Tag: Anish Sebastian

The Graveyard of Digital Health, and How To Stay Out of It

By Anish Sebastian, CEO and co-founder, Babyscripts.

Collaboration is at the heart of successes over history — in Darwin’s words, “those who learn to collaborate and improvise most effectively have prevailed.”

Yet the healthcare space has been slow to learn that lesson. Far from functioning as a team focused on a single goal, healthcare stakeholders operate on a fractured playing field, each one trying to get to the goal on their own. From that perspective, everyone becomes a competitor — and the ability to reach the goal line becomes nearly impossible.

Nowhere is the tension more obvious than in the struggle to integrate technology and healthcare.

On the surface, they are unlikely partners. Healthcare isn’t exactly a profession for risk-taking, and rightfully so — in every decision, the safety of a patient is at stake. A new drug or tool has to run the gamut of regulatory burdens and clinical validation before it gets anywhere close to adoption. Adoption and implementation is arguably even more challenging, including everything from integrating new solutions into legacy systems, convincing practices to abandon the sunk cost of preexisting solutions, or overcoming the lack of financial incentives — without practice reimbursement, the challenge of adoption becomes that much more daunting.

Technology, on the other hand, is a high-risk, high-reward market (there’s a reason that billion dollar-valuation startups are called “unicorns”). Many tech startups achieve their success by delivering direct-to-consumer solutions, cutting out the middleman and individualizing experiences for the user. It’s a formula that doesn’t map well onto the healthcare field where the success of patient care and outcomes relies on a web of relationships.

And tech companies that have tried to take these formulas from Silicon Valley and apply them to healthcare learn that really quickly. The graveyard of digital health tools is littered with companies trying to sidestep the problems of the healthcare system by dealing with the patient directly, and removing the care provider from the equation.

The crash and burn rate of tech entrepreneurs trying to break into healthcare is so notorious that GV, Google’s venture capital arm, set up a program to teach the ins and outs of the healthcare industry to aspiring crossovers from Silicon Valley.

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Health IT Startup: Babyscripts

Image result for babyscripts logoBabyscripts is a virtual care platform for prenatal care powered by mobile apps that drive better patient decision making, IOT devices for remote monitoring, and a host of population health tools to give providers access to patient data in real time.

Founders’ story

Juan Pablo Segura, CPA
Juan Pablo Segura

It seems unlikely that two childless bachelors, with no healthcare experience, would start a pregnancy company, but Juan Pablo Segura and Anish Sebastian founded Babyscripts, now the most impactful digital health tool in the obstetrical market. In 2014, with a passion to improve the current healthcare system due to family health struggles, business savvy, and the tenacity to succeed, these two former Deloitte consultants found themselves in front of the Chair of Obstetrics at George Washington School of Medicine & Health Sciences, Dr. Nancy Gaba, which started the journey of Babyscripts.

Marketing/promotion strategy

Babyscripts sells to health systems, private practices, and payers to support women’s health initiatives in pregnancy care.  Babyscripts is then delivered by a care provider to an expectant mother at the beginning of her pregnancy. It is deployed through risk-specific modules that are tied to the clinical/social risk of a patient at the point of care.

Anish Sebastian
Anish Sebastian

Market opportunity

Each year, 4 million babies are born in the United States. Babyscripts works with the providers of care for these pregnancies – health systems and private practices – to support better access to care and better quality of care. Currently, nearly half of the counties in the United States don’t have access to an OB-GYN, according to the American College of Nurse-Midwives. The American Congress of Obstetricians and Gynecologists estimated that in 2020, there will be between 6,000 and 8,000 fewer OB-GYNs in the country than needed. Babyscripts is the only clinically validated tool that allows doctors to automate aspects of care, enabling there to be greater efficiency in the workflow, enabling doctors to touch more patients in a meaningful way.

Who are your competitors?

Our competition can be categorized in a few areas:

  1.     There are Consumer Maternity Apps in the market (ex. What to Expect, BabyCenter, The Bump)
  2.     Payer focused apps and programs for maternity (Wildflower Health, Ovia Pregnancy)
  3.      Non-Obstetric based clinical apps (ex. Wellpass, Vivify Health, Conversa Health)

How your company differentiates itself from the competition and what differentiates Babyscripts?

Babyscripts is the only platform that connects the clinical provider and patients together using technology, while at the same time lowering the cost of care. By including the provider and all of their guidance, specific information and advice into the equation, it ensures that a patient is getting information that aligns with her provider’s care plan, while keeping engagement high. Additionally, Babyscripts is the only clinical tool that is singularly focused on solving obstetrical problems.

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