Derma Compare - Early Detection of Melanoma

Editor's Notes

• #2 DermaCompare: It’s never been easier to detect skin cancer This is all about helping people survive a deadly disease. The crucial element in the battle against skin cancer (melanoma) lies in detecting the symptoms as soon as possible.  Skin cancer is a massive health threat, affecting no less than 420 million people worldwide.  The key is analyzing the change in skin moles – categorized by ABCD - Asymmetry, Border , Color and Diameter DermaCompare is a smart, simple and inexpensive solution for the early detection of skin cancer. How does it work? DermaCompare is web based. It enables dermatologists to compare moles and lesions taken with almost any camera (including a smartphone). These images can be taken over time and in different locations. Innovative technology enables automated image processing for anchoring, identifying and registering skin moles. With DermaCompare patients can take images in the comfort of their own homes. These can be remotely diagnosed allowing second opinions without the need to visit a clinic. DermaCompare allows dermatologists to do their job in a much more efficient and effective way – and brings down the cost. The system can be of vital support to health management initiatives taken by governments around the globe. DermaCompare, a product of Emerald Medical Applications, is set to change the lives of 420 million people currently at risk from melanoma.
• #3 Forward Looking Statements The Company believes that some of the statements included in this release may constitute "forward-looking statements" within the meaning of Section 27A of the Securities Act of 1933, Section 21E of the Securities Exchange Act of 1934, and as that term is defined in the Private Litigation Reform Act of 1995. Such statements involve a number of risks and uncertainties such as competitive factors, technological development, market demand and the Company’s ability to obtain contracts and accurately estimate net revenues due to variability in size, scope and duration of contracts. Further information on potential factors that could affect the Company’s financial results, can be found in the Company’s various filings with the Securities and Exchange Commission (SEC).  
• #4 We are a digital health startup and we developed EDC – Emerald Derma Compare, an early detection of melanoma solution. Lior Wayn’s background includes senior management roles in sales and marketing in ICT, with enterprise organizations, large projects, leading teams to meet challenging targets.   Adi Zamir's background includes 15 years experience as senior IT projects and delivery management (director and VP Business division), in local and global companies and various organizations. Adi also brings knowledge and experience in implementation of crowd sourcing projects. The engineers are a seniors with a vast experience from the IDF (Air Force, Intelligence services), Israelis startups and int’l IT companies and health industry.
• #5 Our achievements to date: Approval from the Israeli OCS for R&D bi-lateral project with an EU partner – to develop Total Body Photography (TBP) smartphone APP video-to-stills Best of The Best APP 2014 award by the PC magazine 2nd award at the 4G Innovation Lab Incubator (run by Orange Israel) – selected out of 120 startups Ranked 3rd in the 2014 Startups Competition held at the International Congress of Imaging Science in Tel-Aviv last month. Awarded a spot in the Axel Springer Plug and Play Accelerator - highly active accelerator in Berlin & Silicon Valley. Part of the IBM AlphaZone / ZionTech Blue Accelerator integrating IBM’s Cloud, BI/Big Data technologies.
• #6 Melanoma is a type of skin cancer which forms from melanocytes (pigment-containing cells in the skin). In women, the most common site is the legs, and melanomas in men are most common on the back. It is particularly common among Caucasians, especially northern Europeans and northwestern Europeans, living in sunny climates. There are higher rates in Oceania, North America, Europe, Southern Africa, and Latin America. This geographic pattern reflects the primary cause, ultraviolet light (UV) exposure in conjunction with the amount of skin pigmentation in the population. Melanocytes produce the dark pigment, melanin, which is responsible for the color of skin. These cells predominantly occur in skin, but are also found in other parts of the body, including the bowel and the eye. Melanoma can originate in any part of the body that contains melanocytes. The treatment includes surgical removal of the tumor. If melanoma is found early, while it is still small and thin, and if it is completely removed, then the chance of cure is high. The likelihood that the melanoma will come back or spread depends on how deeply it has gone into the layers of the skin. For melanomas that come back or spread, treatments include chemo- and immunotherapy, or radiation therapy. Five year survival rates in the United States are on average 91%. Melanoma is less common than other skin cancers. However, it is much more dangerous if it is not found in the early stages. It causes the majority (75%) of deaths related to skin cancer. Globally, in 2012, melanoma occurred in 232,000 people and resulted in 55,000 deaths. Australia and New Zealand have the highest rates of melanoma in the world. It has become more common in the last 20 years in areas that are mostly Caucasian.
• #7 Size of market opportunity 420 M people around the world are part of the high risk population- North and south America, Europe, Australia, South Africa and Israel. At the States, they spend more the $8B every year for treatment. In Germany – it is the “Nation-Cancer”. There is no cure for Melanoma. To treat Melanoma, is cost more than $150,000 per patient!!! – so the only way to save a life is an early detection Two hundred thousand new cases every year Fifty thousand deaths every year
• #8 EDC is a unique early detection of skin cancer solution, based on Mobile and available from any device – PC, Mobile, Google Glass, also SaaS. 420 million people across the globe-high risk of Melanoma (skin cancer). 60% of melanomas- result of a new mole, and 40% -changed mole… Since the human body dynamically changes over time, today's practice enables just a manual comparison and not available for wide population screening. EDC is a revolutionary Total Body Photography (TBP), melanoma-screening based on TeleMedicine platform that enables physicians to identify and monitor changes in their patients' skin characteristics. Using Big Data and a multi-dimensional database, EDC is utilizes crowd–sourced data that serves as a decision support platform for early-stage diagnosis of skin cancer. The customers (420 million people worldwide are part of the high risk population) : Population (Mobile APP), Dermatologists & Primary Physicians, HMOs, Health Insurance companies. Also, Pay As You Upload’ subscription.
• #9 Takes advantage of market opportunity or compelling event that changes industry dynamics The Air Force and the intelligence services are using an auto aerial photo diagnostic to track after the enemy moves…. The Military solution applies to medical services. Missiles can precisely hit targets that are hundreds of km away in order to help prevent and cure skin cancer solution- based on a military auto-aerial photo diagnostic, based on brilliant staff Emerald applied a military solution into a medical service who will save lives. We upgraded it and can even do it better….
• #10 Product solves a problem for a particular target customer It’s all about comparison- 60% of melanomas -result of a new mole. 40 % – changed mole… Dermatologists are thinking ABCD - Asymmetry, Border, Color, Diameter At the last 15 years, the Dermatologists adopted a new methodology – TBP. Total Body Photography – a set of 25 photos that covering the body. They recommend to take this set every year with a goal to compare between the photos and find the differences. But - The human body is dynamic; it moves & changes occur constantly and manual diagnostic procedure is limited…. The problem – Manual, spending the Dermatologist time, Expensive, Inaccurate, Inaccessible to mass of population   
• #11 Take a set of 25 TBP photos (Total Body Photography) with your smartphone / SLR regular camera / Google glass At home or at the clinic
• #12 The 1st ever Total Body Photography APP !!! Allows to take photos, send to the Dermatologist and make the auto alignment and compare
• #13 The doctor’s main screen sign in
• #14 The doctor will press the “magic button and will get alerts, based on new moles, moles that have been changed, ABCD parameters and by the machine learning and artificial intelligence and by that will save his life!!! So, Based on Mobile device, artificial intelligence, machine learning, and most important – based on the wisdom of the crowd, Crowd Sourced. will create the World’s First Big Data for Epidemiological Dermatology EDC will be More accurate, Serves more patients, Low cost, More accurate will Serves more patients, will save lives and will increase the Dermatologists income
• #15 The doctor can get much more information, also micro-photos and Dermatoscophy The doctor can research the photos and the data base
• #16 Collect the data from all over the world and learn the behaviors of the dermatologists – crowd source based on the wisdom of the crowd. The first ever dermatology Big Data!!! Saves life at real time and online 
• #17 SaaS – it’s main cost based on the expenses spent on software development service, maintenance and marketing. Artificial Intelligence & Machine Learning - – to support diagnostics decision EDC is A mobile and cloud based and no special equipment solution EDC is the only TBP solution that allowing using the mobile, doing auto alignment and auto comparison. By using AI and ML, EDC will be a decision support tool for the Dermatologists. We are using a sophisticated Multi Dimensional DB that help us saving the data and research them. By using the wisdom of the crowd, EDC will create the World’s First Big Data for Epidemiological research
• #18  A decision support platform 1st ever Mobile based TBP solution for Early detection of skin cancer Serves both physicians& users & GPs module Wide population screening- uses crowd–sourced data Using a cheap and available equipment Flat fee Per patient, per year Risk free, no installation fee WIIFM for physicians: Charge 400-600$ instead of 200$ per visit Could handle 6x more patients per day Supporting tool Machine learning & artificial intelligence Big Data centralized DB Supporting Epidemiological research Multi-dimensional DB Access from anywhere
• #19 Traction 5 POC users (clinics), now working on the next 3 include a hospital & 2 clinics - POC on a low rate of patients in Israel, Australia, Dubai and within a few weeks in Ichilov T"A, private clinic in Netanya and Rishon Letzion, and Hospital in Berlin 5 distributors across Europe & Australia Signed LOI with GoDerma – a leading Mobile telemedicine in Germany and USA. Will launch EDC mobile APP under their existing platform that serves hundreds of thousands of patients Process with HMOs in Israel and Health Insurance in Europe to allow reimbursed for high risk patients Attending to collaborate R&D with hospitals (Charite), universities (Athens, Patras), associations (NKI, Aaguda Lemilchama Basartan)
• #20 Clear revenue model + Capital efficient business A simple solution and a simple business module – a flat fee Per patient per year We are talking about A  $25 B Market. Emerald's 5 YEAR FORECAST -  4 M people screened = $400 M Income Also, Emerald will reimburse those who found with Melanoma Risk free Strong distribution plan EDC is a DSS - Decision Support System for the Dermatologists and will never replace the Dermatologists. For now, we are focusing our effort to the private clinics and hospitals, so we will cover the private and “out of the pocket” market. We aim to be cover (reimbursed) by the HMO, Health insurance companies and the NHS (National Health Service)