fees (per test)
• Customer acquisition • Monthly subscriptions (freemium model)
28
29. DIAGNOSLY - Tuesday
• Convenience of time
• Diagnostic and Consumers
monitoring device
and place Get customers:
Families (primarily
OEMs • R&D • Reduced cost for • Partnerships
mothers) in the fertility
• Lab-on-chip OEMs • Tech support uninsured or high • Online marketing testing, pregnancy, and
• Health networks • Partner sales & deductible plan Keep + Grow: early childhood phase
• Testing labs support subscribers • Quality service and
• Clinical research • user experience
• Customer support
companies • Reduced cost and Device Makers
• Online health service increased quality of Makers of at-home
providers software monitors and
diagnostic devices
Getting from them: • Lower costs due to
• Hardware to conduct reduced visits, less Payers
diagnostic tests fraudand Insurance, Medicare, M
• Access to customers
Payment process
consistent, comprehe • Online (direct) edicaid
nsive data
• Industry experts • Physicians Providers
Giving them: • Engineers and • Improved patient • Hospitals General
• A platform outcomes Practitioners, Midwives,
•
designers • Clinics
Mobile connectivity • Earn more money via Nurses
• Data mgmt • IP experts
focus on higher value • Health
• Integration with online • Privacy experts procedures networks
health ecosystem • Lawyers
• People (R&D)
• Tech infrastructure • Testing fees (per test)
• Customer acquisition • Monthly subscriptions (freemium model)
29
30. DIAGNOSLY - Wednesday
Automated, Optional Consumers
• Convenience of time 24x7 Support
• Provider and place Families (primarily
subsequent mothers) in
engagement • Reduced cost for
Automated, Optional the fertility
• Device mfg uninsured or high
SDK Support testing, pregnancy, and
deductible plan early childhood phase
relationships subscribers
• R&D Indirect, trusted
Device Makers
• Diagnostic and supplier
• Customer • Reduced cost and
Small to medium makers
monitoring of at-home monitors and
support increased quality of diagnostic devices
device OEMs software
Payers
Insurance, Medicare, Med
• Insurance • Lower costs due to
icaid
reduced visits, less Providers
networks
• Engineers and fraud and General
consistent, comprehe Practitioners, Midwives, N
• Independent designers nsive data • Online urses, Office
sales reps • Legal/Regulator • Independent
Manager, Specialists
• Improved patient (Pediatricians, OB/GYNs
y Knowledge sales reps , vets etc)
(IP, FDA, HIPPA, outcomes
• Earn more money via • Physicians / Livestock Managers
Cattle ranchers, horse
etc) focus on higher value Clinics farmers
procedures Drug Developers
Big Pharma, Biotechs
• Testing fees (per test/kit)
• People (R&D)
• Customer acquisition
• Regulatory & Liability
30
31. DIAGNOSLY - Thursday
• Provider Automated, Optional Consumers
engagement • Convenience of time 24x7 Support Families (primarily
• Device mfg and place subsequent mothers)
• Diagnostic and relationships • Reduced cost for Automated, Optional in the pregnancy and
uninsured or high SDK Support early childhood
monitoring • R&D deductible plan phase + traveling
device OEMs • Customer subscribers Corporate
support
families $$$
• Insurance • Payer Approval • Reduced cost and Indirect, trusted Device Makers
networks increased quality of supplier Small/med, at-home
Process
software monitors and
diagnostic devices
• Independent • Lower costs due to
sales reps reduced visits, less • Physician / Clinics
Payers
Insurance, Medicare,
• Engineers and fraud and • Online
• Healthcare consistent, comprehe Medicaid
designers nsive data
Professional • Independent Sales Providers
• Legal/Regulatory Reps
Staffed Remote • Improved patient
General
Knowledge
Centers outcomes Practitioners, Midwiv
(IP, FDA, HIPPA, es, Nurses, Office
• Earn more money via
etc) focus on higher value Manager, Specialists
procedures (Pediatricians, OB/G
YNs, vets etc)
• People (R&D)
• Regulatory & Liability • Testing fees (per test/kit)
• Customer acquisition
• 15% Commission • Testing fees (per test/kit)
• Free Beyond Provider Acquisition • Subscription
• Pay Per Click 31
32. DIAGNOSLY - Friday
• Provider Automated, Optional Consumers
engagement • Convenience of time 24x7 Support Families (primarily
• Device mfg and place subsequent mothers)
• Diagnostic and relationships • Reduced cost for Automated, Optional in the pregnancy and
uninsured or high SDK Support early childhood
monitoring • R&D deductible plan phase + traveling
device OEMs • Customer subscribers Corporate families
support
• Insurance • Payer Approval • Reduced cost and Indirect, trusted Device Makers
networks increased quality of supplier Small/med, at-home
Process
software monitors and
diagnostic devices
• Independent • Lower costs due to
sales reps Payers
reduced visits, less
Self Insured
• Engineers and fraud and • Physician / Clinics Companies, Insuran
• Healthcare designers
consistent, comprehe • Self-insured co’s ce, Medicare, Medica
nsive data
Professional • Legal/Regulatory id
• Independent Sales
Staffed Remote Knowledge • Improved patient Providers
Reps
Centers (IP, FDA, HIPPA, outcomes General
• Earn more money via
etc) Practitioners, Midwiv
focus on higher value
procedures
es, Nurses, Office
Manager, Specialists
• People (R&D) • Testing fees (per test/kit)
• Regulatory & Liability
• Customer acquisition • Testing fees (per test/kit)
• 15% Commission and SPIFs • Subscription
• Marketing support for interest
generation • Data acquisition fee 32
