Of the 16 million people who are at risk for anaphylaxis, or the onset of a sudden, life threatening allergic reaction, less than a quarter currently own an emergency medicine auto-injector and less than half of those carry one at all times. This is according to the founders of AdrenaCard, a startup medical device company based in northeast Minneapolis.
The antidote for anaphylaxis, epinephrine, is typically delivered through a pen-like injector that the sufferer carries around. The antidote for those who don’t carry the device, those not in “compliance,” could be AdrenaCard’s redesign of the traditional epinephrine pen.
AdrenaCard has developed a credit card-sized epinephrine injector that can be carried in a wallet for helping individuals take control of their own health.
The company’s first drug-device product is an epinephrine auto-injector and is currently in development. AdrenaCard believes there are dozens of other prospective combinations available as they work to bring peace of mind to life for patients.
Company snapshot
- Business Start Date: Oct. 15, 2014
- Number of Employees: 2 See bios
- Website: www.adrenacard.com
- Twitter: @AdrenaCard
What is the origin story of AdrenaCard?
TE: I encountered the issue of compliance with epinephrine auto-injectors while working as a food counselor and my cofounder, Chris, had personal connections and experiences with the anaphylaxis reactions. From these experiences we started AdrenaCard.
What problems does your business solve?
TE: Low compliance is a universal issue for emergency medication. Severe allergies alone have a compliance rate as low as 10 percent. While effective drugs are available, they simply are not being carried due to the poor usability of contemporary devices. AdrenaCard makes compliance easier, saving lives and bringing peace of mind for care providers and patients alike.
When you say “compliance,” what do you mean?
TE: “Carry compliance” refers to whether or not the device is on hand at any given time. You are not in compliance if you don’t have the device or, of course, if you don’t own one. Of the 16 million who are at risk for anaphylaxis, less than a quarter currently own an auto-injector and less than half of those carry one at all time.
How does AdrenaCard create better rates of compliance?
TE: The secret is in our unique form factor. That credit card shape and size makes it easier to carry and allows it to be integrated into the life of the user. For instance, our device can be in a pocket, slip into a wallet, be on a key chain, or be attached to the back of a phone case.
How does the device actually work?
TE: It has force mechanisms that are triggered when you press it against your leg to drive the needle and medication out and into the patient’s muscle.
What is your business model and how do you make money?
TE: We sell medical device combination products that are paid for by insurance or out of pocket. (The AdrenaCard is currently patent pending and seeking FDA clearance, which would be required for patient insurance reimbursement; the company expects that in 2017. No price has been established because the product is still in development.)
In your opinion, what does it take to be a great entrepreneur?
TE: Listen to the stakeholders. Learn from them and how you can shake up the market. Then work, hard work, intelligent work, and then more work.
Where did you pivot?
TE: First, we had to prove ourselves in the face of patients and care providers. We did this through iterative design, lean startup methodology, and working with these parties. The biggest pivots we’ve made have been design and that has helped bring us closer and closer to the best possible value we can provide to patients.
What obstacles must you overcome to be wildly successful?
TE: We need to gain traction on the market itself. We need to become the preferred device for patients who need epinephrine shots and care providers alike. At that point we would disrupt the market and succeed in bringing peace of mind to life.
What personal strengths or skill sets do you bring to the business?
TE: We split a strong understanding of business and care environments along with deep experience in industrial design and systems that will help us bring the devices to market.
How are you funding your business — organically, angel or VC investments?
TE: We used personal and business plan contest funds initially. We’ve raised a seed round and are in the middle of a Series A.
Where do you go for help when you need it?
TE: The University of Minnesota Medical Device Center, Worrell Design, Medgineering, our investors, our patient community, our care community.
What are you most proud of?
TE: We are most proud of the fact that we have brought the technology far enough that we can showcase it to patients and hear them talk about the impact it would have on their lives.
Why do you do what you do? What is your “Why”, your purpose?
TE: Our mission is to bring peace of mind to life for severe allergy sufferers. We believe lifesaving devices should not keep you from living.
How do lifesaving devices keep people from living?
TE: Living with diseases like severe allergies has a big impact on quality of life. (Sufferers) need to worry about their environment, what they’re being exposed to. Moreover, they need to carry their device and put up with the hassle and inconvenience. There can also be a social stigma from carrying it around. We look to address that.
What would be success for your business in the next 2-3 years?
TE: We will have brought the epinephrine product to market and will be working to bring additional solutions into the hands of the patient.
How did 1 Million Cups St. Paul help you?
TE: Great feedback and lots of interest from the community. The team called people up just to see us, which was very flattering. People asked engaging questions. Some connections may manifest into something compelling for the business going forward.
Entrepreneur Snapshot
Founder: Tyler Ebert
Tyler Ebert is a serial entrepreneur who has a strong understanding of severe allergies. Trained as a food counselor and chef, Tyler has developed and managed 16 restaurants. More recently he directed a university incubator program that spun out 15 ventures across six industries and raised more than $700,000. At AdrenaCard, Tyler oversees strategy, corporate relations, and fundraising.
- Age: 22
- City you live in: Minneapolis
- City of birth: Wausau, Wis.
- High school attended: D.C. Everest, Schofield, Wis.
- College attended: Carlson School of Management, University of Minnesota
Founder: Christopher Kuehn
Christopher Kuehn is an entrepreneurial, design-oriented engineer. His work includes prototyping, systems engineering and supply chain for large and small companies. Most recently, he worked with an internal consulting group at Boston Scientific, where he unearthed more than $600,000 in annual value improvement changes. At AdrenaCard, Christopher executes product realization through concept design and validation as well as contract management.
- Age: 21
- City you live in: Minneapolis
- City of birth: Shoreview
- High school attended: Mounds View High School
- College attended: College of Science & Engineering, University of Minnesota
You can hear from startups like this one each Wednesday, 9 AM – 10 AM at the James J. Hill Center during 1 Million Cups St. Paul. The James J. Hill Center is a nonprofit in downtown St. Paul that provides access to business research, educational programming and a place to work. The Hill is open to the public, Monday – Thursday, 10 AM – 5 PM. To keep updated on what startup is presenting next or to apply to present visit www.JJHill.org/go/1MCSPL.
