Anish Sebastian





Illustration credit: A.E. Kieren

Anish Sebastian, CEO and co-founder, BabyScripts

Many tech start-ups enter the world with ambitions that are hard to articulate or at least encapsulate in fewer than 65 words. BabyScripts is not one of them. Asked for a quick elevator pitch, Sebastian says he can do it in five words: “We're about improving pregnancies.”

He actually leaves a word on the table, but the point remains: BabyScripts is not a difficult concept around which to wrap one's head. It is, however, a unique offering in that it serves two drastically different audiences: pregnant mothers and the obstetricians caring for them.

So-called mommy kits containing a blood pressure cuff and a scale are shipped to pregnant women early in their pregnancies. Both cuff and scale are Bluetooth- and Wi-Fi-enabled and link to an app that registers readings. BabyScripts monitors incoming data. If an irregularity or something that indicates increased risk for the mother or baby is identified, the company immediately notifies the woman's obstetrician.

A few years ago connectivity technology had not advanced to the point where a tool/service like BabyScripts could operate as intended (read: in real time). Now that the technology has matured, mothers and obstetricians have warmed to the idea of remote monitoring. “Without the real-time component, this isn't possible. And if it's not reliable, doctors will say, ‘Let's have the patient come in every week.' They aren't going to leave this to chance.”

The BabyScripts model has been refined since its arrival. While Sebastian says that mothers have been receptive from the outset (“they can be as absorbed and immersed in the pregnancy as they want to be”), the HCP crowd took a bit more convincing. “We went to them and said, ‘Hey, we're collecting tons of data, we'd love to share it with you.' They came back to us like, ‘Uh, we don't need that much. Just tell us when A, B or C happens,' ” he recalls. “And we had this beautiful dashboard for all the information, which didn't fit at all into their workflow.”

Up next: selling payers on the company's model. “The idea of collecting data remotely and addressing problems as soon as they happen—I think that fits really well into the risk-stratified approach,” he says.


The most recent MM&M Skill Sets Live event, "Personalizing the Healthcare Experience," surveyed a range of issues relating to some of the industry's hottest topics. This e-book conveys a wealth of information and opinion designed to help marketers demystify the challenges associated with the personalization of healthcare messaging. Click here to access.