Beiersdorf invests in startup app Dermanostic

24 Feb 2022 --- As part of Beiersdorf’s Eucerin digitalization strategy, the skin care specialists searched for relevant partners in the field of telemedicine and medical aftercare. As a result, Beiersdorf has entered into its partnership with the German startup dermatological brand Dermanostic, an app-based 24-hour service that offers diagnosis, therapy and prescriptions by dermatologists.

Users contact a dermatologist team member via their smartphone. Once connected, the user uploads three photos and answers a questionnaire. A dermatologist will then provide a diagnosis with therapy and a prescription within 24 hours, for a cost of $25. After approving the private prescription, Dermanostic will deliver it to the user’s door or a local pharmacy. 

Click to EnlargeDermanostic and Beiersdorf hope to make dermatology accessible to all. Source: Beiersdorf/DermanosticDermanostic’s vision is to improve and digitize dermatological care in Germany and beyond. “Treatment via app enables everyone to access a dermatologist easily and quickly via smartphone without long waiting times,” says Dr. Alice Martin, Physician and Co-founder of the company. “This makes it easier for immobile people or people in rural areas to contact a dermatology specialist.” Dermanostic states that 92% of its patients do not need a further visit to the dermatologist after receiving its service.

Speaking about what it believes is missing from the mainstream market that Dermanostic seeks to fill, and what stood out to the multinational personal care company, a spokesperson of Beiersdorf shares: “Dermanostic particularly convinced us with its founding team, with a clear vision in combination with extensive medical expertise and start-up experience. In addition, the image-based approach at Dermanostic enables a modern digital experience for patients, and the app convinces with its ease of use, high speed as well as the quality of the diagnoses. The approach is easily scalable to help as many patients as possible quickly.” 

The spokesperson adds: “Skin concerns such as acne, atopic dermatitis, or hyperpigmentation not only affect people’s skin. For those affected, they often have an impact on their self-esteem, their state of mind, and thus on the quality of their lives.” As a result, Beiersdorf has crafted and developed its dermocosmetics brand, Eucerin, with its purpose: “We believe in the life-changing power of dermatological skin care.” 

“With effective, highly tolerable and clinically proven skin care innovations from Eucerin, people have the chance to make their skin feel better and therefore be able to enjoy life to the fullest again,” says Beiersdorf’s spokesperson. “To be able to offer these products, we draw not only on our intensive research and development work, but also on close communication with dermatologists, such as the experts from Dermanostic.”

Additionally, the company also strives to engage in close communication with Dermanostic to learn from one another and thus hone and improve digital closeness with its consumers. “This is especially relevant in times of COVID-19 and physical distancing,”  Beiersdorf says.

Social media ‘skinfluencers’

In the beginning, Dermanostic relays, it was difficult to gain the trust of the patients because they are used to seeing their doctor face to face. Detailing the greatest challenges to achieving its vision, Martin shares: “Questions like ‘Does this even work?’, ‘Are these even real doctors?’ or ‘What if they make a wrong diagnosis?’ have reached us very frequently. The skepticism was certainly given, but the Dermanostic team of specialists convinced with above-average competence and a diagnostic certainty of over 99%.” To date, over 50,000 patients have been treated via the app.

Click to EnlargeTens of thousands of people have used the app. Source: DermanosticIn the short-term, Dermanostic’s goal is to successfully treat patients at all times and help them recover as quickly as possible. “We want to become one of the most popular social media ‘skinfluencers’ to explain different topics to patients,” says Martin.

Currently in progress, a long-term goal of the brand is to develop artificial intelligence (AI) for the detection of skin diseases. The brand is also currently in the process of concluding contracts with statutory health insurance companies regarding the assumption of costs for the treatment.

In the future, Dermanostic sees opportunities to cooperate with hospitals as well as health insurances or other health-focused companies. “Of course, Beiersdorf's investment also offers us a great chance to develop and grow,” shares Martin. The brand also recognizes how telemedicine and thus also teledermatology are becoming increasingly important due to digitalization and the pandemic. “Patients are increasingly inclined to use digital services, which gives us great opportunities,” adds Martin.

The Dermanostic team hopes to drive the digitalization of the healthcare world and dermatology. “We want to make it possible for everyone worldwide to consult a dermatologist,” expresses Martin. “We want to counteract the shortage of specialists and prevent long waiting times for an appointment for our patients. Digitalization is here and we want to set an example of how a digital solution can significantly change and improve healthcare.” 

By Natasha Spencer-Jolliffe, BPC Insights Senior Journalist