(Session held at the 2014 SharpBrains Virtual Summit; October 28-30th, 2014)
10:00–11:30am. Innovative partnerships to improve lifelong brain health and customer/ patient satisfaction
- Bill Prenovitz, Global Product and Service Management at Philips Healthcare’s Aging-in-Place Program
- Dr. Michael Weiner, Lead Scientific Investigator of the Brain Health Registry
- Tommy Sagroun, CEO of CogniFit
- Chair: Rita Carter, Author, Broadcaster and BBC Contributor
Learn more here:
http://sharpbrains.com/summit-2014/agenda/
3. Innovative partnerships to improve lifelong brain
health and customer/ patient satisfaction
Chaired by: Rita Carter,
Author, Broadcaster and
BBC Contributor
Bill Prenovitz,
Global Product and Service
Management at Philips Healthcare’s
Aging-in-Place Program
Dr. Michael Weiner,
Lead Scientific Investigator of
the Brain Health Registry
Tommy Sagroun,
CEO of Cognifit
4. 4
Bringing Brain Fitness to Market
Bill Prenovitz
Philips HealthTech
October 28, 2014
5. Introducing Philips HealthTech
5
As recently announced, Philips has merged its Healthcare and Consumer
Lifestyle sectors into a single, integrated business: Philips HealthTech
Philips
Healthcare
Philips
Consumer Lifestyle
Philips HealthTech
The Home Monitoring business unit is focused on improving the
aging process for seniors and their family caregivers. Directly and
through professional caregivers and their organizations.
6. What we wanted to accomplish with Brain Fitness
6
• Seniors want to age well and at home, and are concerned
about the many things which challenge this, including:
– Cognitive Aging
– Falls
– Auto accidents (for those who drive)
• Philips Brain Fitness can help with these challenges
• Adding another component to the Philips Aging-in-Place
suite of services which help seniors and their caregivers
with Safety, Health and Connectedness.
7. What are the learning objectives?
7
• Test brain fitness in the senior market
– Receptivity
– Adoption
– Churn
• Test cost of customer acquisition
– As cross sell
– As independently marketed service
• Determine most effective positioning
– Specific to the direct cognitive benefits vs. other potential benefits
8. Our Partner Selection Criteria
8
After deciding to enter the market, and to collaborate with an experienced
partner, we evaluated the potential partners using these criteria
• Credibility
• Clinical evidence
• Endorsements
• Usability
• User engagement and length on service
• Business systems
• Level of business maturity
• Long term viability
• Strategic fit
• Economic alignment
10. Learnings from Marketing Direct to Seniors
• The results of the in-market test confirmed that seniors are concerned
about the consequences of cognitive aging and that a segment are willing
to purchase a product.
• The brain fitness field still has a very long way to go to separate itself
from excessive claims of the past and to fully leverage the real, clinically-proven
10
potential.
• Awareness of the brain fitness concept is growing, but there is limited
understanding of the category, especially with seniors.
• Direct to consumer mass marketing remains challenging; more targeted
initiatives (such as cross-selling or point solutions) will expand the field.
12. Innovative partnerships to improve lifelong brain
health and customer/ patient satisfaction
Dr. Michael Weiner,
Lead Scientific Investigator of
the Brain Health Registry
13. The Brain Health Registry:
An Internet-Based Registry
Recruitment, Assessment, & Longitudinal Monitoring
Use Of Computer Games To Identify Subjects At Risk
For Cognitive decline
Michael W. Weiner, M.D.
Professor of Radiology, Medicine, Psychiatry and Neurology:
University of California, San Francisco
13
14. BACKGROUND
• Currently there are few effective treatments for
Alzheimer’s disease, and many other serious brain
disorders
• Major obstacle towards developing treatments
– High costs of recruitment: a slow process
– High rates of screen fails
– Identifying subjects at risk for cognitive decline
15. GOALS:
• To reduce costs of AD clinical trials
– An on line registry for recruitment, screening, and
monitoring progression
– Available to investigators for all types of
neuroscience studies
• To establish a large cohort of subjects who are
monitored longitudinally
• To share the data and to provide subjects to other
investigators to facilitate their studies
• To provide prescreened and longitudinally
monitored subjects for randomized treatment trials
15
16. OUR APPROACH:
BRAIN HEALTH REGISTRY.org
• BrainHealthRegistry.org
• UCSF based, informed consent, questionnaires
• Cogstate
– Established computer-based neuropsychological tests
• Lumosity
– Computer games: 50 million registrants
– Cognitive tests in addition to games
16
28. COGSTATE CARD TESTS
A. Simple
Reaction time
task
B. Choice RT task
C. 1-card learning
& 1-card back
tasks
28
29. PRELIMINARY RESULTS
ON LINE TESTS
• Results on 3500 subjects who took Cogstate and
Lumos, on line, in an unsupervised setting
• Results agree remarkably well with previous
normative data
• Our results show: age related changes, lower
scores on subjects with memory complaints
• Results support the use of on-line testing
30. One card learning accuracy
Age group
18-34
Age group
35-49
Age group
50-59
Age group
60-69
Age group
70-79
Age group
80-89
N Mean SD N Mean SD N Mean SD N Mean SD N Mean SD N Mean SD
Cogstat
e
683 1.05 0.13 212 1.01 0.12 206 1.02 0.11 575 1.02 0.11 531 1.00
0.10
132 0.97 0.11
BHR 316 1.02 0.13 504 1.02 0.12 983 1.00 0.12 1563 0.99 0.12 854 0.96 0.12 167 0.93 0.14
33. USE OF INTERNET GAME
SCORES TO IDENTIFY
SUBJECTS AT RISK FOR
COGNITIVE DECLINE
Jason Geyer, Scott Mackin, Joe
Hardy, Daniel Sternberg, Michael
Scanlon, Faraz Farad, Philip Insel,
Michael Weiner
34. ANALYSIS OF INTERNET
GAME SCORES
• Lumosity’s Memory Match (LMM) ) is an
online visual working memory game
• Change in LMM scores may be associated
with individual differences in age-related
changes in memory.
35. GOALS
• Develop a model that would explain
variation of LMM data in terms of learning
and forgetting effects.
• Determine association between age and
longitudinal changes in LMM learning rates
• Identify suspected decliners from estimated
changes in learning rate
• Estimate statistial power in a putative
clinical trial
36. Caveats
• Neither Memory Match nor any Lumosity
game is a validated cognitive test
• Training sessions are played intermittently
with different training times for different
individuals
• Lumosity participants may not represent the
general population
36
37. Changes in the Score Depend on the
Rates of Learning & Forgetting
• Learning rate is a measure of change
between consecutive sessions closely
spaced in time
• Forgetting rate is a measure of change
between sessions separated by large time
gaps
• Age influences learning & forgetting
37
39. METHODS
• Effects of age and time on LMM learning and
forgetting rates were estimated using 2,212
registered Lumosity users (ages, 40 – 79).
• linear mixed effects regression model with R
• estimated LMM learning rates, forgetting
rates, longitudinal changes in learning rates
• effects of age on learning rates, forgetting
rates and longitudinal changes in learning
rates
40. Sample (Ages 40 - 79)
40
Age Group
Variable 40 – 59 60 – 79 All Ages
Women 817 706 1523
Men 409 280 689
Age Group Total 1226 986 2212
Age Group
Variable 30 – 59 60 – 79 All Ages
Mean Age (S.D.) 51.0 (5.5) 66.9 (5.0) 58.1 (9.5)
42. RESULTS
Using the mixed effects linear model
• There were significant effects of age on
lower initial LMM scores (β = -.39, P <
.0001), lower initial learning rates (β = -
.0031, P < .0001) and greater declines in
learning rates over time (β = -8.00E-06, P <
.001).
46. Identifying decliners
• Even though older people function at a
lower level than younger people
• Over all the over 60 group did not decline
during the period studied
• This is consistent with many other studies
• However, a substantial fraction of older
subjects did show signs of decline
• We chose the lower 25 % of the older
group
47. Simulated Trial Using Prior
Lumos Memory Match Data
• 56 sessions – 4 sessions per day for 14 days
• Time points : 1, 2, 30, 31, 87, 88, 172, 173,
201, 202, 258, 259, 343, 344
• Subjects selected from the lower quartile of
the declining learners
47
48. Lower 25th of Declining Learners
Learning Rate by Time
48
50. SUMMARY
• Establishing a large cohort of subjects followed
longitudinally will assist recruitment, reduce costs,
and improve statistical power of AD trials
• Problems of feasibility, reliability, validity, and
generalizability need to be addressed
• This new approach has promise to accelerate
progress in neuroscience research
• Analysis of Lumos game data suggests that subjects
at risk for cognitive decline may be identified by
longitudinal game data
• Our goal is to provide subjects and data to other
investigators and clinical trials to facilitate their work
50
53. About the Company
● Founded in 1999 by neuroscientists
● Computerized cognitive assessments and brain training
software
● Mission: to improve quality of life through brain fitness
● 15 years of scientific validation: independent institutions and
peer-reviewed publications
● Personalized brain fitness programs
54. What is MS?
● Multiple sclerosis (MS): incurable disease of the central
nervous system that disrupts the flow of information within
the brain, and between the brain and body
● Symptoms: frequency and duration vary
Physical symptoms: loss of muscle control, vision, balance, and
sensation
Hidden symptoms: fatigue, cognitive impairment and socio-psychological
problems
● Treatment: incurable disease but various treatment options to
decrease the frequency of relapses and to delay disease
progression
55. Bayer long-term commitment in MS
● Bayer HealthCare Pharmaceuticals: pioneer in the field of MS
with a long-term commitment. First company to offer an
efficacious and innovative treatment for MS
● Bayer optimizes existing therapies and offers physicians and
patients a complete help network, including a 360° support
approach:
Efficacious MS therapy
Innovative application system
Direct MS-nurse support
Informative and practical materials
● Next step: help MS patient train their cognition
56. Peer-reviewed publications
● Examples of peer-reviewed publications showing that CogniFit
programs help improve cognitive function:
In MS patients
In older adults
In people with intellectual and developmental disabilities (IDD)
And reduce depression levels in patients with unipolar and bipolar
disorder
And improve sleep quality in older adults with insomnia
And mobility in sedentary seniors
And boost reading skills in dyslexic students
● CogniFit and Bayer collaboration: specific and exclusive brain
training program for Bayer patients with MS
57. How does the CogniFit program work?
● CogniFit and Bayer collaboration: specific and exclusive brain
training program for Bayer patients with MS
● Scientific approach: starts with a baseline assessment of your
cognitive profile
● Patented methodology: automatically builds your optimal brain
training regimen
● Revolutionary technology: assesses and tracks 20+ key cognitive
skills
58. The partnership
● Initial collaboration with Bayer global
● Local Bayer entities review regulations and marketing strategies
for their market
● CogniFit is available in 13 languages
● First product’s roll out in Bayer’s parent company country
● Bayer teams work locally with doctors, nurses and health care
providers
59. Key lessons
● Largest global companies recognize brain fitness
● CogniFit’s scientific credibility increases
● Stronger patient’s involvement in fighting the disease
● Customized brain fitness for specific targets
● Other partnerships with large companies from different
industries such as health and wellness, and driving academies