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Carenet
Why digital Health matters in Brazil
Quick introduction
Carenet was founded in 2013 in
Brazil by two Swiss entrepreneurs.
Pioneering the consumer market
for wellness self-tracking.
Sophisticated value proposition
building a core monitoring
technology, wrapped in a device -
a lovely little piece of design -
wrapped in a service.
Product launch: May 2014.
what we believe
People want to be in total sync with their body & mind
The goal is simple. We all want to have
something that says, ‘Everything is okay’
getting the best health + wellness data from "within you" will provide
individuals with exponentially more information about their bodies.
Enable people to play a central role in their health management
Provide people with the right data about
their actions and behavior in real time,
they start making positive adjustments to their lifestyles, setting more
realistic health goals, and eventually improving overall quality of life.
Sensors are the dominant source of worldwide-generated data
> 200 external health-related sensors
currently in the market that can connect to smart-
phones, and most are priced between $20 and $200.
Source: Research2Guidance, April 2013
Consumers are leading the bottom-up health care revolution
New generation of consumers gets into the driver
seat controlling their wellness, health + longevity
using available technologies to provide real-time body data
through wireless biosensors, mobile phones + body area networks.
why digital Health
matters in Brazil
Page 9 2013© 2013 Confidential
Phase 2: Alert and call to action
to reverse the situation and guide the
customer back into the prevention zone.
Phase 3: Triage and referral to the right
healthcare specialists, including data
sharing.
Phase 1: Reinforcement and
positive feedback.
Prevention
Maintenance
For the first time in medical history real prevention is possible
Overweight and sedentary lifestyle
48% of the Brazilian
population is overweight,
a proportion that has more than
doubled since 1990, and 15% of
people are obese.
Already 33% of children from
5 to 9 are overweight.
Focus on behavior modification
This is mostly a behavioral related condition,
where digital health is proven to be one of the most cost-
effective solutions, helping people to exercise more and
have a healthier diet.
A woman walks next to a relative as she pulls her cart filled with groceries
from a feira livre market in the Mooca neighborhood of Sao Paulo, 2013.
Too few doctors, and they are poorly distributed
Brazil has over 350’000 doctors, but >50%
of them work in the Southeast Region
⅖ of Brazilians are not covered by local primary care, relying
instead on chaotic hospital emergency rooms. ¼ go private.
Realization of anytime, anyplace health
From Wireless to Wearables + IoT,
Digital technologies will deliver healthcare in fundamentally
new ways, accessible, efficient and sustainable for everybody.
what we do
Big data is initially just a lot of small data
We consolidate and translate the rapidly
increasing volume of wellness data.
We make it mobile, fun and relevant to the consumer by using machine
learning to give people comprehensive lifestyle decision support.
Page 16 2013© 2013 Confidential
Real Mobility means data has to flow freely to be effective
+	
  Mobile app for iPhone,
iPad and Android
Wireless & mobile body
and activity sensors
Page 17 2013© 2013 Confidential
S
A
B
B
 W
C
T
N
M
M
T
S
c
Carenet is able to monitor and process over 30 indicators
G
EAT
MOVE
BODY&MIND
SLEEP
D
N
H
S
Page 18 2013© 2013 Confidential
How does Carenet work?FindoutyourTrueAge®
ConnectyourBodySensors
StartyourChallenge
TrackyourProgress
HaveAlgorithmstakecareofyou
GetsupportfromyourCommunity
ModifyyourBehaviors Live better
and longer
Page 19 2013© 2013 Confidential
Models	
  +	
  
Algorithms	
  
formal	
  reasoning	
  and	
  
machine	
  learning	
  
Wellness data is phase 1
Health data is phase 3
Lifestyle data is phase 2
Ecosystem with different sources of relevant data
Page 20 2013© 2013 Confidential
PersonalizationStorageAnalysis
Several groups are populating the self-help wellness market
Sensors, Wearables +
Body Area Networks
Tracking Guidance
Data Mining and
Analysis
Cloud Computing,
Data Repository,
EHR / HIE
Algorithms, Models,
Formal, Machine
Learning
Behavior
Modification,
Decision Support
Apple, Google, Microsoft
Fitbit, Jawbone, Misfit Wearables,
Withings, Basis …
Nike
Samsung, LG, Sony
RunKeeper, Runtastic,
MyFitnessPal, Moves (Facebook)
Amazon, etc.
“Fitness Players”
“New Hardware Players”
“Old Hardware Players”
“Big 3 Platform Players”
“Cloud Players”
Three things to remember today
1.  mHealth + self-help wellness will soon be an integral part of life
2.  Carenet Longevity wants to be your guide with HW and SW
3.  Get in touch if you think you can add value à www.carenet.com.br
Take this home with you
how to be a
startup in Brazil
Sao Paulo is becoming a startup hotspot
Report 2012 ranked Sao Paulo as number
13 among the most active startup scenes
based on criteria including entrepreneurial mindset,
trendsetting, support, talent, funding and more.
Opportunities for Swiss entrepreneurs in Brazil
Access to a market that is receptive to
new and innovative products + services
Brazil has a rapidly growing consumption-oriented middle
class that now represents over half of the population.
Page 25 2013© 2013 Confidential
Brazil put in a nutshell
tradeoffs
§  Seemingly endless blue ocean
opportunities
§  Competition is lower and sometimes
unsophisticated
§  Unskilled labor is cheap. Skilled labor is
very expensive and often not available for
startups
§  In the last two years there is an increasing
number of US and European VC’s making
bets on Brazil
§  Brazilian consumers quickly embrace
certain technological breakthroughs
§  Slightly higher margins in Brazil because
of reduced competition and an often
unpredictable tax law that forces
businesses to hedge against potential tax
liabilities
§  Bureaucracy is stifling
§  Most complex tax system in the world
(and some of the highest taxes, 70%
payroll tax, for instance)
§  Talent can be hard to find and very
expensive, particularly in the burgeoning
internet market
§  Cost of living is extremely high (São Paulo
is 1.8x the cost of living in Manhattan)
§  Employment law is burdensome and the
distribution infrastructure is still
underdeveloped
§  Overall, the country’s tech industry is still
in the early stages of developing an
entrepreneurial culture and needs more
success stories to encourage the sort of
risk-taking familiar in Silicon Valley
DownsideUpside
Page 26 2013© 2013 Confidential
Meet the Carenet core team
Immo Oliver Paul
Tech enthusiast and longevity researcher, Immo is deeply passionate
about the value and utility of new forms of mobile health technology,
and its ensuing consumer applications and benefits.
E-mail: immo@carenet.com.br , mobile phone: +55 11 98818 0686
Healthy insightà “If you can't track it,
did you really do it?”
Michael Kronenberg, PhD
On-the-move, Michael brings along broad international experience in the
funding, foundation, operative execution and growth management of
promising new start-ups.
E-mail: michael@carenet.com.br , mobile phone: +55 11 97472 0667
Healthy insightà “If you can't track it,
did you really do it?”
Vitor Mori Serra
Early adopter, Vitor is implementing digital strategies on corporate level
and in start-ups, because he believes in the positive opportunities new
and innovative technologies can offer to the world.
E-mail: vitor@carenet.com.br , mobile phone: +55 11 96305 2552

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Immo Oliver Paul - Carenet Longevity - Why digital health matters in Brasil - e-health 6.6.14

  • 1. Carenet Why digital Health matters in Brazil
  • 2. Quick introduction Carenet was founded in 2013 in Brazil by two Swiss entrepreneurs. Pioneering the consumer market for wellness self-tracking. Sophisticated value proposition building a core monitoring technology, wrapped in a device - a lovely little piece of design - wrapped in a service. Product launch: May 2014.
  • 4. People want to be in total sync with their body & mind The goal is simple. We all want to have something that says, ‘Everything is okay’ getting the best health + wellness data from "within you" will provide individuals with exponentially more information about their bodies.
  • 5. Enable people to play a central role in their health management Provide people with the right data about their actions and behavior in real time, they start making positive adjustments to their lifestyles, setting more realistic health goals, and eventually improving overall quality of life.
  • 6. Sensors are the dominant source of worldwide-generated data > 200 external health-related sensors currently in the market that can connect to smart- phones, and most are priced between $20 and $200. Source: Research2Guidance, April 2013
  • 7. Consumers are leading the bottom-up health care revolution New generation of consumers gets into the driver seat controlling their wellness, health + longevity using available technologies to provide real-time body data through wireless biosensors, mobile phones + body area networks.
  • 9. Page 9 2013© 2013 Confidential Phase 2: Alert and call to action to reverse the situation and guide the customer back into the prevention zone. Phase 3: Triage and referral to the right healthcare specialists, including data sharing. Phase 1: Reinforcement and positive feedback. Prevention Maintenance For the first time in medical history real prevention is possible
  • 10. Overweight and sedentary lifestyle 48% of the Brazilian population is overweight, a proportion that has more than doubled since 1990, and 15% of people are obese. Already 33% of children from 5 to 9 are overweight.
  • 11. Focus on behavior modification This is mostly a behavioral related condition, where digital health is proven to be one of the most cost- effective solutions, helping people to exercise more and have a healthier diet. A woman walks next to a relative as she pulls her cart filled with groceries from a feira livre market in the Mooca neighborhood of Sao Paulo, 2013.
  • 12. Too few doctors, and they are poorly distributed Brazil has over 350’000 doctors, but >50% of them work in the Southeast Region ⅖ of Brazilians are not covered by local primary care, relying instead on chaotic hospital emergency rooms. ¼ go private.
  • 13. Realization of anytime, anyplace health From Wireless to Wearables + IoT, Digital technologies will deliver healthcare in fundamentally new ways, accessible, efficient and sustainable for everybody.
  • 15. Big data is initially just a lot of small data We consolidate and translate the rapidly increasing volume of wellness data. We make it mobile, fun and relevant to the consumer by using machine learning to give people comprehensive lifestyle decision support.
  • 16. Page 16 2013© 2013 Confidential Real Mobility means data has to flow freely to be effective +  Mobile app for iPhone, iPad and Android Wireless & mobile body and activity sensors
  • 17. Page 17 2013© 2013 Confidential S A B B W C T N M M T S c Carenet is able to monitor and process over 30 indicators G EAT MOVE BODY&MIND SLEEP D N H S
  • 18. Page 18 2013© 2013 Confidential How does Carenet work?FindoutyourTrueAge® ConnectyourBodySensors StartyourChallenge TrackyourProgress HaveAlgorithmstakecareofyou GetsupportfromyourCommunity ModifyyourBehaviors Live better and longer
  • 19. Page 19 2013© 2013 Confidential Models  +   Algorithms   formal  reasoning  and   machine  learning   Wellness data is phase 1 Health data is phase 3 Lifestyle data is phase 2 Ecosystem with different sources of relevant data
  • 20. Page 20 2013© 2013 Confidential PersonalizationStorageAnalysis Several groups are populating the self-help wellness market Sensors, Wearables + Body Area Networks Tracking Guidance Data Mining and Analysis Cloud Computing, Data Repository, EHR / HIE Algorithms, Models, Formal, Machine Learning Behavior Modification, Decision Support Apple, Google, Microsoft Fitbit, Jawbone, Misfit Wearables, Withings, Basis … Nike Samsung, LG, Sony RunKeeper, Runtastic, MyFitnessPal, Moves (Facebook) Amazon, etc. “Fitness Players” “New Hardware Players” “Old Hardware Players” “Big 3 Platform Players” “Cloud Players”
  • 21. Three things to remember today 1.  mHealth + self-help wellness will soon be an integral part of life 2.  Carenet Longevity wants to be your guide with HW and SW 3.  Get in touch if you think you can add value à www.carenet.com.br Take this home with you
  • 22. how to be a startup in Brazil
  • 23. Sao Paulo is becoming a startup hotspot Report 2012 ranked Sao Paulo as number 13 among the most active startup scenes based on criteria including entrepreneurial mindset, trendsetting, support, talent, funding and more.
  • 24. Opportunities for Swiss entrepreneurs in Brazil Access to a market that is receptive to new and innovative products + services Brazil has a rapidly growing consumption-oriented middle class that now represents over half of the population.
  • 25. Page 25 2013© 2013 Confidential Brazil put in a nutshell tradeoffs §  Seemingly endless blue ocean opportunities §  Competition is lower and sometimes unsophisticated §  Unskilled labor is cheap. Skilled labor is very expensive and often not available for startups §  In the last two years there is an increasing number of US and European VC’s making bets on Brazil §  Brazilian consumers quickly embrace certain technological breakthroughs §  Slightly higher margins in Brazil because of reduced competition and an often unpredictable tax law that forces businesses to hedge against potential tax liabilities §  Bureaucracy is stifling §  Most complex tax system in the world (and some of the highest taxes, 70% payroll tax, for instance) §  Talent can be hard to find and very expensive, particularly in the burgeoning internet market §  Cost of living is extremely high (São Paulo is 1.8x the cost of living in Manhattan) §  Employment law is burdensome and the distribution infrastructure is still underdeveloped §  Overall, the country’s tech industry is still in the early stages of developing an entrepreneurial culture and needs more success stories to encourage the sort of risk-taking familiar in Silicon Valley DownsideUpside
  • 26. Page 26 2013© 2013 Confidential Meet the Carenet core team Immo Oliver Paul Tech enthusiast and longevity researcher, Immo is deeply passionate about the value and utility of new forms of mobile health technology, and its ensuing consumer applications and benefits. E-mail: immo@carenet.com.br , mobile phone: +55 11 98818 0686 Healthy insightà “If you can't track it, did you really do it?” Michael Kronenberg, PhD On-the-move, Michael brings along broad international experience in the funding, foundation, operative execution and growth management of promising new start-ups. E-mail: michael@carenet.com.br , mobile phone: +55 11 97472 0667 Healthy insightà “If you can't track it, did you really do it?” Vitor Mori Serra Early adopter, Vitor is implementing digital strategies on corporate level and in start-ups, because he believes in the positive opportunities new and innovative technologies can offer to the world. E-mail: vitor@carenet.com.br , mobile phone: +55 11 96305 2552