5 Companies Connecting Consumers To Custom Healthcare

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Today, consumers can enjoy personalized experiences in almost every area of their lives. In fact, the move toward hyper-customization has extended into the healthcare field. And five companies are taking individualization to the next level with their innovative solutions.

As McKinsey research points out, it makes sense to treat consumers as unique people with equally unique needs and wants. When 71% of consumers say they like to receive tailored interactions, companies need to listen. However, until now, healthcare and medicine have lagged behind in the personalization department.

Personalization is heating up the healthcare field. These five tech-forward companies are all having … [+] disruptive influences in customized medicine.


It’s not hard to understand why healthcare has been slow to adopt individualization. The healthcare machine is large and looming, as well as complex. These factors have stunted its progress toward taking an evolutionary leap. Nevertheless, the 2020s have ushered in an environment where the disruption of traditional healthcare has become inevitable.

As the years go on, more healthtech startups are likely to leverage the desire for custom healthcare products and services. For the moment, though, several have taken center stage. These five organizations are helping push personalized medicine toward a net worth of $3+ billion by 2025.

1. OK Capsule: Solving Supplement Confusion

People have been taking supplements for years. Since the pandemic, supplement usage has ramped up. A recent Harris Poll showed 76% of Americans rely on supplements. The only problem? They’re playing a hit-or-miss game. Though there’s no dearth of supplements available, the supplement offerings are aimed at broad audiences.

As naturopathic doctor Dr. Andrew Brandeis explains, this problem became the impetus for him to launch OK Capsule. OK Capsule creates and ships individualized daily supplement packets on behalf of supplement brands, directly to their buyers. “Consumers will be loyal to a brand they feel sees them as an individual,” says Brandeis. “Brands must be able to offer these consumers a supplement program that is safe, simple to understand, and designed specifically to meet their nutritional needs, which is why we provide the technology for them to do so.”

Different things work for different people. With OK Capsule’s tech powering personalized supplement brands, consumers can be sure that they’re taking the right high-quality supplements for them. This confidence not only encourages compliance but allows them to get the maximum benefits from supplemental nutrients.

2. Nurx: Eliminating Medication Access Friction Points

It can be a hassle for people to access reproductive care or manage health problems like urinary tract infections and acne. Plus, the care they get at an urgent clinic or even their family physician often feels like a one-size-fits-most experience.

Nurx, part of Thirty Madison, was created to provide custom healthcare unique to each patient’s needs — easing roadblocks to birth control access and offering medication for non-emergency conditions including genital herpes and migraines. The Nurx process to get medications is faster and more convenient, especially for individuals who want personalized service. Consumers can make prescription requests digitally. These requests are reviewed by licensed clinicians and then, if medically appropriate, fulfilled by mail or at a preferred pharmacy.

Ultimately, Nurx enables anyone to take control of their health in a very individualized way. As an added personalized benefit, Nurx also offers a high degree of privacy.

3. Flow: Revolutionizing Custom Depression Treatments

The World Health Organization estimates that 3.8% of adults and minors deal with depression. But depression doesn’t follow a standard playbook. As a result, every person must find the right balance of tools, techniques, and healthcare solutions to minimize depressive episodes.

One of those tools is called Flow. The basic Flow product setup requires a headset and access to the app through the Internet. The headset delivers transcranial Direct Current Stimulation (tDCS) into the scalp. The app allows the consumer to monitor what’s happening during the 30-minute tDCS sessions. Additionally, it helps pinpoint specific, personalized behaviors and habits most likely to help the user manage depression.

In clinical studies, Flow has been shown to produce safe and measurable results. In one study, the results showed favorable effectiveness for those who tried tDCS consistently. Among Flow subscribers with depression who used the product for six weeks, 83% reported positive outcomes.

4. Oura: Merging Fashion With Healthtech

It’s safe to say that fashion is all about showcasing individual style. So what could be more apt than a product merging haute couture with healthtech? That’s just what some biowearable companies are doing, most notably high-profile Oura.

What makes Oura a standout in the emerging biowearables category is its extraordinary appeal. The Oura ring itself has all the technical capabilities to connect to any device through Bluetooth. Once connected, the Oura sends individualized data based on 20+ biometric signals to the app. The data is then transformed into usable information, like sleep activity and fitness tracking.

Oura proves that biowearables can be runway beautiful as well as functional. Even Gucci has jumped on board, offering a special Gucci-Oura jewelry line. It’s personalization times two—and made for consumers who like to marry the practical with the aesthetically pleasing.

5. Marodyne: Giving Bone Loss the Boot

Osteoporosis is a devastating disease that can hinder people’s ability to live life on their terms. However, it’s always been challenging for the average consumer to stay on top of their bone health. The Marodyne LiV is attempting to make the process more intuitive and simple.

Marodyne LiV looks somewhat like a larger version of a bathroom scale. When stepped on, it gently vibrates to send stimulation through the body. With regular use, these stimulations help encourage new bone development. Simultaneously, they give the muscles a mini workout, further improving the user’s balance and overall health.

The Marodyne is a pricier tech tool but is tailored for users concerned about bone mass. Chief Scientific Officer and leader of Marodyne Dr. Clinton Rubin notes that the science behind Marodyne LiV is sound. Says Rubin, “Low-intensity Vibration promotes the building of lean muscle mass and the conditioning of muscle reflexes.”

Personalization doesn’t have to stop at Netflix recommendations. With today’s access to countless pools of data, consumers can enjoy the reality of individualized healthcare.

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