Presentation by A

1. Case Study:
The Power of Patient Ambassadors and Activists
September 29, 2010
Jack Barrette, CEO Andy Levitt, Founder & CEO

2. Health Activists Are The New Opinion Leaders
Social Media Creators &
Editors are Health Activists
On average, they create
content for an audience of
15,000+ every month*
*Source: WEGO Health Activist
Benchmark Survey 2008 - 2010
Jakob Nielsen, Participation Inequality, 2006

3. Health Activist: Kerri Sparling
Six Until Me
Diabetes
Health Activist
Influence
2

4. Pharma Social Media Activist: Shwen Gwee

5. Carolyn Mahoney, XIAFLEX Marketing
Auxilium Pharmaceuticals
Dr. Tim Kingsbury
Dupuytren’s Contracture Patient

6. Dupuytren’s Contracture

7. Brand Objectives
Enroll Engage Empower

8. Market Research Insights
Desire To Improved
Connect Hand Function
Want others to feel See this as a
less alienated symbol of
and more confident their health

9. Market Research Insights
Desire To Improved
Connect Hand Function
Want others to feel See this as a
less alienated symbol of
and more confident their health
“ think its an excellent idea. If people
I
can become aware you'd feel more normal.
You wouldn't have to explain about it,
more people could relate.”

10. Empowered Ambassadors

11. Permission-based
Non-paid, non-contracted

19. Empowered Patients & Ambassadors
"Hi Charlie, I live in Dallas, TX. Could you
please tell me where I could get more
information on where the injection
treatment is available?"

20. A Patient Perspective

21. What’s Next?

22. Open Discussion