About

iDNA Genomics is a privately held biotechnology company focusing on Personalized Health Care. Its focus is in developing and providing Genetic Testing Analysis in both sectors of Medical and Direct-To-Consumer (DTC) Genomics. Customers provide a saliva sample that is laboratory analyzed by Molecular Biology Experts in its own certified Laboratory facilities, using single nucleotide polymorphism genotyping and cutting edge bioinformatics platform, to generate personalized reports relative to the customer's health-related topics. Today, it is scientifically evident that genetic data and advanced technology have the power to improve health, benefit quality of life and reduce the cost of health care services. By identifying the factors that predispose a person to a particular disease and the molecular mechanisms that cause the condition, treatment and prevention strategies can be tailored to each individual. Therefore, the worldwide need is for personalized right knowledge, to the right customer, for the right health life choices. Our aim is through it novel, credible, easy to manage DNA analysis to assist professionals and end-users to receive & translate personalized genetic info to knowledge for better health. Through in-house R&D know-how, bioinformatics platform development and AI applications, we manage to provide this service to our customers at an affordable cost.

Solution & Product

Each and every product (DNA kit & analysis) is the outcome of extensive research & development process and is specially designed to satisfy end-user needs in the most friendly way. Today, 8 products are already on the market whereas, 5 more are in clinical development. Scientific and technological advancements are boosting drivers for new demand and product generation in this market. In the field of Medical Genomics a Pharmacogenomic Analysis for CNS pharmaceuticals is already in the market whereas a full range of products for all major diseases is under development as well as products related to genetic predisposition for life-threatening health conditions. The iDNA Cardio Health in the prevention of cardiovascular diseases was also launched. In the field of DTC, there are 4 products in the market analyzing genes related to Nutrition, Exercise and Vitamins. More products are under development related to Skin Health, Newborns and lifestyle habits. Our novel artificial intelligence platform, PEARL, serves as a basis supporting both our product portfolio and our AI services. It constitutes our Differential Advantage over the existing and upcoming competition. It is based on statistical techniques as well as machine learning techniques, which supports the creation of Polygenic Risk Scores (PRS), for the calculation of indicators related to the genetic predisposition of a person to various health conditions.

Innovation & Scalability

The breakthrough of our products and services is that we introduce adjustment on PRS based on individual habits. Each person’s polygenic risk score is adjusted by several variables (well-known risk factors, e.g. diet, sleep, stress and smoking) and a new adjusted polygenic risk score is calculated which can be monitored periodically. In this way, the risk of two different persons is representative of the genetic risk, as well as, the lifestyle (and current status) of each person. For us, the selling process doesn’t stop at the purchase of the genetic analysis report by the customer. After that, our customer has the option through a monthly low-priced subscription, to continue receiving scientific updates on his personal genetic profile through novel AI applications. This will aim us to create a lifelong “bond” with each and every customer of ours. The benefits for our customer are : •tthe continuous access of updated scientific information related to own genetic profile •tthe monitoring of own Polygenic Risk Score (PRS) based on lifestyle habits Through PEARL platform, this is possible in the most reliable, easy to handle, and cost-effective way. This is a Unique Selling point. All Products and Services provided are developed in-house enabling us to have full access and control on new launches, as well as, on business decision making and exploitation.

Traction & achievements

iDNA Genomics launched its first pharmacogenomics product in February 2020. Despite the COVID 19 pandemic and the necessary lockdowns during the last 12 months, the company has achieved a high penetration rate in the field of Medical Genomics with a >95% satisfaction rate by the Health Care professionals using its Pharmacogenomic product. In parallel, the DTC products were launched September 2020. Till now and through digital campaigns the company has reached more than 1,000,000 potential customers with a recognition rate >50% and more than 2,000 tests sold. The company has already got CE mark for its products, being one of the very few companies globally having a similar certification.

Team & Why Us

Our team consists of 1. A management team of well-experienced professionals with an international successful track record, committed to innovation and sharing the same vision from Health and Consumer sectors to run local and international businesses 2. Top of the class and specialized Molecular Biologists to run the Laboratory facilities 3. Established network with Universities, Research Institutes, Biomedical Foundations, Academies and Authorities to collaborate and foster innovation Our aim is to be a dominant player in the genetic testing market on a global basis. After the launch in Greece in 2020, with Pharmacogenomics and DTC Genomics portfolio, expansion in Europe, Middle East & Africa, constitutes our strategic roadmap. Key priorities are: 1.Build our brand name 2.Increase customer value 3.Achieving operational excellence Competitive pricing is of utmost importance in the current market. In our plan to become a dominant player and to compete against the key players in Europe and MEA, our pricing strategy is and will be aggressive. The consumers’ interest in personal genomics analysis, which will enable them with “informed-based” decision making in their health & wellbeing, is huge. We need to tap this interest with quality products at low prices, compared to the competition.

Funding Needs

The funding needs of the company are estimated close to 1 million euros, to be used for accelerating the market penetration in Greece and other countries within the coming 2 years. Funds will be used 1. For marketing activities related mainly to the awareness and education of people regarding personalized medicine and 2. Further improvement of the Bioinformatic system and user-friendly applications