59 Total Customer Interviews

Thomas Jonathan Melissa Nina Tim Vladimir

Friday – Day 5

Diagnose your health from anywhere

Interviews

Industry Expert

Patient Provider Payer Mfg0

5

10

15

20

25

30

35

ThursdayWednesdayTuesdayMonday

3

• 15% Commission

DIAGNOSLY - Yesterday

• Provider engagement

• Device mfg relationships

• R&D• Customer

support• Payer Approval

Process

• Convenience of time and place

• Reduced cost for uninsured or high deductible plan subscribers

• Diagnostic and monitoring device OEMs

• Insurance networks

• Independent sales reps

• Healthcare Professional Staffed Remote Centers

• People (R&D)• Regulatory & Liability• Customer acquisition

• Testing fees (per test/kit)

• Engineers and designers

• Legal/Regulatory Knowledge (IP, FDA, HIPPA, etc)

• Reduced cost and increased quality of software

• Lower costs due to reduced visits, less fraud and consistent, comprehensive data

ConsumersFamilies (primarily subsequent mothers) in the pregnancy and early childhood phase + traveling families

Device MakersSmall/med, at-home monitors and diagnostic devices

PayersInsurance, Medicare, MedicaidProvidersGeneral Practitioners, Midwives, Nurses, Office Manager, Specialists (Pediatricians, OB/GYNs, vets etc)

• Improved patient outcomes

• Earn more money via focus on higher value procedures

Automated, Optional 24x7 Support

Automated, Optional SDK Support

• Indirect, trusted supplier

Corporate

• Physician / Clinics• Online

• Independent Sales Reps

• Free Beyond Provider Acquisition• Pay Per Click

• Testing fees (per test/kit)• Subscription

4

• 15% Commission and SPIFs

DIAGNOSLY - Thursday

• Provider engagement

• Device mfg relationships

• R&D• Customer

support• Payer Approval

Process

• Convenience of time and place

• Reduced cost for uninsured or high deductible plan subscribers

• Diagnostic and monitoring device OEMs

• Insurance networks

• Independent sales reps

• Healthcare Professional Staffed Remote Centers

• People (R&D)• Regulatory & Liability• Customer acquisition

• Testing fees (per test/kit)

• Engineers and designers

• Legal/Regulatory Knowledge (IP, FDA, HIPPA, etc)

• Reduced cost and increased quality of software

• Lower costs due to reduced visits, less fraud and consistent, comprehensive data

ConsumersFamilies (primarily subsequent mothers) in the pregnancy and early childhood phase + traveling families

Device MakersSmall/med, at-home monitors and diagnostic devices

PayersSelf Insured Companies, Insurance, Medicare, MedicaidProvidersGeneral Practitioners, Midwives, Nurses, Office Manager, Specialists

• Improved patient outcomes

• Earn more money via focus on higher value procedures

Automated, Optional 24x7 Support

Automated, Optional SDK Support

Indirect, trusted supplier

Corporate

• Physician / Clinics• Self-insured co’s

• Independent Sales Reps

• Marketing support for interest generation

• Testing fees (per test/kit)• Subscription

• Data acquisition fee

5

Payer Discussions

OTC: FSA & Insurance cannot reimburse OTC

CPT: Review indicates that some home diagnostics have data acquisition codes

A major reason companies self insure is that they can include this type of items in plan- Also likely to provide ready third party

MD/Nurse Hotline

CONFIDENTIAL 6

Diagnosly Ecosystem

Patients

Online Health Services (3rd Party)

DIAGNOSLY PLATFORM

Cloud & Data ServicesPhone,

Tablet, and Web

Applications

Medical Devices (OEMs)

Primary Physicians

PayersPharmacy

Remote MD/Nurseline

Independent Representatives

CONFIDENTIAL 7

Primary Archetype – Day in the lifeBefore Diagnosly

Heather, 36: 3rd time expectant mom

• 10pm: Noah (5 yrs) comes out to say that his throat hurts• Mom uses artery thermometer• Temperature is 101• Mom gives him Tylenol and lozenge, puts him back to bed

• 7am: Noah still complaining of sore throat, looks pale, swollen glands, fever still at 101

• 8am: Mom calls dr office as soon as it opens, makes appt for 11am

• Noah gets popsicle and watches TV with Ryan (3 yrs)• Mom calls school to let them know Noah won’t be there, calls

Ryan’s ju jitsu class to cancel for the day• 10:30am: Mom, Noah and Ryan go to drs office, wait 20 min in

waiting room, 20 min in exam room, take strep test, wait for results, get prescription called in (Noah and Ryan are VERY bored)

• Noon: Mom, Noah, and Ryan go to Walgreen’s to pick up prescription

• 12:30: Arrive home and give Noah antibiotic, take a Valium

CONFIDENTIAL 8

MVP

CONFIDENTIAL 9

Diagnosly

CONFIDENTIAL 10

My Devices

Home Reports Inbox

3

My Devices

Ear Infection DetectorLast Used: 4/20/12

WheezOmeter (Asthma)Last Used: 4/15/12

Strep Throat TestLast Used: 3/25/12

ThermometerLast Used: 2/18/12

CONFIDENTIAL 11

Connect a New Device

Home Reports Inbox

3

My Devices

My Devices

Start

CONFIDENTIAL 12

Searching for Devices…

Home Reports Inbox

3

My Devices

My Devices

CONFIDENTIAL 13

Home Reports Inbox

3

My Devices

My Devices

2 Devices Found

Select Device to

Connect:

Ear Infection Detector

Strep Throat Test

CONFIDENTIAL 14

Home Reports Inbox

3

My Devices

My Devices

Connecting…

CONFIDENTIAL 15

Ready to Begin Test

Home Reports Inbox

3

My Devices

My Devices

Start

Strep Throat TestLast Used: 3/25/12

CONFIDENTIAL 16

Home Reports Inbox

3

My Devices

My Devices

Test in Progress…

CONFIDENTIAL 17

Home Reports Inbox

3

My Devices

My Devices

Analyzing Data…

CONFIDENTIAL 18

Home Reports Inbox

3

My Devices

My Devices

Test Complete

Your Results are Ready

View

Share

CONFIDENTIAL 19

Home Reports Inbox

3

Reports

My Devices

Strep Test Results4/20/12 11:05 AM EST

103 mcL

32 mcL

1343 c/

1535 c/

10

342 mg/

White Blood Cell

Red Blood Cell

Hemoglobin

Hierocratic

Platelets

Strep

Live Consult

CONFIDENTIAL 20

My Physicians

Home Reports Inbox

3

My Devices

Dr. Anne Miller, MDOB/GYN

Last Contact: 3/29/12

Dr. Steve Blank, MDEntrepreneurology

Last Contact: 4/20/12

Dr. Mike Johnson, MDPediatrician

Last Contact: 4/14/12

CONFIDENTIAL 21

Primary Archetype – Day in the lifeAfter Diagnosly

• 10pm: Noah (5 yrs) comes out to say that his throat hurts• Mom uses artery thermometer• Temperature is 101• Mom swabs his throat and does a Diagnosly Strep Test which

comes back positive• Diagnosly sends results to central server, runs confirmation

scan and calls in prescription to 24 hour pharmacy• Noah takes Tylenol and lozenge

• 10:30: Jason (dad) goes to pharmacy to pick up prescription• 11pm: Noah takes antibiotic

• Everyone goes to sleep• 8am: Mom calls Noah in sick to his school• 11am: Noah goes with Mom to watch Ryan’s ju jitsu class

CONFIDENTIAL 22

Adword Campaign • Signs of market

demand among

target segment.

(young parents)

• Signs of broader

demand for home

diagnostic tests.

CONFIDENTIAL 23

Sales FunnelA

war

enes

s

Inte

rest

Con

side

ratio

n Referrals

Cross-S

ell

Up-S

ell

Unbundling

Keep

Pur

chas

e

Consumers• Physician Recommendation (Partnerships)• Self-Insured Company Health Plan Recommendations

(Partnerships)• Viral in online mother’s groups (Earlyvangelists)

Providers• Independent Sales Force (Existing Relationships & Cold Calls)• Trade Journal Marketing• Professional Conferences

CONFIDENTIAL 24

Aw

aren

ess

Inte

rest

Con

side

ratio

n Referrals

Cross-S

ell

Up-S

ell

Unbundling

Keep

Pur

chas

e

Sales Funnel

Consumers• Recommendations from physician groups• Recommendations from other mothers• Targeted marketing campaign

Providers• Sponsored research and articles regarding improved

outcomes• Diagnosly forwards leads to independent reps

CONFIDENTIAL 25

Aw

aren

ess

Inte

rest

Con

side

ratio

n Referrals

Cross-S

ell

Up-S

ell

Unbundling

Keep

Pur

chas

e

Sales Funnel

Consumers• Ask physician for validation

Providers• Speak to independent reps• Review materials for medical validity• Provide free samples

CONFIDENTIAL 26

Aw

aren

ess

Inte

rest

Con

side

ratio

n Referrals

Cross-S

ell

Up-S

ell

Unbundling

Keep

Pur

chas

e

Sales Funnel

Consumers• Subscription or One Time Purchase• From physician, online, pharmacy

Providers• Indirect Sales Force

CONFIDENTIAL 27

EVOLUTION OF DIAGNOSLY

28

DIAGNOSLY - Monday

PatientsDevice Makers

PhysiciansPayers

Researchers

What they want:• Fewer hospital

visits (spend less time, and money)

• On-demand testing• Frequent testing• Access to test data• Integration with

other health data• Privacy, security

• R&D• Tech support• Partner sales &

support• Customer support

Problem / Need – 1. Medical diagnostic tests cannot be conducted effectively outside of a hospital or clinic.

• Diagnostic and monitoring device OEMs

• Lab-on-chip OEMs• Health networks• Testing labs• Clinical research

companies• Online health service

providers

Getting from them:• Hardware to conduct

diagnostic tests• Access to customers

Payment process

Giving them:• A platform• Mobile connectivity• Data mgmt• Integration with online

health ecosystem

• People (R&D)• Tech infrastructure• Customer acquisition

• Testing fees (per test)• Monthly subscriptions (freemium model)

• Online (direct)• Physicians• Hospitals• Clinics• Health

networks

• Industry experts• Engineers and

designers• IP experts• Privacy experts• Lawyers

1

3

2Get customers:• Partnerships• Online marketingKeep + Grow:• Quality service and• user experience

5

6 7

8

9

2. Developing and maintaining proprietary software for each device is expensive

3. Integrating patient data is hard

Key Features – Provide an easy way for

diagnostic devices to connect to the internet,

so that patients and physicians can run tests

and access their data from anywhere.

4

29

DIAGNOSLY - Tuesday

• R&D• Tech support• Partner sales &

support• Customer support

• Convenience of time and place

• Reduced cost for uninsured or high deductible plan subscribers

• Diagnostic and monitoring device OEMs

• Lab-on-chip OEMs• Health networks• Testing labs• Clinical research

companies• Online health service

providers

Getting from them:• Hardware to conduct

diagnostic tests• Access to customers

Payment process

Giving them:• A platform• Mobile connectivity• Data mgmt• Integration with online

health ecosystem

• People (R&D)• Tech infrastructure• Customer acquisition

• Testing fees (per test)• Monthly subscriptions (freemium model)

• Online (direct)• Physicians• Hospitals• Clinics• Health

networks

• Industry experts• Engineers and

designers• IP experts• Privacy experts• Lawyers

Get customers:• Partnerships• Online marketingKeep + Grow:• Quality service and• user experience

• Reduced cost and increased quality of software

• Lower costs due to reduced visits, less fraud and consistent, comprehensive data

ConsumersFamilies (primarily mothers) in the fertility testing, pregnancy, and early childhood phase

Device MakersMakers of at-home monitors and diagnostic devices

PayersInsurance, Medicare, Medicaid

ProvidersGeneral Practitioners, Midwives, Nurses

• Improved patient outcomes

• Earn more money via focus on higher value procedures

30

DIAGNOSLY - Wednesday

• Provider engagement

• Device mfg relationships

• R&D• Customer

support

• Convenience of time and place

• Reduced cost for uninsured or high deductible plan subscribers

• Diagnostic and monitoring device OEMs

• Insurance networks

• Independent sales reps

• People (R&D)• Customer acquisition• Regulatory & Liability

• Testing fees (per test/kit)

• Online• Independent

sales reps• Physicians /

Clinics

• Engineers and designers

• Legal/Regulatory Knowledge (IP, FDA, HIPPA, etc)

• Reduced cost and increased quality of software

• Lower costs due to reduced visits, less fraud and consistent, comprehensive data

ConsumersFamilies (primarily subsequent mothers) in the fertility testing, pregnancy, and early childhood phase

Device MakersSmall to medium makers of at-home monitors and diagnostic devices

PayersInsurance, Medicare, Medicaid

ProvidersGeneral Practitioners, Midwives, Nurses, Office Manager, Specialists (Pediatricians, OB/GYNs, vets etc)• Improved patient

outcomes• Earn more money via

focus on higher value procedures

Automated, Optional 24x7 Support

Automated, Optional SDK Support

Indirect, trusted supplier

Livestock ManagersCattle ranchers, horse farmers

Drug DevelopersBig Pharma, Biotechs

31

• 15% Commission

DIAGNOSLY - Thursday

• Provider engagement

• Device mfg relationships

• R&D• Customer

support• Payer Approval

Process

• Convenience of time and place

• Reduced cost for uninsured or high deductible plan subscribers

• Diagnostic and monitoring device OEMs

• Insurance networks

• Independent sales reps

• Healthcare Professional Staffed Remote Centers

• People (R&D)• Regulatory & Liability• Customer acquisition

• Testing fees (per test/kit)

• Engineers and designers

• Legal/Regulatory Knowledge (IP, FDA, HIPPA, etc)

• Reduced cost and increased quality of software

• Lower costs due to reduced visits, less fraud and consistent, comprehensive data

ConsumersFamilies (primarily subsequent mothers) in the pregnancy and early childhood phase + traveling families

Device MakersSmall/med, at-home monitors and diagnostic devices

PayersInsurance, Medicare, MedicaidProvidersGeneral Practitioners, Midwives, Nurses, Office Manager, Specialists (Pediatricians, OB/GYNs, vets etc)

• Improved patient outcomes

• Earn more money via focus on higher value procedures

Automated, Optional 24x7 Support

Automated, Optional SDK Support

Indirect, trusted supplier

Corporate

• Physician / Clinics• Online

• Independent Sales Reps

• Free Beyond Provider Acquisition• Pay Per Click

$$$

• Testing fees (per test/kit)• Subscription

32

• 15% Commission and SPIFs

DIAGNOSLY - Friday

• Provider engagement

• Device mfg relationships

• R&D• Customer

support• Payer Approval

Process

• Convenience of time and place

• Reduced cost for uninsured or high deductible plan subscribers

• Diagnostic and monitoring device OEMs

• Insurance networks

• Independent sales reps

• Healthcare Professional Staffed Remote Centers

• People (R&D)• Regulatory & Liability• Customer acquisition

• Testing fees (per test/kit)

• Engineers and designers

• Legal/Regulatory Knowledge (IP, FDA, HIPPA, etc)

• Reduced cost and increased quality of software

• Lower costs due to reduced visits, less fraud and consistent, comprehensive data

ConsumersFamilies (primarily subsequent mothers) in the pregnancy and early childhood phase + traveling families

Device MakersSmall/med, at-home monitors and diagnostic devices

PayersSelf Insured Companies, Insurance, Medicare, MedicaidProvidersGeneral Practitioners, Midwives, Nurses, Office Manager, Specialists

• Improved patient outcomes

• Earn more money via focus on higher value procedures

Automated, Optional 24x7 Support

Automated, Optional SDK Support

Indirect, trusted supplier

Corporate

• Physician / Clinics• Self-insured co’s

• Independent Sales Reps

• Marketing support for interest generation

• Testing fees (per test/kit)• Subscription

• Data acquisition fee