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TEAM
Michael A. Diefenbach, Ph.D. - Mount Sinai School of Medicine
Kevin Durr - notsoldseparately.com LLC
An app designed to make cancer screening and
its decision-making process simple and reliable.
Features:
• Record family cancer history
• Get personalized screening
recommendations
• Get reminders and tips
• Helpful treatment decision-making tools
• Connect and share with family
Background
Early detection is an important component to the Nation’s
cancer control efforts.
However:
• Not every person benefits from screening
• Screening can be distressing
• Not all cancer screening procedures reduce Cancer mortality
• Screening recommendations vary across organizations
Thus, patients need to be
• Informed about their options
• Involved in the screening decision process
Aims of the App
• Provide tailored cancer screening recommendations based on
recorded cancer family history and demographic variables
• Educate users about screening procedures & cancer
prevalence & mortality data by US state
• Provides Pros and Cons of screening
• Provide decision tool to aid in the decision making process
• Testimonials from people who did/did not screen
• Provide action plan to assist in identifying physicians,
communicating ones decision to provider, provide information
about screening for the non-insured
• Provide reminders about screening appointments
• Offers mental health resources for emotional distress
App Development
• Completely rewrote the application as a fully functional native iOS app
• Included screening recommendations four common cancers: Breast, Prostate,
Cervical, Colorectal Cancer
• Implemented algorithm to summarize user’s intention for cancer screening based
on his/her pros and cons ratings of benefits and barriers
• Implemented algorithm for personalized cancer screening recommendations and
added personalized risk estimates (Standard risk versus increased risk)
• Improved graphical user interface (GUI)
• Added interactive video stories feature
• Incorporated prevalence data by state and county level for all major cancers from
http://statecancerprofiles.cancer.gov
• Developed and integrated a functional “find a physician” feature w/ google maps
• Designed architecture for integration with Health Vault for implementation
• Planned and organized user testing
• Developed a marketing and business plan
Marketing and Business Plan
Who would be interested in purchasing HealthOwl?
Health Insurance companies and companies with self-funded
healthcare.
Cost saving through treatment of disease that’s detected early
•
E.g., cervical cancer: early-stage treatment $20,255 vs. $36,912 (late-stage
treatment)
•
Average cost of screening $9 - $64  even adding several years of screening to the
cost of eventual early-stage treatment will be cost-effective.
Companies with a wellness program.
•
J&J estimates that wellness programs have cumulatively saved the company $250
million on health care costs in the first decade of 2010; from 2002 to 2008, the return
was $2.71 for every dollar spent
Pharmaceutical companies, health care providers & non-for profits
•
Adopting HealthOwl for pharmaceutical companies, other health care providers, &
non-for profits, including physician groups, provides an opportunity to market to
one’s constituency and to portray the organization in a positive light. For these
companies the opportunity exists to brand HealthOwl.
The individual user
•
Offered through appstore. Marketing through press releases, radio interviews,
and write-up in the press.