Anjna

IS a motivational & educational mHealth platform FOR underserved population

TO avoid & fight diseases that can be prevented THROUGH behavioral change

Background • The Problem & Facts

70%

Deaths Annually FROM CHRONIC DISEASES

50%

Lack of Understanding DON’T UNDERSTAND THE PHYSICIAN

NEJM: “Better outreach and compliance

services needed”

90% US Adults own cell phones

2.5 Trillion

Texts sent per year

79% Medicaid recipients

83% 79% 68% African

Americans Hispanics

Whites

•  health

•  mobile

mHealth

99% read 90% read within first 3 minutes of receipt

Background • Past Studies

Study Group Type Control Experimental % Improvement

Adults with sun exposure Sunscreen reminders 30% 56% 26%

Pediatric liver transplant Medication reminders 48% 69% 21%

Asthmatic patients Medication reminders 70% 81% 11%

Diabetic patients Medication reminders $1,233 monthly Medicaid costs

$949 monthly Medicaid costs 23%

Glaucoma Patients Medication reminders 50% 67% 17%

mHealth works!

Background • Anjna approach

TECHNOLOGY

•  Affordable & ubiquitous to a low income population

•  Price point

ACCESSIBILITY

•  Language

•  Cultural factors

METRICS–DRIVEN FEEDBACK LOOP

•  Patient engagement and adherence

•  Patient trend reports (Pre-During-Post Program)

SMS

+

Localized

+

Interactive & Tailored

is:

Healthier patient in better sync with provider

Background • The Big Picture Solution

High Quality Content

Accessible Content Delivery

Metrics–driven feedback loop

•  Informed •  Participating •  Engaged

•  Affordable •  Localized •  Tailored

Patients are:

SMS

Background • Technology

*Anjna builds upon available messaging tools like Medic Mobile and Twilio. Revenue sharing partnerships are employed when appropriate.

Cell Phone

ANJNA PLATFORM

SMS Tier*

Capture &

Push

Business Tier

Patient Engagement Logic

Learning System

EIS Tier

Patient Info (Database)

SMS

Use Case: Mrs. Ramirez has attended to the seminars. It is time for her to manage her own condition.

Knows: •  preferred language & contact time •  average response time to sms •  medic info she should receive

Alerts: ‘Sugar readings start tomorrow!

Are you aware?

Reminds: Please send us your readings for today.

Warns: We did not receive your

readings!

Motivates: Benefits are available for

great participants!

Learns & adapts the interaction: • content of patient’s answers • time-stamps in the messages • previous data in Pre & During Program

‘Yes’’ ‘No’ ‘…is 142’ ‘…tired’

Builds reports for health provider: •  Useful data to track improvement •  Trend detection

Strategy • Use Case

Go to Market• Pre/During/Post Program

Communication Type Participants Leaders

Pre–Program Chronic Disease education info opt–in • Specify language to receive reminders/content • During Program Pre-event reminders • Communication within peer group • • Participant evaluation of specific sessions • • Post–Program Post–workshop educational reminders • Reporting blood sugar levels/medical compliance • Reminders about copay qualifications •

Scaling and Financials • Competitive Advantages

FEEDBACK LOOP

•  Interactive metrics-driven loop

•  Focus on optimizing behavior change

UNDERSERVED FOCUS

•  Accessible: multiple languages, culturally relevant

•  Fun: game mechanics and real world rewards to motivate

NONPROFIT STATUS

•  Greater brand equity/trust

•  Business model: helping low-resource health settings

Team, Board, and Advisors

CORE TEAM

Vineet Singal, Co-Founder and CEO

Stanford ’12 Biology; Haas Fellow; Goldwater Scholar; successfully ran 100KCheeks nonprofit campaign at Stanford GSB; served on Stanford Board of Trustees; authored numerous peer-reviewed journal publications; selected as one of four Ashoka young global social entrepreneurs; work featured in New York Times, Forbes, Huffington Post etc.; spoke at TEDxTampaBay, TEDIndia etc.; declined prestigious Soros scholarship to Mayo Clinic to run Anjna full time

Manuel Rivera, Lead Developer/CTO

Software Engineer; completed thesis on patient empowerment thru e-health at the Technical School of Madrid (UPM) funded by European Commission; created online personal assistant to increase patient engagement with portal; Spanish fluency; computer animation knowledge; real-time client-server communication knowledge; interaction design expertise

Adrian Rosenkranz, Product Manager

Stanford ‘12 International Relations, Science, Technology and Society; Interned at Economist and helped optimize Economist’s web and mobile applications; experience working at Involved, cause related advertising network startup; financial and operational skills gained at wealth management and other financial and startup institutions; Spanish fluency

Mainul Islam, Chief Adviser and Board Member

Chief Operating Officer and Chief Financial Officer, Medic Mobile; experienced board member for various health related nonprofits including SIRUM, Anjna, Super Stars Literacy etc.; guest lecturer, UC Davis; highly skilled in product development, project management, go-to-market, business and pricing strategies

Richard Adler, Stanford Persuasive Technology Lab

Tim Assimes, M.D., Ph.D., Stanford Medical School

Luba Botcheva, Sociometrics Corporation

Brian Driscoll, Health Leads

Jill Gwaltney, CEO, Rauxa Marketing

Ron Johnson, CEO, JCPenney

Arnold Milstein, M.D., Stanford Medical School

Victor Montori, M.D., Mayo Clinic

Rick Passov, SVP and Treasurer, Pfizer

Harsh Patel, Co-Founder, NewCo

Sabrina Ross, Attorney, Sidley Austin LLP

Ken Shachmut, CFO, Safeway Health

Soody Tronson, STGLIP Intellectual Property Law

Marta Gaia Zanchi, Stanford mHealth Expert

BOARD MEMBERS & ADVISORS

Team, Board, and Advisors

APPENDIX

Scaling and Financials • HHS Report, September 2011

•  HHS + mHealth

•  Discussions with collaborators

•  Partnership within statewide programs in CA

•  Source of revenue

•  Access to hard to reach areas

Scaling and Financials • Competitors

HEALTHTXTS

Free service offering generic health advice to influence health behavior.

TXTIMPACT

Paid SMS API service offering a suite of options (reminders, alerts, trackers etc.) for health.

MOBILEPRM

Paid service offering a suite of options to providers (reminders, health education) for health.

TEXT4HEALTH

Government (HHS) initiative to improve diabetes outreach in Louisiana. TEXT4BABY TXT4TOTS

Scaling and Financials • Text4Health

•  American Diabetes Association + Center for Disease

Control + Federal Government Partnership

•  Enrolling 200 pts/month in Louisiana

•  Overweight/Obese Individuals at Risk for DM2

•  Allows Risk Assessment, Targeted Education via Text

•  Direct Marketing to Consumers (bypassing providers)

Go to Market • Pre/During/Post Program

Communication Type Details Participants Leaders Integration Needed HIPAA affected?

Pre–program

Chronic Disease education info opt–in

Opt–in mechanism for participants to receive educational content, recommend thorough plan marketing • Plan participant

database/SMS–back end

Specify language to receive reminders/content

Participant could specify whether to receive content in English or Spanish • SMS-back end

During Program

Pre-event reminders Reminder notification could be sent to users at the timing they specify (48 hrs before a session) •

SMS back-end/event management system

Communication within peer group

Participant in the peer group could exchange tips and insights with others in their program cohort; also compete with others in their cohort (leaderboard) • •

SMS-back end

Participant evaluation of specific sessions

Participants could rate aspects of a particular session (post–training “smile sheet”), results could be shared with leader • • SMS back-end/event

management system Post–Program

Post–workshop educational reminders

Learning reminders from the program content and Action plans •

SMS-back end

Reporting blood sugar levels/medical compliance

Ability for participants to report in on related health metrics post–program • SMS back-end/patient

health record systems(s) •

Reminders about copay qualifications

Reminders of program benefits related to prescription co–pay • Plan participant

database/SMS–back end

Scaling and Financials • Regulatory Requirements

•  Solution not regulated as “medical device” under FDA regulatory guidelines

•  HIPAA

•  Two-way cellular communication

•  Recording of health information/patient data (blood sugar,

blood pressure)

•  Electronic Medical Record integration

•  FDA regulatory guidelines with “electronic signatures” if such

applications of SMS are explored