Genon Inc. (Genon) is a startup that runs Hifumed, an online consultation app specializing in dermatology and focused on atopic dermatitis. Patients who have seen dermatologists for years without getting better, or who find it hard to visit a clinic, sign up, and many “graduate” from the itching and inflammation. CEO Chiaki Takahara, whose own struggles played a big part in starting the company, talks about the passion behind the business.
Peace of mind with insurance coverage: consultations from home, without the burden of clinic visits
Many people struggling with atopic dermatitis, from small children to adults, receive treatment through Hifumed, the online dermatology service we run.
We currently have about 2,700 users. People who say “I was looking for a treatment that suits me,” “I was looking for a dermatologist who would listen,” and even “I had given up on getting better” start using the service through referrals from friends and family or word of mouth, and many see their symptoms ease or go into remission and “graduate.” All consultations are covered by health insurance. By uploading their health insurance card to our app in advance, patients can receive care at the same co-payment rate as at clinics in town.
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In general, there are few dermatology outpatient clinics, and access to care is not very good, whether in big cities or regional cities. With online consultations, patients can receive consultations and medication guidance at home, so even busy people with work or childcare can see a doctor without worrying about travel or waiting time. Another big advantage is that it can be accessed from anywhere in Japan.
Many regional cities and remote areas have no dermatology clinic nearby. Even in cities with many medical institutions, some people struggle to find a treatment that suits them. Hifumed currently has about 10 doctors specializing in atopic dermatitis, and patients can choose the doctor who suits them. The service is used by a wide range of people, from those living in the Tokyo area to those on remote islands, and from small children to adults.
Expanding the business with an eye to regional partnerships and overseas expansion
One of the things we value most is securing consultation time for patients and doctors to talk thoroughly. At Hifumed, we set aside about 10 minutes per patient. That is about three times the “3-minute consultation” often said to be typical at ordinary clinics. We also carefully select our doctors: not only do they have extensive expertise, they are all kind doctors who stay close to patients with the goal of reducing medication. Many users feel this, and they are satisfied, saying, “The doctor really listened to me.”
Hifumed uses a dedicated app that lets patients share their daily skin condition and medication use with the doctor. Patients photograph their skin every day and upload the photos as a record. In consultations, they check changes in their skin symptoms together with the doctor and move treatment forward in a way they are comfortable with. Through partnerships with pharmacies, the medicines needed are delivered to the patient’s home the day after the consultation. Patients can receive individually optimized treatment without the burden of visiting a clinic.
Currently, the treatment continuation rate is about 80% and patient satisfaction in surveys is about 90%, both of which we are maintaining at high levels. Going forward, we want to cover not only atopic dermatitis but also other skin conditions such as psoriasis, eczema, and acne vulgaris, and provide an environment where every patient can receive treatment that suits them.
We also plan to strengthen partnerships with local medical institutions and pharmacies and focus on building a care model that combines online and offline. We are also planning overseas expansion, mainly in Asia and Oceania, to countries where online medical care is not yet established. In 2024, we joined the “Global Navigator 2024 program” run by MedTech Actuator, an Australian healthcare accelerator, and presented Hifumed’s technology there. We are actively building useful connections with medical and university professionals in Australia.
Bringing individually optimized care to more people
Behind the business concept is my own experience of struggling with a skin condition for many years. When I visited medical institutions, I waited for hours in the waiting room for a consultation of just a few minutes, and I could not communicate enough with the doctor in the short time. That made it hard to see the path of treatment, and I sometimes found it difficult to stay motivated to keep going to the clinic. Dermatology clinics across Japan are in similar situations, and many patients stop going to the clinic or give up on getting better.
Everyone in my family works in medicine, and I once thought of going into medicine myself. But even if I became a dermatologist, the current problems would not be solved, and I might end up creating the same situation. It would be better to start a business to solve those problems, which could help more people with skin conditions. That thought was what led me to start the company.
So in 2021, I joined Osaka City University Health Tech Startups (now OMU Health Tech Startups), a program run by OIH, where I learned from experts how to run a business and about the medical field, and I won the top award at the final Demo Day. After that, I founded the company with my colleagues in January 2022. We launched a beta version in 2023 and the official version of Hifumed in June 2024.
No matter where you live or what your lifestyle is, you can receive care that suits you. We will keep exploring new possibilities in medical care that respond to each person’s voice.
How We Used OIH
Even before starting the company, as an OIH Player member, I took part in accelerator programs and pitch events and secured a path to fundraising. Our investors include practicing doctors active in Kansai, who have given us not only funding but also advice and support for moving the business forward. It is no exaggeration to say that our business was born from meeting OIH and grew from there.
Interview date: November 22, 2024
(Interview and text: Aya Iwamura)