Mission 109 // December 23, 2022

Billion $ Health Ideas: Generative AI, DTC Weight Loss + Cross Border Care

New series. We brainstorm billion $ health ideas. Dr Chris Lovejoy is a Cambridge-trained Medical Doctor, Startup Founder and Data Scientist specialising in medical AI and health informatics. He has an IQ of between 4000–5000. Find out what he's working on at www.chrislovejoy.me.

CL Chris LovejoyMedical doctor, startup founder & data scientist
Billion $ Health Ideas: Generative AI, DTC Weight Loss + Cross Border Care
0:00 // 62 min

About this episode

New series. We brainstorm billion $ health ideas.

Dr Chris Lovejoy is a Cambridge-trained Medical Doctor, Startup Founder and Data Scientist specialising in medical AI and health informatics. He has an IQ of between 4000–5000. Find out what he's working on at www.chrislovejoy.me.

In this conversation

  • Where generative AI actually pays in medicine: not selling summaries to broke researchers, but killing the two-to-four hours it takes to hand-write each explainthispaper piece — and auto-drafting hospital discharge summaries and clinic letters.
  • A concrete workaround for locked-down EHRs: instead of begging Epic or EMIS for API access, one startup runs virtual computers that literally move the mouse, click into patient records and fire off letters — screen-scraping the NHS from the outside.
  • "Build shovels, not holes" — why Chris is more bullish on the enabler play (the one company that unblocks 20 radiology-AI startups) than on any single point solution.
  • The DTC weight-loss thesis in numbers: a billion people obese, diets that reliably fail by month 12, once-weekly semaglutide and tirzepatide injections driving 15–20% body-weight loss — and a single-issue ADHD clinic quietly making £10M+ a year off a seven-year NHS waitlist.
  • Cross-border elder care: the emotionally huge, VC-awkward idea of paying a trusted doctor to visit your parents back home — the currency arbitrage (a GP visit for £7–8), the diaspora market size, and why doctor-trust, not customer acquisition, is the real moat.

Transcript AI-generated

Musty

Billion-dollar health ideas.

Chris

So, first idea: multi-level summarisation of research using AI. Research is being published at a ridiculous rate — there are millions of papers every year, and it's super hard for anyone to keep up to date with everything, including active researchers in the field. And AI is just getting better and better. We've got ChatGPT now, which a lot of people have become aware of recently, and it's actually very good — if you give it some text and ask it to summarise, it does a pretty good job. There are caveats: sometimes it just bullshits and makes stuff up, so you have to be a bit wary. But ultimately we're definitely moving in the direction of being able to summarise things well, and a very obvious application area is academic papers — pulling the actual insights out of a massive amount of content.

The second level on top of that is the multi-level aspect: summarising things at different levels of complexity, because people come at this with different levels of understanding. A researcher might want a lot of detail; someone else just wants the high-level takeaway. So if you could train an AI to give tailored levels to different people — that's the initial high-level idea.

Musty

And who is this useful for? And, secondly, who has the money to pay for it?

Chris

In terms of who it's useful for, I think there are a few groups. The first is actual researchers who want to keep up to date with their field and struggle because there's so much stuff — they just want to save time. The second group is people who are interested in science-based things: "what's the evidence behind my diet?" There's cool stuff coming out on diets, or on longevity — some people just want to know what they can do now to live longer, and they don't want to go through the research papers themselves. They've got other jobs, they're busy, but they love the quick takeaways. That's a little bit like Blinkist, the thing that summarises books.

And, actually — you said the Andrew Huberman podcast, which you're probably aware of. That's become super popular in a short space of time, and I think it shows the appetite for this kind of summarisation of the science in a condensed format, for a great audience of people who are just interested in general. Then there's probably a third group who just want the real nugget takeaways in a quick, digestible format — kind of like how you check the news. You're relying less on the media to go through and find these things and present them to you; you're using AI to do that.

So, those three broad groups. The second question is the tricky one: who would pay for it?

Researchers, maybe — although researchers generally aren't super keen on paying for stuff. Maybe you could get an institution to pay, the same way institutions get licences for academic papers. Could you get an institution to buy some kind of licence for the summaries too? Potentially, yes, if you could show it improves research output. Or maybe a Blinkist-type model, where people pay a subscription to get summaries of academia rather than books. It's a similar sort of product.

Those are your initial thoughts — what do you think? Who could you see paying for this?

Musty3:48

So, as background: me, you and Stu have been working on explainthispaper.com, which is essentially Morning Brew or Blinkist for medical AI. We summarise medical-AI research papers in really plain English — keep it super simple, so anyone who's interested can understand. The feedback from people has been excellent; they really like it and support the cause, and we've had various bits of grant funding, which has been super cool. But we're doing it all manually, and we have this problem of how we fund it all beyond just applying for grants back-to-back.

The ways I saw it: one, build such an audience that you can use the ad model. You're not going to get the same numbers as a general business newsletter, but you can get a really specific niche — scientists, researchers, doctors, builders in healthcare and biotech — and the ads can be job postings and so on for that niche group.

The second way would be to pivot it towards something people with money find useful. So, A: speak to large companies with budgets for health-related things. You can imagine providing them with summaries on the kind of stuff Andrew Huberman does — wellness, sleep, exercise, nutrition — but focused towards their staff, taking from their wellbeing budgets, because I'm sure there's money earmarked for that.

The second angle is to make it useful to investors and other people with a lot of money. There's a guy called Nathan — Nathan Benaich — who does the State of AI reports, which are quite popular; a lot of people read them. A lot of VCs do these PDF reports focused on trends: what's happened so far, what's going to get bigger next year. I personally find them really boring, because they're so obvious — "next year in Q1, telehealth is going to take off." Oh, no shit. But people with money like that stuff. So with this generative stuff, from my experience you either have to tailor it to people who have money — make it useful for them to make money off it — or make it so mass-appeal that the ad model works. The researcher or student model, I just don't see, because they don't have money or aren't willing to pay. What do you think?

Chris

No, I think it definitely needs to focus on a specific end output — and then who is interested in that output, and would they pay for it. That's the framing I'd take. So maybe the end output is some sort of summary of research trends, and maybe VCs are interested in that — that's one potential angle.

But you'd ultimately have to validate with these different groups whether that output is interesting to them. And there's always the question of what the advantage is of using AI to generate it — because something like the State of AI report is, I assume, mostly if not all human-generated, and it's popular. So what's the advantage of using a generative model to make the summaries?

Musty7:55

For me, one of the reasons — in the context of the explainthispaper stuff — is that we're writing these fully human-written summaries, which people really like, but it's not super scalable. Every summary takes two, three, four hours, which from a revenue point of view means you've got a lot on the cost side to offset. If you introduce AI, you could really whittle down the costs — if a summary goes from four hours to two minutes, then the revenue you need to justify that time investment becomes much lower. So the main benefit of AI is that it lets you scale things from the output point of view. Even if we're talking about students or researchers with small budgets, there are a decent number of researchers worldwide — and if it's not expensive for them and cheap for us to create, there could be a business there. But the issue is really how much you can automate. Right now, with the current state of play, I don't think you could start summarising research papers with ChatGPT and sell that as a product to researchers. That's going to have to be high, high value.

“A lot of the output is 90% there, but that last 10% is almost the most important 10% — the difference between a really crappy writer and a really excellent writer.”

Chris

Chris9:35

But are we heading in that direction? I think so. There are some technical improvements that would be natural next steps, but ChatGPT has opened my eyes a little to how good things could get. Maybe you could fine-tune a GPT-like model into something more oriented around summarisation.

On using ChatGPT for summarising scientific research — you know that quote, that a human and a banana share 90% of their DNA? I don't actually know if it's true, but it sounds legit. A lot of the output I've seen is like that: it's 90% there, but that last 10% is almost the most important 10%. It's the difference between a really crappy writer and a really excellent writer, and that's where all the quality difference is. The one thing that might be useful with these language models is just the speed at which they operate. I have a lot of friends in consulting, law and VC, and they spend a lot of time parsing through reports and research, trying to find things to present to other people.

I wonder if almost a Grammarly-type add-on in your browser, that quickly summarised a 30-page PDF and gave you a nice multi-level summary — exactly what you're describing — would be more useful.

Because the second thing is, if you're using this in any serious capacity — healthcare, research, commerce — you can't just trust the summaries; you need to validate them yourself. So I'm less keen on things that produce a complete output, versus things that just make it easier to get where you need to go.

Musty

Yeah, there's a lot to be said for the human-AI hybrid. Maybe an AI summarises the paper initially, the human uses that as a first draft, makes a modification, and it goes back into the AI, which updates it. You can make more of a pipeline around it, rather than just "here's the paper, give us a summary, now check it." In sensitive areas — research, anything involving patients — you're always going to need that human oversight. So it's a case of improving efficiency, not eliminating the need for humans.

Chris12:06

There's actually a whole other area — the applications of this kind of standardisation in healthcare, outside the research context. Should we go into that?

Musty

Yeah, let's do it.

Chris

There's a bunch of stuff we do as doctors — similar to law and other fields — that's basically parsing text and extracting key points. In healthcare there's a bit of an acute issue in that our digital systems often aren't great. You have loads of letters, referral letters, discharge summaries — things you have to find or write that are quite time-consuming and could be done in a better way.

To some extent, some hospitals are already doing a better job of automatically populating discharge summaries — I worked at a hospital in London that had that. But you could leapfrog the need to set up that infrastructure and make it more of an AI-driven summarisation that works with quite diverse inputs. Because you could imagine —

Musty

Wait, let me interrupt. So, a discharge summary is when a patient has been in hospital for, say, a few weeks. Every day they've been seen on the ward round, and there's maybe three to four thousand words of text on what's been going on, what tests they've had ordered, and so on. When they leave, someone — usually the most junior doctor on the team — has to write a two-to-three-hundred-word summary of what happened, with instructions for the patient or the GP to carry out. It's a really boring task: sitting at a computer, sifting through text and summarising it. So there's an obvious use case for AI summarisation there. Sorry, go ahead.

Chris

Exactly. And discharge summaries are often done by quite junior members of the team, they're time-consuming, they eat up a lot of your time — but they're really important, because that's essentially the API between the hospital and the GP and future services. That's the summary of your stay, and patients use it as a reference too.

It makes complete sense: if you're recording all the information during the stay — which in medicine you have to, because by definition everything that happens should be recorded — then the information is already there. It just needs to be put into the right format. And that doesn't really need a human in the loop. So this could be one of those cases where you pass in all the information collected during the stay, create a summary, and then a human just checks it and maybe tweaks it.

The other example that's been talked about for at least a decade is having an Alexa-type device sitting in on clinics. You have a 30-minute appointment, the device records and transcribes and then automatically summarises everything that was said. Because right now a doctor will have a clinic, spend 20–30 minutes with a patient, and then dictate or write up a letter back to the primary care doctor summarising what happened and any actions. That's time-consuming, especially for older doctors who are less savvy with typing. So that's another one — but I don't really know why it hasn't been done. I hear it talked about a lot.

Musty15:46

Same, I've heard it talked about for quite a while. I think a couple of things. One is the privacy element: you've got a recording of the whole consultation, so you'd at least need to ask the patient, and some might not be happy. That's a source of friction — and friction in healthcare tends to slow a lot of things down. The second thing is going from that free-text conversation into the structured clinic note. The technology hasn't really been there — maybe even still not now — because picking the salient points out of a free-flowing conversation is a lot harder. Human expertise is very good at saying, "here's a long conversation, these are the key points, this is how I'll structure it" — history of presenting complaint, past medical history, the standard medical structure. To be fair, maybe the technology is getting there. How would you feel about it as an individual — if you went to see someone and they said, "do you mind if Alexa here listens?"

Chris17:07

As a patient, I'd love it — then there's a record. You see this with the telehealth apps that do remote consultations: they offer you a recording of the consult that you can play again. As a patient I'd quite enjoy that. As a doctor, I really wouldn't like it. I'd compare it to security guards, bouncers or police having body cams on all the time, recording everything they do. I'd hate that. So I think there'd be more pushback from the medical side than the patient side.

Musty

Maybe the approach is a device that doesn't store the data long-term — it records the conversation, outputs the draft letter, and there's a guarantee the data is deleted. That might overcome it, because I'd feel the same: if you know you're being recorded, you're never fully natural. Sometimes with patients you have a bit of friendly banter that isn't the strict professional "tell me what's wrong, let me go through this sequence of questions." If I was being recorded, I'd feel I had to cut the casual banter — which is actually probably important, having that human side.

Chris

One of my limitations with the automated summaries — and I don't know a lot about this — but when I was using ChatGPT, I asked it some questions. One was, "how do you get rich as a doctor?" It actually gave a pretty good summary: basically, you're unlikely to get rich as a doctor, you need to start a business. It was pretty good. But when I looked at its answers in general, they'd be maybe 500 words long with, I'd say, about 100 words of actual content, and a lot of fluff — like when you're writing an essay at school and have to hit the word count. So I wonder whether the earlier versions of these automated summarisers will actually create more of a headache for the doctor receiving the communication, where it's AI-generated, long and unclear. It's a bit of a human skill, at least right now, to write two or three lines that are really meaningful and summarise everything. I don't think we're there yet.

So there's a bit of a spectrum. At one end you have a full transcript of the entire conversation, which for a 10-minute appointment isn't going to be that helpful or passable to a doctor. Somewhere in the middle you have these ChatGPT-style summaries — the points are there, but with a lot of fluff around them. And then the gold standard is a nicely structured thing with just the key salient points, in that format of history of presenting complaint, past medical history, progression of symptoms, the relevant information. We're definitely heading in this direction. I'm not aware of anything fully doing it to that extent yet, but it feels like broadly the technical capability is there now — we'd just need to fine-tune it for a medical context. There are tools like Amazon Comprehend Medical, which sells itself as something to pick out salient things from text — you give it a long paragraph and it picks out that this is a symptom that's been getting worse for three weeks, and this is a past medical diagnosis. But I've not seen anything yet at that far end of the really high-yield output that would work clinically.

Musty21:09

It seems like hospital systems don't like paying for loads of individual tools. So I wonder if the path is to do one small thing really well and then get acquired by one of the big EHR systems — Epic, EMIS, whatever. I wonder if that's really the path, because I can't see something like this standing on its own. What do you think?

Chris

There's definitely some truth to that. One angle is to offer some concrete service of which this is a part. So let's take referral letters — a letter that says, "this is my patient, I'd love you to see them, this is why," requesting an appointment. Maybe you create a tool that generates that, someone uses it at the point of making the referral, and that becomes a standard thing you want incorporated by the existing software providers — so it's an acquisition play.

But I also wonder if you could be the wider software provider that services the whole pathway, of which your tool is just one component — you're actually doing the whole thing. If you can offer something concrete that covers part of the pathway, of which this tool is one component, that's a potential way it could become bigger.

Musty

How much have you worked with electronic health record systems — how open are they, how good are the APIs for building a tool that inputs into them? Because for this to be seamless you need to access the patient's records, make referrals, and so on. Do you have any experience with that?

Chris23:41

I don't have direct experience interfacing with them from an API point of view — I have experience getting data out of them for research. But one interesting approach, which I spoke to someone about recently, is that you can get away without necessarily needing the API interface. My general impression is that they're not super easy to interface with. But you can have macros at the computer level that operate over the system without the system knowing you're querying it. You create a program that moves your mouse, clicks on the patient record, goes into the file and extracts it. This guy I was talking to — his company basically does this for some GP services, automating their processes. They run virtual computers with a login for EMIS or SystmOne, the two main GP systems, and it literally just clicks, gets the information, and automates processes around that — maybe even fires off a letter.

There are pros and cons. The pro is you're not dependent on them having an API endpoint or officially collaborating with you. But you're also vulnerable to changes in their software — if they tweak the flow, you have to rewrite the whole macro, because the previous one just doesn't work anymore. So it's a hacky way around it.

Musty

As a side point — what do you think of these ancillary businesses? There's always the main sexy thing, and then these ancillary services. I think I know the company you're talking about. It's essentially: okay, you're building a startup that needs to interface with lots of different EHR systems — that's a huge task in itself — so we're the company that makes that possible, you just plug into us. The other example is people building in the wellness or health-optimisation space who need to interface with loads of wearables — Apple Health, Garmin, Nike+, whatever. That's a big task too. So there's a company, I think called Vital, whose whole thing is that they just make it happen. I always find it interesting when people build businesses around a particular hurdle — they seem to do really well.

“You're building shovels rather than trying to dig any particular hole. If you can build the shovel everybody wants to use, you're in a very good position.”

Chris

Chris25:40

In general those kinds of businesses can be strong, because you're building shovels rather than trying to dig any particular hole. When everybody's trying to access health data from different places and build different services, if you can build the shovel everybody wants to use, you're in a very good position. And interestingly — there's Vital, but I've seen at least two other companies out of YC doing pretty much exactly the same thing. So a few people are having a similar idea at the same time, which makes sense — it's representative of the times: people are all thinking about this aggregation and combination of health data.

I'm generally quite bullish on these approaches — building genuinely needed infrastructure that enables other people to do stuff. Maybe it's a bit of a tangent, but I'm always thinking about what directions to go from a startup perspective, and when I was looking at what I could build to support machine learning in healthcare — one angle is a specific use case: say CT scans, where you build AI that analyses the CT and triages, or decides whether someone needs thrombolysis for a stroke. There are many, many specific applications like that. The other angle is: is there something I could do that enables more ML algorithms to be built? You could argue the enabler probably has a larger impact. Imagine there are 20 radiology AI startups with cool ideas that all make sense — but they all have one blocker. If you build that blocker away, you've enabled 20 companies to come to fruition, versus building one of the 20. So broadly I'm pretty bullish on enabler plays.

Musty

I guess the problem is that your value to the world becomes more abstract, at least on a personal level. I think it's cooler to build the thing rather than enable other people — but I totally agree with you.

Chris

You need both, right? So it's good.

Musty

True. Do you have any other thoughts on automation, summarisation or generative AI, or should we move on?

Chris

No, I think we've probably covered it.

Musty28:45

Cool. So I've got an idea I want to talk about. Round two, fight. This is direct-to-consumer weight-loss clinics.

Most of the Western world — or many people in it — are too fat. Smoking gets a really bad rep, but I saw a paper comparing whether smoking, poverty or obesity was the bigger detriment to your physical health, and surprisingly, being obese is the worst one. Smoking has all the negative PR, but obesity is even worse. The stat I saw was that one billion people in the world are now obese. And when you look at lifespan, especially in developed nations like the UK and US, we're starting to level off for the first time — around 78 to 80. There might be some cool new therapeutics, but it really comes down to prevention and lifestyle. That's the bottleneck in why we're not improving our nation's health, and maybe why it's getting worse. For many people in the Western world, if you're overweight, the single best health intervention — for your physical and probably your mental health — is to come down to a healthy weight.

So being obese is obviously not good. Most people don't want to be obese, but they just can't do it. Chris, you're in great shape — I've definitely got seven or eight kilos on me that need to come off, so I struggle with it too. And the other thing is that diets don't work. I saw this BMJ 2020 meta-analysis — the granddaddy of evidence — that looked at 20 or 30 different diet trials: Atkins, keto, vegan, intermittent fasting, every type. After six months you've lost a little bit; by 12 months almost everyone has put it back on. So dieting objectively just doesn't work. Mechanistically it should — eat less than you burn — but in real life it just doesn't.

So what's the solution? Currently we advise lifestyle interventions, diets, behavioural interventions. And at least in a medical context, I just don't think it works. It's really hard to take someone who's 50 or 60 and make them do a complete U-turn — "everything you've been doing is wrong, do the complete opposite and you'll be healthy." Did you work in GP or primary care? Did you notice people actually losing weight? I've just never seen it happen.

Chris31:18

I think I have seen it, but it's a very small percentage of cases. So many people try, and then if you look at the long term there won't be much change. There's a small minority who have a very big impact — and they're the ones in the adverts for a different diet, "look at this person, they did this" — but they're real outliers. I haven't seen the data, but I imagine it's less than a few percent who have some kind of transformative impact.

There are multiple facets here. So much of it is behavioural; there are physiological elements; there's an educational element of knowing what a good diet actually is — which to some extent still isn't defined, though there's been very interesting progress as a research field in the last five years. It's hard for many reasons. It's very personalised to each individual. And so much of it is behavioural — not superficial-behavioural in the way that, say, CBT makes superficial adjustments —

Musty

That's therapy — cognitive behavioural therapy.

Chris

Yeah — CBT is typically a six-week program focused on, for example, helping with depression or anxiety, but at the level of "what are your thought patterns, what behaviours are you making," rather than going deep into why you see it this way. It's very effective for various conditions. But in weight loss, it feels like that's maybe not enough — you need to go deeper and more personalised on the behavioural side.

Musty

That's the academic argument for why weight loss is a big problem and a great opportunity. Let me make the emotional case too. If you speak to 90% of adults, they'd basically like to lose a bit of fat and gain a bit of muscle. Most people would enjoy that if they could flip a switch.

There's an interesting framework — I don't know which investor said it — called the seven deadly sins framework: this investor only invests in businesses that target one of the seven deadly sins. Weight loss is great because it targets two — pride, having pride in your appearance and looking good, and gluttony: I want to lose weight, but I also want to eat a Pizza Hut beef sizzler twice a week. If you can do both at the same time, excellent. There's been a lot of negativity towards the pill-for-everything approach, especially in America where it's contributed to the opioid crisis, but I think this is great.

So what's the solution? There are two new hot drugs. One is semaglutide and the other is tirzepatide — I think my pronunciation is okay. These are diabetic drugs, and people noticed that when you give them to people with diabetes, they lose weight. So the next thesis was: what if you give it to someone who's not diabetic?

Two trials were done in the New England Journal of Medicine — the Michael Jordan of medical journals — and in both, non-diabetic people who took these drugs, which are a once-weekly injection, lost 15 to 20% of their body weight. That's incredible. That was after six months; I don't think they've done the long-term stuff yet, though I believe one trial is carrying on for two years. But just the fact that you can give someone a once-weekly injection and they lose 15 to 20% of their body weight is absolutely exceptional.

From this, a load of direct-to-consumer clinics have cropped up. You go on a website, have a consult with a doctor, they prescribe the drug, and you take it once a week — and you may or may not get some therapy alongside. In the UK it's something like £150 a month; in the US I imagine it'd be $100 to $200 a month. What I like is that it's almost a guaranteed way of losing weight. Everything else — a coach, a PT, a new diet, more accountability — maybe it works, maybe it doesn't. This is literally a guaranteed way to lose weight. So I think these are excellent. I've got more to say, but what do you think?

Chris

I wasn't aware of these trials, to be honest. It sounds good — if it's consistent across different people, yeah. Did they give any idea of the mechanism of action? I know you said they're both glutide-type things, which if I'm correct is something to do with one of the receptors — like glucose transporters or something.

Musty

I think at least one is a GLP-1 agonist. My simplistic understanding is that they basically make you feel less hungry — downstream they affect ghrelin or leptin somehow, but basically you just feel less hungry. That's it.

Chris37:15

Okay. If it works, it makes sense. So what's the value-add of a direct-to-consumer clinic versus going to a GP? I assume if it's cutting-edge it's not widely available from GPs — but what happens when GPs catch up and it becomes a commonly prescribed thing, assuming the evidence bears out?

Musty

Good point. This is particularly applicable in the UK, or more socialised healthcare systems; the US might be different — I've heard a lot of people there are already on these. In the UK I believe they may be approved just for weight loss, although don't quote me on that. But the benefit is that in a pressured socialised system like the NHS, it's very difficult to book appointments for preventative stuff. "I'm basically healthy, I'm fine, but I want to lose weight" — I don't know what the wait list would be for your GP to do that, but I imagine it's quite long.

Secondly — bit of a tangent — I'm really big on these single-issue clinics that are cropping up in mental health, weight loss and hair loss. Medicine is quite messy: no one fits the textbook definition of diabetes or heart failure; everyone has five or six different issues interfacing with their life at home. But these businesses just focus on a specific issue — "you're losing your hair, you want it back," "you're too fat, you want to lose weight" — and from a monetary perspective it's cleaner and quicker to be seen.

Let me give you another example that's really cool: a company in the UK called Psychiatry-UK. Chris — if you have a kid in the UK and you think they have ADHD, do you know how long the wait list is to get them assessed by a psychiatrist?

Chris

I don't, but I imagine it's long. Ten weeks?

Musty

No.

Chris

A few months?

Musty

No. You set me up well there. It's actually up to seven years. So by that time it's kind of game over for any intervention that could have helped them — they're probably an adult by then. So this company literally just does an online consult with a psychiatrist, assesses people for ADHD, prescribes a starting dose of medication or therapy, and hands them back to their GP. They charge something like £360 if you do it privately.

What I really like: I was looking at this company's Companies House accounts, and it was difficult to work out exactly how much they were making, but it seems like in 2022 they probably made upwards of £10 million, and they've about doubled since 2021. So they're growing phenomenally fast — just by tackling this single problem in the workflow. It's very cool. I think the biggest opportunities for these single-issue online clinics are in dermatology, psychiatry, and weight loss — which maybe interfaces a bit with both mental and physical health. What do you think?

Chris

It makes sense that there are lots of conditions affecting lots of people, so there's a big central market, and by going direct-to-consumer you go straight to the people willing to pay. One thing to be careful with in a healthcare context is the risk of overdiagnosing or being too profit-driven. With ADHD, there's concern that maybe too many people are being diagnosed — and it might be that diagnosing more people and putting them on more medication isn't actually in their best interest in the majority of cases. So there's a risk that you're building a business where, okay, you're helping people get their ADHD diagnosis and medication, but you have to be careful not to be too profit-driven, because you can end up with too many people on medications that might not be the right thing for them, even if they think they should be taking it.

One thing that's quite nice about the UK, from my experience, is that GPs are generally quite good at saying no to things the patient wants but that probably aren't the right thing for them. Part of that is because they don't have the same profit-incentive structure that, say, the US does. But as long as you can navigate that — if the waiting list is seven years, people want to get assessed, and you're assessing properly and not being unduly influenced by profit — then yeah, you're having a good impact.

Musty42:21

The one thing I've learned from primary and secondary care is that when a patient comes in asking for something, it's super easy to just give it to them — whether that's an opiate for chronic pain or antibiotics for a viral illness. It's the easy thing. So I can see how these online clinics, which are incentivised — maybe they've raised money and have incentives to grow quickly — might be more inclined to please the customer.

There's a company in the US called Cerebral, which does something similar and was valued at $5 billion. And another called Done. At least one of them had what I believe was a federal investigation into its prescribing. The criticism, I think, was that they were over-prescribing Adderall and Ritalin and some of the stimulants given for ADHD. I don't know what came of it, but I can see that happening here too.

Chris

Ultimately it's probably not impossible to overcome, but it's always a risk if your business is centred on that being the main profit-generating mechanism. Maybe you could make a different funding structure — people pay for the consultation, but there's no payment tied to the prescription. Basically decouple the financial incentive from the end output of the consultation, so your metrics are more about how many people you're seeing and whether you're assessing them fully.

Musty

Interesting. Although I suspect, just from word of mouth and keeping customers happy, the ones that are more laissez-faire with prescriptions are the ones that come out on top — but maybe I'm being too cynical.

Chris

No, you might be right.

Musty

Do you have time for one more idea?

Chris

Yeah. Which one do you want to do?

Musty

I was going to do your cross-border healthcare idea — although if you want a different one, we can do that.

Chris

No, I think we're good. Let's do that one.

Musty45:00

Final round. Fight. So, Chris, this is actually your idea that I'm pitching — but you're kind of the deadbeat dad who had this idea and then abandoned it, and I'm the person who's picked up the kid and is looking after him now. Because I think it's a great idea.

The problem: there are a lot of immigrants who've moved from India, Pakistan, Sri Lanka, Southeast Asia — wherever — to developed nations like the UK, US and Canada, and they have families back home, often elderly parents with limited family support. There's a lot of cultural stuff tied into this too. So they have a lot of money, especially compared to back home, but they're geographically in the wrong place — they can't look after their parents the way they want to. And in these cultures there's often a big emphasis and expectation around caring for your elderly parents.

The other problem is that back home, unlike in the UK, US or Canada, there aren't the same guidelines decided by panels of experts — "if you have diabetes and your blood sugar is at this level, take this drug first, then this one." Back home, medicine tends to be more of an art. There are charlatans, there's bad medicine, a lot of variety — and a lot of good medicine too — but your parents could be really mismanaged: on completely random medications with terrible side-effect profiles that they shouldn't be on, and you wouldn't know, especially if you're not medical. And if a parent gets ill back home, even just getting them to hospital — maybe there's an ambulance service, maybe not; maybe someone needs to sit with them or advocate for them.

So the solution you worked on — maybe you want to talk about it more — you called it Jappy Day, which I think means hug. It's a subscription service: a doctor comes to your parents every month, checks up on them, does some basic checks, and writes up a report that comes back to you. You pay a monthly fee, and if they need more secondary care, that doctor can sort it out with trusted people back home. It's all managed for you in a nice Deliveroo/Uber-esque dashboard that's super easy to use, so you don't have as much guilt and worry, because your parents are being looked after. There's another level where they could help with chores or jobs too.

This might sound niche, but I think it's a huge opportunity — let me talk about the market size. In Pakistan — that's where I'm from — there are over 300 million people, and 8 million overseas Pakistanis living abroad, predominantly in well-off nations. In India there are about a billion people and 32 million Indians living abroad. Add Southeast Asia, Africa, all these other places, and you get a really big market. Just in the US, say 40 million first-generation immigrants. Even 1% of those is 400,000 people just in the US. So I think this is an amazing idea and I'm really keen for myself or someone to work on it. Chris, do you want to talk about it — and about some of the problems that didn't work?

“Startups usually focus on a few specific things and expand later. So say you pick one specific problem — you want GPs to check in on people with chronic conditions.”

Chris

Chris50:00

It's a super interesting problem, and it capitalises on a lot of interesting trends — an increasingly international world, cultural needs around caring for relatives, and the need to standardise healthcare in parts of the developing world, which is much less standardised than in the developed world. So I share the view that these are very exciting areas to play in, and I think people should build companies here.

There are some challenges that don't fully kill the idea. One is customer acquisition. There are a lot of Pakistanis living abroad, but if you go to any particular location abroad, the majority of people aren't overseas Pakistanis — so you're trying to find a needle in a haystack. A lot of the traditional, geography-based ways of reaching people struggle. The internet changes that a bit, because you can do more targeted approaches. But even then, there's a sub-segment: in somewhere like Bradford in the UK there'll be a lot of Pakistanis, but they also need to have an elderly relative back in Pakistan, and that relative also needs the services you're offering.

Startups usually focus on a few specific things and expand later. So say you pick one specific problem — you want GPs to check in on people with chronic conditions. You're going niche within a niche within a niche: people from Pakistan, living abroad, with a relative back in Pakistan, who also has a chronic condition. You're serving a small niche, which makes it harder for the VC-backed, fast-scale type companies. So I even wonder whether, if you were doing this, you'd not necessarily go the VC-backed route from the beginning — just build it from the ground up. If you can get good traction with that community and a way to engage the people who want the service, I think you could build a pretty nice business. And Pakistan is just one example — there are many countries with this diaspora and this cultural expectation to help look after relatives. Our generation has been described as the sandwich generation: we're looking after our kids and also our ageing relatives, so there are increasing pressures, and a lot of people work long hours and don't have as much time to check in on their parents as they'd want.

Musty52:31

So I think it's a nice opportunity. Tell me, though — why did you decide not to work on it?

Chris

A few reasons. One is that it's harder to go the VC route, and I was very much looking at building a scale-fast, VC-backed company. There probably is a way to do it, but it feels less like one of those ideas and more like a ground-up business.

Musty

The one thing I'll say about the niche within a niche — I agree — but the benefit is that it's not like trying to find people into keeping reptiles, who are spread across the country in random villages, one or two per village. This is a niche where, once you crack the community, everyone kind of knows everyone. Even with my parents — you mention someone from Pakistan who's a doctor and lives down south, and they'll know a friend of a friend. So once you crack into that community — that's the hard bit — through word of mouth you could spread. But yeah, I do recognise it's a niche within a niche, and on the VC side I agree — I don't know how much it fits the blitz-scale framework. Although one benefit: if you kept it light and were more of a matchmaking service initially — just connecting people here to clinics in their home country, sitting as the middleman — you could be earning money from day one and bootstrap the whole thing. In some ways that's a strength. You might need, say, £100k just to fly over and set up the links, but you wouldn't need loads of investment.

But what I still haven't cracked with you is why it wasn't a good idea — because you were partnered with Ali, who's Pakistani as well, so you probably would have cracked the community, at least as an initial point. What didn't you like about it?

Chris55:03

A few other elements. There's the customer-acquisition side, which is non-trivial. Another is the existing healthcare provision on the ground in Pakistan. We felt the place you'd add the most value — from the people we spoke to — was providing an almost GP, primary-care-type check-in with elderly relatives. With the clinic-referral stuff, systems already exist to a large extent — people will just pick up the phone and call the clinics — so there's not a strong pain point there. But getting someone to come and visit you at home, check up on your health and create a structured report makes a lot of sense.

The issue is that GP, as a specialty, isn't really a thing in Pakistan. There aren't trained GPs waiting for a job, or to do remote work or home visits. There's variation in the level of training different people have, and there isn't a clear-cut divide between doctors and non-doctors the way there is in the UK — "I'm a doctor" versus "I'm not." There are a lot of people with some general medical experience who might offer these services but aren't medically qualified. And likewise, you have people who are medically qualified but have only worked in hospitals and don't have GP experience.

When you look at other platforms offering this kind of thing, the main critique customers have is variability in the quality of the doctors and the ability to trust them. So if you're building here, you really need to create that trust — and that's key. If you're living abroad, arranging a doctor to look after your relative, you have to trust that doctor completely: you can't see them face-to-face, you're letting them into your family's home to examine your parents, and you're putting your name on that as the son or daughter arranging the care. But it's very hard to build a scalable company where you have that full trust, particularly if the pool of doctors you're tapping into isn't set up to provide this kind of care. So there's a transformation required — training people more around general practice, or a doctor-acquisition play to find the ones with the right experience, skill set and availability to deliver these visits.

So it's this challenge of matching things — and you add the complexity that, on the supply side, you also have geographical restrictions. You need someone in the UK with a relative who needs this care, but that relative might be in Lahore, and someone else's might be in Karachi — and you need someone on the ground to deliver those visits in each place, who also meets the requirements of being an appropriate doctor. So there are a lot of logistical challenges around providing this service and differentiating yourself on the level of trust and reputation of the doctors — because the company would live or die on that reputation, and it'd be very hard to really ensure you have it. Those are some of the main reasons we moved away from it. There's a lot of good in it, and maybe someone will come in and build something great — but there's a lot of weeds to get through around how you establish trust, verify the doctors, maybe even train them by partnering them with doctors abroad who have more GP experience, and then retain them.

Musty58:52

Totally agree. I spoke to my dad, who said the exact same thing — that general practice, or primary care, doesn't really exist as a specialty. Neither does geriatrics, really. You go straight to the specialty you want: if you have a cardiology problem, you speak directly to the cardiologist.

Also, just to add: the huge regulatory and litigation burden. If one of your doctors sees an elderly relative one day and they die the next — potentially that was going to happen anyway, but people get upset, and you might bear the brunt of that.

But the last two benefits I didn't touch on: one, there's a currency-arbitrage opportunity, where money here — in the UK or US — is worth a lot more back home. The figures I looked at: the equivalent of a quick GP consultation would be about a thousand rupees, which is about seven or eight pounds; a specialist one might be about 30 or 40 pounds. So there's a massive arbitrage where rich Westerners are paying and you're getting care from these countries.

Secondly, all these challenges are in some ways a very good moat. There's the "is the juice worth the squeeze" question — but in another sense, you're not creating the next dermatology AI startup that everyone can do; you're doing something that's actually really difficult. And if it does work out, you've got a really defensible moat, because you've got all those relationships, that brand, reputation and trust. So it's a difficult one, but whoever does it, I think they'll make a lot of money, and I think it'd be really cool.

Chris

Yeah, I agree. Nice.

Musty1:00:10

Shall we finish up? Do you want to plug yourself — where can people find you?

Chris

Sure. The best place is my personal website, chrislovejoy.me. I talk about the different products I'm working on and link out to my socials there.

Musty

And you can find all my stuff at bigpicturemedicine.co.uk — on YouTube, on all podcasting networks. If you enjoy this format, let me know: tweet at me or email me at hi@musty.io. And if you've got ideas to discuss, let me know and we can definitely do something together. Okay, man — thanks a lot. I'll stop recording. This was fun. Take care.