Q&A With Eran Ofir, CEO & Co-Founder of Somatix

Eran Ofir is CEO and Co-Founder of Somatix, an innovative health-tech startup promoting behavior modification using wearables. Eran has over 18 years of executive roles in world leading companies where he built and scaled businesses in telecom, internet, utilities and retail sectors based in Israel, South Africa, China and the U.S. He will be joining us on stage this year at Advertising Week on September 29.

We sat down with Eran in advance of Advertising Week to talk about behaviors, smart data, and more.

Q: How can we design marketing initiatives that reflect what we know about people’s behaviors and responses?

A: Currently, marketing activities are guided by people’s profile based on their location, internet usage patterns and past online and offline purchases. But soon advertisers will also be using the activities that people are doing based on real-time data from their wearables, enabling detection of jogging, sleeping, eating, drinking, shaving, smoking etc. This is revolutionary, as it allows serving people with immediate, context-driven content. Once this is enabled, it goes much deeper with respect to the ability to build a psychological profile of an individual based on the feedback and the response of that person to different types of incentives being applied (e.g financial, social, emotional and rational incentives). It means that advertisers needs to scale up their big-data analytics capabilities for effectively utilizing the flood of available data.

Q: What do you see as the most exciting creative trend happening [in data gathering/management] in healthcare today?

A: I believe that the most exciting trend now in health-tech is decision-support systems (for the clinician) that are smart. It means that such platforms are based on machine-learning algorithms and combine data from various sources (electronic medical records, readings from wearables devices and smartphones, data collected from social media) which is being presented through a dashboard to the care-giver. This allows remote monitoring and coaching of patients, immediate interventions, and behavior modifications through various incentives that are being measured and analyzed. As a result of this trend, we start seeing new multi-disciplinary treatments based on medication and psychology (which have been proven in vast academic research to be significantly more effective).