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Brain Fitness - Marketplace Trends and Initiatives. Presented at Heath Care Unbound Conference, Seattle, June 09
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Brain FitnessTrends and Initiatives
Health Care Unbound Conference
June 22–23, 2009
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Cognitive Interventions
Neurological damageImpairments NormalBrain
Conditions
Purpose
TBIStrokeAlzheimer’s Disease
MCIDepressionPTSDChemo FogBehavior DisordersOthers…
Anti-Aging
Sports performance
On-the-job performance
Acute CareDisease Management, Chronic Care
Deferring declineStaying sharp
REHABREMEDIATIONTRAINING
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Brain Fitness Defined
GamingGaming PhysicalPhysicalFitnessFitness
CognitiveCognitiveScienceScience
BrainBrainFitnessFitness
*
What’s good for the heart is good for the brain
Cognitive stimulation completes the picture
4The Science: “Inspired by…...”====== Evidence of Effectiveness
The Fun Factor: Dull ====== Highly Engaging
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Achieving Brain Fitness withCognitive Training
Play - Measure – Monitor – Manage
Personalized & Adaptive Challenging Variety & Novelty Engagement & Fun Evidence of effectiveness
Trends &Growth Catalysts
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Brain Fitness Trends
Market Size 2008 estimated at $265M 35% CAGR 2005 2008 2015 estimate is $1B - $5B
2008 Data Points Fastest growing segment in the Casual Game sector Consumer & Health Care account for ~65% of the
market Independent & Assisted Living Facility deployments
increased ~100% Brain Gyms increased ~ 300%
Source: Sharpbrains 2009 Market Report
?
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#1 Scientific Research is Positive
Cognitive training improved cognitive abilities and effects sustained 1
Cognitive activities associated with reduced risk of cognitive impairment 2
Complex mental activities contribute to a lower risk of cognitive decline 3
A one-point increase in cognitive activity corresponded with a 33% reduction in the risk of Alzheimer’s 4
A cognitively inactive person is 2.6 more likely to develop Alzheimer’s disease 5
Cognitive Training improves targeted cognitive abilities 6
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#2: Boomer Fear
No known definitive cure for Alzheimer’s 1 6th leading cause of death, on the increase 5.3M Alzheimer's sufferers today 10M Boomers will get Alzheimer’s Disease &
significantly more will experience MCI $174K - Average lifetime cost of care
Top 3 Boomer fears relate to brain decline 2 #1 running out of money #2 being a burden on family #3 loosing mental capacity
1. Alzheimer’s Association 2009 Facts & Figures 2. National Marketing Institute 2008 Health & Wellness database
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#3 Industry Funding
2008
Capital Investment~$45M
First Product & Technology Acquisitions
Platform Investments
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#4 Public Policy & Sector Action
Mental Health Parity Act Amendment 2010 Healthy Workforce Act
(Harkin, D-IO, Smith, R-OR )(Udall, D-MN., Bono Mack, R-CA)
Medicare emphasis on reduced hospital readmissions
U.S. Army policy requiring pre-deployment cognitive screenings
Corporate Education
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#5 Pioneering Institutions & Individuals
Raising awareness Sharpening the competitive edge Focused on reducing cost Doctor’s PrescriptionsPre-tax expense / FSA / HSA
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A note on public attitude…
“Should cognitive and brain health be a healthcare priority?”1
“YES” 61% of survey respondents
Do users care about the science? “No” younger healthy adults per Marbles the Brain Store
“Yes” Individuals with a cognitive impairment or the likelihood of one in the future.
1. Sharpbrains 2009 Market Report
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Time Magazine22 June 2009
Keeping brains healthy
The very latest public awareness….
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PLAY
MEASURE
MONITOR
Cross Training or
Rem / RehabProgram
MANAGE
Health & Wellnessand
Disease Management
Thank You
Laura Fay, CEOHAPPYneuron, [email protected](650) 776-4352