First Derm: The App for Those Awkward Skin Issues

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Skin issues can creep up on you: They can be painful, itchy, and sudden. There is no need to wait, anonymously consult a board-certified dermatologist using iDoc24's First Derm today.

Searching online for skin problems without medical expertise is difficult, tedious, dangerous, and oftentimes unproductive.

First Derm is an example of mobile telemedicine, also termed “mHealth." In only a few months, over 4,000 users downloaded the First Derm teledermatology app and submitted over 1500 cases. iDoc24, a grassroots digital health start-up funded by family and friends, has unveiled the secret of the consumer health app marketplace. It doesn’t cost anything to download the app, and you only pay a fee of $39.99 when you submit a case. There are almost no apps in the Apple App store for which customers are willing to pay $39.99 to use a service.

Dr. Alexander Börve, orthopedic surgeon from Sahlgrenska University Hospital, Sweden and CEO of iDoc24, is a PhD student currently on rotation at the School of Public Health at UC Berkeley. Dr. Börve has been researching the mobile medical space since 2005 and has gained extensive insight on what people expect and appreciate in their healthcare.

Over 80% of Internet users will search for their health symptoms online, as an online search is convenient and relatively anonymous. Last month, “children rash” was Googled over 90,000 times each month and “bump on penis” was searched 110,000 times. “Health issues are embarrassing. How many times do you post that you are sick on social media?” asks Dr. Börve. “Never, people are inherently reserved about their negative features and prefer to keep illnesses to themselves. Some are even hesitant to consult a doctor unless it’s a life threatening emergency.” Since most people hold back from publicizing their health issues, anonymity in health apps is becoming increasingly important.

Searching online for skin problems without medical expertise is difficult, tedious, dangerous, and oftentimes unproductive. After downloading First Derm, there are no accounts to create and email addresses and personal user data are not collected; all metadata is removed from the images. Users are completely anonymous. Customers use their iPhones to first take pictures of their skin issues and then submit those images to the First Derm platform for a dermatologist to review. The app employs a tiered pricing structure: Receive an answer within 24 hours for $39.99 or wait up to 48 hours at a cost of $14.99.

First Derm is a Teledermatology App by iDoc24
The First Derm app lets you submit medical information anonymously and delivers personalized recommendations within 24 hours, just like your doctor - but even on weekends and holidays when he/she isn't around! First Derm's cohort of dermatologists are board-certified and strive to provide an accurate possible diagnosis and best possible treatment regime, or inform you if a doctor’s visit is needed. The service does not replace a doctor’s visit, but is somewhere between an internet search and going to the doctor’s office. For more information, please visit

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Jennifer Lonzer
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