Seth Levine from One to One Health provides a guided tour of the Digital Health Information EcosystemTM where all consumption of health-related information online takes place and a concept all health marketers need to understand to effectively market their products or services in the Web 3.0 era. More info at http://otoihealth.com/

1. A Guided Tour of the Digital Health Information Ecosystem™ October 11, 2010 This presentation available with audio narration at : youtube.com/user/ OneToOneInteractive © One to One Interactive, 2009-10. All rights reserved.

2. Your Tour Guide: Seth Levine – Vice President/Director One to One Health slevine@otoi.com Meet with me during the Connected Health SymposiumOctober 21-22, 2010 by texting OTOHEALTH to 50500.

3. A few years ago (Web 1.0), this is what you had to care for to reach your patient and medical professional target audiences online. Corporate Websites Brand Websites

4. But the growth of search, the explosion of content and the birth of the read/write web (Web 2.0) meant you needed to consider other sources of information and channels to reach your customers. Blogs Email/ eCRM Search Engines General Interest Sites Corporate Websites Health Sites Podcasts/Webinars Brand Websites Unbranded Websites

5. Location-based Marketing Today, the growth of the “Social Web,” the proliferation of mobile and continued technical innovation (Web 3.0) has changed the consumption model and is constantly creating new sources of information… Micro-blogs Video/ Photo Sites Casual Gaming/ Sites eLearning/ Online CME/CE Social Network Sites Blogs Apps Mobile Marketing Email/ eCRM Webinars/ e-Events eDetails Search Engines General Interest Sites Widgets & Desktop Apps Text/SMS Corporate Websites Health Sites Professional Interest Sites Podcasts/Webinars Brand Websites Live Chat RSS/ Syndication/Link Sharing Professional Forums Digital In-office Patient Forums Unbranded Websites Digital POS Sponsor-ships Coupon Sites Digital at Trade Shows Review/ Rating Sites

6. The result: Dozens of types of digital channels and tens of thousands of sources of health-related information for patients, consumers AND health professionals. Location-based Marketing Casual Gaming/ Sites Micro-blogs Video/ Photo Sites eLearning/ Online CME/CE Social Network Sites Blogs eDetails Email/ eCRM Apps Mobile Marketing Search Engines General Interest Sites Webinars/e-Events Widgets & Desktop Apps Corporate Websites Professional Interest Sites Text/SMS Health Sites Podcasts/Webinars Brand Websites Professional Forums Live Chat Patient Forums Unbranded Websites Digital In-office RSS/ Syndication/Link Sharing Digital POS Sponsor-ships Digital at Trade Shows Review/ Rating Sites Coupon Sites

7. There are millions of daily points of interaction online in what is a rapidly expanding Digital Health Information Ecosystem™…and the possible connections are infinite and critically relevant. Micro-blogs Social Network Sites Blogs eDetails Mobile Marketing Webinars/ e-Events Search Engines Corporate Websites Health Sites Podcasts/Webinars Brand Websites Professional Forums Patient Forums Unbranded Websites Digital In-office RSS/ Syndication/Link Sharing

8. These interactions (with/between content and other users) increasingly influence everything from the decision to seek treatment to brand impression to message receptivity... Location-based Marketing Casual Gaming/ Sites Micro-blogs Video/ Photo Sites eLearning/ Online CME/CE Social Network Sites Blogs eDetails Email/ eCRM Apps Mobile Marketing Search Engines General Interest Sites Webinars/e-Events Widgets & Desktop Apps Corporate Websites Professional Interest Sites Text/SMS Health Sites Podcasts/Webinars Brand Websites Professional Forums Live Chat Patient Forums Unbranded Websites Digital In-office RSS/ Syndication/Link Sharing Digital POS Sponsor-ships Digital at Trade Shows Review/ Rating Sites Coupon Sites

9. And the Digital Health Information Ecosystem™ is growing exponentially every day… Location-based Marketing Casual Gaming/ Sites Micro-blogs Video/ Photo Sites eLearning/ Online CME/CE Social Network Sites Blogs eDetails Email/ eCRM Apps Mobile Marketing Search Engines General Interest Sites Webinars/e-Events Widgets & Desktop Apps Corporate Websites Professional Interest Sites Text/SMS Health Sites Podcasts/Webinars Brand Websites Professional Forums Live Chat Patient Forums Unbranded Websites Digital In-office RSS/ Syndication/Link Sharing Digital POS Sponsor-ships Digital at Trade Shows Review/ Rating Sites Coupon Sites

10. LET’S LOOK AROUND… Location-based Marketing Casual Gaming/ Sites Micro-blogs Video/ Photo Sites eLearning/ Online CME/CE Social Network Sites Blogs eDetails Email/ eCRM Apps Mobile Marketing Search Engines General Interest Sites Webinars/e-Events Widgets & Desktop Apps Corporate Websites Professional Interest Sites Text/SMS Health Sites Podcasts/Webinars Brand Websites Professional Forums Live Chat Patient Forums Unbranded Websites Digital In-office RSS/ Syndication/Link Sharing Digital POS Sponsor-ships Digital at Trade Shows Review/ Rating Sites Coupon Sites

11. A look around…just a few examples Location-based Marketing Casual Gaming/ Sites Micro-blogs Video/ Photo Sites eLearning/ Online CME/CE Social Network Sites Blogs eDetails Apps Email/ eCRM Mobile Marketing Webinars/eEvents General Interest Sites Search Engines Widgets & Desktop Apps Corporate Websites Professional Interest Sites Text/SMS Health Sites Podcasts/Webinars Brand Websites Professional Forums Live Chat Patient Forums Unbranded Websites Digital In-office RSS/ Syndication/Link Sharing Digital POS Sponsor-ships Digital at Trade Shows Review/ Rating Sites Coupon Sites

12. A few examples… Location-based Marketing Casual Gaming/ Sites Micro-blogs Video/ Photo Sites eLearning/ Online CME/CE Blogs Social Network Sites eDetails Apps Email/ eCRM Mobile Marketing Webinars/e-Events Search Engines General Interest Sites Widgets & Desktop Apps Corporate Websites Professional Interest Sites Text/SMS Health Sites Podcasts/Webinars Brand Websites Professional Forums Live Chat Patient Forums Unbranded Websites Digital In-office RSS/ Syndication/Link Sharing Digital POS Sponsor-ships Digital at Trade Shows Review/ Rating Sites Coupon Sites

13. A few examples… Location-based Marketing Casual Gaming/ Sites Micro-blogs Video/ Photo Sites eLearning/ Online CME/CE Social Network Sites Blogs eDetails Apps Email/ eCRM Mobile Marketing Webinars/e-Events Search Engines General Interest Sites Widgets & Desktop Apps Corporate Websites Professional Interest Sites Text/SMS Health Sites Podcasts/Webinars Brand Websites Professional Forums Live Chat Patient Forums Unbranded Websites Digital In-office RSS/ Syndication/Link Sharing Digital POS Sponsor-ships Digital at Trade Shows Review/ Rating Sites Coupon Sites

14. A few examples… Location-based Marketing Casual Gaming/ Sites Micro-blogs Video/ Photo Sites eLearning/ Online CME/CE Social Network Sites Blogs eDetails Apps Email/ eCRM Mobile Marketing General Interest Sites w/Health Webinars/ e-Events Search Engines Widgets & Desktop Apps Corporate Websites Professional Interest Sites Text/SMS Health Sites Podcasts/Webinars Brand Websites Professional Forums Live Chat Patient Forums Unbranded Websites Digital In-office RSS/ Syndication/Link Sharing Digital POS Sponsor-ships Digital at Trade Shows Review/ Rating Sites Coupon Sites

15. A few examples… Location-based Marketing Casual Gaming/ Sites Micro-blogs Video/ Photo Sites eLearning/ Online CME/CE Social Network Sites Blogs eDetails Apps Email/ eCRM Mobile Marketing Webinars/ e-Events Search Engines General Interest Sites w/Health Widgets & Desktop Apps Professional Interest Sites Corporate Websites Text/SMS Health Sites Podcasts/Webinars Brand Websites Live Chat Professional Forums Patient Forums Unbranded Websites Digital In-office RSS/ Syndication/Link Sharing Digital POS Sponsor-ships Review/ Rating Sites Digital at Trade Shows Coupon Sites

16. So why is it critically important for marketers to understand the Digital Health Information Ecosystem™? Location-based Marketing Casual Gaming/ Sites Micro-blogs Video/ Photo Sites eLearning/ Online CME/CE Social Network Sites Blogs eDetails Apps Email/ eCRM Mobile Marketing Webinars/ e-Events Search Engines General Interest Sites w/Health Widgets & Desktop Apps Corporate Websites Professional Interest Sites Text/SMS Health Sites Podcasts/Webinars Brand Websites Professional Forums Live Chat Patient Forums Unbranded Websites Digital In-office RSS/ Syndication/Link Sharing Digital POS Sponsor-ships Digital at Trade Shows Review/ Rating Sites Coupon Sites

17. Because there has been a behavioral sea-change in the way that people access and share information that is technology-enabled but human-nature driven… AND… Location-based Marketing Casual Gaming/ Sites Micro-blogs Video/ Photo Sites eLearning/ Online CME/CE Social Network Sites Blogs eDetails Apps Email/ eCRM Mobile Marketing Webinars/e-Events Search Engines General Interest Sites w/Health Widgets & Desktop Apps Corporate Websites Professional Interest Sites Text/SMS Health Sites Podcasts/Webinars Brand Websites Professional Forums Live Chat Patient Forums Unbranded Websites Digital In-office RSS/ Syndication/Link Sharing Digital POS Sponsor-ships Digital at Trade Shows Review/ Rating Sites Coupon Sites

18. Because your target customers – patients and professionals alike, aren’t just influenced by what they read in one or two places online…. Location-based Marketing Casual Gaming/ Sites Micro-blogs Video/ Photo Sites eLearning/ Online CME/CE Social Network Sites Blogs eDetails Apps Email/ eCRM Mobile Marketing Webinars/e-Events Search Engines General Interest Sites w/Health Widgets & Desktop Apps Corporate Websites Professional Interest Sites Text/SMS Health Sites Podcasts/Webinars Brand Websites Professional Forums Live Chat Patient Forums Unbranded Websites Digital In-office RSS/ Syndication/Link Sharing Digital POS Sponsor-ships Digital at Trade Shows Review/ Rating Sites Coupon Sites

19. It’s likely that a patient with a condition your product treats could find sources of information like this and be influenced by what she sees and read in these places… Let’s consider a few examples… Location-based Marketing Casual Gaming/ Sites Micro-blogs Video/ Photo Sites eLearning/ Online CME/CE Social Network Sites Blogs eDetails Apps Email/ eCRM Mobile Marketing Webinars/e-Events Search Engines General Interest Sites w/Health Widgets & Desktop Apps Corporate Websites Professional Interest Sites Text/SMS Health Sites Podcasts/Webinars Brand Websites Professional Forums Live Chat Patient Forums Unbranded Websites Digital In-office RSS/ Syndication/Link Sharing Digital POS Sponsor-ships Digital at Trade Shows Review/ Rating Sites Coupon Sites

20. It’s likely that a parent caregiver searches for information about treatments and products in these places and is part of a mothers’ forum that connects her to other mother’s ideas, ratings and savings… Let’s consider a few examples… Location-based Marketing Casual Gaming/ Sites Micro-blogs Video/ Photo Sites eLearning/ Online CME/CE Social Network Sites Blogs eDetails Apps Email/ eCRM Mobile Marketing Webinars/e-Events Search Engines General Interest Sites w/Health Widgets & Desktop Apps Corporate Websites Professional Interest Sites Text/SMS Health Sites Podcasts/Webinars Brand Websites Professional Forums Live Chat Patient Forums Unbranded Websites Digital In-office RSS/ Syndication/Link Sharing Digital POS Sponsor-ships Digital at Trade Shows Review/ Rating Sites Coupon Sites

21. It’s likely that a medical professional frequents online physician forums to discuss treatments and, like ~⅔ of doctors, carries a mobile device* which he uses to access apps that allow him to diagnose and document care on the go. Let’s consider a few examples… Location-based Marketing Casual Gaming/ Sites Micro-blogs Video/ Photo Sites eLearning/ Online CME/CE Social Network Sites Blogs eDetails Apps Email/ eCRM Mobile Marketing Webinars/e-Events Search Engines General Interest Sites w/Health Widgets & Desktop Apps Corporate Websites Professional Interest Sites Text/SMS Health Sites Podcasts/Webinars Brand Websites Professional Forums Live Chat Patient Forums Unbranded Websites Digital In-office RSS/ Syndication/Link Sharing Sponsor-ships Digital POS Digital at Trade Shows Review/ Rating Sites Coupon Sites *Manhattan Research, Taking the Pulse v9.0

22. It’s likely that a health business decision maker regularly reads professional sites specific to his job function (ex. IT), has RSS feeds sent to his mobile phone and prefers to learn about new products from webinars and at trade shows. Let’s consider a few examples… Location-based Marketing Casual Gaming/ Sites Micro-blogs Video/ Photo Sites eLearning/ Online CME/CE Social Network Sites Blogs eDetails Apps Email/ eCRM Mobile Marketing Webinars/e-Events Search Engines General Interest Sites w/Health Widgets & Desktop Apps Corporate Websites Professional Interest Sites Text/SMS Health Sites Podcasts/Webinars Brand Websites Professional Forums Live Chat Patient Forums Unbranded Websites Digital In-office RSS/ Syndication/Link Sharing Sponsor-ships Digital POS Digital at Trade Shows Review/ Rating Sites Coupon Sites

23. These are just a few examples. Online, no two segments or customers behave alike… Location-based Marketing Casual Gaming/ Sites Micro-blogs Video/ Photo Sites eLearning/ Online CME/CE Social Network Sites Blogs eDetails Apps Email/ eCRM Mobile Marketing Webinars/e-Events Search Engines General Interest Sites w/Health Widgets & Desktop Apps Corporate Websites Professional Interest Sites Text/SMS Health Sites Podcasts/Webinars Brand Websites Professional Forums Live Chat Patient Forums Unbranded Websites Digital In-office RSS/ Syndication/Link Sharing Digital POS Sponsor-ships Digital at Trade Shows Review/ Rating Sites Coupon Sites

24. So what do you do? Where do you prospect? How do you communicate to retain customers? How do you focus resources, dollars and effort? Location-based Marketing Casual Gaming/ Sites Micro-blogs Video/ Photo Sites eLearning/ Online CME/CE Social Network Sites Blogs eDetails Apps Email/ eCRM Mobile Marketing Webinars/e-Events Search Engines General Interest Sites w/Health Widgets & Desktop Apps Corporate Websites Professional Interest Sites Text/SMS Health Sites Podcasts/Webinars Brand Websites Professional Forums Live Chat Patient Forums Unbranded Websites Digital In-office RSS/ Syndication/Link Sharing Digital POS Sponsor-ships Digital at Trade Shows Review/ Rating Sites Coupon Sites

25. For health brands, companies, institutions and marketers… things have changed. thinking needs to also.

26. For health brands, companies, institutions and marketers…ready to embrace the new behavioral paradigms represented in Web 3.0, they need a partner who can help them navigate the Digital Health Information Ecosystem™ understand human behavior and evaluate technologies and tactics execute effective, creative, compliant marketing programs ensure integration between their many online and offline efforts identify the metrics and means by which to understand productivity and ROI

27. For health brands, companies, institutions and marketers ready to embrace the new behavioral paradigms, they need a partner who can help them think differently and market smartly in the Digital Health Information Ecosystem™. It begins with a One to One conversation with us.

28. One to One Health offers full-service digital marketing strategies, creative and solutions for health-focused brands and companies. We serve pharmaceuticals/biotech, health care, health tech and consumer health. We are based in Boston (USA) with offices in Baltimore, Reno, Salt Lake City, London, Singapore and São Palo, Brazil. Inquiries:Seth Levine, VP/Director 617-425-7319; International add 00 + 1 slevine@otoi.com More info at: www.otoihealth.com OnetoOneHealth Blog: RxforDigital.com On