Novir: Driving innovation in healthcare

Milwaukee-based healthcare services company Novir has been quietly disrupting the healthcare industry since 2020. Launched during the early days of the pandemic with the goal of expediting COVID-19 testing, the company has since expanded its tech-enabled preventative healthcare services to offer drug screening services, lead testing and vaccines.

The growing company has integrated technology and logistics efficiencies with the latest developments in the medical testing industry and the results have led to an expanding client base and the continual development of new services.

Peter Klug (PK), Novir cofounder and SVP, Business and Program Development, sat down with MKEStartup.News (MSUN) to talk about the success of the company and what it’s like being part of the Milwaukee startup ecosystem.

Below are the highlights of the conversation

MSUN: What is the vision behind Novir?
PK: The vision of Novir is to use technology to provide access to anyone, anywhere, anytime to prevent healthcare services to bend the cost curve of healthcare by intervening before diagnoses and symptoms to identify health risks and get them into the right spot in the continuum of care.

MSUN: Can you share a bit about Novir’s beginnings and where the company stands today?
PK: Novir was launched in April 2020. Back then, we were focused on COVID-19 testing, but we’ve since expanded to other areas like drug testing, lead testing, vaccinations, and more. We started with about 55 employees, but now we’re up to around 75, although this can vary due to the seasonality of our work.

MSUN: Novir is known for its virtually proctored drug tests. How do they work?
PK: Our tests are saliva-based, which is more efficient and less invasive than traditional methods. Users scan a QR code, register, and schedule a proctoring session. The Proctor guides the test remotely, ensuring accuracy and compliance. We’ve also improved the testing kits to require less saliva and added features like glare-free reading and codes for privacy.

MSUN: Your company developed a healthcare management system called Track. Can you explain its purpose?
PK: Track began during the pandemic to streamline patient registration and result documentation. We designed it with a strict principle: no more than 90 seconds for either process. Many systems out there are overly complicated, but we wanted something simple and efficient. Track allows us to support various healthcare services with modules tailored to each service, like virtually proctored drug testing or onsite vaccinations.

MSUN: Your company emphasizes simplicity in its products and services. Why is that important?
PK: Simplicity is crucial because healthcare systems are often frustratingly complex. For example, our remote drug testing process eliminates the need to visit a facility, saving time and reducing stress. We also prioritize intuitive designs to ensure everyone—from seniors to busy professionals—can use our services without hassle.

MSUN: You’ve also expanded into vaccinations. How does Novir approach this service differently?
PK: We’ve integrated with leading electronic medical record systems to streamline data collection and identify which vaccines each individual needs. Instead of a generic flu shot clinic, we offer a personalized approach. This has increased participation rates from around 25% to 65-75%, significantly improving community health outcomes.

MSUN: Why is Milwaukee the home base for Novir?
PK: Milwaukee is an underappreciated hub for healthcare innovation. Companies like GE Healthcare, Direct Supply, and organizations like Concordia University have built a strong foundation here. Novir benefits from this ecosystem while embracing the city’s collaborative spirit.

MSUN: What advice do you have for startups, particularly in Wisconsin?
PK: Bootstrapping is often overlooked. We built Novir without external investment for years, focusing on product-market fit and customer satisfaction. Raising capital can add fuel to the fire, but it’s essential to have a viable product and paying customers first. Too often, the focus on investors overshadows the core goal of building a successful business.

MSUN: Anything else you’d like to share?
PK: We’re proud of how we approach healthcare with innovation and simplicity. Whether it’s improving patient registration, developing efficient testing processes, or enhancing vaccination services, our goal is to deliver solutions that genuinely benefit the community.

As Novir continues to expand its services and refine its innovative healthcare solutions, the company stands as a testament to the power of simplicity, efficiency, and local ingenuity. By prioritizing community impact and practical innovation, Novir not only exemplifies what’s possible in Milwaukee’s growing startup ecosystem but also sets a high bar for healthcare innovation nationwide.

To learn more about Novir, connect with the company here.