#StartupsEverywhere Profile: Ellen Murphy, Founder & CEO, Bellybaloo
This profile is part of #StartupsEverywhere, an ongoing series highlighting startup leaders in ecosystems across the country. This interview has been edited for length, content, and clarity.
Connecting families to their ultrasound memories, anytime, anywhere
Bellybaloo is a new way for expecting families to safely access their ultrasound images electronically and share those precious moments with those who matter most. We talked to Founder and CEO Ellen Murphy about the challenges faced by women founders, maternal health, and data privacy when it comes to sensitive health data.
Tell us a little bit about yourself, your background, and what kind of led you to create Bellybaloo.
I've spent the last decade working in the ultrasound industry for a large service provider, I've witnessed the remarkable advancements in technology. This journey inspired me to create Bellybaloo. Over these years, I've seen imaging and technology around ultrasound improve so immensely. If you get a 3D image, you can pretty much see what your baby's going to look like before it's born. However, one aspect has lagged behind – the way parents receive these images. They still get static printouts, reminiscent of what parents received 40 years ago. It was during my pregnancy, when I experienced the benefits of advanced imaging, that I had my "aha" moment. I wanted to revolutionize the standard of prenatal image sharing, and thus Bellybaloo was born.
Can you go a little bit more in-depth and tell us about what Bellybaloo is and how it works?
Bellybaloo is a mobile platform designed and tailored for expectant parents to access and share their ultrasound images and videos. We utilize HIPAA-compliant technology that integrates directly with ultrasound machines. Obstetricians and ultrasound providers can easily add us as a destination on their machines, choosing specific images and videos to send. These images are then securely sent to the patient's phone, where they can be easily shared with friends and family. Our platform not only enhances the experience of pregnancy but also fosters stronger connections between expectant parents and their loved ones.
How do you handle data privacy, especially concerning medical data like ultrasound images?
At Bellybaloo, data privacy and security are non-negotiable priorities. We adhere to HIPAA standards and work with third-party companies to ensure our security measures are robust. We're also in the process of undergoing a SOC 2 audit to further validate our compliance. Additionally, we take steps to safeguard our users' privacy. Before sharing images with patients, all medical data is meticulously stripped, allowing users to share precious moments without releasing measurements or other sensitive information. This proactive measure empowers users to maintain greater control over their privacy.
At the same time, there are currently varying state regulations on privacy and consumer health data and it can be challenging to navigate. A federal law would provide clarity and consistency, reducing complexity for both companies and users. It would be great if policymakers established clear guidelines and standards for data protection, while also providing support and resources for compliance efforts. I believe this would create a more conducive environment for innovation in the healthcare technology sector while ensuring the privacy and security of individuals' health information.
As a woman founder in a women's health-oriented space, have you faced any challenges, particularly in raising capital?
Being a woman has proven advantageous in understanding and connecting with our target demographic. It's beneficial that I am a woman and I have personally used the app so I can show my experience when speaking with doctors. I can kind of relate more because they're talking to their pregnant patients all the time. It has been more challenging in terms of fundraising, however. It's made me think about family planning and when to have more kids. The question does come up about managing an almost two-year-old, a startup company, a small team, and the challenges that come with that. Despite the hurdles, I'm grateful for a supportive network. Currently, I'm actively exploring avenues to expand our funding while navigating the demanding balance between motherhood and entrepreneurship. As a woman founder, I'm committed to breaking down barriers and paving the way for more women entrepreneurs in the healthcare industry.
What are your thoughts on policies or initiatives that could support women founders, especially mothers, in the startup ecosystem?
Policies supporting childcare and flexible work arrangements would be incredibly beneficial for women founders, especially mothers. Additionally, directing resources toward support groups and networks for women founders could provide invaluable assistance in navigating the unique challenges they face. By fostering a more supportive and inclusive ecosystem, we aim to empower more women—especially mothers—to pursue their entrepreneurial dreams while balancing family responsibilities.
What's the goal for Bellybaloo in the next 5-10 years?
Our short-term goal is to expand our presence in doctors' offices and hospitals. Ultimately, our long-term goal is to change the standard for prenatal image sharing, making digital images and videos the norm rather than static printouts. We aim to enhance the pregnancy experience for parents and families, ultimately contributing to better outcomes and engagement throughout the pregnancy journey. By leveraging technology and innovation, we aspire to become the leading platform for prenatal image sharing globally, making a positive impact on the lives of expectant parents worldwide.
All of the information in this profile was accurate at the date and time of publication.
Engine works to ensure that policymakers look for insight from the startup ecosystem when they are considering programs and legislation that affect entrepreneurs. Together, our voice is louder and more effective. Many of our lawmakers do not have first-hand experience with the country's thriving startup ecosystem, so it’s our job to amplify that perspective. To nominate a person, company, or organization to be featured in our #StartupsEverywhere series, email advocacy@engine.is.
