Eli Lilly’s February 2025 price reductions on weight-loss drug Zepbound and diabetes drug Mounjaro, followed by Novo Nordisk’s Wegovy discounts in March, signal intensifying competition in a pharmaceutical market that earned $176 billion in 2021, with forecasts hitting $320 billion by 2026.
While drugmakers battle over costs, MoveSmarter Health, a U.S. startup launched in Argentina, is sidestepping the fray with a health app that leverages exercise to cut cancer risk and aid recovery. The National Cancer Institute notes that up to 40% of cancers could be prevented through lifestyle changes like physical activity, a fact MoveSmarter Health aims to turn into action.
The company’s app creates personalized exercise plans for patients, paired with a Doctor’s Dashboard that delivers real-time data to oncologists. Argentinian doctors are starting to test it and use it to monitor progress, addressing side effects like fatigue and muscle loss that affect up to 80% of cancer patients during treatment. This approach contrasts with the drug industry, where single medications, like Keytruda, pulled in $25 billion in 2023 alone, per industry figures.
MoveSmarter Health’s focus stems from a belief that exercise belongs in cancer care at every stage, a view driving their Q2/Q3 testing stage to analyze its impact. NCI research supports this: active individuals reduce colon cancer risk by 19% and breast cancer risk by up to 21%, benefits that the app’s tailored plans aim to deliver for prevention and recovery. Their platform offers a complementary solution as pharma giants like Lilly adjust pricing under market pressure.
A Lean Startup’s Bold Bet
Founded by a former model and a Silicon Valley veteran, MoveSmarter Health operates with a 12-person team and no venture capital, choosing to prove its concept before scaling. This bootstrap ethos prioritizes results over rapid growth, a rarity in a health tech space often flush with funding. The app’s tailored routines target specific needs, backed by science showing aerobic exercise eases breathlessness in lung cancer patients and strength training reduces lymphedema risk in breast cancer survivors.
Oncologists in Argentina value the real-time data for guiding patients, a trend that could expand as the solution progresses. The NCI explains the mechanism: exercise lowers inflammation, balances hormones like estrogen, and boosts immunity, all factors in prevention and recovery. MoveSmarter Health translates these findings into daily plans, offering a low-cost complement to a drug market facing pricing scrutiny.
The startup’s lean model reflects a broader push to rethink cancer care norms. While Lilly’s price cuts aim to keep drugs competitive, MoveSmarter Health bets on exercise as a scalable solution. Their app doesn’t replace treatment but enhances it, addressing gaps that persist despite pharma’s billions.
Data-Driven Cancer Care Ahead
With U.S. expansion pending FDA clearance, MoveSmarter Health’s solution could provide evidence to elevate exercise in cancer strategies. The NCI’s 40% prevention estimate underscores a missed opportunity, one that the startup seeks to seize with tech-driven insights.
As drugmakers like Lilly navigate a shifting landscape, MoveSmarter Health offers a different lens: health rooted in science and patient action. Their work, being tested in Argentina’s clinics, could redefine how we approach cancer, blending prevention and recovery in a way that complements rather than competes with traditional care.
