Empirical Health GTM brain

Empirical Health sells preventive heart health testing, risk modeling and personalized care to health-conscious adults.

category

Preventive cardiovascular health

market profile

  • text: Heart disease prevention combines lab testing with sustained lifestyle and clinical decisions, creating a gap between knowing risk and acting on it.
  • text: Consumers can buy a broad biomarker panel and app-based heart risk tracking directly.

personas

  • title: Adult concerned about high cholesterol or family cardiovascular risk
    pains:
    • Standard cholesterol results may not explain lifetime risk or what to change.
    • Keeping nutrition and exercise changes consistent is difficult.
  • title: Preventive health consumer tracking biomarkers
    pains:
    • Fragmented lab results and wearable data are hard to turn into a personalized plan.
    • Comprehensive prevention programs can be expensive.

icp

  • text: US adults able to visit one of the company's listed lab testing locations, especially those motivated to understand heart risk.
  • text: Consumers comfortable buying an out-of-pocket lab panel and using a mobile or web app for tracking.

message pillars

  • text: Measure more than a routine cholesterol panel.
  • text: Make lifetime risk tangible and actionable.
  • text: Turn results into individualized prevention habits.

objections

  • objection: I already have a cholesterol test from my doctor.
    response: Explain the additional biomarkers and risk tracking, and encourage discussing results with their clinician.
  • objection: Will the price be clear?
    response: The listed standard panel is a one-time $190 payment; confirm any optional care and eligibility before purchase.

competitors

  • name: Function Health
    why: Consumer biomarker testing alternative named in Empirical's comparison navigation.
  • name: InsideTracker
    why: Competes for consumers seeking biomarker-driven health insights.
  • name: Superpower
    why: Consumer preventive testing alternative named in Empirical's comparisons.

influencers

  • name: Brandon Ballinger
    url: https://www.ycombinator.com/founders/brandon-ballinger
    why: Co-founder with prior consumer health and machine learning experience.

keywords

  • heart health blood test
  • ApoB testing
  • Lp(a) test
  • cardiovascular risk assessment
  • heart disease prevention program
  • advanced cholesterol testing

voice

  • Direct and urgent
  • Science-oriented
  • Actionable and reassuring

signals

  • text: A consumer is researching high ApoB, Lp(a), cholesterol or family heart disease risk.
  • text: A consumer already uses health tracking and wants to turn lab results into a prevention plan.

pricing

model: flat
starting price: $190 one-time

motion

product_led

channels

  • SEO
  • mobile app stores
  • LinkedIn
  • X

confidence

high

Founders

  • name: Brandon Ballinger
    title: Founder
    role: Founder
    bio: AI in medicine. Co-founder at * Empirical Health (YC S23) - full stack preventive heart health scaled with AI * Cardiogram (acquired) - deep learning for heart disease * Sift - top 50 YC company, machine learning for fraud detection. Also: * HealthCare.gov rescue team * Google tech lead on machine learning for speech recognition * Head of Risk Engineering at Brex
  • name: Raquel Rodriguez Martinez
    title: Founder
    role: Founder
    bio: Physician | Health Technology | Co-founder at Empirical Health | Previously Assistant Clinical Professor at UCSF & Family Medicine at Kaiser

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