180fusion and Google: Marketing to Today's Online Plastic Surgery Patient

1. Google Confidential and Proprietary Beautifully Digital Connecting with Cosmetic Surgery Patients Online

2. Google Confidential and Proprietary ● Introduction ● Why Search Matters ● Search Strategies for Cosmetic & Aesthetic Surgery Practices ○ Be a Resource ○ Be There on All Screens ○ Be Seasonal ● Beyond Search: Intro to Display and Video Agenda

3. Google Confidential and Proprietary Bo Pulito Strategic Partner Manager ● 6+ Years technology experience ● Focus on emerging business platforms and products ● Advisor and Consultant to Venture and Ad Technology companies ● MBA, UCLA Anderson Jenn Kelly Strategy & Insights Manager ● 6+ Years digital marketing experience ● Focus on ad effectiveness measurement & consumer insights ● Featured presenter at ARF Re:Think ● MBA, Columbia University Your Team

4. Google Confidential and Proprietary Scott Cohen CEO, 180Fusion • 17+ years in software and internet sector • 180fusion awarded Inc 500 fastest growing private companies & Top 20 Best Places to Work • Contributor to Wired, Tech.com,Social Media Today, Search Engine Journal • Guest Lecturer at USC Marshall School of Business, Georgetown, and UofA • Board of Directors of Non Profits & Privately Held Tech companies • Previous Software Company acquired by IBM

5. Google Confidential and Proprietary Source: Plastic Surgeons in the US, IBISWorld Industry Report, February 2015 It’s a good time to be in the plastic surgery business Growth Drivers ● Economic recovery ● Aging population ● Increasingly favorable public opinion of plastic surgery ● Technological advances - safer, cheaper options Market Growth ($B)

7. Google Confidential and Proprietary Search is indispensable in the patient journey Cosmetic surgery query growth shows increasing reliance on search Search is the #1 resource medical patients turn to in selecting their treatment facility Source: Google/Compete Hospital Study 2012; Google Search Network Data, Cosmetic & Aesthetic Surgery category Online Personal Offline

8. Google Confidential and Proprietary Source: 2012 Google/Compete Hospital Study When patients see paid search ads, they act Liposuction

9. Google Confidential and Proprietary For advertisers, search delivers results Average Opportunity Per Cosmetic Surgeon* Average Monthly Investment1 $2,629 Average Monthly Clicks1 843 Lead Conversion Rate2 2% Average Annual Conversions 202 Average Billings per Customer2 $3,000 Average Annual Sales $606,757 Average ROI 19X Value per Click $60 *Note that factors including quality score, ad text, and site design will affect ROI calculation. 1 Based on average investment and CPC of cosmetic & aesthetic surgery terms among third tier advertisers in the US, 2014; 2 Industry estimate

10. Google Confidential and Proprietary Agenda ● Introduction ● Why Search Matters ● Search Strategies for Cosmetic & Aesthetic Surgery Practices ○ Be a Resource ○ Be There on All Screens ○ Be Seasonal ● Beyond Search: Intro to Display and Video

11. Google Confidential and Proprietary Search is used throughout the purchase process “abdominoplasty before and after” “cost of eyelid surgery” “best rhinoplasty surgeon” “tummy tuck recovery time” “laser lipo reviews” “are breast implants safe?” Sample category terms Query Volume by Category: Cosmetic Surgery Source: Google Search Network Data: Q4 2014 Images are in high demand

12. Google Confidential and Proprietary query paid resultsorganic results Answer patients’ questions and earn their trust Anatomy of Search

13. Google Confidential and Proprietary Use ad extensions to highlight relevant content Sitelink extensions see an average uplift of 10-20% in CTR

14. Google Confidential and Proprietary Call extensions make it easy to connect Call extensions allow you to connect directly with your customers via phone. They allow customers easily find your phone number, and on mobile devices, call you directly from your ad. Ads leveraging call extensions see about 15-20% of clicks occur on the call button.

15. Google Confidential and Proprietary Take advantage of untapped opportunity Unpurchased ad space!

16. Google Confidential and ProprietarySource: Google US Search Data Q4 2014 *Rounded to one significant figure Query Volume Range (Q4 2014)* Coverage septoplasty cost 1,000 40% lip injections before and after 9,000 42% liposuction Manhattan 800 49% calf implants 4,000 54% septoplasty cost 1,000 40% gynecomastia surgery recovery 700 44% forehead reduction 1,000 47% Sample of missed opportunities

18. Google Confidential and Proprietary Source: 2012 Google/Compete Hospital Study Mobile is a patient’s constant research companion

19. Google Confidential and Proprietary Source: Google Search Network data, “Cosmetic & Aesthetic Plastic Surgery” Category Mobile queries are catching up to desktop Cosmetic & Aesthetic Plastic Surgery Queries

20. Google Confidential and Proprietary Is your site optimized for mobile?

22. Google Confidential and Proprietary Queries tend to peak in Q1/Q2 Cosmetic & Aesthetic Plastic Surgery Query Volume by Quarter ● Optimize budget to align with shifts in demand ● Consider seasonal offers/promotions Source: Google Search Network data, “Cosmetic & Aesthetic Plastic Surgery Category

23. Google Confidential and Proprietary Agenda ● Introduction ● Why Search Matters ● Search Strategies for Cosmetic & Aesthetic Surgery Practices ○ Be a Resource ○ Be There on All Screens ○ Be Seasonal ● Beyond Search: Intro to Display and Video

24. Google Confidential and Proprietary How do you connect with consumers when they aren’t searching for you? 79% of time online is spent outside search 21% of time online is spent searching across websites, mobile, YouTube, and Gmail Source: go-gulf.com; “How People Spend Their Time Online”; February 2, 2012 Online Publishing Association; Nielsen, Comscoredatamine.com, Tnsdigitallife.com, Pewinternet.org

25. Google Confidential and ProprietaryImage ads Text ads Ads on mobile 90% of global internet users The Google Display Network reaches across ad formats: 2M+ websites Ads are served across The Google Display Network

26. Google Confidential and Proprietary YouTube is the second largest search engine 66M Beauty Enthusiasts search on YouTube each month 7M Look for information on plastic surgery Popular channels for women on YouTube

27. Google Confidential and Proprietary Online video is a pivotal component of patient research 1 in 8 Patients watched an online video 53% of patients who didn’t watch a hospital video were unaware they existed Source: 2012 Google/Compete Hospital Study

28. Google Confidential and Proprietary Online video drives patients to hospital sites, where they are more likely to convert Source: 2012 Google/Compete Hospital Study

29. Google Confidential and Proprietary There’s a simple way to think about this

30. Google Confidential and Proprietary Always there

31. Google Confidential and Proprietary Across the whole web

32. Google Confidential and Proprietary On both paid and organic search sparkplugdigital.com 2013

33. Google Confidential and Proprietary Midnight 3am 6am 9am 12pm 3pm 6pm 9pm On all devices, at all times of day Google internal, 2013 AT&T Nielsen, Clickstream Study, 2010 of online shopping takes place between 8pm and midnight 19%

34. Google Confidential and Proprietary Consideration Awareness Purchase of conversions occur on a non- branded keyword 33% At every stage of the funnel

35. Google Confidential and Proprietary Always relevant

36. Google Confidential and Proprietary Relevant to intent

37. Google Confidential and Proprietary Relevant to device

38. Google Confidential and ProprietaryGoogle Confidential and Proprietary Google Confidential and Proprietary Relevant to time of day

39. Google Confidential and Proprietary Relevant to content

40. Google Confidential and Proprietary 180Fusion and Google helps you complete the picture Increase Sales Lower CPAs Increase Profits Increase Customer Lifetime Value Holistic View of Marketing Strategy Your Company Here!

41. Google Confidential and Proprietary 180Fusion partnership has historically… Increased Account Performance Increased Customer Satisfaction Decreased Advertiser Churn Enhanced Google Customer Service Expanded Advertising Product Mix

42. Google Confidential and Proprietary 180fusion has proven performance Case Study-Hornblower: Hit annual revenue goal in 3 quarters 44% Increased number of Leads 31% drop in cost per conversion 30% lift in CTR 17% drop in CPC

43. Google Confidential and Proprietary Search Video Mobile Offers Local Site Display 300 x 250 How to Manage Effectively at Scale? Social

44. Google Confidential and Proprietary Google confidential Jump in! Google Confidential and Proprietary

45. Google Confidential and Proprietary Q&A

46. Google Confidential and Proprietary For Personalized, One on One Consultation, For Webinar Attendees Only webinar@180fusion.com 877-321-4180 thank you!

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