Figure.1: The Instagram for Doctors Files IPO Prospectus
Most physician colleagues are likely familiar with this photo-sharing app for doctors. It was designed and developed by Joshua Landy and launched in 2013.
The app has currently been updated to version 6.1, with its primary functionalities being image-and-text sharing and commenting, similar to WeChat’s “Moments.” As shown in Figure 1, users can upload photos of medical conditions accompanied by relevant symptom information, facilitating inquiries or professional insights from viewing physicians. Similar to Instagram, the platform allows users to comment on, categorize, tag, share, and bookmark images, enabling them to locate relevant medical cases based on specific conditions or anatomical illustrations.
As Figure 1 positions itself: “Free, safe photo sharing for healthcare professionals,” it features highly distinctive characteristics:
Professionalism.Figure 1 reviews the medical practice qualifications of all users to ensure that each user is an industry professional. Moreover, Figure 1 has currently attempted to promote real-name authentication, which will further guarantee the professionalism and authenticity of users. By not being open to ordinary users, it prevents patients from seeking "medical consultations," thereby ensuring that academic discussions proceed effectively without interference.
Safety.Figure 1 also implements extensive measures to safeguard patient privacy and mitigate other risks. It prohibits the upload of facial photographs and blurs other details that could potentially compromise patient privacy, such as names and tattoos. Furthermore, users are required to strictly remove any identifiable patient features from uploaded images to the greatest extent possible, and patients themselves must sign a waiver. The copyright of the uploaded images remains with the uploader, and the images can be deleted unconditionally at any time, thereby further ensuring security.
Timeliness.Figure 1 illustrates the emerging scenarios encountered across various sectors within the healthcare industry, which hold significant implications for the diagnosis and treatment of novel conditions at the forefront of medical science. Mobile internet has substantially reduced the time required for the dissemination of medical information, while expanding its depth and breadth. The advantages and power of this approach have already been demonstrated in Figure 1, particularly in the real-time communication during the detection and management of the Ebola virus and the rescue efforts following the Nepal earthquake.
According to VCBeat, it will also integrate three major functions in the future.
Medical Database.As the user base grows and image uploads increase, Figure 1 will gradually evolve into a massive clinical medical image database. Case images, diagnostic reports, experimental data, and other information will constitute an “Encyclopedia of Medical Images.” Experts, scholars, general healthcare professionals, and even medical students will be able to find the content they need on the platform and upload valuable images.
Facilitate cooperation and exchange among professionals in the healthcare sector.In Figure 1, physicians can discuss patient conditions, diagnoses, and treatments in real time with other experienced and knowledgeable doctors, nurses, and healthcare professionals. Follow colleagues’ activities and interact with them online.
Expansion of Medical Knowledge.Users can expand their medical knowledge by reviewing thousands of rare and textbook cases. Meanwhile, medical images in Figure 1 can be searched using annotations categorized by anatomy and specialty. Clinical images—including de-identified medical photographs, X-rays, diagrams, and MRI or CT scans—can be easily located. For medical students, Figure 1 serves as a valuable study tool for licensing examinations such as the USMLE, enabling them to observe textbook concepts and anatomical structures within real-world clinical cases.
Market Performance and Financing Status
The professional production team and excellent product design have contributed to the strong market response for Figure.1.
Since its launch in May 2013, the platform has been adopted by over 150,000 healthcare professionals across more than 1,000 hospitals. Medical and nursing students at leading academic institutions—including Johns Hopkins University School of Medicine, the University of Pennsylvania School of Medicine, and Columbia University Medical Center—have also served as promoters. To date, images on the platform have accumulated over 100 million views, with nearly 4 million daily views of medical imaging content.
Two years after its establishment, Figure.1 has secured two rounds of financing. In December 2013, it raised $1.7 million in seed funding from Rho Canada Ventures, Roger Chabra, Version One Ventures, Daniel Debow, and Jevon MacDonald. In August 2014, it closed a $4 million Series A round, with most of the original investors participating (excluding Daniel Debow) and Union Square Ventures joining as a new investor. Currently, the company operates across North America, Europe, Australia, New Zealand, and South Africa.
Lead investor Union Square Ventures is a heavyweight in the industry. As a New York-based venture capital firm focused on early-stage investments, it has gained renown for its early funding of companies such as Zynga, Twitter, and Tumblr. This round of financing for Figure 1 aims to establish the platform as an indispensable tool for healthcare professionals.
Founder's Brief Biography
Figure 1. This software is operated by a health-focused technology company, a startup founded in 2012. The company’s lean and highly skilled operations team consists of only a few dozen members, forming a highly innovative professional team.
Joshua Landy
The creative designer of Figure.1 is also an intensive care physician at Scarborough Hospital in Canada. He graduated from the University of Toronto and currently serves as the Chief Medical Officer of Figure.1. Dr. Landy is a Canadian internist and critical care specialist who earned his medical degree from Western University. In 2012, Dr. Landy was invited to become a visiting scholar at Stanford University, where he researched online and multimedia-oriented health education methods. In 2013, he co-founded Figure.1, a free medical image-sharing platform for the medical community. As the founder of a health-focused technology company, Dr. Landy’s direct patient care experience has provided him with a unique perspective on healthcare.
Richard Penner
Co-founder. Graduated with a degree in Computer Science from Lakehead University. Specializes in iOS app development. Previously served as a core software developer at Kobo Inc., Facebook, and Nspire Innovation Network. Currently serves as the Manager of User Growth at Figure.1.
Although Figure.1 has faced skepticism since its launch due to concerns over privacy and security, as well as the clarity and professional quality of smartphone-captured images failing to meet medical standards, it has also been challenged by competing domestic and international applications. Nevertheless, the editor believes that technological advancements will address these privacy and image-quality issues. Moreover, only market leaders are worthy of imitation; the emergence of these competitors is, in fact, a testament to Figure.1’s success. Maintaining a leading position requires continuous innovation, and the innovative capabilities of the Figure.1 team are evident to all. The editor remains highly optimistic about the future prospects of both the Figure.1 application and the company.
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By Zhang Xiangyu | Edited by Mo Renying