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 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.