- toothbrushes are becoming data generators;
- new business models for toothbrush makers based on data acquisition are possible;
- opportunity for toothbrush makers to build direct relationships with users;
- established players experimenting with data sharing with dentists but still a work in progress;
- new entrants using connectivity and AI to differentiate offerings;
- data sharing with health insurers may reduce premiums;
- gamification of brushing for adults and children may improve dental health;
- opportunity for dentists to build closer relationships with patients via data sharing;
- data protection issues obviously important.
Smart toothbrush business models
So we’ve been working with all our data partners to help them understand that our need is for real-time data. For us it’s really constraint theory—understanding where the constraint in our data is and pushing it all the way to the data source. Then, change the data source.
What’s the benefit to the consumer if a product could be connected? What else is in the environment and in the home that my product could interact with to deliver a better experience?
The air freshener also integrates with Nest thermostats if the homeowner has one. It ensures that the device releases the Febreze at the right time to take advantage of the air conditioning coming on in the room to optimally disperse the scent. Or in cases of high humidity, where scents tend to linger, the plug-in might not release as much scent in one burst, based on the data sent from the Nest.
It feeds into our goal of improving overall health care. By connecting our devices and modalities in the hospital or consumer environment, it provides more data that can be used to benefit our customers.
People often refer to us as a toothbrush company, but we’re not. We’re actually not interested in toothbrushes at all. We’re interested in health data. In many ways, [data-tracking] is the entire point of the Beam Brush.
We may collect and store Personal Information, Sensitive Information, and/or User Information that is voluntarily provided to us when you visit our Website, complete preregistration forms, register for an ONVI account through ONVI’s Website and/or App, activate your Device, use your Device, sync your Device with your account, complete surveys, upload pictures and/or messages in connection with your use of the Device and App, complete purchases, or customize and/or update your account. Specifically, the information with which you provide us may include, but is not limited to, your first name, last name, e-mail and physical addresses, gender, videos, photographs, certain health information/PHI, social media information, location (GPS) information, transmission data related to syncing a Device to an account, such as brush session data, App session data, motor speed, mobile phone manufacturer, operating system, App version, information regarding how you use and interact with the App, and when necessary, credit card information.
The brush’s AI learns its user’s habits to provide more accurate data. Patented deep learning algorithms are embedded directly inside the toothbrush on a low-power processor.Raw data from the sensors runs through the processor, enabling the system to learn your habits and refine accuracy the more it’s used.
Martin De Saulles
Editor, Information Matters
Dr Martin De Saulles is a writer, analyst and lecturer specializing in the commercial applications of data.