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A R O C K R E P O R T B Y
personally
taking health
personalization as a
consumer health trend
What matters is
you, the individual.
Your data.
“
”
- Dr. Eric Topol
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 www.rockhealth.com.
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.
personalize /
ˈpərsənəlˌīz/
verb
to design or produce
something to meet someone's
individual requirements;
to make personal
Everyone ‘prescribed’ same
solutions; one size fits allMass market
consumer products can be:
Everyone ‘prescribed’ same
solutions; one size fits all
Tailored to stated preferences;
Product content is based upon
explicit user inputCustomized
Mass market
consumer products can be:
Everyone ‘prescribed’ same
solutions; one size fits all
Tailored to stated preferences;
Product content is based upon
explicit user input
Product unique to the individual;
predictive and automated based
on use, sensor data, demographics,
preferences, and/or genomic data
Customized
Mass market
Personalized
consumer products can be:
Customize your Disney
vacation experience,
from transportation to
hotels and merchandise.
Predictive analytics
allows for extreme
personalization for
Target, who can
determine if a woman
is pregnant based on
purchases.
Burger King has
encouraged its
customers to have it
their way since 1970
with their popular
ad campaign.
Starbucks asks
‘What’s your Starbucks
signature?’ and helps
caffeinated imagine
87,000 options online.
The internet has
enabled a myriad of
personalized
experiences, especially
in entertainment.
Personalization
in consumer industries
Coca Cola Freestyle
allows consumers
to mix over 100
drinks from a
sleek touchscreen
vending machine.
health is
personalization’s
final frontier
The healthcare system is impersonal
Sources:
Jones and Fox , 2009, Pew Research Center
Agency for Healthcare Quality & Research Statistical Brief #109 2008
Deloitte, 2011 U.S. and Global Survey of Health Care Consumers
Adverse drug
reactions cause
1.9 million
hospitalizations
each year
Most consumers do
not understand how
the healthcare
system works
70% of
consumers are
not satisfied with
levels of patient-
centered care
Most
physicians
spend less than
20 minutes with
their patients
Patients get more
information from
the internet than
their physician
As consumers, we need to
be outraged by the lack of
personalization in the system,
and we need to strive to
transform healthcare.
- Aimee Jungman,
VP Healthcare Innovation Strategy Group, frog design
”
“
principles of
personalized health products
People-centric
Use technology to
enhance real life
Encourage
participation
Tailored & customized
Balance humanism &
effectiveness
Focus on both
wellness & disease
Lower
Costs
Increase
access
Improve
quality
Empower patients
to learn about their
unique health risks
Enable a better
understanding
of disease
Eliminate
unnecessary
treatments
Reduce adverse
treatment reactions  
personalized health can
improve health outcomes
Let individuals
monitor and analyze
health data
Source: The New Science of Personalized Medicine, PricewaterhouseCoopers, 2009
Nutrition & Wellness
$196B
Personalized
Medical Care
$5-12B
2009
Nutrition & Wellness
$292B
2015
Personalized
Medical Care
$9-118B
Esoteric
tests & labs,
therapeutics
$24B
Esoteric
tests & labs,
therapeutics
$42B
~$230B
~$400B
MARKET SIZE
CASE STUDIES
WellnessFX
business: Biomarker analysis, health
and fitness counseling
pricing: membership from $149
personalization: Combines biomarker
and device data with insight from experts;
collects data through blood and urine
samples, device data, family history
“Personalized medicine will be about creating a simple but powerful
interface to the wide variety of information available and delivering
actionable insights to the individual.”
- Jim Kean, CEO
A Better Way to
Manage Your Health
100Plus
Benchmarking individual
health behavior
business: health prediction and decision support,
games; uses PracticeFusion and government’s
health data sets to predict outcomes
pricing: first app 100proof available
for free in app store
personalization: via predictive analytics
“We believe that the personalization of experience
based on data collected from the user (actively or
passively), or from tapping into an existing source of
data (such as electronic medical records), is one of the
keys trends underlying the potential of digital health.”
- Chris Hogg, CEO
HealthTap
A free Q&A with physicians
business: Interactive health network of medical experts
pricing: free
personalization: get answers to your health questions
from real doctors for free
“People who use the internet for health
information find it useless because they
don’t trust it. There are 1.2 billion health
searches every month, but the real
trusted information comes from doctors.”
- Ron Gutman, Founder & CEO
OneMedicalHealthcare Designed
Around You
business: personalized direct primary care
pricing: $150-200 yearly fee
personalization: concierge-style care: pick your
doctor, same day appointments, longer visits,
integrated personal health portal
"The premise of One Medical is to treat individuals like individuals again. 
We understand that each person has a different health philosophy and motivations,
and incorporate those directly into their care.  We provide information that is critical
to patients while being open-minded to allow them to direct their treatment and
care based on their own preferences and what works best for them as individuals."
- Tom Lee, MD, Founder & CEO
Procter&GambleLeading personalized
health investments and
acquisitions
business: global manufacturer of consumer
products with $82.6 billion in sales
personalization: acquired MDVIP, a
personalized primary care business in 2009;
invested in DTC genomics company Navigenics;
industry leader in understanding and segmenting
consumers
“'Personal' products do not necessarily refer to products for a particular person
of a particular age--it can be situational and is really based on the job to be done. 
This multifaceted aspect of human behavior is a key part of understanding how
to best personalize products to meet a range of consumer needs.”
- Sonny Jandial, Associate Marketing Director, P&G Futureworks
 
business: Weight management services;
consumers spend ~$5 billion on Weight
Watchers products and services annually
pricing: $65 for 3-month savings plan
personalization: PointsPlus 2012 program
designed to help Weight Watchers members
start strong and stay on track; no required
or off limit foods on the program; adjustable
target allows members to fine-tune their
daily habits.
WeightWatchers
Personalized weight-loss for everyone
KEY FINDINGS
“While the market for
personalized medicine
diagnostics and
therapeutics shows
great potential,
the biggest
opportunities exist
beyond these core
products and
services — particularly
in less traditional,
more consumer-
oriented areas.”
by 2015
$452
billion
market
Source: The New Science of Personalized Medicine,
PricewaterhouseCoopers, 2009
BARRIERS‣ Breadth and depth of healthcare
problems makes mass customization challenging
‣ Misalignment of incentives leads to
disempowerment of consumer
‣ Providers and healthcare organizations may see
consumers as adversaries rather than partners
‣Doctors remain important resources for consumers -
products need to leverage this relationship
The foundation of good health is a trusted
relationship between patient and physician.
“ ”
- Eric Page, Founder & CEO, Amplify Health
The biggest opportunity in personalized medicine
may lie in identifying new products, services and
information targeted directly to consumers.
- The New Science of Personalized Medicine,
PricewaterhouseCoopers, 2009
OPPORTUNITIES
”
“
‣ WeightWatchers has proven that personalizing experience
can result in a successful, scalable business
‣ Nutrition & wellness will be a key area where the
trend of personalization can grow to reach a wide variety
of consumer products
‣ Personalized health needs to be the default approach
rather than concierge services only for the privileged
thanks!
Tom Lee, MD
OneMedical
Founder & CEO
Jim Kean
WellnessFX
Founder & CEO
Chris Hogg
100Plus
Co-founder & CEO
Eric Topol, MD
Scripps Institute
Professor
Sonny Jandial
P&G
Marketing Manager
Aimee Jungman
frog design
VP, Healthcare Innovation
Ron Gutman
HealthTap
Founder & CEO
Eric Page
Amplify Health
Founder & CEO
get in touchresearch@rockhealth.org
@rock_health

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Rock Report: Personalization in Consumer Health by @Rock_Health

  • 1. A R O C K R E P O R T B Y personally taking health personalization as a consumer health trend
  • 2. What matters is you, the individual. Your data. “ ” - Dr. Eric Topol
  • 3. 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 www.rockhealth.com. 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.
  • 4. personalize / ˈpərsənəlˌīz/ verb to design or produce something to meet someone's individual requirements; to make personal
  • 5. Everyone ‘prescribed’ same solutions; one size fits allMass market consumer products can be:
  • 6. Everyone ‘prescribed’ same solutions; one size fits all Tailored to stated preferences; Product content is based upon explicit user inputCustomized Mass market consumer products can be:
  • 7. Everyone ‘prescribed’ same solutions; one size fits all Tailored to stated preferences; Product content is based upon explicit user input Product unique to the individual; predictive and automated based on use, sensor data, demographics, preferences, and/or genomic data Customized Mass market Personalized consumer products can be:
  • 8. Customize your Disney vacation experience, from transportation to hotels and merchandise. Predictive analytics allows for extreme personalization for Target, who can determine if a woman is pregnant based on purchases. Burger King has encouraged its customers to have it their way since 1970 with their popular ad campaign. Starbucks asks ‘What’s your Starbucks signature?’ and helps caffeinated imagine 87,000 options online. The internet has enabled a myriad of personalized experiences, especially in entertainment. Personalization in consumer industries Coca Cola Freestyle allows consumers to mix over 100 drinks from a sleek touchscreen vending machine.
  • 10. The healthcare system is impersonal Sources: Jones and Fox , 2009, Pew Research Center Agency for Healthcare Quality & Research Statistical Brief #109 2008 Deloitte, 2011 U.S. and Global Survey of Health Care Consumers Adverse drug reactions cause 1.9 million hospitalizations each year Most consumers do not understand how the healthcare system works 70% of consumers are not satisfied with levels of patient- centered care Most physicians spend less than 20 minutes with their patients Patients get more information from the internet than their physician
  • 11. As consumers, we need to be outraged by the lack of personalization in the system, and we need to strive to transform healthcare. - Aimee Jungman, VP Healthcare Innovation Strategy Group, frog design ” “
  • 12. principles of personalized health products People-centric Use technology to enhance real life Encourage participation Tailored & customized Balance humanism & effectiveness Focus on both wellness & disease
  • 13. Lower Costs Increase access Improve quality Empower patients to learn about their unique health risks Enable a better understanding of disease Eliminate unnecessary treatments Reduce adverse treatment reactions   personalized health can improve health outcomes Let individuals monitor and analyze health data
  • 14. Source: The New Science of Personalized Medicine, PricewaterhouseCoopers, 2009 Nutrition & Wellness $196B Personalized Medical Care $5-12B 2009 Nutrition & Wellness $292B 2015 Personalized Medical Care $9-118B Esoteric tests & labs, therapeutics $24B Esoteric tests & labs, therapeutics $42B ~$230B ~$400B MARKET SIZE
  • 16. WellnessFX business: Biomarker analysis, health and fitness counseling pricing: membership from $149 personalization: Combines biomarker and device data with insight from experts; collects data through blood and urine samples, device data, family history “Personalized medicine will be about creating a simple but powerful interface to the wide variety of information available and delivering actionable insights to the individual.” - Jim Kean, CEO A Better Way to Manage Your Health
  • 17. 100Plus Benchmarking individual health behavior business: health prediction and decision support, games; uses PracticeFusion and government’s health data sets to predict outcomes pricing: first app 100proof available for free in app store personalization: via predictive analytics “We believe that the personalization of experience based on data collected from the user (actively or passively), or from tapping into an existing source of data (such as electronic medical records), is one of the keys trends underlying the potential of digital health.” - Chris Hogg, CEO
  • 18. HealthTap A free Q&A with physicians business: Interactive health network of medical experts pricing: free personalization: get answers to your health questions from real doctors for free “People who use the internet for health information find it useless because they don’t trust it. There are 1.2 billion health searches every month, but the real trusted information comes from doctors.” - Ron Gutman, Founder & CEO
  • 19. OneMedicalHealthcare Designed Around You business: personalized direct primary care pricing: $150-200 yearly fee personalization: concierge-style care: pick your doctor, same day appointments, longer visits, integrated personal health portal "The premise of One Medical is to treat individuals like individuals again.  We understand that each person has a different health philosophy and motivations, and incorporate those directly into their care.  We provide information that is critical to patients while being open-minded to allow them to direct their treatment and care based on their own preferences and what works best for them as individuals." - Tom Lee, MD, Founder & CEO
  • 20. Procter&GambleLeading personalized health investments and acquisitions business: global manufacturer of consumer products with $82.6 billion in sales personalization: acquired MDVIP, a personalized primary care business in 2009; invested in DTC genomics company Navigenics; industry leader in understanding and segmenting consumers “'Personal' products do not necessarily refer to products for a particular person of a particular age--it can be situational and is really based on the job to be done.  This multifaceted aspect of human behavior is a key part of understanding how to best personalize products to meet a range of consumer needs.” - Sonny Jandial, Associate Marketing Director, P&G Futureworks
  • 21.   business: Weight management services; consumers spend ~$5 billion on Weight Watchers products and services annually pricing: $65 for 3-month savings plan personalization: PointsPlus 2012 program designed to help Weight Watchers members start strong and stay on track; no required or off limit foods on the program; adjustable target allows members to fine-tune their daily habits. WeightWatchers Personalized weight-loss for everyone
  • 23. “While the market for personalized medicine diagnostics and therapeutics shows great potential, the biggest opportunities exist beyond these core products and services — particularly in less traditional, more consumer- oriented areas.” by 2015 $452 billion market Source: The New Science of Personalized Medicine, PricewaterhouseCoopers, 2009
  • 24. BARRIERS‣ Breadth and depth of healthcare problems makes mass customization challenging ‣ Misalignment of incentives leads to disempowerment of consumer ‣ Providers and healthcare organizations may see consumers as adversaries rather than partners ‣Doctors remain important resources for consumers - products need to leverage this relationship The foundation of good health is a trusted relationship between patient and physician. “ ” - Eric Page, Founder & CEO, Amplify Health
  • 25. The biggest opportunity in personalized medicine may lie in identifying new products, services and information targeted directly to consumers. - The New Science of Personalized Medicine, PricewaterhouseCoopers, 2009 OPPORTUNITIES ” “ ‣ WeightWatchers has proven that personalizing experience can result in a successful, scalable business ‣ Nutrition & wellness will be a key area where the trend of personalization can grow to reach a wide variety of consumer products ‣ Personalized health needs to be the default approach rather than concierge services only for the privileged
  • 26. thanks! Tom Lee, MD OneMedical Founder & CEO Jim Kean WellnessFX Founder & CEO Chris Hogg 100Plus Co-founder & CEO Eric Topol, MD Scripps Institute Professor Sonny Jandial P&G Marketing Manager Aimee Jungman frog design VP, Healthcare Innovation Ron Gutman HealthTap Founder & CEO Eric Page Amplify Health Founder & CEO

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