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CO N N E CT E D H E A LT H
SENSORS
A R O C K R E P O R T B Y
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.
sen*sor
noun
1. A device that
measures a signal
and processes data
from the signal, for
real-time monitoring
of a variety of
parameters.
Why do
sensors matter?
They create a wealth
of data and make
measuring physiological
parameters simple.
We looked at what data
is being collected, where
it is being sent and what
impact it is making on
the health ecosystem.
user
(or caregiver)
sensor
data processing
(real-time or asynchronous)
user interface
(feedback)
Sensor Microsystem
Sensor Macrosystem
data aggregation
meaningful interpretation
You
Average
Sensors 1.0
ability to measure and
record signal
Sensors 2.0
Sensors 3.0
sensor integration with web;
sharing and accessing data
passive data gathering,
aggregation and
meaningful interpretation
Sensor Evolution
companies
making it
happen
AgaMatrix
First Apple-approved iPhone med device,
measures blood glucose levels
funding: $23.7M series C
market: 3-4 million US diabetics with an iPhone
payer: insurers
“With data, you can coach, drive adherence, promote
compliance, and provide inspiration and educational
information to patients.”
- Sonny Vu, Co-Founder
Basis
A wrist-watch tracking vitals: heart
rate, movement, sweat and temperature
sensor: optical sensor, accelerometer, galvanic skin response,
and skin/ambient temperature
price: $199
funding: $5.5M seed, undisclosed series A
“The market for sensors will far exceed anyone’s
expectations and we will see exponential growth
in the near future.”
- Nadeem Kassam, Founder
Lark
Sleep sensor and alarm clock, for sale at Apple
sensor: measures micromotions (3,000 data points / minute)
funding: $1M series A
price: $99, $129
“Our philosophy: turn data into actionable
items so consumers can improve their
quality of life.”
- Julia Hu, Founder & CEO
Proteus
“Proteus wants to shift the way healthcare is
delivered-- facilitated by technology and data.”
- Arna Ionescu, Director of Product Development
Microsensor-enabled medication to track
medication compliance and customize therapy
development: working with Novartis to launch new products in Q3 2012
funding: $25.4M in 2009
UP by Jawbone
A sensor-infused wristband and smartphone
app to track and improve health
from: new product from the hardware company Jawbone
funding: $119M in 2011
launch: available before end of Q4 2011
“Health doesn't just happen during 30 minute intervals a few
times a week - it is the cumulative effect of the small decisions we
make throughout every day.”
- Brad Kittredge,
Manager of Platform & Partner Success
Withings
WiFi body scale measures weight, body fat
and lean mass
features: generate graphs and add measurements to your medical records
price: $159
funding: $4.2M
We looked at 36 sensor companies
Wellness Chronic Diagnostic Monitoring
What are they measuring?
Motion
Heart Rate
Skin
Brain
Body Temperature
Glucose
Other
0 3 6 9 12 15
Themes of the 36 sensor companies 2011
Most important reasons consumers
buy mobile health tech
I would not
Monitor fitness / well-being
Doctor monitor remotely
Monitor previous condition
0% 12% 24% 36% 48% 60%
Source: PricewaterhouseCoopers HRI Physician and Consumer Surveys, 2010
What consumers and physicians
want to track
Source: PricewaterhouseCoopers HRI Physician and Consumer Surveys, 2010
What consumers and physicians want to track
70%
60%
50%
40%
30%
20%
10%
Physicians
Consumers
Weight Vital Signs Calories/
Fat Intake
Exercise/
Physical
Activity
Sleep
Patterns
Blood
Sugar
Acid
Reflux/
Indigestion
Digestive
Health
Source: PricewaterhouseCoopers HRI Physician and Consumer Surveys, 2010
Trends
Sensor companies in 2011
Looks like Apple...
Devices need to be fashionable,
unobtrusive, wireless, and posses a rich
set of sensors for a richer set of data.
- Nadeem Kassam, Founder of Basis
“
”
Priced like Apple...
$99Average selling price
But will sensors be
mass-market like the iPod?
A proactive philosophy is taking hold
in the health/wellness sphere and people
are trying to prevent health and wellness
issues from becoming “healthcare” issues.
- Julia Hu, Founder of Lark
“
”
Sensors are now powerful, small, and
affordable enough to build compelling
products that can be made available to
the mass market.
- Brad Kittredge, Manager of Platform at UP by Jawbone
”
“
Today’s Market
self-initiated health tracking
(quantified self)
prescribed health
intervention
(following doctor’s orders)
John, 40.
Diabetic.
Uses AgaMatrix.
Jane, 28.
Runner.
Wears FitBit.
?
disease management, preventive
health, remote monitoring & care,
detection & screening, consumer
personalized medicine, predict and
control outbreaks
{ }
Tomorrow’s Market
Mass adoption driven by:
Decreasing cost of sensors and improving battery technology
Reducing barriers to use (compliance & reimbursement for use)
“Quantified self” movement going mainstream
Off-the-shelf distribute (at places like BestBuy, Walgreens)
By 2014
400million devices
*Qualcomm Wireless Health
By 2014
$4 billionmarket
*Dow Jones
Lack of consumer awareness and initiative
Poor health system infrastructure with perverse incentives
to keep people sick
Making the data actionable and proving meaningful consumer benefits
Regulatory and reimbursement hurdles
Sustainable and attractive business models are yet to be proven
Barriers
The industry today is siloed, and there is a lack of
interoperability, with many sensors and devices
connecting to separate backend systems that make it
impossible or extremely inconvenient for a consumer or
caregiver to manage all of this data.
- Jamie Eisinger, Marketing Coordinator at Qualcomm
”
“
Opportunities
A proactive philosophy is taking hold
in the health/wellness sphere and people are
trying to prevent health and wellness issues
from becoming “healthcare” issues.
- Julia Hu, Founder of Lark
”
“
Sensors are becoming cheaper, smaller, and more reliable
Improvements in smartphone, wireless, and battery
technology vastly improve product value
Off-the-shelf product sales = broader distribution
A proactive consumer philosophy is shaping, and the
“quantified self” movement is on the rise
Key findings
By 2014, sensors will be a $4 billion dollar market
Trending toward passive data collection & aggregation
The majority of products today target fitness and wellness
Top biomarkers: heart rate and motion
Therefore....
Huge opportunity for mass market personal health management
sensor products, both personal- and doctor-initiated
Rise of the "quantified self" movement will increase demand
But....
Mass adoption of sensors will depend on cost, ease of use,
availability, and integration within the entire healthcare system
Ben Rubin
Zeo
Co-Founder & CTO
Nadeem Kassam
Basis
Co-Founder
Dr. Dave Albert
AliveCor
Founder
Sonny Jandial
P&G
Marketing Manager
Thank You
Arna Ionescu
Proteus
Director of Product Dev
Julia Hu
Lark
Co-Founder
Sonny Vu
AgaMatrix
Founder
Brad Kittredge
Jawbone UP
Platform & Partner Manager
Rick Valencia
Qualcomm
Global Business Lead
Deck construction & research credit goes to:
Ashlee Adams, Jessica Koenig, Sona Makker, Zach Malchano, Halle Tecco & Leslie Ziegler
Jamie Eisinger
Qualcomm
Marketing Coordinator
get in touch
research@rockhealth.org
@rock_health

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Rock Report: Sensors by @Rock_Health

  • 1. CO N N E CT E D H E A LT H SENSORS A R O C K R E P O R T B Y
  • 2. 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.
  • 3. sen*sor noun 1. A device that measures a signal and processes data from the signal, for real-time monitoring of a variety of parameters.
  • 4. Why do sensors matter? They create a wealth of data and make measuring physiological parameters simple. We looked at what data is being collected, where it is being sent and what impact it is making on the health ecosystem.
  • 5. user (or caregiver) sensor data processing (real-time or asynchronous) user interface (feedback) Sensor Microsystem
  • 7. Sensors 1.0 ability to measure and record signal Sensors 2.0 Sensors 3.0 sensor integration with web; sharing and accessing data passive data gathering, aggregation and meaningful interpretation Sensor Evolution
  • 9. AgaMatrix First Apple-approved iPhone med device, measures blood glucose levels funding: $23.7M series C market: 3-4 million US diabetics with an iPhone payer: insurers “With data, you can coach, drive adherence, promote compliance, and provide inspiration and educational information to patients.” - Sonny Vu, Co-Founder
  • 10. Basis A wrist-watch tracking vitals: heart rate, movement, sweat and temperature sensor: optical sensor, accelerometer, galvanic skin response, and skin/ambient temperature price: $199 funding: $5.5M seed, undisclosed series A “The market for sensors will far exceed anyone’s expectations and we will see exponential growth in the near future.” - Nadeem Kassam, Founder
  • 11. Lark Sleep sensor and alarm clock, for sale at Apple sensor: measures micromotions (3,000 data points / minute) funding: $1M series A price: $99, $129 “Our philosophy: turn data into actionable items so consumers can improve their quality of life.” - Julia Hu, Founder & CEO
  • 12. Proteus “Proteus wants to shift the way healthcare is delivered-- facilitated by technology and data.” - Arna Ionescu, Director of Product Development Microsensor-enabled medication to track medication compliance and customize therapy development: working with Novartis to launch new products in Q3 2012 funding: $25.4M in 2009
  • 13. UP by Jawbone A sensor-infused wristband and smartphone app to track and improve health from: new product from the hardware company Jawbone funding: $119M in 2011 launch: available before end of Q4 2011 “Health doesn't just happen during 30 minute intervals a few times a week - it is the cumulative effect of the small decisions we make throughout every day.” - Brad Kittredge, Manager of Platform & Partner Success
  • 14. Withings WiFi body scale measures weight, body fat and lean mass features: generate graphs and add measurements to your medical records price: $159 funding: $4.2M
  • 15. We looked at 36 sensor companies Wellness Chronic Diagnostic Monitoring
  • 16. What are they measuring? Motion Heart Rate Skin Brain Body Temperature Glucose Other 0 3 6 9 12 15 Themes of the 36 sensor companies 2011
  • 17. Most important reasons consumers buy mobile health tech I would not Monitor fitness / well-being Doctor monitor remotely Monitor previous condition 0% 12% 24% 36% 48% 60% Source: PricewaterhouseCoopers HRI Physician and Consumer Surveys, 2010
  • 18. What consumers and physicians want to track Source: PricewaterhouseCoopers HRI Physician and Consumer Surveys, 2010 What consumers and physicians want to track 70% 60% 50% 40% 30% 20% 10% Physicians Consumers Weight Vital Signs Calories/ Fat Intake Exercise/ Physical Activity Sleep Patterns Blood Sugar Acid Reflux/ Indigestion Digestive Health Source: PricewaterhouseCoopers HRI Physician and Consumer Surveys, 2010
  • 20. Looks like Apple... Devices need to be fashionable, unobtrusive, wireless, and posses a rich set of sensors for a richer set of data. - Nadeem Kassam, Founder of Basis “ ”
  • 22. But will sensors be mass-market like the iPod? A proactive philosophy is taking hold in the health/wellness sphere and people are trying to prevent health and wellness issues from becoming “healthcare” issues. - Julia Hu, Founder of Lark “ ” Sensors are now powerful, small, and affordable enough to build compelling products that can be made available to the mass market. - Brad Kittredge, Manager of Platform at UP by Jawbone ” “
  • 23. Today’s Market self-initiated health tracking (quantified self) prescribed health intervention (following doctor’s orders) John, 40. Diabetic. Uses AgaMatrix. Jane, 28. Runner. Wears FitBit. ? disease management, preventive health, remote monitoring & care, detection & screening, consumer personalized medicine, predict and control outbreaks { }
  • 24. Tomorrow’s Market Mass adoption driven by: Decreasing cost of sensors and improving battery technology Reducing barriers to use (compliance & reimbursement for use) “Quantified self” movement going mainstream Off-the-shelf distribute (at places like BestBuy, Walgreens)
  • 27. Lack of consumer awareness and initiative Poor health system infrastructure with perverse incentives to keep people sick Making the data actionable and proving meaningful consumer benefits Regulatory and reimbursement hurdles Sustainable and attractive business models are yet to be proven Barriers The industry today is siloed, and there is a lack of interoperability, with many sensors and devices connecting to separate backend systems that make it impossible or extremely inconvenient for a consumer or caregiver to manage all of this data. - Jamie Eisinger, Marketing Coordinator at Qualcomm ” “
  • 28. Opportunities A proactive philosophy is taking hold in the health/wellness sphere and people are trying to prevent health and wellness issues from becoming “healthcare” issues. - Julia Hu, Founder of Lark ” “ Sensors are becoming cheaper, smaller, and more reliable Improvements in smartphone, wireless, and battery technology vastly improve product value Off-the-shelf product sales = broader distribution A proactive consumer philosophy is shaping, and the “quantified self” movement is on the rise
  • 29. Key findings By 2014, sensors will be a $4 billion dollar market Trending toward passive data collection & aggregation The majority of products today target fitness and wellness Top biomarkers: heart rate and motion Therefore.... Huge opportunity for mass market personal health management sensor products, both personal- and doctor-initiated Rise of the "quantified self" movement will increase demand But.... Mass adoption of sensors will depend on cost, ease of use, availability, and integration within the entire healthcare system
  • 30. Ben Rubin Zeo Co-Founder & CTO Nadeem Kassam Basis Co-Founder Dr. Dave Albert AliveCor Founder Sonny Jandial P&G Marketing Manager Thank You Arna Ionescu Proteus Director of Product Dev Julia Hu Lark Co-Founder Sonny Vu AgaMatrix Founder Brad Kittredge Jawbone UP Platform & Partner Manager Rick Valencia Qualcomm Global Business Lead Deck construction & research credit goes to: Ashlee Adams, Jessica Koenig, Sona Makker, Zach Malchano, Halle Tecco & Leslie Ziegler Jamie Eisinger Qualcomm Marketing Coordinator