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

Early detection is an important component to the Nation’s cancer control efforts.
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However:
Not every person benefits from screening
Screening can be distressing
Not all cancer screening procedures reduce Cancer mortality
Screening recommendations vary across organizations
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Thus, patients need to be
Informed about their options
Involved in the screening decision process

• 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

• 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

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
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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.