TRAILS Competition

Traction and Implementation Lead to Solutions

Startups of all stages are invited to enter their product in Cambia Grove’s TRAILS Competition. Win access to real-world application and testing from UW Medicine’s Primary Care Innovation Lab!

The inaugural TRAILS Competition advances the mission of Cambia Grove to bridge the gap between entrepreneurs and the traditional health care sector by selecting a startup to work with Primary Care Innovation Lab. PCI Lab, a Center based within UW Medicine’s Department of Family Medicine, provides services to accelerate the design, implementation and use of innovative products to improve the primary care practice. 

Depending on the stage of your product, services may include: 1) needs assessment and workflow analysis, 2) system design, 3) implementation process and adoption, 4) in context and usability testing, as well as 5) scaling pilots and projects up to sustainable systems.

The winning startup will be selected after multiple rounds of judging by representatives from the “5 Points” of health care (patients, providers, payers, purchasers and policy makers), investors and other professionals that support the health startup community.  All semifinalists will receive feedback from judges including a candid evaluation of the product’s ability to reach the quadruple aim in primary care setting.

Apply now for the opportunity to test your product in a multi-state primary care setting! Download the application here. (Download a free version of Adobe Acrobat Reader here.)


  • First Place Prize (one)
    • Evidence-based research services from PCI-Lab worth $25,000
  • Second Place Prize (four)
  • Two hours of consulting summarized in the form of a Reaction Report from PCI-Lab
  • All semi-finalists receive a package of feedback from the first and second rounds of judging


  • Startup Eligibility
    • Investable company or organization
  • Product Eligibility
  • Solution relevant to the U.S. health care market
  • Solution relevant to primary care
  • Product should be at least a minimum viable product and/or a prototype

Application Process

  • April 10, 2018:        First round applications open on Cambia Grove website
  • April 17, 2018:       TRAILS Competition Informational Event; 12-2pm PDT
  • April 27, 2018:        First round of applications due to by 11:59PM PDT
  • May 11, 2018:        Semi-finalists announced
  • May 25, 2018:        Second round applications due to by 11:59PM PDT
  • June 12, 2018:        Finalists announced (5)
  • June 28, 2018:        Final Round – Live Pitch Event at the Cambia Grove

Application Instructions

  1. Download the application using this link.
  2. Save the PDF application to your computer.
  3. Open the application using Adobe Acrobat or a similar application (do not open the PDF in your internet browser). You can download a free version of Adobe Acrobat Reader DC using this link.
  4. To edit the PDF, select the “Fill and Sign” tool.
  5. Once the application is filled out, save the competed application and email as an attachment to
  6. If you are having difficulties, please contact and we will reply within 24 hours. Printed and scanned applications submitted via email will also be accepted.

Terms and Conditions

  1. Startup and product must be eligible to participate.
  2. Applications will not be accepted after the deadlines posted.
  3. All finalists must be present for pitch event on June 28, 2018 at Cambia Grove. Travel expenses will not be reimbursed.
  4. Winning team will be announced at the end of the pitch event on June 28, 2018.
  5. The winning team will be expected to come to UW for an on-site orientation within six weeks of June 28, 2018, unless this is impractical for some applicants. Orientation will include overview of expectations, introduction to resources, administration requirements, and formation of a Project Advisory Board that will oversee and coach the team going forward. For applicants who would benefit from additional team members, we will arrange match-making opportunities during this visit. Travel funding is not available.
  6. Winning team will participate in promotional activities regarding the TRAILS Competition.
  7. PCI-Lab services must be completed within 12 months of the announcement of the winner.

Frequently Asked Questions

What is the prize?  Evidence-based research services from PCI-Lab worth $25,000

What does evidence-based research mean?  Health innovations are often created based on individual experiences and/or anecdotal evidence. Evidence-based research, which leads to evidence-based innovation, is the purposeful application of rigorously collected and analyzed data from multiple sources to inform the design and application of an innovation at all stages of development.

What is evidence-based innovation?  The idea of evidence-based health innovation is that good-quality innovation should be based on a combination of critical thinking, creativity, and the best available evidence (aka evidence-based research). Evidence (or data) can come from many sources including talking with potential customers, observing user work flow, cost/benefit analysis, small trial, reading published literature, conducting a survey, or utilizing existing records. Although most innovators use some evidence in their decisions, many don’t have the access to robust, high-quality evidence.

How can PCI-Lab help you?  PCI-Lab can help you garner rigorous, independently collected evidence to enable your startup to get the validation you need to move you through the development cycle. For evidence to be reliable and informative, data should be systematically collected and analyzed using robust and validated methods. PCI-Lab does this.

Why is evidence-based research important?  Health innovations developed with poor or biased evidence can result in bad decisions, poor outcomes, and limited understanding of why things go wrong. The audience receptive to research-based evidence includes investors, policy makers, patients, providers, and health systems as they engage with promoting, adopting or using new health innovations.

What is Primary Care Innovation Lab (PCI-Lab)?  The Primary Care Innovation Lab is a Center based within the University of Washington Department of Family Medicine, the #1-rated primary care program in the country according to US News and World Report. PCI-Lab’s mission is to accelerate the design, implementation and productive use of technology that has the potential to improve primary care practice and patient health through cutting-edge research and synergistic partnerships. PCI-Lab aims to bring industry, clinical and academic stakeholders together to accelerate the research and development of emerging technologies to improve health care delivery, reduce disease burden and control health care cost growth.

What types of companies can apply?  Any investable company or organization

What is primary care? Primary care includes not only in primary care clinics, but community settings such as pharmacies, nursing homes, assisted living, and patients’ homes. Primary care is disease-agnostic, recognizing that comorbidities and acute/chronic care across the age span are the hallmark of health care delivery in these settings.

What is the Quadruple Aim?  The Quadruple Aim is:

  • Enhanced patient experience (including quality and satisfaction)
  • Improved patient/population health care
  • Reduced costs
  • Improved work life of health care providers

What is a Reaction Report?  A Reaction Report is a summary that provides medical, economic and information systems insights from a team of PCI-Lab experts.

What about confidentiality?  Products and startups may be used in materials promoting the Cambia Grove TRAILS Competition. Finalists will pitch in front of a live audience. Winners may request a nondisclosure agreement with PCI-Lab.

What about my intellectual property?  There is no exchange of IP to participate in this competition.

What about equity?  No equity will be taken in exchange for prize money.

Can my startup submit more than one product?  Yes

Can I apply if I’ve received funding already?  Yes

Can I purchase additional time with PCI-Lab?  Winner may purchase additional time with PCI-Lab. Other companies may apply with PCI-Lab to purchase their research services.

Who covers my travel expenses for the competition or subsequent meetings with PCI-Lab if I win?  Contestants and winner pay for all travel expenses.

Does participating in this competition open doors to UW Medicine practices?  While PCI-Lab is housed at University of Washington School of Medicine and its clinicians are affiliated with UW Medicine, PCI-Lab is an independent research center at UW and separate from UW Medicine. PCI-Lab has its own relationships and networks with clinics within UW Medicine, regionally through the WWAMI (Washington, Wyoming, Alaska, Montana, Idaho) Research and Practice Network, and nationally. These networks may be engaged depending on the evidence needed. Working with PCI-Lab does not imply that your company will have an audience with UW Medicine leadership or have an endorsement from UW Medicine.

Will I have access to EHR records?  PCI-Lab will work with the winner to determine the best data to meet the company’s needs. If EHR records are deemed necessary, PCI-Lab will work with them to extract and analyze the data within the parameters of participating health systems. Raw data will not be available for the company’s direct use or for commercial purposes.

Will I have access to patients?  PCI-Lab will work with the winner to determine the best data to meet the company’s needs. If patient access is necessary, PCI-Lab will work with them to engage its network of clinics within UW Medicine, regionally through the WWAMI Research and Practice Network, and nationally, and to identify the best way to recruit patients and work with patients to generate evidence.

Judging Criteria

  • Impact of technology in a primary care setting (60%)
    • Improves the patient experience.
    • Reduces costs.
    • Improves the health of the patient/population.
    • Improves the workflow within the clinic.
    • Has a strong competitive advantage.
    • Significant quantity of patients or providers impacted.
  • Impact of research on the development of the technology (35%)
    • Evidence will accelerate the success of the innovation.
    • Team is highly coachable, adaptable.
  • Impact on equity and diversity in health care (15%)
    • Product bridges a population health gap.
    • Product is accessible and applicable to underserved populations.

Download the Application Here

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