In this keynote, Bryan Roberts from Venrock will share how the intersection of incentives and information availability is the key to driving the adoption of innovative healthcare products, services, and strategies. The delivery of healthcare takes place in a fragmented, low margin environment where, historically, too rarely do the people providing care have both the incentive and access to necessary information to change the system. Roberts will share how he uses this framework to evaluate and advise entrepreneurial ideas seeking to improve the outcomes and cost of healthcare in the US.