Presentation given at Beyond the Genome in San Francisco, CA June 2011.

1. Navigating Genetic Data
Privacy, Regulation and Ease of Use
Presentation @ Beyond the Genome, San Francisco, CA June 2011
DNA Guide, Inc. All rights reserved 2011
Alice Rathjen, President, Founder
alice@dnaguide.com

2. The Problem..
No Path to Market
Genetic Data Explosion
Huge investment in
Sequencing Technologies
and Molecular Diagnostics
Personalized Medicine
R&D
Pharma /
Clinical
Trials
Consumers/
Patients
INSURANCE
Regulation, Privacy, Ease of Use
Health
Services

3. Privacy
Biometric based security allow
written consent to evolve into
“real time” consent
• Use values in DNA sample to uniquely identify
each dataset
• Store and retrieve genetic data anonymously
• Perform audits, merge data
• Re-associate information throughout a
person’s lifetime
• Have variations for different uses
Raw DNA Values
DNA Security Token

4. Regulation
www.DNAguide.com

5. Solution is to Manage Interpretation and
Access Down to the Base Pair Level

6. DNA Guide Enables
Dynamic Regulation & Compliance
Quality of Science
Medical Utility
Viewing Risk
(Graded) A,B,C,D,F
W = Withdrawn
I = Incomplete
(by Scientific Community)
(by Health Care Providers/ Payers)
E = Everyone,
PG = Physician Guidance
R = Restricted
(Genetic Counselors, Ethics)
Category Rating
(Five Star Rating)
(Movie Rating)

7. Ease of Use
(Mitochondria)

8. Making the Complex - Simple
Highest Risk
Slightly Higher Risk
Normal
Lower Risk
Low Magnitude High Magnitude

9. Quick Risk Assessment

10. Converting the $1,000 Genome into the
Two Minute Genome

11. Removing the Genetic
Education Barrier
Simple Graphic’s to explain genetic variation
Color code for Drug Response Information
Stop!
(check details)
Warning
(check details)
Go
(normal dose)

12. • Traditional model of laboratory services, proprietary algorithms,
legacy single chromosome browsers, no dynamic mechanism for
patient engagement.
• DNA Guide Advantages
– Patient engagement/empowerment focused mobile tools
– Leverage static nature of raw genome data vs public domain,
changing patent landscape, with ability to open up platform to
third party molecular diagnostics
– Provides foundation for universal health record
Competition

13. DNA Guide Product Modules
DNA Security
Token
DNA Compass DNA Body
Use values within the DNA
sample to uniquely identify
every dataset. Token serves
as a dynamic or static IP
address - allowing every
person to become a node on
the network.
DNA Guide provides mobile dynamic
maps of entire genomes and can
perform spatial analysis across
multiple layers of different types of
genetic data.
DNA Guide’s DNA Body will
provide expression data,
medical records, and images to
be linked to a map of the human
body and to genomic location.

14. Human Body Linked to Gene Expression
Electronic Health
Record
Grand SLAM
Long term plans -
expression data and
medical records
linked to a map of
persons body with
electronic health
record user account
derived from their
DNA.
Note: Image of body is
from Google body
browser but reflects DNA
Plans to incorporate map
of body as part of EMR
solution.

15. Go to Market Strategy
Follow the Data into the Marketplace
Large Scale
Enterprise Software
Deployments
Cloud Services
Research
Consumers/
Patients
Payors,
Welness
$120 average per user per year plus transaction fees
Health
Services,
Government
Entities
Pharma,
Clinical Trials,
Molecular
Diagnosticss

16. HEALTH SERVICE
PROVIDER
Assess Patient
Interact with payer to
determine eligibility
Prescribe test
Collect patient DNA sample
Submit DNA sample to lab
View lab information and
interpret results
Provide analysis and
recommendation to patient
Prescribe course of action.
Interface with pharma
regarding personalized
medicine
Interact with pharma with
clinical trial information
$120 avg per user/year subscription
PATIENT
Seeks Health Services
Submits DNA Sample
Views interpretation of results
from physician
Interact with payer regarding
reimbursement
Participation in Clinical Trials
Receives Drugs and Info from
Pharma
INSURANCE and PAYER ENTITIES
Require DNA tests for reimbursement of Rx and determine which genetic tests qualify for reimbursement
LAB
Process sample and results
Provide raw DNA data to
database storage for
interpretation
PHARMA/BIOTECH/R&D
INDUSTRY
Provide sample collection kits
and information regarding
personalized medicine
Interface with physician and
patients in clinical trials
Provide lab with new products
and services
Provide patient with retail info
DNA Guide
Genome Management Software
Information Flow

17. $0
$50
$100
$150
$200
$250
$300
$350
$0
$50
$100
$150
$200
$250
$300
$350
FY1 FY2 FY3 FY4 FY5
Millions
US Wellness Revenue
Revenue
Cost of Goods/Sale
G&A
Operating
Profit/(Loss)
Financials
Capital Efficient – Multiple Revenue Streams

18. Alice Rathjen
President, Founder
William Kimmerly, Ph.D.
Chief Scientific Officer
Product Dev. Team
Xavier Thomas
Saw Yu Wai
Chris Kritzer
Jeff Protentis (Sales)
ADVISOR
Mark S. Boguski, M.D., Ph.D.
Center for Biomedical Informatics
Harvard Medical School
Team
AWARD

19. Milestones
Milestones Completed
Human Genome Map deployed and tested on all major mobile platforms (iPAD, iPhone, Android, Blackberry)
Pilot Customer Project (Oregon Health & Science University, Harvard Medical School & CBMI)
Secured Mark Boguski, MD, Ph.D., Harvard as advisor.
Discussion on Strategic partnerships underway with industry leaders
Winner Kaufman Women in Science & Engineering Business Idea Competition 2011
World DNA Day Personalized Medicine Panel – Dalian, China 2011
Selected as “technology breakthrough” for Consumer Genetics Conference,
Harvard Personalized Medicine Lab Symposium, Personalized Medicine World Conference
Selected for Health 2.0 San Francisco “Launch”
Seed investment
Finalize agreements with initial customers
Formalize Strategic partnerships
Apply for government grants
Build out additional features
Secure Series A Funding
Series A
Top-tier management team recruited
Secure Major Enterprise Software

20. • Industry transforming technology
• Multiple revenue streams &
capital efficient
• Visionary, dedicated team
DNA Guide
Navigating Genetic Data Regulation, Privacy and Ease of Use
T
G
C
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Contact: Alice Rathjen
alice@DNAguide.com