1. Webinar Presentation
Date: June 11th, 2013
Novartis Thalassemia App Challenge

2. On today’s call:
JL Neptune
Senior Vice President
Health 2.0
Aya Yamaura-Timms
Product Director,
EXJADE Global Brand Team
Novartis Oncology
Graeme Ossey
Challenge Manager
Health 2.0
Laszlo Danko
Senior Director
EXJADE Global Brand Team
Novartis Oncology

3. Agenda for Today’s Meeting
 Novartis Oncology Overview
 Thalassemia Background
 Challenge & Goals
 About the Phases
 Evaluation Criteria
 Timeline
 Q & A

4. Novartis Oncology Overview
 Novartis Oncology has become a global leader in oncology and hematology
through targeted research and open partnership in the pursuit of new
therapies capable of transforming outcomes for people with cancer and other
hematological diseases.
 We offer a wide range of innovative therapies to help physicians meet patient
needs, with one of the broadest and most comprehensive oncology pipelines
in the industry. Our research is driven by a distinctive scientific and clinical
strategy, focusing on unmet medical needs and disease pathways.
 For more information about how we are transforming the treatment of cancer
and other diseases, visit www.novartisoncology.com.

5. Thalassemia Background
 Diverse family of genetic disorders affecting red blood cell production, causing
anemia and significant complications.1
 Thalassemia can range from milder types to severe cases starting in infancy
and require regular blood transfusions for patient survival.2
 Clinical complications can vary by type, and patients suffer from iron overload
in their bodies as a consequence of the disease or because of extra iron
absorbed from transfusions.3
 Most patients with thalassemia are of South and Southeast Asian,
Mediterranean or Middle East origin, with immigration broadening the global
prevelance.4
1. Weatherall DJ. The definition and epidemiology of non-transfusion-dependent thalassemia. Blood Reviews. 2012:26S:S3-S6
2. Taher AT, Musallam KM, Karimi M, El-Beshlawy A, Belhoul K, et al. Overview on practices in thalassemia intermedia management aiming for lowering complication rates
across a region of endemicity: the OPTIMAL CARE study. Blood. 2010;115:1886-1892.
3. Musallam KM, Cappellini MD, Wood JC, Taher AT. Iron overload in non-transfusion-dependent thalassemia: a clinical perspective. Blood Reviews. 2012;26S:S16-19.
4. Thalassaemia International Federation. The Thalassaemia International Federation’s (TIF) New Focus: Addressing the Management of Non-Transfusion-Dependent
Thalassaemias (NTDT). Position Paper 5.2. March 20, 2012. Accessed at: http://www.thalassaemia.org.cy/pdf/NTDT_Position_Paper_Final.pdf.

6. The Challenge
Novartis challenges the teams to develop an innovative
smartphone/iPad application that increases Thalassemia patients’ (as
well as the caretakers’) ability to manage the disease effectively and
help patients live active lives despite their condition, in ways including:
 Monitoring/tracking of key parameters
 Treatment/medication adherence
 Recording of daily personal facts

7. Thalassemia Disease Management App
7
Patient
(THAL App is on smart
phone )
HCP
Patient
(THAL App is on smart
phone )
 Key metrics
 Motivational factors
 Gamification/Edutainment
 Geo-targeting
•Help Thalassemia patients communicate
better with their doctors and manage the
disease better
•Improved monitoring and compliance
leading to better outcome

8. App Challenge Goals
 Teams should be BOLD and INNOVATIVE in developing solutions that:
• Motivate, inspire and reinforce positive behaviors related to adherence
• Enable patients to set and track goals, motivated by gaming features,
“awards”/incentives, daily inspiration, etc.
• Provide users ability to share information and collaborate with others
(most importantly with their doctors)
• Educate, entertain and keep patient up-to-date on disease and lifestyle topics

9. The Challenge
 Phase I – Ideation
• Submission requirements: concept mock-up and documentation
• Awards: 5 finalists awarded $5,000 each and continue to Phase II
 Phase II – Development
• Eligibility: Phase I finalist
• Submission requirements: demo video, slide deck, and live demo
plus submission of app for testing
• Awards: First Place $100,000
Second Place $20,000
Third Place $5,000

10. Evaluation Criteria
 Phase I
• Creativity, innovation and unique qualities of application
- (i.e. Game and/or gamification design characteristics that clearly drive
engagement and experience)
• Design, usability and intuitiveness of application
• User appeal (simple and attractive interface) and potential for
widespread adoption (global audience)
• Capability for the app to be connected (via opt-in-feature) to the tools
(smartphones, tablets, PCs) used by HCPs for sharing of data
• Potential of partnership and future work with Novartis

11. Evaluation Criteria
 Phase II
• All phase I criteria
• Degree of development of application
- (prototype vs. polished product)

12. Timeline
 Phase I submission deadline: June 30, 2013
• Evaluation Period: July 1 – 12, 2013
• Notification to Finalists: Week of July 15, 2013
 Phase II submission deadline: Sept. 8, 2013
• Live, Virtual Judging: Sept. 10, 2013
 Winner announced:
October 1, 2013
Health 2.0 Fall 2013 Conference
Santa Clara, CA

13. Resources
 Thalassemia International Federation - http://www.thalassaemia.org.cy/
 Cooley’s Anemia Foundation - http://www.thalassemia.org/
 Novartis Iron Health Alliance - http://www.ironhealthalliance.com/index.jsp
 United Kingdom Thalassaemia Society, or UKTS - http://www.ukts.org/
 Thalassemia Foundation of Thailand - http://www.thalassemia.or.th/index.html
 Thalassemia Patients and Friends (ThalPal - USA) -
http://www.thalassemiapatientsandfriends.com/
 Thalassemics India - http://www.thalassemicsindia.org/
 National Thalassemia Welfare Society (India) -
http://thalassemiaindia.org/index.php

14. Questions?
www.health2challenge.com
Contact Graeme Ossey at:
Graeme@health2con.com