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Interview with Gijs Hubben, Co-Founder and CEO of BaseCase

As an introduction to BaseCase, we asked the newest member of the
marketing team to get inside the head of our CEO. She came up with
a few questions to find out more on his experience and predictions
for the future of healthcare and technology. We liked it so much we
thought we’d share it with you.

Where did you start your career and what was the single defining moment that lead you to where
you stand today?

I got to know the research field of health economics at the University of Groningen in the
Netherlands. A key moment in my career was to team up with Diarmuid Glynn (our CTO) – we are very
well aligned on our views on innovation and entrepreneurship, and we are both very tenacious!

What is it about your current role that sets it apart from other CEO positions?

In a young company such as BaseCase, I am still very close to the customers and product innovations – two things I really enjoy.

What are the biggest challenges you face when visualizing your clients HEOR data?

  • To present a simple, clear and visual message that anyone can comprehend
  • To make appropriate use of interactivity to engage the audience

What are the most common model design mistakes you come across? Any suggestions to model
developers?

The biggest mistake is to try to accomplish too much – I’ve seen many so-called ‘user friendly’ models that let the user manipulate everything, and thus they show everything. The result is a
complex tool that no one will use – you might as well just give your representatives the full
spreadsheet. A representative will only use an interactive presentation if he/she is completely
comfortable with it – no one wants to get a question from a customer and not have the answer.

At BaseCase we try to reduce the information density of presentations as much as we can. My
recommendations: focusing on a minimalistic design that will communicate the main message instantly and present results first and explain as needed. Put details and background information into deeper layers and use them as needed as ‘objection handlers’. Try to address the needs of 80% of the
audience – don’t worry about the rest

How do you see health data visualization developing over the next couple of years? Do you think
the importance of data visualization will continue to grow?

Yes – as we collect more and better data on healthcare processes, we will need better tools to make sense of it. The area of real-world evidence will be a definite growth area for BaseCase. Data
visualization tools will certainly move into the cloud, like the tools here at BaseCase.

What’s the biggest opportunity you see in health care and technology today?

I believe that the worldwide pressure on healthcare budgets is an enormous incentive for
manufacturers to focus on innovations that save resources and improve healthcare at the same time.
This will benefit everyone as we will eventually get more health for the money we invest.

Fast forward to 2020, what advances do you hope to see in HEOR?

In 2020, I hope that HEOR professionals will have learnt to clearly communicate the results of
their research to the world.

And lastly, if you weren’t doing this job, what would you be doing?

I would have invented a machine that can make breakfast.

Click here if you would like to learn more about BaseCase and how the platform can help you
transform health economic data into interactive communication tools.