WHIPPANY, N.J. – Bayer launched the G4A Generator program this week with a call for applications from startups in the digital health self-care space.
“The startup entrepreneurial DNA is really driving the momentum of this program,” said Eugene Borukhovich, global head of digital health innovation at Bayer, during a recent edition of the Digital Health Today podcast. “It follows with the ‘beyond the pill’ approach that pharma has been taking.”
The G4A Generator succeeds Bayer’s successful Grants4Apps Accelerator and Grants4Apps Dealmaker programs in Europe last year, which sought software, hardware or technologies to improve health outcomes or pharmaceutical processes.
Borukhovich said the recently launched generator program will focus on four key areas of home health: self-care, nutrition, sun care and pain management.
In the self-care category, the company will be looking for a mobile app to help people manage care for themselves and their family.
In the pain management category, the company will be looking to help people manage pain without pills.
“That’s likely to be in the digital space, as well, either with or without a medical device,” Borukhovich said.
With the application window open until March 23, Bayer hopes to get at least 10 startups into the final round and go to market with some of the ideas within two years, said Barton Warner, vice president of strategy and portfolio management at Bayer. Ideally, Bayer is looking for products that already have a proof of concept or have been approved for use. The winners will be announced in New York this spring.
Warner said the G4A Generator is a way to move the company forward by leveraging the trust it has built with consumers over the last century to give them new options in home health care.
“Between the startup community bringing new innovation and Bayer’s skill set around mass markets reaching millions, that’s a sweet spot where we can really find a good partnership,” he said.