AsJawbone continues to work towards a pivot, the Up device maker also continues to talentthatmay not be core to itsfuture. In the latest departure, Kelvin Kwong, who had been the Jawbonesdirector of product management, has joined Big Health, maker of the Sleepio sleep improvement program, as VP of product management. Alongside that, Dr Jenna Carl is now the startups medical director.

The additions come on the heels ofBig Health raising $12 million last year from a notable list of investors that included strategic backerKaiser Permanente. Its been primarily selling its product through to businesses or health services aggregators to offer on to employees, and says that there are some 800,000 workers now able to use Sleepio. (Customers includeComcast, LinkedIn, Boston Medical Center and the Henry Ford Health System.)

Big Health is coming at the health and wellness industry, and combatting specific disorders, by bypassing drugs and instead lookingfor cures throughbehavioral changes.

Itsa disruptive approach. Taking just the sleep industry, there is a whole sectionof the pharmaceutical world dedicated to sleep medication approaching $12 billion by 2021 and worth around $10 billion today, by one estimate. But Big Healths approach with its first product, Sleepio, is to use a form of cognitive behavioural therapy (CBT), delivered by way of anapp, to steer people to more sleep-filled nights.

This is where the two new hires willfit for the startup. Kwongs role at Big Health will be to help the company not just fine tune existing product Sleepio, but also look at what other mental health issuesBig Health might nexttackle using its app-based approach, and how. The how is a big thing, since some argue that CBT and other therapies like it only work through persistent, live sessions. Big Health believes it has found a way to democratize that and make it more widely available.

Behavioral science has been around for a while now, but its largely been used for commercial and business purposes. It has helped, for example, supermarket owners understandwhere best to stock things on shelves, andonline stores whento recommend certain products. Thelast three decades weve learned a lot about how and why consumersdo things, butthose who have made best use of that data are retailers, Kwong said. That is all UI design. But in the last five years, we have started to use the same understanding to help us withour own lives, how to live more healthily, use less energy and so on.Big Healthis an amazing platform to do just that.

This would be an interesting progression from what Kwong did at Jawbone, where his role was to drive behavior change in other words, how to position the startups products not just as health tracking gadgets but how help consumers understandthe wider benefits of using them, and conversely how to use that to better shape the development of the products themselves.

But consideringour report last week about Jawbones shift to a clinical market, it makes some sense that Kwong would leave, as the wider focus on consumers would be removed in place of a more targeted enterprise strategy, where clinicians might be prescribing use of wearable devices, rather than consumers having to come to the conclusion that wearables are essential.

Dr Carl, meanwhile, will be bringing more medical and clinical experience to the team, after nine years of working in the field and training at UCSF, Harvard Medical School/Mass General Hospital, and the VA Palo Alto Health Care System, as well asdoctoral training in the Department of Psychological and Brain Sciences at Boston University one of the leaders in developing empirically supported treatmentsfor mental health, which sits alongside CBT as a route for using less or no drugs to solve certain issues.

Dr. Carls background in developing evidence-based cognitive and behavioral therapies makes her a phenomenal asset to the Big Health team, said CEO Peter Hames, who co-founded the company with sleep therapist Colin Espie after Haims used a self-help book by Espie to cure his insomnia and believed the book could be turned into a bigger business. Hames had been leading product prior to Kwong taking on the new role.

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