Marketplace analysis of healthcare technology and wearables from December 2012.

1. Quantified Self: As Seen in
December 2012
Tyler R. Soliday
Healthcare Technology

2. Table of Contents
I.Sales & Marketing - Justin Neece
II.Current Market Landscape / Consumer Health
III.Product
IV.Technology
V.Delivery/Client Services
VI.“The People Plan”
VII.Budget/Financials

3. Current Market Landscape
Current Health Tech Market Participants- Selling to practices for administrative efficiency
and patient engagement.
Consumer Mobile Health- New ways that consumers are using technology to track &
analyze their health conditions

4. Current State of Pricing
RegisterPatient is currently priced
at $69.99 per month, per provider.
Name Price
CareCloud Complete 499
DrChrono Apollo 399
CareCloud Central 349
ZocDoc 249
DrChrono Hippocrates 199
DrChrono Prometheus 99

5. Marketplace Pricing Analysis
Name Price
CareCloud Complete 499
DrChrono Apollo 399
CareCloud Central (RP Direct
Competitor)
349
ZocDoc 249
DrChrono Hippocrates 199
DrChrono Prometheus 99
625
500
375
250
125
0
RegisterPatient Competitor Pricing
Price
CareCloud Complete DrChrono Apollo
CareCloud Central ZocDoc
DrChrono Hippocrates DrChrono Prometheus
RegisterPatient

6. OnPatient by DrChrono
• iPad Patient Check-In
•Medical Speech to Text
• Paperless Medical
Billing
• Custom Clinical Notes
• Take Photos & Videos
• eRx ePrescribing
• Phone, Text, & E-mail Reminders
•X-Rays, EKGs, & Lab Results
• Clinical Note Sharing
• Patient Registration Template Library
• Staff Messaging
• iPad Printing
•Manage Scanned Documents
• Scheduling Anywhere
Features Similar To RegisterPatient:
1. eRx E-Prescribing
2. Phone, Text, E-mail Reminders
3. Patient Registration
4. Secure Messaging Network
5. Complete Patient Scheduling
•Focused on iPad
•Giving Away Free iPad Minis w/ One-Year
Purchase
•Using Digital Marketing To Gain Provider Sign-
Ups

7. OnPatient by DrChrono Pricing

8. Venture Partners:
-$20.1 Million Series A Funding Round From Intel Capital and
Norwest Venture Partners
Common Mistake: CareCloud is not just an EMR. They have
taken advantage of their EMR functionality to create a high-quality
practice management feature.
Recent Innovations:
1. Development of PHR
2. Recently released full version of their technology on a mobile
platform.

9. CareCloud Mobile
• A combination of CareCloud’s
EMR apps designed for
efficient practice management
• CareCloud is based out of
South Florida, and has
quickly been able to onboard
many medical practices in
this metropolitan area.

10. Competitive Marketplace Analysis
Company Pros Cons Differentiation How To Beat
-Goldman Sachs Investment
-Building a Check-In Feature
-Building Their Own Patient Registration Took Only
7 months
-1.8 Million Patients per month
-Focused on high-end areas--launched in 31
metropolitan regions
Claims to have no mobile registration in progress,
$300 month to provider. Offering patient registration
feature as a free service with their product.
ZocDoc OnTime- Haven’t nailed registration. Only
releasing registration to 10% of their marketplace,
so it is obviously in testing. They have stated that
they don’t plan on going mobile, find this highly
doubtful as mobile health progresses.
Metropolitan Practices- Have already signed up
a large number of higher-end medical practices in
major metropolitan areas across the country.
Digital Health Records (Azumio, FitBit, Nike+,
Diet/Health Apps), Check In Feature, Emphasis on
Mobile- (Mobile Registration, Native Tablet App for
Practices), OnTime by RP, New Markets
(Emphasizing RP as the source for sending data to
the doctor--Schools, Camps, Concerts/Events,
Volunteering), TeleHealth Integration, Providing the
simplest eRx option for doctor, patient, and
pharmacy. Sync new prescription w/ eRx and
medication reminders on mobile
-High Quality Videos,
-Emphasis on U/X,
-Various Helpful White Papers available to
everyone,
-Follow up on information collected through Contact
Us forms with additional white papers
-Using AdChoices as their interactive re-marketing.
Lots of venture money, South Florida headquarters
with a high doctor base.
EMR-Style Practice Manager- A strength for large
practices or medical groups.
Focuses on financials- Allows them to charge
more, as they save the medical practices money
with their software.
PPC Campaign with AdChoices & High Quality
Interactive Ads, Possibly extending advertising to
mobile, U/X Upgrade, HQ Videos of testimonials
and product features, HQ white papers for free and
easily available, HQ blog focused on practice
management
-iPad exclusive
-Highly Mobile
-Use Software System Throughout Treatment
-DrChrono has evolved into our marketplace with
the advancement of the original DrChrono, as well
as OnPatient which now includes online patient
registration.
-Designing/developing new features rapidly that
directly compete with our package. Charge $399
per month.

11. • Current market leader in patient scheduling, appointment making,
and finding new doctors
• Consistently rated the #1 App in Healthcare
• $95 Million Total Funding
• $75 Million Series C Investment- DST Global and Goldman
Sachs

12. ZocDoc Brand Elements
• Extremely Prevalent- Through geographical roll-out and a huge marketing and sales initiative, ZocDoc
has been able to reach a large market of 1.8 million patients per month.
• New York City- ZocDoc is one of the most notable start-ups to come out of the New York City tech
scene, and as a result has become infamous in east-coast tech.
• iPhone-Centric- ZocDoc has focused on higher-end metropolitan areas and marketing exclusively to
users considered to be of the “higher-end” and
• Easy & Valuable For Providers- By paying just $300 per month, providers are able to have their
practices easily found through ZocDoc. Allows for practices to easily find new patients, have patients
book their appointments through their mobile apps, and now offer patients the ability to register online.
• Constantly Developing- ZocDoc stated in the past that it would be focusing specifically on patient
scheduling, but then developed their own version of online patient registration which they are currently
Beta testing on 10% of their market.

13. ZocDoc has recently unrolled ZocDoc Check-In to 10% of its market of
users.

14. Hospitalizations

15. ZocDoc’s Innovative Business
Practices
• ZocDoc has recently opened up a new office in
Phoenix, in an effort to on-board the west coast
with sales and marketing.
• When New York City was threatened by Hurricane
Sandy, ZocDoc had to create a pop-up office in
Chicago for customer service in case the HQ lost
power or would be days without power.

16. ZocDoc Mobile

17. ZocDoc OnTime

18. Consumer Mobile Health
Who’s the next rising star in Healthcare?
New Market- Young people are the ones who are taking the initiative to use consumer
health devices to track their health and get more involved with their current state of
health.

19. Global Mobile Health Market
• $11.8 Billion by 2018, according to Market research firm
GlobalData.
• 70% of health apps are intended for use by consumers, while the
remaining 30% are apps built for professional healthcare
providers.

20. Healthcare &
The Quantified Self
• The Quantified Self is a movement to incorporate technology
into data acquisition on aspects of a person’s daily life in terms of
inputs (e.g. food consumed, quality of surrounding air), states
(e.g. mood, arousal, blood oxygen levels), and performance
(mental and physical.)

21. The Quantified Self
Activity Monitors
1. BodyMedia FIT
2. FitBit Tracker
3. Nike+ Fuel Band
4. Pebble
5. Zephyr BioHarness
Sleep Monitors
1. FitBit Tracker
2. Lark
3. WakeMate
4. Zeo
5. Gear4 Renew SleepClock
6. Sleep-Tracking Apps
Biometric Measurement
1. FitBit Aria Scale
2. Withings Body Scale
Additional Areas:
1. Blood Glucose Monitors
2. Food Intake Monitors

22. Who’s Leading The Marketplace In
Healthcare Technology Innovation?
No. No. No.
“The Rise of the Quantified Self”

23. Nike.

25. Consumer Health Technology
MyFitnessPal
SleepCycle
StressCheck
PillBoxie
Lark
SleepTime by Azumio
Nike+

26. Nike+ Fuel Band

27. Tracking Weight

29. The Interactive Medical Form
-Food Intake Data
-Activity Data
-Sleep Data
-Exercise Tracking

30. Technology
•App Development
•Infrastructure
•Security / Privacy &
Compliance
•Technical Safeguards

31. SWOT Analysis
Strengths
-Incredible software
-First to have the product fully built and available
-The ability to be the single technology that is used whenever
someone has to register their medical forms.
Weaknesses
-Poor retail model
-Unattractive web appearance
-Low amount of providers using the software
-Very small number of people who have entered their health
information into RegisterPatient.
-We are not properly marketing to all of the potential providers that
use RegisterPatient, and this is keeping us from gaining users.
Opportunities
-Expanding the market beyond just the traditional medical
practice.
-Doctor’s offices are looking to become digital and “high-tech”
-Health 2.0 is becoming a buzz word, and healthcare
technology apps and start-ups are becoming the newest
trends.
Threats
-Large software companies are able to provide the software
to such a large scale of users so fast.
-Currently thriving healthcare tech companies have the ability
to expand into patient registration, or add it on to their
service.

32. Introduction To Mobile Health:
“Mobile Health Market To Be Worth $400M By 2016.”

33. Mobile Health Statistics
• 44 million mobile health apps will be downloaded in 2012, rising to 142 million in 2016.
• Currently 39% of smartphone users say they are comfortable with “scanning” their phone to make a
purchase.
• Mobile payments through NFC expected to rise to $9.9 Billion by 2016. General NFC payments expected to
hit $74 billion by 2015.
• Mobile web use is doubling year-on-year. (This doesn’t include apps. Simply, mobile browsing.)
• “It's a market that could be worth $11.5 billion to operators, $6.6 billion to OEMs, $2.6 billion app makers
and $2.4 billion to healthcare providers by 2017. Europe would edge it terms of revenues at $6.9 billion, with
Asia Pacific at $6.8 billion, North America at $6.5 billion, Latin America at $1.6 billion and Africa at $1.2
billion.

34. Emerging Markets Data
Examples of m-health products and services include:
-Monitoring services, such as those for chronic disease management. There will account for 65 per
cent of the market ($15 billion) by 2017.
-Diagnosis services will comprise 15 per cent of the market ($3.4 billion). This includes mobile
telemedicine and health call centres that allow those in isolated areas to connect with healthcare
professionals.
-Treatment services will be the third-largest revenue opportunity at 10 per cent of the overall market
($2.3 billion). Current examples include services that ensure patients adhere to treatment
schedules, such as Vitality Glow Caps that remind users via SMS and through calls that they
should take their medication.

35. Incorporating with Diet &
Exercise Tracking Apps
Working with leading diet and exercise tracking apps to
integrate information into RegisterPatient and provide more
information to the doctor than can be gained from filling out a
standard patient registration form.

36. Popular Fitness & Diet
Tracking Apps
Apps on Facebook Timeline:
-RunKeeper
-MapMyFitness
Popular in App Store:
iFit
Bloom by MindBloom

37. Nike+
Nike+ is tracking all of the exercise data for its users. They currently have the Nike+
fuel band, sneaker lines, exercise machine syncing, Nike + running, and are coming
out with tracking programs for both basketball and training during Summer 2012.

38. Nike+ Running

39. Nike+ Training
Coming Summer 2012
-Built in sensors in the Nike+ training shoes monitor training routines and workouts.
Providing the doctor with information about a patient’s training schedule could be
beneficial in getting accurate activity levels information to the doctor, and allowing
for an accurate review of the patients workout routines by a medical professional.

40. Nike+ Basketball
-Accurate sports activity monitoring could lead to better recovery and
treatment plans of sports injuries.

41. What Now?
• Nike+ Fuel Band API- Build this information into the
RegisterPatient system
• Contact Nike+ about developing a partnership and
bringing the Nike+ Fuel Band into the medical technology
field.

42. The Sports Tracking Device Market &
Mobile Health:
"Downloadable apps are moving the sports tracking device market from
proprietary devices to mobile phones, but adoption has been limited by the
data they can collect.
"However, with the connectivity that Bluetooth Smart will embed in mobile
handsets, wearable devices will bring greater detail to mobile handsets,"
said Jonathan Collins, principal analyst.

43. Patient Monitoring Wristbands
Market Leaders:
• Nike+ Fuel Band
• JawBone Up
• FitBit
Objective:
Work with "band" companies that monitor patient health 24/7
to provide doctor's more information.
Description:
Integrate all of the information that is saved on the users of (band).
This will allow the doctor's to get more information about the
patient than they might be able to get from the form like how often
they are moving around, how deep their sleep is, etc.

44. Jawbone Up
-Valued at $1.5 billion by International Business Times
-Just raised $40M even though they had to do a mass refund for their product.
Bringing total company funding to $210 million.

45. JawBone Up
-Report patient’s sleep quality data to their doctor.
-Tracking of caloric intake and accurate average food
-By keeping track of exact patient movement details, the doctor can get an accurate description of the patient’s activity levels as
opposed to what they claim.
intake.

46. Jawbone Up Refund Issue
• Jawbone did a mass-refund for Jawbone Up devices sold during 2011. Early
users of the Jawbone Up complained that it couldn’t be used in the shower,
wasn’t holding a charge, and was having difficulty syncing.
• Production was stopped on these Jawbone Up models, and came out with fixed
new ones and raised $40M in growth funding following this incident.
• Could be looking for something to bring more credibility to their product, like the
ability to sync the information gathered from your Jawbone product to your health
record.

47. Jawbone Up Contact
Information
Jawbone.com/Contact

48. Nike+ Fuel Band
The fuel band is worn around a patients wrist and monitors and stores all of
their activity throughout the day. Syncing this information up with the patient
profile would give the doctor a more accurate idea of the patient’s daily activity
levels outside of his/her exercise program.

49. Nike+ Fuel Band API
-We would develop an application for the fuel band.
http://mobihealthnews.com/16606/nike-beta-launches-fuelband-
api-for-app-developers/

51. Nike+ Fuel Band Contact Information
Information about Nike Fuel Band API
http://mashable.com/2012/03/11/nike-nikefuel-api-music-hackathon/
Business Development:
Nike Inc.com

52. FitBit
FitBit Ultra FitBit Aria
-Raised $12M upon the release of the Nike+ Fuel Band for the marketing of the FitBit Aria.
-“The Aria, which costs $129.99, will transmit both weight and body fat measurements wirelessly to your FitBit account. In terms of
measuring body fat, the scale has four transparent electrodes which shoot a safe low current through body and measures
resistance to current, determining how much body fat you have.
-You simply open up the Fitbit iOS or Android app via your mobile phone when close to the scale and the Aria will transmit the
data to your FitBit account. So you no longer need to manually input this data on the web (or mobile) and the platform can get a
more accurate view of your fitness.
Investors: Foundry Group, True Ventures, SoftTech VC

53. FitBit

54. FitBit Contact Information
Business Development E-mail Address:
http://help.fitbit.com/customer/portal/emails/new
Eric Friedman- CTO & Co-Founder
Hans Hartmann- COO
James Park- CEO & Co-Founder
Meena Srinivasan- VP, Finance & HR
Tim Roberts- VP Interactive
Woody Scal- Chief Revenue Officer
Gareth Jones- General Manager EMEA

55. Additional Market
Participants:

56. Basis
Basis, which was previously known as PulseTracer, offers a wrist worn device called Basis Band that
measures the wearer’s heart rate and other vital signs. Basis plans to allow third party developers to
build apps that work with the device.
The startup secured $9 million in funding this past March and its team includes a former Google Health
alum and a new CEO, Jef Holove, who was formerly CEO of Eye-Fi. While Basis Band is available for
pre-order from the company’s website at $199, the company has yet to announce when the device will
first ship.

57. DirectLife
DirectLife’s Activity Monitor is a small device that tracks body motion every time the user moves up, down,
forwards, backwards and sideways, and calculates how much energy was used to make them. The
device can fit into the users pocket or can be worn around the neck or on a belt pouch, and is waterproof up
to 3 meter below the water’s surface.
The Activity Monitor uses a web component to measure what you’ve done against your personal daily target.
A series of indicator lights on the Activity Monitor show how you’re progressing throughout each day, making
it easy for you to keep on track towards your goals.

58. BodyMedia
• BodyMedia’s FIT armband tracks users calorie burn, activity levels, sleep health in an attempt to lose
weight. The device connects to phones via Bluetooth or sends data directly to the cloud thanks to a
recent deal with Sprint.That health data can then be analyzed via a web component or through free
iPhone or Android apps. A food log and you have the information you need to improve your weight
loss. BodyMedia lists 24 Hour Fitness, Panasonic, Jenny Craig and others as partners.

59. Affectiva Q Sensor
Affectiva Q Sensor
The Affectiva Q Sensor is a wearable, wireless biosensor that measures emotional arousal via skin conductance, a
form of electrodermal activity that grows higher during states such as excitement, attention or anxiety and lower
during states such as boredom or relaxation. The sensor also measures temperature and activity.
According to the company: “The curve-shaped Q Sensor is designed to wear on the wrist, so it is comfortable and
unobtrusive to wear all day at work, play, or sleep. This makes it ideal for long-term measurement in clinical and
therapeutic research.”

60. Adidas MiCoach Pacer
The miCoach Pacer is a small, lightweight device that delivers real-time audible coaching as a user exercises
via headphones or combined with their own MP3 player. The device is part of Adidas’s miCoach fitness
platform. During a run, the miCoach Pacer verbally coaches the runner (i.e. speed up to green zone, slow down
to blue zone, etc.) to ensure that they are staying within their targeted heart rate zone and keeps them running
at the right personal level.
Adidas also offers a wrist-word device: The miCoach Zone, which features a color-code LED display.

61. Valencell
Valencell is the creator of Healthset, a technology that gives audio headsets the ability to monitor the health and fitness of
the user. Healthset sensor technology tracks real-time physiological metrics including heart rate, calories burned, steps
taken, distance traveled, speed and more, while the consumer listens to music, talks over the phone, or goes about daily
life activities. Data is streamed to smartphones and/or mp3-players through wired or wireless links, enabling live body
metrics, training, and coaching via fitness applications on mobile devices and online.
Best Buy’s venture arm recently invested in the startup, which hopes to ink deals with headphone makers to embed its
technology.

62. Other Market Participants
• LoseIt!
• RunKeeper
• Endomondo
• Microsoft Health Vault

63. LoseIt
Food Tracking Track Exercise

64. Lose It Screenshots
Business and Partnership
For business and partnership inquiries, please contact us at partner@loseit.com.

65. RunKeeper