Challenge statement

Seeking solutions to increase cognitive assessment and early detection and diagnosis of dementia within primary care settings


According to the Alzheimer’s Association 2022 Alzheimer’s Disease Facts and Figures report, the vast majority of primary care physicians (96 percent) say it is important to assess patients age 60 and older for cognitive impairment, but less than half (48 percent) report doing so. In addition, fewer than half of patients diagnosed with Alzheimer’s report being told of their diagnosis.

Early detection and diagnosis, however, is critical, allowing the best opportunity for care management and treatment, providing diagnosed individuals and their caregivers more time to plan for the future, adopt lifestyle changes that may help slow disease progression, participate in clinical trials and live with a higher quality of life, for as long as possible. Moreover, a previous Alzheimer’s Association analysis indicated early diagnosis of Alzheimer’s during the mild cognitive impairment (MCI) stage of the disease would result in significant cost savings for federal and state governments as well as for individual families.

Toward this goal, the Alzheimer’s Association and MATTER are calling on innovators to submit their solutions to increase cognitive assessment and early detection and diagnosis of dementia within primary care settings for the Alzheimer’s Association Pitch Competition. Up to five finalists will be selected from the candidate pool to receive mentorship from industry leaders and subject matter experts, in preparation for a pitch of their solutions to the Alzheimer’s Association Innovation Roundtable, which includes the following organizations:

Roundtable Specialty Advisory Group

  • Acadia
  • Biogen
  • CommonSpirit
  • CVS Health
  • Eisai
  • Genentech
  • Kelsey Research Foundation
  • Lilly
  • Novo Nordisk

Government Agency Partners

  • MedStar Mobile Healthcare
  • Texas Department of State Health Services

Benefits of participation

This pitch competition will provide participants with the opportunity to pitch their solutions to an audience of industry leaders from the Alzheimer’s Association, MATTER, investors, health systems, pharmaceutical companies, providers and more. One winning solution will receive a $15,000 cash award, and two runners-up will each receive a $5,000 cash award.

Pitch competition participants should expect to:

  • Engage with other cutting-edge startups
  • Network with peers and leading influencers
  • Receive mentorship from industry leaders and subject matter experts to prepare for the competition
  • Gain exposure to the Alzheimer’s Association and MATTER communities
  • Pitch to potential investors, partners and clients
  • First place startup will receive a free, six-month MATTER membership
  • Meet with the MATTER team to get feedback on their pitch prior to the pitch competition
  • Participate in person at the pitch competition in Houston, Texas on Thursday, February 2, 2023


October 31: Applications open
December 2: Applications close
Week of December 19: Finalists announced
January 3-31, 2023: Prepare for pitch competition
February 2, 2023: Pitch competition (in person in Houston, Texas)

Who should apply?

We’re seeking entrepreneurs who are developing a solution to increase cognitive assessment and early detection and diagnosis of dementia within primary care settings. This global call for solutions is open to individuals and teams from across the innovation ecosystem — from university researchers, students and entrepreneurs to existing startups of all stages. Solutions can range from early-stage concepts to marketed solutions.

Selection criteria

Submissions will be evaluated with the following criteria in mind:

  • Ability to clearly articulate the challenge statement addressed in the pitch competition description
  • Quality, feasibility and scale of proposed solution or technology
  • Differentiation of solution within the competitive landscape
  • Capability of participant/team to develop and execute solution
  • Ability of the solution to increase cognitive assessment and early detection and diagnosis of dementia within primary care settings

Submission process

Applications will be open from October 31, 2022, until December 2, 2022, at 11:59pm CT. By December 9, MATTER will select and notify up to five teams to participate in the pitch competition on February 2, 2023. Each participant will need to be in person at the competition in Houston, Texas to participate.

See the full Terms and Conditions.

About the Alzheimer’s Association

The Alzheimer’s Association is a worldwide voluntary health organization dedicated to Alzheimer’s care, support and research. Our mission is to lead the way to end Alzheimer’s and all other dementia — by accelerating global research, driving risk reduction and early detection, and maximizing quality care and support. Our vision is a world without Alzheimer’s and all other dementia®. Visit or call 800.272.3900.


At MATTER, we believe collaboration is the best way to improve healthcare. The MATTER collaborative includes more than 700 current and alumni startups from around the world, working together with dozens of hospitals and health systems, universities and industry-leading companies to build the future of healthcare. Together we are accelerating innovation, advancing care and improving lives. For more information, visit and follow @MATTERhealth.