Transcript Slide 1

A Disruptive Innovation in Brain Health
Harvard Business School Club of DC
February 25, 2010
NeoCORTA company overview
NeoCORTA was founded in January 2008 and
began generating revenue in Q4 2009.
NeoCORTA empowers adults with the tools they need to
optimize their brain fitness. Through our scientificallydesigned assessments, forecasts, and action plans, our
customers receive the guidance they need to enjoy
happier, healthier, more productive lives.
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Demographic shifts are driving an
explosion in consumer demand for
brain fitness products and services
Age 65+
US
Population
Age 45+
Nearly Universal
Age-Related Decline
154M
Memory
138M
121M
98M
71M
55M
40M
35M
2000
2010
2020
2030
Age
Consumer demand for brain health solutions
continues to grow, despite the economic downturn.
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Older adults’ brain fitness needs are
underserved by the medical mainstream
Women
Men
29%
43%
Improve Abilities
20%
34%
37%
Maintain Current Abilities
14%
29%
64%
Remain Independent
36%
17%
51%
Lower Risk of AD
17%
Primary Secondary
Goal
Goals
Source:
NeoCORTA
Market Survey
7%
7%
21%
Primary Secondary
Goal
Goals
The leading goal for consumers
is to maintain their current capabilities.
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NeoCORTA provides a relatively cheap
solution that meets most consumers’ needs
Variables Measured
Examples of Recommendations
Cognition (4)
Blood
Pressure
Weight
Loss
Emotional
Well-being (5)
Alcohol
Consumption
Sleep
Hygiene
Psychosocial
Factors (4)
Aerobics
Walking
Meditation
Social
Interaction
Medical
Status (9)
Bridge
Jigsaw
Puzzles
Functional
Status (4)
Computer-based
Cognitive Training
Travel
Ballroom
Dancing
Yoga
Lifestyle &
Behaviors (6)
Goals &
Preferences
Scoring, Prediction,
and Personalization
Engine
Aggregate-Level
Data
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NeoCORTA acquires customers through
several non-traditional value networks
Share of Revenue by Channel
Year 1
Year 2
Year 3
Year 5
Year 4
Internet
D2C
Doctors/
Specialists
Direct
Marketers
Insurers
Fitness
Centers
Employers
Retirement
Communities
Total Users:
18,125
102,863
276,458
545,783
1,010,524
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Diverse revenue opportunities allow
NeoCORTA to conduct experiments
and increase revenue more quickly
User Fee
Product
Sales
Seal of
Approval
Create
User Profile
Gather User
Feedback
Test Brain
Function
NeoCORTA
Re-test Brain
Function
Educate and
Recommend
Purchase
and Use
Study
Recruitment
Clinician
Referrals
Direct Marketing/
Market Research
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THANK YOU!
For more information please contact:
Patrick Brannelly, CEO
650-743-7141
[email protected]
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NeoCORTA has
assembled a world class team
Patrick Brannelly, CEO and Chairman
- Director of Partnerships and Group Programs, Posit Science (4 years)
- Director of Organization Improvement, aQuantive (2 years)
- Associate, Prism Consulting; Research Associate, Coopers & Lybrand (5 years in total)
- MBA with Distinction, Harvard Business School
- BA in Psychology, Harvard College
- Board Member, Alzheimer’s Association, National Capital Area Chapter
- Adjunct Professor (eCommerce, High Tech Marketing), UNVA (1 year and currently)
Dr. Jay Chyung, Founder and Board Member
- MD and PhD in Neurobiology, Harvard Medical School; dissertation research focused
on novel treatments for Alzheimer’s disease
- BS in Biochemistry magna cum laude, Harvard College
- Author of several articles and a pharmacology textbook chapter on mood disorders
- Consultant, Boston Consulting Group Healthcare Practice (2 years)
- Center for Medicare and Medicaid Services (intern); Massachusetts Medical Society (1 year)
- Medical Director, Healthways (1 year and currently)
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NeoCORTA has
assembled a world class team
Dr. Michael Knable, Consulting Clinician
- Board certified Psychiatrist and Neurologist in private practice (1 year and currently)
- Voted a Top Psychiatrist by his peers in Washingtonian Magazine
- Professor, George Washington University School of Medicine
- Medical Director and Executive Director, Stanley Medical Research Institute (10 years)
- Clinical researcher, National Institute of Mental Health (6 years)
- Author of more than 60 articles and a book on neuropsychiatric disease
Dr. Ryan McKim, Consulting Neuropsychologist
- MA and PsyD in Clinical Psychology, California Institute of Integral Studies
- Research Neuropsychologist, San Francisco VA Medical Center (1 year and currently)
- Adjunct Professor (Neuropsychological Assessment), California Institute of Integral
Studies (1 year and currently)
- Postdoctoral Fellow, California Pacific Medical Center (1 year)
- BA in Cultural Anthropology and BA in Business, Duke University
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NeoCORTA has
assembled a world class team
Peggy Cramer Jara, Director of Communications
- Director of Communications, Posit Science (4 years)
- Brand Manager and Director of Marketing Communications, SBC/AT&T (9 years)
- Several years in other roles, including early stage, health/wellness, and
senior services businesses
- BA in Communications, California State University
Dr. Demetrios Sapounas, Vice President of Technology
- Software Engineering Department Director, IBM (4 years)
- Software Development Project Manager, US Naval Surface Warfare Center (9 years)
- 12+ years in other roles, including early stage experience at Senior Vitals and Med2Web
- BS (Tulane), MS (Wichita State), and PhD (Cranfield University, UK) in Computer Science
- MBA, Ohio University
Dr. Kathryn Thomas, Director of Business Development
- MS and PhD in Gerontology, University of Southern California
- Author of several articles on employment, assistive technology, and long term care
- Adjunct Professor (Gerontology), Georgia State University (1 year and currently)
- eCommerce Analyst, Lehman Brothers (3 years)
- BS with Distinction in Systems Engineering, University of Virginia
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Currently, very few older adults are
assessed by qualified experts
or undergo objective testing
“How do you monitor the status of your brain health?
Do you currently get an annual brain health check up?”
= Primary source
Source:
NeoCORTA
Market Survey
= Secondary source
Annual
Brain Health
Check up?
Yes
No
Own
Sense
Friends &
Family
Talk with
Doctor
Formal
Testing
Women
58% 18%
15% 22%
11% 21%
7% 10%
2%
91%
Men
60% 23%
5% 28%
7% 21%
2%
0%
98%
7%
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Older adults are also on their own
when choosing brain health activities
“What influences your choice of brain health activities?
Do you currently have a personal brain health plan?”
= Top 2 sources
= Other sources
Doctor’s
Orders
Own
Beliefs
Just for
Fun
Experts in
the Media
Women
58% 29%
28% 13%
22% 16%
20%
Men
67% 16%
19%
19% 21%
16% 19%
Source:
NeoCORTA
Market Survey
5%
5%
Personal
Brain Health
Plan?
Yes
No
Activities
Directors
Friends &
Family
17%
9%
14% 12%
6%
90%
7% 16%
14% 19%
5%
91%
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Older adults want
better tools and independent advice
for managing their brain health
Expressions
of Interest
Source:
NeoCORTA
Market Survey
Brain Health
Check-up
Personal
Brain Health Plan
Women
77%
67%
Men
70%
56%
Average willingness to pay is
$83 for women and $63 for men.
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Key benefits for users
New
Insights
Reliable
Information
Efficiency
Results
Teaches about key brain functions; provides peace of
mind by clarifying current performance; accurately
measures, forecasts, and tracks abilities over time
Provides evidence-based, up-to-date, thorough
information that is tailored to each person’s needs
Prevents people from wasting time on unnecessary or
ineffective solutions; requires little time and can be
done from anywhere
Improves outcomes by making only evidence-based
recommendations that users are actually willing to follow
By using this service, users are
making a terrific investment in their future.
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Key benefits for fitness companies
Differentiation
• Gain recognition as a legitimate provider of brain fitness services
• Demonstrate your commitment to the needs of active adults
• Expand your impact beyond the walls of your facilities
Acquisition
• Reach millions of prospects via PR, promotions, and brainfitness.com
• Improve close rates by expanding the justification for being a member
• Create a reason for salespeople to reconnect with “lost” prospects
Retention
• Improve member satisfaction by offering a highly valued service
• Increase the perceived value of and enrollments in group activities
• Increase “stickiness” via longitudinal tracking of proprietary measures
Data and
Learning
• Collect data on members’ goals, needs, preferences, and behaviors
• Quantify the brain health benefits of your programs and services
• Access expert advice on scientific advances and best practices
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Key benefits for retirement communities
Improving
Satisfaction
Extending
Independence
Residents find the service highly valuable and will
appreciate the community’s concern for their well-being
The service increases enthusiasm for wellness, adoption
of healthy lifestyles, and participation in activities
New
Capabilities
The staff gains access to world class brain health
expertise and valuable aggregate-level resident data
Differentiation
The community stays ahead of the curve and attracts
new residents by offering this exciting new service
Implementation requires very little manpower
and does not disrupt existing operations.
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