RETHINK GENETIC TESTING SERVICES FOR CARDIOVASCULAR DISEASE

While at: Rightangled Ltd
Role:  Co-founder, strategist, design director. 
I developed and refined the product and service offering around the platform as well as created and visualised the initial website*. I helped define the business model and potential implementation in primary care, built the initial brand identity* as well as the media necessary to communicate the brand and product.
*Both the brand identity and website have been redesigned by Dario Steffanuto
Challenge

According to the British Heart Foundation, around 620,000 people in the UK are carrying a faulty gene that puts them at high risk of developing a cardiovascular disease or CVD and do not know about it. On top of this the current “one size fits all” method of drug prescriptions may leave current patient with side effects followed by a long trial and error to find the right medication, leaving CVD patient frustrated.

Early identification of inherited CVD is key in preventing the onset of heart disorders. Testing for these genes can help patient implement the correct interventions that can reduce their chances of developing a heart disease.
Genetic data has the potential to revolutionise the way healthcare works, providing deeper insights into what is best suited for our unique bodies, and help in the detection of CVD and the prescription of the right drug for a specific patient. Yet genetic testing are expensive, and not commonly used by practitioners to screen patient and help them find tailored treatment. 
The company

Rightangled Diagnostics is a biotechnology start-up that is focused on DNA testing with a particular focus on cardiovascular diseases.
The first product, Heart DNA Test, has been designed to help uncover how DNA is impacting the overall health of a person and how genetics can alter the body’s response to certain medications - thus reducing the trial and error to find suitable treatment for existing patient. 
Through an online platform, we connect patients with partner healthcare practitioners (GPs and cardiologists), that provide the support to patient to help them understand their genetic test results and taking steps to regain control over their health.
Approach and opportunity

Currently, direct to consumer genetic testing are not implemented in the primary care sector. Existing companies are not providing the necessary medical provision at the back of their reports, regardless of its imperative necessity in giving an accurate interpretation to the patient’s health. This as contributed into building practitioners doubt concerning these tests. They became weary of distressed patient stepping out of the system to get tested and wrongly interpreting results on their own. As consequence, despite their huge potential, direct to consumer genetic testing are used for recreational purposes rather than assisting the medical or clinical decision making. 

We needed to create a business model that would make these test accessible and medically viable for both patients and practitioners to facilitate the implementation within the primary care system.
Avoiding misinterpretation of data, and flagging up patient that need follow-up: Results are reviewed first by a practitioner before coming into the hands of a patient.
- Follow-up is an essential part of the patient journey after receiving the results. To streamline services and become more patient centric we targeted and engaged clinicians to deliver the service within their clinic and review external patient reports through a specific dedicated portal. Patient that aren’t part of the clinic and wish to order the test online are assigned to a practitioner for the review of the results.
Understanding primary care model to help improve the accuracy and interpretation of the results, and lift genetic testing medical value
- Genetic data alone isn’t sufficient to provide an accurate medical picture of a patient. By implement a lifestyle questionnaire that would determine the patient current risk factors based on existing questions ask in clinics while assessing patient for the first time, the practitioner is able to build a full picture of the patient health and risks factors. 
Facilitate patient follow-up: provide support for the correct interpretation of results
- As the genetic reports are already reviewed by a renowned practitioner, it help improve communication and transparency between patient and their existing practitioner around genetic testing. Results can be printed online, and for those who do not have a current practitioner, a follow-up appointment can be made through the platform with the practitioner that has reviewed their data , thus offering a fully inclusive support for patients.
Outcome and Milestones

- SME Innovation Fund received from the West Midlands Academic Health Science Network in Feb 2017.
- Beta Launched in July 2017.
- Care Quality Commission “CQC” registration in August 2017.
- First sales in September 2017.
- Successful crowd-funding campaign - 400% funded - through CrowdCube in December 2017.
- Highly commended innovation for economic impact at the WMAHSN celebration of innovation awards (July 2017).
- Listed in the top Innovation 50 report by Mills & Reeve LLP (September 2017).