TEAM

1. 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

2. 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

3. 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

4. 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

5. 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.