Treato

Treato Ltd. was an Israeli medical intelligence firm founded in 2011 by Gideon Mantel and Ido Hadari, who also served as the company's CEO. The venture was established to systematically analyze vast amounts of user-generated content from the social web, transforming unstructured patient conversations into structured, actionable data. Co-founder Gideon Mantel brought entrepreneurial experience from his time as co-founder and CEO of Commtouch Ltd., a global email and messaging services company. Ido Hadari, who took over as CEO of Commtouch in 2010 before joining Treato, contributed a background in business leadership across international markets.

The company's core business centered on providing "patient voice" insights to the healthcare and life sciences industries. Its business model had two main components. The first was a free-to-use consumer website, Treato.com, which aggregated billions of discussions from blogs and forums, allowing patients to research medical conditions and treatments based on the real-world experiences of others. The second, and the primary revenue driver, was a subscription-based intelligence service called Treato IQ (previously Treato Pharma). This flagship product was aimed at pharmaceutical companies, marketing agencies, and healthcare organizations. Treato IQ offered a platform with deep analytics on patient sentiments, decision-making drivers, medication switching behaviors, and competitive perceptions, enabling clients to inform strategies across marketing, product development, and safety.

Treato's technology utilized advanced Natural Language Processing to index and make sense of health-related discussions, turning them into a searchable knowledge base. The platform provided insights on brand-level and condition-level patient journeys. Over its lifespan, Treato raised significant capital, including a $14.5 million Series B round in April 2013 from investors such as Orbimed and New Leaf Venture Partners. Despite its efforts and having indexed over a billion discussions, the company faced financial difficulties. After a 2016 cost-cutting program and a failed attempt to secure an acquisition, Treato filed for liquidation in August 2018, reporting it was in a state of insolvency.

Keywords: patient intelligence, social health analytics, patient voice data, real-world evidence, pharmaceutical market research, health data analytics, online health discussions, medication sentiment analysis, competitive drug intelligence, patient journey mapping, treatment experience data, healthcare consumer insights, natural language processing, user-generated health content, life sciences business intelligence, pharmacovigilance, brand management pharma, ad-hoc reporting, real-time health data, medical intelligence, patient reported outcomes, digital health intelligence