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