Steven Macwan

• Born in Israel and residing in Haifa, 44 years old

• Over 12 years experience  Vice President of Sales & Business Development , Chief Revenue Officer, and CEO roles.

• Sectors : Computer Vision , Image Processing , AI & Mobile Apps ,  Robotics 

Serving as the CEO of Microsteer, we developed endoscopic add-on robotic steering systems for the removal of early-stage cancerous tumors. Managed a multidisciplinary team of 7 engineers, gaining expertise in robotics, electronics, real-time software development, motion planning, simulation, sensor integration, and machine learning.

Challenge The entire R&D team was drafted into the military in November 2023, I was forced to take over the entire project on my own, which required me to quickly gain in-depth expertise in every component of the system facing 33 different single points of failures that need to overcome  

we presented the final prototype to a team of 4 top Israeli surgeons. They conducted the surgery using our robotic system, and the procedure was a complete success the first-ever successful use of our robotic system within a live body, which allow us to secure funding of NIS 2.5 Million .

Product

Expanding on Cnoga’s core medical technology, we’ve developed modules and system-on-chips (SoCs) for the fitness sector that combine advanced image processing with thermal and bioimpedance signals. Using AI, machine learning, and cloud computing, these solutions can be easily integrated into various form factors like mobile phones, smartwatches, and other wearables

Challenge

Co-developing system-on-chip (SoC) solutions for monitoring physiological parameters in health and sports applications requires transitioning from DSP-based machine learning to a hybrid model, where data is locally pre-processed and further analyzed using deep learning on the cloud in real-time. This shift to a new processor optimized for wearable devices necessitates strategic partnerships with industry-leading companies

Achievements:

Engaged with Apple, Samsung, Qualcomm Ventures, Garmin, and Polar, resulting in Samsung providing a custom phone with camera access for Cnoga technology integration. Explored SoC development with Maxim Integrated, which proposed a co-development project later introduced to Analog Devices for further exploration

Led the commercialization of an Azure-based AI platform with API and SDK integration, enabling deep learning for non-invasive health monitoring.

Products

• Cnoga Device - Non Invasive sensor 
• Mobile & Web APP 
• API & SDK Integration

Business Model

• SaaS model with an initial fixed fee
• API fee or pay-per-measurement model for remote/mobile health services
• SDK license fee + initial hardware fixed fee

Achievement

• Implemented a cloud-based SaaS model for Cnoga’s services, targeting  B2C ,B2B and B2G use cases.
• Integrated devices and cloud solutions for customers, offering flexibility to connect through APIs or directly to hardware via SDK.
• Enabled telemedicine services for clinics, hospitals, and government projects to remotely monitor patients, especially during COVID-19 and for chronic conditions.

• NATO’s Explosive Ordnance Disposal Center of Excellence (EOD-COE) collaborated with Cnoga to assess blood parameters and hemodynamic measurements during the deployment of new exoskeleton technologies for military forces
• The Brazilian Army’s Periodic Health Assessment (PHA) serves as a screening tool to evaluate the individual medical readiness of service members.
• The Brazilian Army also utilizes our system to register and conduct health screenings for immigrants at the Brazil-Venezuela border.

Cnoga Medical collaborated with the Presbyterian Church of Manaus and Universidad Presbyterian Mackenzie to assess non-invasive bio-parameters in the riverine communities of the Rio Negro in the Amazon.

The MTX device helped diagnose anemia in a significant portion of the population, enabling immediate treatment. It also detected bradycardia in two patients, leading to referrals for pacemaker evaluation, and identified cases of hypertension, allowing for control strategies to be implemented. 

Link - Cnoga Medical Projects 

Sales Channels

• State level municipalities ministry of health utility the benefits web Application and non inasicve sensor for gaining insight of entire population  either in local community clinics and Pharmacies Health Point.
• same masss population screening was replicated in India in collaboration with Jio-Reliance Group during Covid vaccination and in China  , such projects not only generate revenue but also enable use to expand our training set to variues ethnographic population world wide

Product Diagnostic device + Cnoga Cloud Patient management platform 

Business Model : Rental fee of HW + Monthly fee payment per measurement

References  

• Link - Training Medical staff during Covid
• Link - Amazonas River rural communities using Cnoga products

Below - TV News Article 

• Israel TV News Article about Cnoga Medical 
• Workshop attended by distributors from 15 countries arrived to Cnoga Offices 
• Italy TV News Use case of Cnoga Products in Italy - Telemedicine & Covid monitoring 

• Interview Prof. Andreas Pfützner

Achievements & Territories

• Increased sales from zero to $5 million in three years
•  Europe, China, Brazil India, Australia & NZ, United States, and Japan.

Business Models

• Work closely with 25 strategic distribution partners across worldwide
• B2B - Distributors , Telemedicine companies , Clinics , Pharmacies 
• B2C - Direct sales to customers of our non invasive glucose meter 
• B2G - Securing contracts worth $45milin government project monitoring over 3 years

Overview

• Established and managed Cnoga’s wholly-owned subsidiary in Shanghai,
• leading a team of 25 employees across sales, marketing, technical support, and software development.
• Set up a fully-owned assembly site in the Changzhou Medical Park to support production and operations.
• Managed national distributors and 30 sub-distributors at the provincial level to ensure effective product distribution and market penetration.

Product & Business Model

• Diagnostic device combined with a cloud-based patient management platform.
• Primarily B2B and B2G, collaborating with dedicated companies to deploy remote monitoring system projects funded by the Chinese government.
• API fee or SDK Licence fee + HW Cost 

Projects 

• Stroke Prevention , Beijing  - Collaborated with the National Stroke Prevention Center to monitor high-risk patients using the MTX device, aiming to prevent strokes through continuous monitoring and early detection.
• Citizens’ Bio-parameter Screening Project , Hangzhou - Partnered with the government on a project to create reliable health records for residents by monitoring bio-parameters, contributing to a comprehensive and accurate health database.
• Link - BOE and Cnoga 
•  Link - PR Newswire Cnoga receive marketing approval in China 
• Link - News Paper Article China Plus
• Link - Case Study in China Central Blood Bank 

Link - Most Innovative company in the Israeli national Pavilion” , Medica 2016 Germany