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Startup of the week: Pictogram based care and action planning

In this edition, we meet with a founder of early-stage startup at the verge of IT and Healthcare. Tomislav Markovic is now in the first stage of creating his Pictogram based care and action planning and is looking for the first round of funding.




Tell us about your company.


Tomislav: My invention relates to a method for graphically creating care documentation and a corresponding computer program product. It is a "few clicks and done" solution, as everything is created automatically in the background using marked and classified pictograms (text descriptions, risk assessment, care degree determination, action planning, prognosis/care goals). Template systems are provided to further accelerate the marking process. It is language-independent, as the user does not even have to speak the language.


Briefly summarized: The user takes a look at the patient/resident, selects a template, adjusts just a few pictograms if necessary and presses Apply. The text descriptions, prognoses, care degree determinations, risks/susceptibilities and action plans are generated automatically. The logic behind this: it is easier to adjust the small differences than to write something from scratch. Everything is done with a few mouse clicks without dictating or typing. Everyone understands pictograms and they are applicable to all healthcare systems worldwide.


I plan that in the first year the product development will take place and the worldwide patent will be applied for (the deadline for priority right expires on February 12, 2025, so the time is pressing). In the second year, when I already have the software solution, I plan to market the product with internal or external sales. 


I am planning a sale to software manufacturers for the hospital sector or care sector in the form of licenses or exit in Germany and worldwide, as the solution is adaptable to healthcare systems worldwide.


What made you become an entrepreneur?  


Tomislav: I have spent my last 9 years working in healthcare and have gained experience at all levels of the profession. I have experienced the sunny side of the job but unfortunately also the darker side: several nurses crying because of care planning and problems with health insurance companies because of the lack of planning. In such cases, unfortunately, the staff's statement that it takes too long and is too complicated didn't help much. 


When I switched from geriatric care to the hospital sector, I realized that the situation there wasn't much better either. 


For years I had an idea as a solution for planning, at the end of 2023 I said to myself: do it. 

At the beginning of 2024, I presented my idea (descriptions and visualizations) to a software developer, who told me that my idea was feasible and praised the fact that he himself would be able to use it to create care plans, despite having no nursing expertise and certain difficulties with the language. As he wasn't the first person to give me the wind at my back with praise, I filed the patent application with the German Patent Office on February 13, 2024, and have been looking for investors ever since. 


What is the most challenging part of running your own startup? 


Tomislav: I always say that you should always have your goal in mind, but you move forward step by step. 

At this moment I hope to find an investor who recognizes the quality and viability of the idea and helps me to overcome the financial burdens of the foundation, worldwide patent, software production and sales in the first 2 years. 

Future plans are marketing in Germany, DACH and then worldwide.


What is the biggest challenge you have faced when looking for funding? 


Tomislav: The fact that I am in a very early phase makes it a little more difficult to find investors. Most people play it safe and invest in start-ups with steady revenues and only after 2 rounds of financing. 

But if you take a closer look at my idea, possibly talking to experts in the market, it becomes clear that I can easily beat my competitors and that it is an idea with a very wide reach.


Every great company started with a man who didn't sleep for weeks to develop an idea and with the first investor who said: You know what: I'm in.


What is the most rewarding aspect of entrepreneurship? 


Tomislav: Everyone who has worked in the healthcare industry knows how exhausting and difficult it can be. In the 21st century, we can have everything done by cell phone with a few clicks and at the same time nurses are sitting in overtime because of care planning. That is sad.  Also, hospitals and elderly care Homes have quality or legal problems because of missing or incorrect documentation.  

I want to make Care and Action Planning easier and faster for millions of care workers in healthcare. 


Reach out to Tomislav to learn more about the company: https://www.linkedin.com/in/tomislav-markovic-ll-m-203124b8/

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